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E-Articles - Copywriting Makeover: Making An Emotional Connection - Part 2 of 2
In part one of this article series we began looking at the Cruise Vacation Center site: a travel site whose copy was sorely lacking in emotional appeal and visual imagry. (You can see the previous version of the copy here:
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
href="http://www.copywritingcourse.com/CruiseVacationCenter-Original.pdf" target="_new">http://www.copywritingcourse.com/CruiseVacationCenter-Original.pdf.) In the conclusion, youll see how all the rewrite turned out 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
Examples of combination products may in
how exciting the end results have been.
The Rewrite
It took me a while to get started on this copy. Before I began writing, I wanted to really be in the mood. I played around on the vacation search feature of CVCs site and
The Rewrite
It took me a while to get started on this copy. Before I began writing, I wanted to really be in the mood. I played around on the vacation search feature of CVCs site and
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ead all about some of the places I have always wanted to go. I took my time and let my imagination run wild while reading about the ports-of-call, the activities, and the ships amenities.
When people shop for vacations, they
When people shop for vacations, they
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
are typically interested in what theyll get first and they worry about the price second. They want to feel and sense the experience of a vacation while reading about it on a website or in a brochure. It sort of falls into the
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
same category as copywriting for brides.
Getting married, for most people anyway, is a limited experience. Its not something you do every day. While a bride may be working on a budget, she still loves to see the $10,000 Don
Getting married, for most people anyway, is a limited experience. Its not something you do every day. While a bride may be working on a budget, she still loves to see the $10,000 Don
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
a Karan gowns and imagine herself in one. The same holds true for those planning a vacation.
You usually only go on one vacation/holiday a year. Thats why we dream. Its a limited experience. Something we plan for and look fo
You usually only go on one vacation/holiday a year. Thats why we dream. Its a limited experience. Something we plan for and look fo
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
ward to for months on end. So, while a vacation planner may not choose to buy the king-sized, master, grand suite, all-inclusive, five-star vacation trip around the world, s/he sure has fun reading about it and imagining it.
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
hy do you think shows like Lifestyles of the Rich and Famous are so popular?
Once Id filled my mind with everything wonderful about cruise vacations, I was ready to tackle the copy.
Keyphrase inclusion was simple on this pa
Once Id filled my mind with everything wonderful about cruise vacations, I was ready to tackle the copy.
Keyphrase inclusion was simple on this pa
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
ge. There was just one keyphrase, cruise vacation. I used both the singular and plural forms throughout the text. My challenge with the SEO aspect of the copywriting was to keep the balance.
Normally, when there is just one
Normally, when there is just one
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
eyphrase, there is a very high tendency by most people to ram, shove, and squeeze the phrase into every nook and cranny of the copy. I beg you resist that urge! As youll see shortly, SEO copywriting is NOT about forcing keyph
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
ases into every possible slot.
And, of course, there was the matter of letting visitors know that they would get a better bargain and save more on their luxury cruise if they booked online.
Starting at the top, I changed th
And, of course, there was the matter of letting visitors know that they would get a better bargain and save more on their luxury cruise if they booked online.
Starting at the top, I changed th
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
headline of:
Planning quality discount cruises for you since 1993!
to
Book Your Exotic Cruise Vacation Online and Get Rock-Bottom Prices to the Hottest Destinations
Next, I immediately began to entice the visitor with vi
Planning quality discount cruises for you since 1993!
to
Book Your Exotic Cruise Vacation Online and Get Rock-Bottom Prices to the Hottest Destinations
Next, I immediately began to entice the visitor with vi
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
sions of what s/he could expect - from their vacation and from CVC.
Rather than talk about the company directly as the original copy did:
Dreaming of a cruise but don't want to pay full price? Cruise Vacation Center is one
Rather than talk about the company directly as the original copy did:
Dreaming of a cruise but don't want to pay full price? Cruise Vacation Center is one
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
f the nation's largest cruise agencies.
I started the copy with this:
Just imagine youre walking along the deck of a grand cruise vessel as it gently keeps rhythm with the waves. The sun is on your shoulders and a soothing
I started the copy with this:
Just imagine youre walking along the deck of a grand cruise vessel as it gently keeps rhythm with the waves. The sun is on your shoulders and a soothing
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
reeze wafts through your hair.
I continued to build the new copy with phrases like: wander your way through the medieval castles, stunning gardens of the Mediterranean, and oceanfront luau in Hawaii, while intermixing statem
I continued to build the new copy with phrases like: wander your way through the medieval castles, stunning gardens of the Mediterranean, and oceanfront luau in Hawaii, while intermixing statem
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
nts including: deep discounts, book securely online, and so on.
All the while, I was dropping reminders to book online for the biggest savings and offering explanations about why that would benefit the visitor.
The call-to-
All the while, I was dropping reminders to book online for the biggest savings and offering explanations about why that would benefit the visitor.
The call-to-
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
action was designed to reinforce the idea that the customer *could* get more vacation choices for their money with CVC.
You can see the end results for yourself at
You can see the end results for yourself at
.
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
ttp://www.cruisevacationcenter.com.
The Results
Its fun to see how these makeovers turn out. What did my client have to say? The response was astonishing and immediate. Weekend sales tripled! Usually around 10 online bo
The Results
Its fun to see how these makeovers turn out. What did my client have to say? The response was astonishing and immediate. Weekend sales tripled! Usually around 10 online bo
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
ks over the weekend. Last weekend had 30! [Also], they re-indexed and the home page moved up [two positions] for cruise vacation. It has a great lead-in on the search page, too.
Man I just love my job!
Karon Thackston © 200
Man I just love my job!
Karon Thackston © 200
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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