Looking to hire a natural health copywriter for health supplements, herbs, organic food or information products? Here's ...
"Why most direct response sales copy for natural health products
And what to do about it
Plus, how to position yourself as the only choice in the minds of your leads and customers.
Before you hire a natural health copywriter, you might want to read this page.
You see, most natural health copywriters won’t tell you this.
Most promotions flop.
Even for good products with strong direct response sales copy put in front of the right prospects.
In fact, the direct response health and financial publishing giant Agora fail 8 out of 10 times with their promotions.
And they’ve got some of the best marketing minds and copywriters on the planet at their disposal.
Why do some promotions flop, even with great sales copy?
Why is it a brilliant natural health copywriter can 'fail' whilst 'average' sales copy for your competitor's can succeed?
(And what can you do to swing the odds in your favour?)
There're 5 BIG reasons.
CRAIG HARRISON - Helps business owners sell more health info products, coaching, supplements & organic super foods
#1 - Luck & Timing
There could be a whole bunch of reasons out of your control why your promotion might not do well.
And it's little to do with your product or sales copy.
#2 - Your Offer Is Weak
You could have a great product ... great sales copy ... put in front of the right crowd ... but if your offer is weak or confusing then you're butchering your response rate and sales.
Don't believe me?
Here's what Gary Halbert, possibly the greatest copywriter of all time said about offers:
“What you need to do next is to start thinking about your offer. Your offer (think of it as a business proposition) is by far the most important element in the entire sales message we are constructing here.” - Gary Halbert on the importance of your offer
In my FREE report, "The Irresistible Health Offer", I break down how to create almost unbeatable offers for health information products, coaching, dietary supplements, herbs and health "superfoods".
In fact, with the right offer, you can triple your sales and increase profits by as much as 5-7 times without increasing your advertising costs.
#3 You're Lacking Irresistible Intrigue
According to Microsoft, the average human attention span is now 8 seconds.
That's less than a goldfish.
Worse still, your prospects are bombarded with ads every single day. The New York Times back in 2007 said people were seeing 5,000 ads each day. It's likely even more now.
So if you want your sales message to stand out, you need to use irresistible intrigue.
Now, you might think I'm talking about direct response headlines here.
This goes deeper than headlines.
It's the IDEA behind the headline that creates irresistible intrigue.
You can create as many headlines as you want.
Yet, if the idea behind the headline is weak, then your headline will be too.
Notice how the ad to the right uses irresistible intrigue to capture attention? In this case the "Jamaican Fishing Secret".
Imagine that same ad only this time it states "How to Fall Asleep FASTER and Stay Asleep LONGER..."
There's not much intrigue here, right?
Likely your prospects have heard that same message repeatedly.
But you can bet they've not heard about the "Jamaican Fishing Secret". And to get that "secret", you need to read the full sales page.
Want another example? Ok.
This is a magalog for a health newsletter.
The headline is "Forbidden Cures".
The irresistible intrigue behind this is that there's cures ... yet ... you're not being told about them. There's a conspiracy!
It's not just another "How To Be Healthy" promotion.
Do you see the difference?
Do you see that the IDEA behind the headline is what separates this promotion from mediocre, benefit driven sales copy?
It packs in intrigue ... anger ... promises ... benefits ... in just two words. All because the idea behind the headline is strong.
Remember: Tim Ferris sold a book about outsourcing. It wasn't called "How To Outsource To Get More Free Time" or anything like that. It was called the 4 Hour Work Week. Same information, different idea behind it.
Bottom line, ensure any direct response natural health copywriter you hire knows how to find "irresistible intrigue" or your product.
#4 Google Is Crippling Your Sales
Not in the way you think,
I'm not talking about algorithm changes, Google slaps or anything like that.
I'm talking about price shopping.
If you can't stress in your advertising why your solution is something your potential customers can't get elsewhere, then they're gone.
You're just another commodity.
What a waste of advertising dollars!
How do you get the price shoppers to buy from you without price gouging and crippling your profits?
If you want to rake in as much of the market as you possible can, your product should be perceived as difference.
There’s lots of ways of differentiating yourself. (A good natural health copywriter should be able to do this for you.)
Hunt through my blog too and you’ll see examples.
For now though, there’s 3 main ways you can use differentiation with some examples.
- Genuine difference
- unspoken difference
- remodelled difference
Nobody else has your information or custom formulas.
