Jacob Bear - Copywriter

What to say about your company in a crisis

jbear — Thu, 20 Nov 2008 18:46:45 +0000

When an embarrassing, negative story about your company hits the press, you have to act quickly to salvage the reputation and relationships you’ve spent years building. Let me give you an example.

A few days ago the story broke that unlicensed pharmaceutical and medical businesses were (more…)

Junk mail sucks!

jbear — Wed, 08 Oct 2008 03:56:13 +0000

I got a couple of complaints recently about an aggressive direct-mail campaign. They made up less than 1% of my total list, but they rightfully pointed out that I was (more…)

The promise of a promise

jbear — Tue, 16 Sep 2008 15:45:27 +0000

You don’t have to be a copywriter to learn from this. It applies to nutraceuticals as well as marketers in any industry.

In Los Angeles there’s a plumber who guarantees “our plumbers will arrive on time, and they won’t smell bad.” Have things gotten so out of hand that these are considered real benefits? (more…)

What “health claims” can a nutraceuticals copywriter make?

jbear — Mon, 08 Sep 2008 19:39:39 +0000

Can copywriters, advertisers, and marketers have a system to certify our effectiveness? (more…)

“Great insight–this hit the rest button in my head”

jbear — Mon, 04 Aug 2008 19:06:01 +0000

“Good Stuff man! (more…)

“I hired Jacob Bear… and right away we got our first big account.”

jbear — Sun, 03 Aug 2008 22:14:21 +0000

“I hired Jacob Bear to write a brochure to acquire some high-end clients, (more…)

Where’s the Beef?

jbear — Wed, 30 Jul 2008 15:19:16 +0000

There’s a reason a nutraceuticals copywriter would want you to watch an old fast food commercial. This 30-second video is an ingenious solution to a marketing problem that a lot of nutraceutical companies are dealing with.

You see, you probably know your product is superior in some measurable way–purity, potency, the presence of a specific chemical signature. Your challenge is to communicate this in a way that makes prospects sit up and take notice. (more…)

Following stevia over the wall

jbear — Thu, 10 Jul 2008 16:02:48 +0000

Years ago, when I lived in Topanga, there was a stevia plant in the garden. My roommates and I would chew on the leaves and joke about putting it in our coffee. A friend of mine who was hypoglycemic finally tried it, and predicted that (more…)

The third reason clients buy from you

jbear — Thu, 03 Jul 2008 20:27:20 +0000

I’ve been chewing up a lot of pencils, trying to think of the best way to explain the third reason people buy from you. It’s not as easy to grasp as the first two. In fact, I was almost ready to shirk the whole responsibility, break it up into a new (more…)

A big reason people buy from you

jbear — Tue, 17 Jun 2008 05:20:25 +0000

In a recent ad, Toshiba talks about “our latest technology.” They spent months trying to think of the perfect name. The punchline: “His mother had already done that for us.” Their latest technology is Phil, a Professional Services Consultant.

Even though your company isn’t Toshiba, you’re probably doing a lot of the same things Phil does. You listen to your client’s goals, and think of ways you can help them. You don’t just “fill the order,” you work with them on solutions that will save resources and increase profits.

You see, there’s a gap between your client’s knowledge of your capabilities, and your knowledge of the client’s needs. Inside this gap is the magical place where fortunes are made. When you venture into this gap, and seek to fill it, you’re no longer a mere vendor. You become far more valuable, and replacing you becomes difficult, if not impossible.

Here’s an exercise for you: Start to think of yourself as a consultant. Imagine that your company doesn’t earn revenue from the ingredients you sell or the equipment you use, but that you’re paid to solve problems and uncover opportunities. The most successful companies in just about every industry are already doing this.

You and your colleagues have a wealth of specialized knowledge. It’s intangible, but it can be just as valuable as the machinery in your facility. It’s one of the best ways to attract and keep loyal customers, even though you may be more expensive than a competitor.

In fact, it’s no coincidence that some of the fastest-growing companies in the nutraceutical industry are already doing this.

With all the uncertainties in this world, we should all learn to be consultants. If you want to prosper, climb down into the gap. It’s the future.