Looking to create the written content for your supplement company website? Here are six copywriting principles all supplement companies should know.

Understand the reader

For supplement companies, if you want to sell a product or an entire line of goods than your challenge is to understand the target reader who will buy your supplements. You will need to understand the emotion being with wants and desires and how to speak to it. People buy products to avoid pain or increase their pleasure.

When you push the emotional buttons to writing, you will be far more efficient when you focus on the benefits they will gain from using your products rather than the actual features. For example:

Feature: A vitamin supplement for weight loss

Benefit: You can take your daily recommended vitamins that also include fat-burning features for weight loss.

Does the feat avoid emotion, yet grabbed the benefit of the target? Maybe the reader wants to lose weight but still intends to have a healthy intake of essential vitamins.

Offer Evidence

One important principle of writing is called “social proof.” The concept speaks to the consumer’s demands for assurance. This is important when it comes to understanding probiotics and other supplements on the market. Consider how you respond emotionally and contrast the opportunities you may win or lose. Social proof is offered in many forms of statistics, testimonials, accolades, customer lists, endorsements, and so on.

Use social proof to build credibility to your supplement brand and play on what works for your company and is true. Even the tiniest details could play a role in persuasion and overcome the fear of betting someone that is rather unknown.

Write with Rhythm

Readers will show more traffic and engagement when your writing has a nice rhyme to it. You can mix up the length of your sentences and paragraphs and avoid long sentences. Or, when there’s no another way to stop a long sentence, follow up with a short one. Create a call-to-action to the content. It is the written version of asking for the sale in the form of marketing.

Here’s how you can call-to-action:

  • Include a sense of urgency
  • Make an offer
  • Overcome objections
  • Highlight the value

The object is to enable your reader to take action. The rate of your success will increase when you let the reader know what the products are, where to go, how to order and when to act upon it.

Strive for Clarity

The goal of the content is to make your reader want to read the next paragraph after every sentence you write. However, there can be some factors that will threaten your efforts – such as confusion.

Most professional copywriting businesses will advise you to write at a grade five to eight level. But a better rule of thumb is to only write content as if your reader doesn’t know what you know. This is often dangerous and can come into play.

One of the most common mistakes writers for supplement companies make is to gloss over explanations and only explain the benefits as they assume that the reader can do their research elsewhere. Avoid jargons and inform the reader with your supplements when using simple terms.

You versus We

Good copywriting will focus on the benefits YOU as a buyer will enjoy. Not the features WE as a company are providing. Create effective advertising copy by using the words “you” and “your” and minimize the words “our” and “we” when writing your content. Keep focuses on the reader instead of going back and forth towards the business. Effective sales copy must always concentrate on the user, along with their hopes and fears. Writers should explain how the product will benefit them.

Write an irresistible headline

Write variations of headlines that would appeal to the content. What would you – as a reader – say yes? Headlines are considered the “teasers” for content. A few great tactics include:

  • The useful headline: often a “how to,” “top things,” “best ways,” etc.
  • Build curiosity: create a teaser element to spark interest
  • Urgent headline: why, why not?
  • List headline: proven tips secrets, ways, etc.

While this may be obvious for some writers, many still have a hard time producing headlines that will attract attention. This is the most important line you will have to write the content because without it; readers won’t take an interest in reading the content at hand.

Follow these six copywriting principles for your supplement company. Got any other tips? Leave a comment below.

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