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Write You - How To Write Better Ad-Copy
Nearly 30 years ago, I was a guest panelist at a seminar about “Writing for Profit.” -- All day long,the speakers had told the attendees all about how to submit their written works to editors and publishers ... what to expect in a publisher’s contract ... how to prepare a writer’s proposal ...
primarily focusing on how to “sell” what the attendees had written.
At the end of the seminar, a panel o
At the end of the seminar, a panel o
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
f five “successful writers” ... including me ... was introduced, with a list of each writer’s works and their individual accomplishments given.
The first few questions from the audience were nothing more than a rehash of some of the information provided during the day. Then, a young man stood-up in the back and said ...
“All day long, you’ve been telling us how to sell our written works - but -
The first few questions from the audience were nothing more than a rehash of some of the information provided during the day. Then, a young man stood-up in the back and said ...
“All day long, you’ve been telling us how to sell our written works - but -
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
ow do youlearn how to write to begin with?”
After the other panelists finished recommending english composition classes; espousing the merits of good grammar and syntax; and advising him to “just keep writing, you’ll get better,” it was my turn.
My answer was ... as usual ... short and to the point ...
“Read!”
Then, I had to explain what I meant.
If you want to be a Science Fiction writer, rea
After the other panelists finished recommending english composition classes; espousing the merits of good grammar and syntax; and advising him to “just keep writing, you’ll get better,” it was my turn.
My answer was ... as usual ... short and to the point ...
“Read!”
Then, I had to explain what I meant.
If you want to be a Science Fiction writer, rea
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
d every science fiction short story and novel you can find. Immerse yourself in the type of writing you want to do. Spend 80% of your time reading and 20% of your time writing “sequels” to the stories you have read.
Today, the young man who asked the question is a highly-paid writer ... with a host of articles and books to his credit. -- Last time I spoke to him, he thanked me again for my simpl
Today, the young man who asked the question is a highly-paid writer ... with a host of articles and books to his credit. -- Last time I spoke to him, he thanked me again for my simpl
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
advice.
With that said, I am now going to answer those of you who have persisted in asking me ...
How To Write Better Ad-Copy
Right now, you’re probably thinking, “Now he’s gonna tell us to read all the books we can find on copywriting.”
Wrong, paperback-breathe! -- The first thing I’m gonna tell you is -- after you’ve read all those copywriting books for general knowledge; like learning engli
With that said, I am now going to answer those of you who have persisted in asking me ...
How To Write Better Ad-Copy
Right now, you’re probably thinking, “Now he’s gonna tell us to read all the books we can find on copywriting.”
Wrong, paperback-breathe! -- The first thing I’m gonna tell you is -- after you’ve read all those copywriting books for general knowledge; like learning engli
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
sh composition, grammar and syntax -- throw away those books and ...
Read The Ads!
That’s right. -- If you are going to write an ad to sell your “fancy-dancy fishhooks,” gather together every ad you can find that offers fishhooks, fishing lures, fishing poles, or, even, fishing boats. -- Read them ... reread them ... and read them some more. -- Don’t even try to do any writing. Just read the ads
Read The Ads!
That’s right. -- If you are going to write an ad to sell your “fancy-dancy fishhooks,” gather together every ad you can find that offers fishhooks, fishing lures, fishing poles, or, even, fishing boats. -- Read them ... reread them ... and read them some more. -- Don’t even try to do any writing. Just read the ads
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
Again, you’re probably thinking, “That’s old hat. Everybody tells us to keep a swipe-file of ads offering products similar to our own, then use those ads to write our own ads.”
Wrong, again, copycat-litter-breathe! -- If you only use your swipe-file to makeup copycat ads, you will be committing ...
The Biggest Mistake Made By Beginning Ad-Copywriters!
Unfortunately, most beginning ad-copywrit
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
ers take a successful ad ... offering a product similar to their own ... and simply change a few words in the headline, rewrite and rearrange the paragraphs, maybe put in an extra “bonus” of some kind, and try to use it to sell their product.
Think about it! -- That would be like copying “Moby Dick” by changing the whale to a great-white buffalo ... moving the action from the ocean to the great pl
Think about it! -- That would be like copying “Moby Dick” by changing the whale to a great-white buffalo ... moving the action from the ocean to the great pl
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ins ... and making Captain Ahab a Buffalo Hunter with a missing arm. (Don’t laugh. It’s been done ... starring Charles Bronson, if memory serves.) -- No matter how well done, it would still only be an imperfect imitation.
In the business opportunity field, one of the most successful ads of all time was Joe Karbo’s “Lazy Man’s Way To Riches” ad. -- Can you imagine how many times that ad has been
In the business opportunity field, one of the most successful ads of all time was Joe Karbo’s “Lazy Man’s Way To Riches” ad. -- Can you imagine how many times that ad has been
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
adapted, rearranged and enhanced to sell someone else’s opportunity information? -- Some of the adaptations may have had some success but, just a few weeks before he died, Joe Karbo himself lamented to me that none of his copycat-ads; copycatting his own ad, had ever been successful.
Do the same thing I told the young would-be writer to do to learn to write, spend 80% of your time “reading” ads of
Do the same thing I told the young would-be writer to do to learn to write, spend 80% of your time “reading” ads of
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ering products similar to your own. Then ...
Spend 20% of your time writing “sequels” to those ads.
The dictionary says a “sequel” is “A literary work complete in itself but continuing the narrative of an earlier work.”
