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Help In Copy...

by incblitz
13 replies
I've accepted a job in writing copy for a food supplement business.

However, the products they have aren't new: Glutathione and Grape seed oil etract.

I'm not getting any ideas from their sales department.

Anybody here care to help me ideas how to attack this?
#copy
  • Profile picture of the author larry50
    The basics, what are the benefits? New does not mean anything by itself, it only has value if it is coupled with benefits.
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  • Profile picture of the author wrcato2
    I have to agree with Larry50, go after the benefits of the product and imagine using the product yourself from your research. Better yet find a health forum and ask people if they used such a product and what it did for them.

    Forums are great for finding stories
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  • Profile picture of the author Mark Pescetti
    I've done a LOT of writing in health and wellness.

    When you're writing for a supplement, any supplement, you've got to isolate and research the known nutrients... and create a hook around something that makes the product seem incredibly unique.

    Hopefully it IS incredibly unique too.

    I'm working for a local health company (just consulting for the time being.) And their products aren't anything special. At least, on the surface. I'm talking about stuff like Maca, Camu Camu, Blue/Green Algae, Reishi teas, Chia Seeds, etc. But after interviewing the people in the company, we discovered TONS of angles to gain a competitive edge (including some really HOT stories.)

    Glutathione?

    I wrote a 25 page video script for Glutathione that killed it.

    DO YOUR RESEARCH!!!

    You are NOT limited at all.

    Do they have testimonials?

    Can you interview any customers who experienced fantastic results?

    How do you want to position the product (Glutathione?) Heart health? Sexual health? Both?

    Mark
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    • Profile picture of the author planetlubs
      The fact that the product is not new should make your work easier. It would mean that there is alot of information about the benefits of Glutathion.

      Just remember, people buy benefits and not features. So you have to think of an angle through which you can convincingly present the benefits of Glutation to the target person.

      Testimonials work magic for health supplements and so you should Liaise with theirs sales, marketing or R&D departments to provide you with some testimonials. If they do not have, you can get permission to interview their past customers.

      Also, this being a health supplement, it is important that you get your Scientific facts right. Their un-willingness to help you should not make it hard for you. You can do your research using scientific journals. Try Using Google Scholar for your scientific research (i.e benefits of Glutathion)
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  • Profile picture of the author BrianMcLeod
    Originally Posted by incblitz View Post

    I've accepted a job in writing copy...

    (SNIP)

    ...Anybody here care to help me ideas how to attack this?
    Sigh.

    Sure, just forward 150% of your fee.
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    Brian McLeod
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    • Profile picture of the author Mark Pescetti
      Originally Posted by BrianMcLeod View Post

      Sigh.

      Sure, just forward 150% of your fee.
      Your quips crack me up.
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  • Profile picture of the author incblitz
    LOL Brian.

    @Everyone:

    Well here's the thing( that I should have prefaced earlier).

    The company's marketing is not direct response, and they
    just got interested in what I did for a different company.

    Why I accepted the job is because of the huge paycheck >

    They do have a sizeable salesforce.

    Why I'm not getting any ideas is that their salesforce
    states basically the same with any other salesforce
    in the same field, although they're a bunch of great
    closers (they basically fire their sales if they don't
    close enough prospects within the 1st 3 months).

    I can't see anything special, really, in both the company
    and their products.

    They want me to create campaigns that can be an
    alternative to their salesforce.

    I'm brain dead for USP and hooks.
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    • Profile picture of the author Alex Cohen
      Originally Posted by incblitz View Post

      LOL Brian.

      @Everyone:

      Well here's the thing( that I should have prefaced earlier).

      The company's marketing is not direct response, and they
      just got interested in what I did for a different company.

      Why I accepted the job is because of the huge paycheck >

      They do have a sizeable salesforce.

      Why I'm not getting any ideas is that their salesforce
      states basically the same with any other salesforce
      in the same field, although they're a bunch of great
      closers (they basically fire their sales if they don't
      close enough prospects within the 1st 3 months).

      I can't see anything special, really, in both the company
      and their products.

      They want me to create campaigns that can be an
      alternative to their salesforce.

      I'm brain dead for USP and hooks.
      Sub-contract the USP and hook research to another copywriter.

      The best one I know of on this forum is Ewen (ewenmack). Heck, he could find a hook for a bucket of nails.

      You might want to touch bases with him.

      Alex
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    • Profile picture of the author lotsofsnow
      Originally Posted by incblitz View Post

      Why I accepted the job is because of the huge paycheck >
      That is a very bad idea.

      Nothing against a huge paycheck but if you can not deliver on that it is not good.

      It is much better to find a gig that pays well and is in line with what you can do.

      Anyhow, now that you have the job, I suggest that you find somebody who can do the job and pay that guy. If the check is truly huge there should be room for a second copywriter or even a researcher and a writer.
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  • Profile picture of the author BrianMcLeod
    Fair enough, man.

    Thanks for being a good sport and coming back with some more details.

    Can you get access/listen to any recorded sales calls to hear what prospects are actually saying to the salespeople during their pitch?

    Can you get access to the customer service people to talk to them about the most common gripes and frustrations they hear?

    Best,

    Brian
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    Brian McLeod
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  • Profile picture of the author Jason Kanigan
    Look at how perfume and hair product companies do it. Especially shampoo. The basic ingredients are the same. So they don't talk about them. It's all about some wildflower found in the midst of Amazon forest cannibal tribe territory, plucked in only the tiny quantities they can find and brought to the civilized world at great effort and personal cost (which justifies the high price!).

    What in your client's products can you highlight this way?
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  • Profile picture of the author Pecan
    Who are you writing to? Are you writing to businesses you want stocking these products in their stores? Are these brochures for the sales team to leave behind after face to face meetings?

    Or are you writing to end users?
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  • Profile picture of the author Shaun706
    Someone mentioned earlier that all the ingredients are usually the same in these products which is true. But the formulations are usually different...which means although the ingredients are the same the amount of the said ingredient are normally different.

    For example: 500 mg of glutathione vs 250 mg

    Is there a benefit in the difference of the formulations? If so what are they?
    That's what you need to find out.

    You should put together a spreadsheet and list all ingredients and the amount of each ingredient of the supplement your client wants to sell. Then do the same for the same supplement of your clients closest 2 or 3 competitors. List everything.

    Now look for where you can win look for what makes yours different? Do you have more of said supplement as I mentioned above, well maybe that makes your product superior. Do you have less well maybe that make your product safer. But you won't really know until.you hold all the products up.side by side via spreadsheet and find out
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