Quick Tip:
An Extra Step You Have to Take When Selling to the Alternative-Health Market

[The below excerpt is from a detailed interview with Master Copywriter Arthur Johnson. You can view the complete interview in its two parts, part 1 and part 2.]

In direct-mail copy, there's a little transaction that goes on between you and your readers: If they're going to devote a half-hour (or however long it takes) to reading your promotion, you've got to give them something in return beyond the sales message. You have to deliver some information. Obviously, the trick is to deliver that information in a way that sells the product.

When you're writing about alternative-health products, it's not enough to present people with a solution to their problem in terms of testimonials, promises, and scientific proof. It really helps to tell them exactly why the product works. You want to make a light bulb turn on in their heads and make them feel that they really understand it. That gives them a deeper sense of security about the solution you're offering than they would have if it were simply backed up by science.

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Published: August 25, 2003

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