Easy enough for fancy custom supplements (although you might get knocked off.)
Not so easy for info products and simple supplements.
For supplements, you might want to find the unspoken difference.
For information, "invent" your unique method.
John Carlton did this for a Golf training video.
He (or the product creator) invented the "Triple Coil Swing" method.
It became something unique.
Not only that, John had the good fortune to discover that the "Triple Coil Swing" method was invented by watching a one-legged golfer which gave the advertisement added curiosity!
If you're selling things like fish oil, vitamin D, fruit powders, herbs etc, the solution could be to draw attention to something that everybody else is doing ... yet ... nobody else is saying.
This could be a manufacturing process, a unique dosage or how it's grown. It might also be worth using method 3 (remodelled difference) as well.
Or it could be your product doesn't contain something perceived as harmful.
Your competitors might not have this in their product either, but if they're not saying it ...
If you look at the "Spoilt Pig" packaging above, you'll notice that they mention their bacon is antibiotic free. Likely, most of their competitor's bacon is antibiotic free. But "Spoilt Pig" are the only ones saying so!
Here's another example of unspoken difference.
Around 100 years ago, Schlitz Beer were 8th in the "beer market".
They turned to copywriter Claude Hopkins to help try and improve their position.
Claude created a series of ads explaining how Schlitz Beer was "pure". Everybody else was simply stating their beer was pure.
By explaining how their beer was pure, Claude Hopkins turned Schlitz Beer into the #1 beer company in the United States.
Schlitz were the first in the market place to explain how their beer was pure. The first.
Once Schlitz did this, it was firmly imprinted on the markets minds that Schlitz were the first produce pure beer and prove it.
Brilliant for irresistible intrigue.
This is where you take something ordinary and remodel it into something new.
To do this, you find an interesting fact about your product and build your promotion around it.
It could that you discovered that your product was used by World War 2 fighter pilots to give them better vision (bilberries in this case.)
If you use "remodelled difference", you'll still need to explain why your bilberry powder is superior, perhaps by including an unspoken difference and maybe add in a free bonus.
Here's an example.
There's a company that sells chia seeds.
Except, they call it "BenVia Gold."
The sales letter that sells BenVia Gold leads with selling you healthy chocolate brownies.
Not chia seeds.
The sales letter then goes on to demonstrate how BenVia Gold is healthier than all the other superfoods. How it contains far more nutrients, vitamins, minerals and how it helps with digestive issues.
It's quite deep into the sales copy before it mentions chia seeds, and even then, it only mentions it once.
Not only that, the company that sells BenVia Gold also offers a FREE recipe book as a bonus when you buy their product.
Do you see the difference here? How they remodelled something basic into something new and exciting?
#5 - Fake Marketing
You’re in business to make money.
Not try and compete with huge multi-nationals who can afford to waste silly sums of money on ‘awareness’ campaigns, slogans, catchphrases or ego-driven brand advertising, right?
Good graphics may help your products and websites look good.
However, it's words that sell.
In fact, if you’re not using accountable, direct-response advertising, you're flushing your ad budget down the drain.
Especially in the health market.
Let’s face it.
The competition in the natural health market is fierce.
Your prospects are becoming more sophisticated and sceptical as more and more outrageous claims are made.
Fake marketing that doesn’t drive sales and prove its case isn’t going to cut the mustard.
After all ...
Advertising is salesmanship in print
Yet there's problems trying to get this type of sales-copy, isn't there?
What am I talking about?
Well, hopefully, you never have to deal with:
You can of course create your own advertising.
However, this eats up lots of time and you need to learn how to write sales copy. A process which can take months - even years. (It took me years to master, and only with the help of 2 of the greatest copywriters alive - Paul Hancox and Jo Han Mok.)
You could also hire a big-name natural health copywriter. Problem is, they're charging $7,500 - $25,000+ for a sales letter alone. Fine if you can afford it.
Now: Can I create a profitable, affordable, direct response sales piece for you?
Maybe. Maybe Not
It might not be in your best interests to hire me.
Many natural health copywriters will simply take any job given to them - even if they know it's not in your best interests.
You see, I specialise in a small number of areas detailed below. Or you can click here to see my more detailed 'services' page and click here to get an idea of my style.
