Just Answers - Writing and Speaking

What Makes a Great Headline?

Headlines are far more important than the copy beneath them. If you don't use headlines within your

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

chapter or in your Web site sales letters and article titles, you will lose your audience's attention in a few seconds. And, that'

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

s serious.

Apply These Top Ten Headline Ideas and Prosper

Your Headline...

1. Needs to compel and propel the skimmer to stay an

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

d go to sales copy beneath if on your Web site. Your book chapter headlines should lead your reader by the hand to what he wants t

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

o know. They can be questions or statements, but make them clear, and if possible, sizzle.

2. Must be attention-getting. Use emot

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

ion in your copywriting because people buy because they connect emotionally, not because they need something.

3. Make it benefit-

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

driven--how your product or service will solve your audience's problem, concern, or challenge.

4. Make an irresistible offer. Mos

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

t eBooks that sell well offer special bonus reports they attach at the end of the document. People often buy just because of the b

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

onus such as my "How to Get Testimonials from the Rich and Famous" for my book on writing a book.

5. Make a wild promise and 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

y up. Most people don't like hype, but will notice your promises in your benefit statements. Back it up with the how when they rea

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

d the copy beneath the headline.

6. Keep it simple. Some headlines go on and on to include many problems and benefits. Stick to a

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

one line for the best results.

7. Include one top benefit. The top headline of your Web or email sales letter should taut your n

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

umber one benefit of your product or service. Show the big result and wow your readers. They are looking for answers.

8. Build cu

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

riosity/suspense. Would this attract you? "Overcome Writers' Block with Snake Dancing?" Sometimes the improbable can hook your re

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

aders attention, and that's what you want.

9. Must be "you" centered.

Instead of saying "I can do this for you" write it "You wi

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

ll get this benefit when you..." Check out your home page. Does it need a lift? If it has a lot about you, your mission, and your

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

bio, you have missed the mark.

10. Think before you write your headlines. Leave the lackluster ones behind. To announce his semin

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

ars, one client put "Upcoming Seminars" in the email subject line. Who cares? Entice your market to act by making a specific, bene

.

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

fit-driven headline.

To prepare for great headlines, start with a list of great benefits. Before you post, check with associates

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

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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