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E-Folder - The Anatomy of a Sales Letter
When Dr. Frankenstein exclaimed "it's alive... it's alive," he thought he had brought
wonderful new life to the world. What he really did was create a monster. He took a
bit from here and another piece from there and sewed it altogether. Then
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
he was
distressed to see how things turned out. Many marketers create their own monsters
in the form of sales letters. They throw everything into them and then are distressed
at the response.
Sales letters work best when you have something
Sales letters work best when you have something
; 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
o sell. You make an offer. Too
many sales letters from smaller businesses are of the "Hi my name is..." school.
When it comes right down to it, I'm busy; I don't care if you just started this
wonderful venture because you love to serve peopl
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
e. What can you do for me right
now? Why should I take time reading any of your letter? Make me an offer I can't
refuse. Quickly convince me that I need what you have to offer.
When creating a better monster--er sales letter--start off where
When creating a better monster--er sales letter--start off where
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
rankenstein made
his biggest mistake. He used the wrong head.
The right head (or headline) can make or break your sales letter. Focus it tightly on your target market. Address a big problem your target faces (assuming you have the solution
The right head (or headline) can make or break your sales letter. Focus it tightly on your target market. Address a big problem your target faces (assuming you have the solution
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
or it) or play on their desires. If you can do this with a clever play on
words, by all means go for it, but if wordplay isn't your forte, keep it simple and
straightforward. There's no perfect length for a headline, but don't waste words.
K
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
eep it to one sentence. The point is, make them care.
Once you've grabbed them with your headline. Don't let them escape. It may seem odd, but the last words of your letter--the PS--are often read right after the headline. A PS is the best wa
Once you've grabbed them with your headline. Don't let them escape. It may seem odd, but the last words of your letter--the PS--are often read right after the headline. A PS is the best wa
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
to end your letter. It sticks out from the body and
grabs attention. Don't waste your PS. Say something that will encourage your reader
to go back to the beginning and start to read.
The first paragraph is crucial, so get to the point. Give
The first paragraph is crucial, so get to the point. Give
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
hem the guts of your offer
and what makes your offer so good. How much money is it going to save/earn
them. How will their lives be dramatically improved. Whatever makes your offer
worthwhile must be there.
By this point you either have the
By this point you either have the
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
ir interest or you don't. If you do, the remainder of
the letter must answer the basic questions and address the common doubts your
reader may have. After all, you've worked hard get them this far, it would be a
shame to lose them on a techn
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
cality.
Fill the body of your letter with benefits, not features. Give it the "so what" test. If a benefit doesn't answer the question "so what?" for your target audience, it's a feature not a benefit. Dig deeper and discover what your offer
Fill the body of your letter with benefits, not features. Give it the "so what" test. If a benefit doesn't answer the question "so what?" for your target audience, it's a feature not a benefit. Dig deeper and discover what your offer
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
eally delivers to your
target.
Speak to your target in their language. Write informally. Ask rhetorical questions. Create as conversational a letter as you can. However, take care when using humour. It can backfire, because we don't all hav
Speak to your target in their language. Write informally. Ask rhetorical questions. Create as conversational a letter as you can. However, take care when using humour. It can backfire, because we don't all hav
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
e the same sense of it. Unless you
know for sure, keep humour to a minimum.
Busy, busy, busy. I know it, you know it. Everyone is busy. They probably won't read everything in your letter, but guide them to the good bits. Embolden the bits the
Busy, busy, busy. I know it, you know it. Everyone is busy. They probably won't read everything in your letter, but guide them to the good bits. Embolden the bits the
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
'll
care about. It'll encourage them to keep reading. (But don't embolden your company
or product name. Your names may be interesting to you, but they're not what's
interesting to your target.)
Now that you've told them how great your offer
Now that you've told them how great your offer
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
is, get someone else to tell them
too. It sounds so much better coming from someone else. In the body of your letter,
sprinkle a testimonial or two. Write them yourself, and then ask one of your best
clients if they would be comfortable havi
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 it quoted under their name. Focus on
the results your clients have achieved. Testimonials are best if they are believable
and don't gush.
Once you've covered all the possible doubts and questions in the body, it's time to put your best f
Once you've covered all the possible doubts and questions in the body, it's time to put your best f
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
ot forward again. Repeat your offer. And, if you can, offer a
guarantee of satisfaction. Make trying your services a risk-free endeavour.
Unfortunately, this is difficult for some service-based companies because often their
services aren't d
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
rectly quantifiable.
Just to make your life more difficult, with business-to-business marketing, keep your letter to one page. If your letter is more than one page, re-write it.
Before you set your letter loose upon the world, try a test on a
Just to make your life more difficult, with business-to-business marketing, keep your letter to one page. If your letter is more than one page, re-write it.
Before you set your letter loose upon the world, try a test on a
.
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
limited number of
prospects. Fine-tune it according to your responses. Then continue to track your
responses to further fine-tune both the letter, and your target market.
A sales letter won't do it all. Keep up your other marketing efforts, a
A sales letter won't do it all. Keep up your other marketing efforts, a
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
d don't forget
to quickly follow up on all leads generated by your sales letter.
Put together with care and skill, a good sales letter will prepare your audience for your sales approach. A great sales letter will have them out looking for you
Put together with care and skill, a good sales letter will prepare your audience for your sales approach. A great sales letter will have them out looking for you
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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