DIRECT MAIL PACKAGES
Profit through 1-32 page sales letters, magalogs, invitations and postcards
Create emails & autoresponder email campaigns that sell your products
Opt-in squeeze pages that eat up as much traffic as humanely possible
LEAD GEN REPORTS
Sales driven lead generation reports, case studies & white papers
LEAD GEN SALES COPY
PPC, Google, Facebook ads, classified ads product & catalogue copy)
ONLINE SALES PAGES
Use long and short form direct response sales pages that sell online
PRINT AND OFFLINE ADS
Sell your products via newspapers and magazine ads
VIDEO SALES LETTERS
Video sales letter scripts that sell your products & services
WEBINAR SALES SCRIPTS
Webinar scripts plus sales copy (emails, web pages)
Please also note that I have a couple of “maxims” that we need to agree on before we work on a project together.
Makes sense to mention these now so we don't waste each other's time, wouldn't you agree?
Anyway, here goes.
1. I only create sales driven, direct-response marketing and advertising.
The type of advertising that is focused on bringing in leads and sales – not slaps on the back or 'awards'.
Not silly slogans, clever or cutesy play on words, catchphrases or amazing graphics (although good design can help!)
Listen: If you've got millions of pounds or dollars to waste on ego driven brand or image advertising then you're in the wrong place.
2. You must be honest, reasonable and ethical.
I won’t deal with anyone looking to scam or lie to people. No pyramid schemes. No penis growth pills. No alpha-male macho's throwing their weight around.
Like any ethical, law-abiding natural health copywriter, my sales copy also strives to be within strict FDA, DSHEA, FTC or other regulatory rules.
If you want to try and play fast and loose with these rules, then I'm not the person for you.
What do you get when you work with me?
- 1I know how to create offers that you can charge more money for. You won’t be competing with $1 Kindle books or $2 supplements.
- 2I'll help you forge irresistible intrigue so that your prospects feel compelled to read your sales message.
- 3I'll help you craft your "points of difference" so that your product is seen as unique in your market.
- 4Sales copy to test such as headlines, leads, offers, guarantees etc to maximise your conversion rate.
- 5I meet your deadlines. This was drilled in to me from my time in law. I know how important they are. After all, you can’t simply tell a court “we’ll be ready in a few days” when a hearing date is set!
- 6I’m professional so you don’t have to worry about someone not being available or ignoring your emails or calls. I’m also friendly so you don’t have to worry about someone being rude.
- 7If you’re selling dietary supplements, health foods, herbs etc, I know that there’s certain things you can’t say. More importantly, I know what to say whilst remaining persuasive!
- 8I don't farm copy out. Everything you receive is written by me.
Now, can I serve you?
So long as you're ethical and have a good product or service, then it's likely we'll work well together.
It doesn’t matter if you’re driven by a need to create a better world … earn as much cash as possible … or have as much freedom in life as possible.
Here's how it works.
All you must do is fill out the easy form at the bottom of this page, and I'll get back to you within 24 hours.
Here’s What Happens After
You Fill Out the Form Below
You’ll receive an e-mail confirming that I've received your message.
I discovered direct response advertising by accident.
Back in 2008, I was thrust into a failing litigation department at a law firm. We were losing lots of claims. And lots of money.
Whilst looking into ways to solve this crisis, I stumbled upon the direct mail book “The Robert Collier Letterbook”.
This book had nothing to do with the law. However, it broke down how to persuade people to give you their money through letters, including collection letters.
Thanks to some trial and error, I managed to help turn the department around and raked in £1.4 million in just over 4 years. It helped the department become profitable again.
That work dried up however and I was shunted into mortgage repossessions. (Foreclosures for visitors outside the UK!)
Now, I use those persuasion skills in an area I'm passionate about - health & fitness.
For more about me, click the button below.
I'll then get in touch with you.
We can chat by phone, SKYPE or email.
Each way is fine.
Oh, and …
You Won’t be Subjected to a
High Pressure Sales Pitch
No shenanigans. No trickery.
Simply fill out the form below, and I'll be in touch with within 24 hours.
(Alternatively, you can call me on 07950 322137 or send me an email to firstname.lastname@example.org although I prefer to have information before we speak.)
Anyway, thank you for reading this page, and I look forward to hearing from you soon.
P.S. A key element to selling more of your health products is your offer. Without a strong offer, not even the best sales copy in the world will sell your products. Click here NOW if you want to discover how to double your sales and increase profits by as much as 5-7 times with strong, direct response offers.
P.P.S. I also have a "methodology" page here which explains how I work and also provides an FAQ.