Healthy Sales

If I were a Vitamin World Associate, I would enjoy reading this on my breaks.

Healthy Sales may be the coolest project I ever worked on, with the greatest potential to supercharge supplement sales.

With Healthy Sales I coordinated with an NBTY Vice President (and bona-fide marketing guru) to create the ultimate training tool for Vitamin World Associates. The concept: Associates would read the Healthy Sales newsletter to learn sales techniques, conversation starters, industry insight, and more. It was a motivational tool, as Associates’ commission earnings would rise as they learned. Since Healthy Sales was entertaining and eye-catching, it made education fun.

During a leadership change, the axe fell on Healthy Sales. It’s a damn shame, and it fills me with regret. I don’t think Management gave enough credit to their Associates’ intelligence, ambition and eagerness to learn from Healthy Sales. And by the way, one advertisement per issue paid for the whole shebang, making Healthy Sales a free program.

The Lesson: Need to train your sales force on how to maximize supplement sales?  Consider commissioning me to create a dynamic, vibrant magazine-style publication like Healthy Sales.  The concept was golden, and it was ready to soar just when it was axed.

Selling Active Ingredients

I wonder where that fish did go?

Vitamin World had a problem. Fish oil was a red-hot supplement, but customers were defecting to cheaper brands that appeared to offer more bang for the buck. Appearances can be deceiving, however — and Vitamin World Associates needed training that would help them educate customers on this fact.

The Natural Health Writer sat down with a President at NBTY to create the training piece you see at the right. It teaches Associates about how active ingredient levels trump all. With this insight, Vitamin World Associates steered customers back to VW fish oil products — all by educating them on active ingredient value.

The Lesson: It’s amazing how one piece of insight about a supplement, clearly communicated in one training piece, can supercharge sales of that supplement across an entire chain. The Natural Health Writer knows training.

Selling Resveratrol

Resveratrol: substantiated to the nines with seven references!

How do you make a nutritional supplement sexy? It sounds strange, but if you can sell an image, you can sell anything. Especially Resveratrol.

Though commonly sourced from knotweed, Resveratrol’s sexier source is red wine grapes — an origin that sells a mindset of escape. Consumers associate the Resveratrol with romantic images of rolling vineyards in warm, lively, summer months. Not to mention that special feeling of lightheartedness that comes after a glass of favorite Pinot Noir. Resveratrol tips its cap to the good things in life and promises, through these positive associations, to be one of them.

But all the romance is useless without substantiation. My Resveratrol piece to the right balances romance with strong supportive evidence. By presenting relevant figures and credible references, this piece successfully integrates two keys to successful supplement marketing: desire and credibility.

Selling Healthy Weight: CLA

There are facts. There are figures. Get confident about it.

Weight management is a tricky category when it comes to supplement marketing.

Outrageous claims have placed the entire category under a microscope. Consumers remain eager to buy supplements for healthy weight management (a.k.a. WEIGHT LOSS. There, I said it!).

CLA is a strong weight management play. To the right is a page from Healthy Sales, a newsletter I created to teach nutrition sales techniques to Vitamin World Associates. My approach is a clinic for marketing weight management supplements: Note the conservative language, authoritative facts and strong substantiation. These all empower VW Associates to communicate CLA’s benefits to customers in a clear, compliant manner.

The Lesson: With effective writing, you can successfully sell weight management supplements — while keeping your marketing materials clean and accurate.