Need Great Natural Health Content?

Supplements and holistic practices need premium-quality content to excel.

All your communications must be credible, clear and compelling.

Equally critical: Your messaging to patients and customers must be consistent.

Here’s the problem:

Whether you’re treating patients, developing supplements or marketing natural health products, you don’t have time to create consistently outstanding content.

The Natural Health Writer is Here to Help.

– Accomplished storyteller of supplements and holistic wellness

– Skilled curator of authoritative, substantiated research sources

– Copywriting mastermind who sparks instant and sustained sales

I’ve written for industry legends: Piping Rock, Puritan’s Pride, Vitamin World, Cosway, Youngevity and Nature’s Plus.

My campaigns have made millions for branded health ingredients like Pycnogenol, Kaneka, OmniActives and more.

I’ve published two natural health magazines, seven books and 100+ articles on diverse holistic wellness practices.

I’ve landed and interviewed stars like Alec Baldwin, Jane Seymour and Mike Huckabee for natural health articles.

Let’s Work Together!

Are you months behind on email newsletters and blogging? Facing a “need it yesterday” time crunch on new product copywriting? Are your competitors winning Google because their content is simply better than yours? I can make these headaches disappear.

The Natural Health Writer is seeking a limited number of outstanding clients right now. Let’s take writing off your plate to free your time… so you can focus on what you do best!

Contact Me Today

And we can get started today!

Email: p@naturalhealthwriter.com

Call: 631.790.4331

Connect on LinkedIn too, it’s cool!

Thank you, speak soon!

Regards,

sign

P.J.S. Dougherty

the Natural Health Writer

Energy Times

Puppies! Flowers! Mariel Hemingway!

Energy Times is a custom magazine distributed in health food stores. I wrote for Energy Times at its peak; 525,000 circulation. During an Energy Times leadership change I made a precocious proposal to become Publisher — and was denied. I did, however, become Executive Editor.

I steered the editorial back on track to its true mission: Selling nutritional supplements. I brought the magazine’s content to a pinnacle, making it compelling in a way that inspired readers to visit their local health food store. Plus, I ushered in the era of Celebrity Natural Health Interviews that still remains a hallmark of Energy Times.

Click the image to see the articles and ads that I wrote as Executive Editor in one Energy Times issue. My Prolotherapy article sparked tons of reader interest in this complementary therapy; illustrating that the Natural Health Writer sells more than supplements. For this issue, I also spearheaded Energy Times’ first web 2.0 venture: an interactive online debate, Vegan vs. Carnivore. Overall, combining ads and editorial, I wrote over 60% of this particular issue…saving thousands on our budget.

Nature’s Plus

The Natural Health Writer has been the voice for this nutritional supplement trifecta....

In 1996, I bought my first cannister of Chocolate SPIRU-TEIN as a college student. Seven years later, I was writing SPIRU-TEIN copy for Nature’s Plus. It’s funny how the universe works. Nature’s Plus gave me my start in the Natural Products Industry, and for that I am forever grateful.

At the time, I was working in a private investigation firm. I saw the ad for a copywriter, applied and was called in for a “test.” My boss wouldn’t let me take an afternoon off, so I had to quit my job in order to take the test. I later learned that this was the third test given to find a copywriter; no one had passed. It was me and ten other applicants in one room. We were given company literature and asked to write product copy in 30 minutes. I remember chuckling to myself as I wrote about Animal Parade children’s supplements: “Cherry Elephants, Lemon Lions, Nutrition in Disguise!” I got the job.

In R&D, I had a fantastic crash course about writing for the industry. Anyone who knows Nature’s Plus is familiar with their rapidly expanding product catalog. The workflow was brutal at times, but I absorbed like a sponge. I didn’t just churn out product copy, I created a “voice” for Nature’s Plus that resonated with Founder Gerald Kessler’s style. This is especially evident in my writing for  Source of Life, SPIRU-TEIN and Animal Parade: Three flagship products and true industry icons. It was a privilege to write about them!

Talent Trumps Experience

Ignore negative people. Believe in yourself.

Back in my corporate days, I avoided politics… But I wanted to climb that ladder. At Natural Organics I had a leap in mind: I wanted to move from copywriting in R&D to running Editorial for Energy Times magazine.

Before making the proposal, I met with the departing ET publisher to get his blessing. Boy was I in for a surprise! He sat me down and told me I would fail. I had no magazine experience. It’s a complicated job. I would need extensive training. Blah, blah, blah… the real kicker, I will never forget. He told me, “You know, if you get this job it could actually hurt your career.”

