Your Customers Are Like Star Trek’s Borg

Remember the Borg from Star Trek? They inhabited a massive cube-shaped spaceship. They thought with a collective hive mind. They assimilated anything useful. When something was of no use, the Borg ignored it completely.

The Enterprise crew blasted the Borg with phasers. This worked… temporarily. After 12 phaser blasts, the Borg adapted to the phaser frequency, rendering the blasts ineffective. The solution? A modulating phaser that changed frequency with each blast. The Borg was unable to adapt because it was faced with something new and unpredictable.

Your audience is the Borg.

When you blast your supplement marketing message with the same frequency every time, your audience will adapt — the blast will be ineffective.

Top 5 weird tricks“…. “Top 3 secrets“… “The #1 tip for“… do these subject lines look familiar? Oh yes, these subjects work… temporarily. But by now, your audience has adapted. The message no longer works. Nutritional supplement consumers are smarter than that.

Make your nutritional supplement marketing message like a modulating phaser beam. Mix it up. Present something different each time. And above all, present something useful to your audience. When you do, your nutritional supplement will be assimilated

Boldly going where no supplement copywriter has gone before,

~ P.J.S. Dougherty
the Natural Health Writer

What is Sexy Nutrition?

Sexy Nutrition is a nutritional supplement marketing strategy I created… a way of connecting with consumers at their emotional core.

Marilyn’s natural sex appeal was maximized with marketing.

Uniting my inimitable nutritional supplement copywriting with education, branding and storytelling, Sexy Nutrition marketing campaigns have achieved 12X ROI. The Sexy Nutrition secret?

(for maximum impact, press play…)

[haiku url=”http://naturalhealthwriter.com/wp-content/uploads/2012/03/01-Lets-Get-It-On.mp3″ title=”You know you want to.”]

Awwwww yeah. Sexy Nutrition is always in italics. Sexy Nutrition is that little somethin’ somethin’, that mmm… yes that makes consumers buy supplements.

Sexy Nutrition cannot be taught. But make no mistake… every supplement you sell has latent sex appeal, just waiting for the right marketing touch to bring it out.

Every nutrient has a romantic back story with irresistible benefits… there are natural potions and elixirs, tonics and mysterious herbs. How sexy is that?

When you tap supplements’ sex appeal and express it to consumers… that is Sexy Nutrition. If you achieve it, your supplement sales catch fire.

Let’s get it on,

~ P.J.S. the N.H.W.

P.S.: For more on how to implement and use my Sexy Nutrition sales techniques, sign up for my newsletter at right and receive my Top 5 Supplement Marketing Tips report.

P.P.S.: It’s heating up. We’re just getting started. More Sexy Nutrition soon to come.


Advertising is Dead

I am fortunate to have three friends who happen to be marketing geniuses.

Shake the tree.

Alex Leonov, a Moscow-based Marketing Director, is one of them. I listened when Alex proclaimed “Advertising is dead,” but I never understood… until now.

You see, I have written reams of nutritional supplement advertising; brochures, pamphlets, print ads and more. But as I build Natural Health Writer dot com, I have little enthusiasm about posting these pieces. I want to ensure your supplement success, and these days, a tri-fold brochure  just isn’t enough.

This is the Natural Product Industry. Consumer education is the key. The more consumers know about a supplement, the more they will buy that supplement. When education reaches critical mass, one-time buyers graduate into lifelong, loyal customers who share their beliefs with their friends.

The Lesson: Choose the vessel that can deliver an education about your supplement. A booklet is deep and thorough. A custom-published magazine provides ongoing education. And supplement web reporting can elevate customer interaction to an exciting new level. Advertising is dead. Long live marketing.

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!”

Nutrient Depletion

Extensively substantiated, my Nutrient Replenishment Guide gives consumers healthy new reasons to buy supplements.

When I published Rx Complement magazine, I knew that drug-induced nutrient depletion was a topic I wanted to publicize immediately.

For the first issue, I wrote an article and created a pullout chart which shows which classes of drugs are associated with nutrient depletions. Of great assistance was Dr. Ross Pelton, a true leader in the nutrient depletion field. Download the chart below, print it and use it as you see fit.

Education is the key to supplement marketing. Consumers need to know all factors that will diminish their nutritional status: Stress, drugs, aging and a modern “factory farming” agriculture that yields nutritionally-deficient frankenfoods.

The Lesson: Third-party publications like my Rx Complement can be phenomenally effective sales-boosting educational tools. Consumers who read about nutrient depletion make smarter (and more numerous) supplement choices.