Top Adding - Writing and Speaking

Marketing your services or products in today’s ultra-competitive business world is vital. But are you doing it effectively? The traditional method of a sales flyer is still a very good way to persuade large numbers of people to respond t

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

o “an offer.”

Apart from the importance of creative copy, a successful flyer should be drafted using the AIDA formula.

~ Grab the ATTENTION of your audience
~ Hold their INTEREST
~ Arouse a DESIRE for them to respond, and

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

~ Push them to take positive ACTION

1. Grab the ATTENTION of your audience The first, and arguably the most important thing, is the headline.

Example:

“AGSORB - THE MOST EFFECTIVE NON-TOXIC, NON-ABRASIVE, OIL ABSORBENT ON THE PLANE

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

!”

This headline grabs the audience’s attention. It’s short and snappy and succeeds by making a bold statement right upfront. Your audience should now want to know more.

Generally speaking, a successful headline will be one that persua

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

es your audience to read on in the belief that your product or service may solve their problem or be of benefit to them.

2. Hold their INTEREST Okay, your headline has grabbed them and now they’re focusing on the nitty-gritty of your m

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

essage. The tricky part here is to keep their interest so they don’t toss your flyer into the bin before finishing. Choose every word carefully and ensure that each of your sentences is clear, effective and error-free.

Example:

“Its po

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

erful wicking action absorbs hydrocarbons quickly. It requires no “high-tech” application or equipment and leaves no messy residue behind after extraction.” Truth coupled with sincerity and enthusiasm is a key factor. Avoid making exag

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

erated claims. The sentence above is a powerful motivator - you’re telling the audience in a sincere and positive way what the product does and how easy it is to use.

‘Testimonials’ can also be very powerful. They let your audience kno

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

someone else has used the product and that its claims are genuine.

Example:

“Here’s what SP, tool-hire manager for the well-known UK chain, TPR, had to say about Agsorb. ‘Things always seem to happen in three’s. Recently we experien

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

ced a nasty hydraulic oil spill, a workshop floor flooded with engine oil and a messy petrol spill. ChemSol suggested we use Agsorb and in no time at all, the application, which is easily applied, soaked up all three of these spillages.

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

e now keep a supply in case of similar mishaps.’”

Write in a conversational manner and avoid long words and long sentences. Make your message personal so your audience doesn’t feel like you’re talking to thousands of others. Something l

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

ke the sentence below works well.

Example:

“We’re offering you, our valued customer, a fantastic 30-day discount price you’ll find hard to refuse!” In addition, concentrate on the money-, labour-, and time-saving benefits of your pr

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

duct instead of on fancy features.

Example:

“It’s lightweight for easy handling and low transportation costs and is non-harmful to machinery and equipment”

“….. and in no time at all, the application, which is easily applied, soaked u

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

p all three of these spillages.”

3. Arouse a DESIRE for them to respond You now need to convert your audiences’ interest into a strong desire to buy. To do this you must concentrate on ‘product benefits.’

Example: “Agsorb is non-tox

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

c and safe to use. This versatile product absorbs a wide range of organic chemicals on land and in water. It’s lightweight for easy handling and low transportation costs.”

Done correctly and effectively, your sales flyer copy should, by

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

now, have your audience ready and waiting to place their orders.

4. Push them to take positive ACTION Now include a direct, clear, and unambiguous ‘call to action.’ This may seem obvious but it’s amazing how many people forget this cr

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

cial element.

Example:

Agsorb, packed in 25 litre containers, is normally priced at ?76-25 plus vat. But if you order in the next 30 days, we’ll let you have a 25 litre container for just ?56-00 plus vat.... including FREE delivery.

T

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

o place your orders, please phone Julie today on ……”

A sense of urgency is a good thing. By strongly suggesting that they should respond now, you’re motivating them to act in the moment, without delay. In addition, any offer of a bonus

.

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

r discount will help generate a positive response. The example below is a good one.

Example:

“And if you order more than one container, the price gets even better at just ?52-00 plus vat… once again we’ll throw in delivery, FREE of cha

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

ge.

Remember, if you’re not completely satisfied with the results of Agsorb, we’ll refund your money, no questions asked!”

There you have it… A I D A

ATTENTION, INTEREST, DESIRE, ACTION

Four terrific ways to write a great sales flyer

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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When you’re facing a major career crisis, it’s hard to evaluate prices. I like to draw an analogy with getting a flat tire in the middle of the night. You haven’t bought tires for years and have no clue about what’s realistic. Sometimes a high price means good value. But sometimes you just pay a high inflated price.

For many people, sending out a press release and seeing the article in print, or hearing your company mentioned on the radio, is the end in itself – but in my opinion, that's just the start. A timely story about your company can gain good coverage in trade, local and even national media if everything goes according to plan. Failing that, regular coverage in local and trade publications is certainly achievable – if you keep finding stories that are relevant and of interest.

Over 19,000 people each day fall victim to identity theft according to studies done in 2003. Identity theft victims spend an average of $1,400 out-of-pocket and an average of 600 hours recovering from this crime.

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