Blog posts are just for straightforward information content.
Research by Harvard University professor, Dr. Gerald Zaltman, reveals that emotion-driven content is even better for driving sales. Over 9 in 10 purchases are driven by it.
Pushing emotional hot buttons means persuasion content.
Using both approaches creates a one-two punch for effective marketing.
This presents a conundrum for marketing departments. Solving it is particularly challenging for supplement companies.
The double-whammy marketing problem is the demand for having two kinds of writers: 1) experts for information content (i.e., scientists); and 2) expert writers for persuasion content (i.e., copywriters).
If hiring one of each seems costly… well, it is.
Financially, finding a two-for-one writer would be more prudent.
Unfortunately, in-house writers often lack the skill for one type of writing or the other.
This is where outsourcing makes more sense.
Being cost-effective is, of course, the key to a better ROI.
That’s one important benefit. However, it’s not the only one.
AN INFORMATION/PERSUASION CONTENT COMBO
My experience as an outsourced “two-fer” is a good example.
At one time I was writing for a supplement company specializing in probiotics.
For their information content, I wrote an eBook as a giveaway for enhancing customer retention. It explained the basics about probiotics, accompanied by scientific validation.
It also included a personal story about my 20-year long battle with ulcerative colitis. I described how probiotics played (and still plays) a crucial role for my own gut health.
The persuasion piece was a magalog about the health benefits of their products. It was around 10 pages long. Each issue contained numerous personal success stories by people who used their products. It catered to those with digestive issues – IBS, gas, ulcerative colitis, etc.
The company valuation grew more than 3-fold over about a 10-year period.
Although they did a lot right, their information content and persuasion content were a big part of their success.
OTHER ADVANTAGES OF OUTSOURCING CONTENT
Ultimately, a better ROI is the main advantage.
Many other advantages accrue from outsourcing content creation.
You’ll have more time to work on other marketing strategies.
Hiring an expert who is also an expert writer ensures higher quality content for information and persuasion.
Outsourcing is more flexible. It allows you to scale up when needed as your business grows.
It can be extremely beneficial to have fresh ideas. An outside writer brings new talent and ideas for expressing concepts you may not have considered.
Part of the beauty of outsourcing is how fast and efficient it is compared with doing everything yourself.
You can experiment and test the effectiveness of different types of marketing copy, both online and offline.
A good content writer/copywriter is already analytical and creative. These attributes are very valuable when you need someone to work with who can make sure your content marketing strategies align with your business goals.
WHAT TO LOOK FOR
The ideal candidate is someone with a background in scientific research and experience in a wide variety of writing styles.
Regarding the latter, I mean more than writing for supplement marketing.
In my case, for example, I have also published articles in scientific journals based on my own laboratory research. I have also written a number of eBooks in alternative health.
And, in the unlikely instance that you might need a university-level textbook author, I’m your man there, too.
All this background experience just means I can communicate with many different kinds of audiences.
All of the marketing advantages I’ve presented here come down to one action on your part: Outsource your marketing copy to an expert who can write persuasive copy.
It’s as simple as that.
Looking at what that entails can be summarized in three simple steps.
1) Find the kind of combo writer you need for marketing your supplements.
2) Have a real voice-to-voice interview to get a feel for how the writer fits in with your company. (Yes, personality matters here.)
3) Negotiate a fair contract and get the project started.