Marketing Hot Seat: Promoting an Alternative Health Product: Marketing

Marketing Hot Seat:  Promoting an Alternative Health Product

Kip and his father sell laser therapy products that relieve pain and enhance healing.

His product is priced at $1300 which is better than a competitor’s which is $4000. He believes the competitors are gouging.

He wants to find out new ways to market the product for pain relief and face lifts

He has a short ad to golfers, which appeared in a golf magazine. He has received one call so far, but his system doesn’t record hang-ups.  John discusses buying space in magazines and advises him to be bold.

John goes through the ad and shows how he would look at each word…he talks about “hinges” and power words and shows which ones he would put on “probation”.  This one section is a copywriting education in itself.

They also have a discussion about how to send a prospect from an ad to a recorded message.  They dive deep into the theory and practice (including the psychology) behind sending someone to a recorded message.


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