Where most of the ads that just copycatted Joe Karbo’s “Lazy Man’s Way To Riches” ad were failures, or only had limited success, over the years I have written no less than five
Spend 20% of your time writing “sequels” to those ads.
The dictionary says a “sequel” is “A literary work complete in itself but continuing the narrative of an earlier work.”
Where most of the ads that just copycatted Joe Karbo’s “Lazy Man’s Way To Riches” ad were failures, or only had limited success, over the years I have written no less than five
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
“sequel” ads that produced significant revenue for me. (One of them is the ad for my “How To STRIKE IT RICH” book.) -- I never tried to ‘copy’ Joe’s ad, just continue his narrative to a different conclusion ... my product.
Use your swipe-file the same way. -- Read and reread those ads until you have a complete story of the similar products being sold. Set those ads aside and don’t even think abo
Use your swipe-file the same way. -- Read and reread those ads until you have a complete story of the similar products being sold. Set those ads aside and don’t even think abo
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
t looking at them while you write your own ad. -- Don’t try to ‘copy’ the ads you’ve read ...
Write a “sequel.”
Let your ad-copy continue from where the other ads ended.
If you aren’t happy with your first results, do it all over again ... read the ads again ... set them aside again ... write your “sequel” again. -- Keep looking for more and more ads offering similar products to add to your stor
Write a “sequel.”
Let your ad-copy continue from where the other ads ended.
If you aren’t happy with your first results, do it all over again ... read the ads again ... set them aside again ... write your “sequel” again. -- Keep looking for more and more ads offering similar products to add to your stor
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
y line ... immerse yourself in those kinds of ads ... to the point of drowning in ad copy. Then, lay those ads aside and write your “sequel” ads.
As your “sequels” get better and better, your income will get bigger and bigger.
Now, I’m gonna tell you ...
The Greatest Unwritten Secret to Successful Ad-Copywriting!
Although I have read literally thousands of books, booklets, reports and articles
As your “sequels” get better and better, your income will get bigger and bigger.
Now, I’m gonna tell you ...
The Greatest Unwritten Secret to Successful Ad-Copywriting!
Although I have read literally thousands of books, booklets, reports and articles
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
about ad-copywriting, I don’t recall ever reading the "secret" I am about to tell you.
When you write your “sequel” ads ...
Use The Words In Your Ad To Attract The Kind Of Customers You Want To Keep
The best way to explain what I mean is by illustration. -- Here are two different headlines for an “opportunity” ad ...
Earn $10,000 Per Month
Get $10,000 Per Month
It may appear, at first readi
When you write your “sequel” ads ...
Use The Words In Your Ad To Attract The Kind Of Customers You Want To Keep
The best way to explain what I mean is by illustration. -- Here are two different headlines for an “opportunity” ad ...
Earn $10,000 Per Month
Get $10,000 Per Month
It may appear, at first readi
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
ng, that both headlines offer the same type of opportunity - but - read them closely.
The first headline begins with the word “Earn.” -- To the reader, that means some “job” or “work” must be performed in order to “earn” the $10,000 promised.
Compare that to the second headline which starts with the word “Get.” -- That leads the reader to believe that little, if any, “work” is involved in “getti
The first headline begins with the word “Earn.” -- To the reader, that means some “job” or “work” must be performed in order to “earn” the $10,000 promised.
Compare that to the second headline which starts with the word “Get.” -- That leads the reader to believe that little, if any, “work” is involved in “getti
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
g” the $10,000.
Believe it or don’t ... the readers don’t even realize that they are making that subtle distinction. Their reaction to the headline is ingrained in their “subconscious.”
Using the word “Earn” you will attract the kind of customers who don’t have a subconscious aversion to work. -- Using the word “Get” you will attract more people who are looking for something for nothing ... by “
Believe it or don’t ... the readers don’t even realize that they are making that subtle distinction. Their reaction to the headline is ingrained in their “subconscious.”
Using the word “Earn” you will attract the kind of customers who don’t have a subconscious aversion to work. -- Using the word “Get” you will attract more people who are looking for something for nothing ... by “
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
getting” their share of the “free lunch” that might just exist.
Which brings me to an observation about ...
Ad-Copywriting Books
Over the past 30 years, I have watched an ever-increasing proliferation of books about ad-copywriting. Unfortunately, all too many of those books are just compiled from older, well-written books on the subject - but - with one BIG difference.
The compilers of those
Which brings me to an observation about ...
Ad-Copywriting Books
Over the past 30 years, I have watched an ever-increasing proliferation of books about ad-copywriting. Unfortunately, all too many of those books are just compiled from older, well-written books on the subject - but - with one BIG difference.
The compilers of those
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
ooks believe that, in order to “sell” something, you have to “trick” the buyer into buying. So, they take legitimate advertising techniques and read into them an implied deception. In effect, the assorted fools who compile books corrupting viable advertising principals lend credence to the journalistic attitude that advertising, by its very nature, is evil.
Although I am adamantly opposed to bo
Although I am adamantly opposed to bo
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
ok burning ... any book about ad-writing that espouses any use of misleading words, deceptive phrasing, fictitious or nebulous testimonials, meaningless hype, or the egregious use of meritless guarantees belongs in your backyard incinerator, not in your business library.
If you have to “trick” your customers into buying from you, neither you nor your product deserve anything other than my contempt
If you have to “trick” your customers into buying from you, neither you nor your product deserve anything other than my contempt
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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