Since I was sill a bit green, this bizarro pep talk shook me up. But I persisted, became Executive Editor and persevered. Four months later, I completed the annual Energy Times Cancer Issue with Alec Baldwin as the feature interview. It was the biggest celebrity we’d ever landed. After the issue came out, the founder called me to tell me it was the single greatest Energy Times in its 17-year history.

Ultimately, I improved ET: Better content, lower operating costs, and, most importantly, superior promotion of nutritional supplements and natural health.

The Lesson: Go ahead. Tell me I won’t succeed. I dare you. Talent trumps experience every time. These days, the Natural Health Writer has both in spades.

Writing for Health Freedom

Oh byoooooteeeeful, for spaaaacious skies, for amber waves of graaaaaain...

The Natural Health Writer is the voice of the Nutritional Health Alliance. The NHA was founded by industry giant Gerald Kessler, who helped create the Dietary Supplement Health and Education Act (DSHEA).

As the NHA’s writer, I adopted Kessler’s bombastic style to advance Health Freedom. The concept: We are one bad bill away from losing access to supplements. I believe in this cause; Europe has already set the precedent. Click the Capitol to read my latest NHA column.

The Lesson: Hiring a nutrition writer? Make this your first interview question: “Can you explain DSHEA?” If the candidate looks flabbergasted, move on. I have written about DSHEA since 2003. I understand DSHEA, and I know how the FDA and FTC regard supplements. This knowledge is supplement marketing gold.

Ginkgo Hilarity

I recently wrote a marketing piece on Ginkgo Biloba. I was pleased with it.
The claims were strong and substantiated; the story was Sexy Nutrition. Part of that story:  ginkgo trees are  200 million year-old “living fossils,” with individual trees living up to 3,000 years. Bafflingly, the client circled these facts in red pen and wrote “substantiation needed.”

What the heck? The Natural Health Writer is all about substantiating supplement health claims. But the Ginkgo facts had nothing to do with health! I shrugged, retraced my research, and started new research to reinforce that my ginkgo facts were strong. They were. The silver lining? On my second round of research I discovered some compelling ginkgo factoids that will make my next ginkgo piece even sexier.

The Lesson: Substantiation is essential, but it’s a slippery slope. If we as an industry start requiring substantiation for non-health related facts, we may end up needing substantiation for statements like “the sky is blue!”

Generic is Lazy

That shade of yellow brings out your... well... um...

A few years ago, a company (which shall remain nameless) hired me to create new product marketing direction for a whole-food multivitamin supplement. I did market research, evaluated the competition, brainstormed product names, taglines and angles. I picked the strongest and created a brochure and box copy that told a story about the supplement. I billed for ten hours. The client nixed my copy.

Recalling the project, I decided to look it up today and see what kind of copy they ended up using. Here it is — in its entirety —  believe it or not:

This product features a wide array of vitamins, minerals, herbs and other nutrients – including vegetable, fruit and mushroom complexes – to give you the well-rounded nutrition you crave.

Good god, where to start? The writing is bad, nobody “craves” nutrition, and there is no effort to brand or differentiate this product from the scores of similar competitors. If you want to sell your nutritional supplement, you need to do better.

The Lesson: Make sure your company has a real marketing person in place. With the right marketing direction, storytelling and design work, you can offer your nutritional supplement at a premium price… that consumers will be happy to pay. Make it sexy. Our industry is far too dynamic to settle for generic marketing.

Don’t Stop Believin’

Nutratein Protein Shake Ad

Take your midnight train. You'll get there!

I created this conceptual ad to convey how pushing forward with exercise helps one leave negative emotions behind. The tagline: “Energy For What Will Be.” We presented this concept to an Ad Group that was set in their ways. The concept was met with negative feedback and rejected.

Four years later, I saw the Asics ad on the right in Men’s Health Magazine… and felt sweet vindication. Although a small ad group rejected our concept, Asics had enough belief in a similar concept to invest $186,000 for an ad in the World’s Greatest Magazine.

The Lesson: Don’t stop believin’ in your vision. Think big. The concept that is too “different” for one client is the same concept that will be embraced by a winner.

There are No Mistakes…

Get inspired.

… only happy accidents.

I created this ad early in my career as a nutritional supplement marketing writer. The challenge: taking a rather plain protein shake and differentiating it. Designer Chad Renfroe and I came up with this ad, and while it was never used, I was always proud of the marketing instinct behind it. It romanticizes an ordinary supplement with language that resonates with women. You are Woman. I hear you roar.