Is your
natural health marketing falling intothe credibility gap?
A recent survey conducted by the
Council for Responsible Nutrition found thatpublic confidence in the safety and effectiveness of supplements
has dipped from 78% to 69% between 2003 and 2006.
To bridge this chasm,
you need a freelance copywriter who accounts for these three significant factors shaping the health marketplace:
√Internet
access: With a global library at their fingertips, your prospects are increasingly sophisticated about nutrition
and health. According to Internet World Stats, in 2007 nearly 211 million Americans used the
internet. And don't make assumptions about age. The over-70 crowd is one of the fastest growing segments of internet
users.
√Media coverageof health product safety problems
from lead contamination in calcium supplements to the Vioxx disaster contribute to a rising consumer skepticism about how healthy
health products really are.
√DIY
healthcare: As the Natural Marketing Institute reports in their Trends for 2008, consumers are becoming Dr. Me’s,
becoming their own primary health care provider. Consumers are adopting DIY healthcare with
the same passion that they adopted Home Depot’s DIY home repair.
Put these three trends together and you’ve got consumers who are very savvy about their health and determined to take charge of
it. They’re looking for allies in this endeavor – companies who can give them answers and
support them as they assume control over their health.
Health
consumers are looking for credible companies, companies they feel have their best interest at heart.
And the beautiful thing is that by
working on building your role as a trusted ally, you build relationships with your consumers for the longterm – a benefit any marketer can
relate to. It’s the returning customer who builds your business.
But be careful, loading
your campaigns with scientific data will not necessarily win you the trust you seek.
Consumers are
also looking for someone who understands them.
This goes back to the beginning of
human relationships: People gravitate to people that they feel are sympathetic to their
situation. So your copy also needs to be benefits–driven. It needs to hone in with pinpoint accuracy to your prospects’ emotional state and communicate that you
understand their challenges and their dreams.
As a former health educator with a
degree in Biology, I welcome this increase in consumer responsibility and authority. And as an
educator, I also understand that the most powerful technique for engaging people is to start with where they are – what they know, what
they believe and what they care about.
As a professional natural health
copywriter, I understand how to incorporate these two elements – credibility and empathy -
into writing effective copy that connects your quality products with the people who can use them to change their lives.
This heady combination will make
your copy a powerful marketing tool.
But in addition to good copywriting skills you’re also looking
for a few other qualities to make sure the job gets done:
√Reliability: Copywriting is just a link in a long chain of getting your product on the market, your campaign out
the door, your ad in front of your prospect. Deadlines are for making sure that everyone can meet a schedule
and get the job done.When you hire me, I am just as invested as you are in insuring that my contribution only helps your
campaign move forward – not lurch, or stall out.
√Collaboration:You are the authority on your product, your business and, in
many ways, your prospects. Only through productive collaboration can we create the best
package for your product. Collaboration draws fully on the expertise of you and your staff,
other consultants and my own.
√Enthusiasm: Truth be told, even the best writer cannot disguise an absence of passion for the product they’re
writing about. My passion for natural, common-sensical health products goes beyond words –
it’s how I live and care for my own family. I bring that enthusiasm to every job I
do.
Your success is my success.
Contact me to discuss what we can do together to really connect
with your market.Email me at clac@metrocast.net to set up an appointment for an initial consultation.
All initial consultations are free.
I look forward to hearing from
you.
Sarah Clachar,Health
Copywriter
P.S.
And if yousend me an email right nowto clac@metrocast.net, I'll send
you thisFREE, very topical report,Turning Adversity Into Advantage: Nutritional Supplement
Marketing in the Context Of Adverse Events Reporting Laws.
Please note: Your email address is strictly for communication between you and me. I will not sell, lend or give it away to anyone else. Please
see my privacy policy.
"I hired Sarah to write an ebook for my online publishing company, and she did an excellent job for me. I was very pleased with both the process and the result."
Bob Bly, CTC Communications and copywriter
"My clients can be hard to please, so the fact that they were impressed definitely says something about Sarah’s skill"
Heather Robison, Orchard Management
"I was very impressed with Mrs. Clachar's professionalism as well as her writing and research strengths. She provided guidance and offered many helpful suggestions to improve our project. I was most impressed with the extra touches, the follow up and the heart that she put into the project. She was a joy to work with and I would highly recommend her to anyone."