Category Archives: Copy Writing

Must-Know Information: Trademark and Licensing for Nutrition Products

Dietary and nutritional supplements are, without a doubt, very popular and a great business to get into. It’s also highly competitive so attaining a trademark license would be a smart move to make. There’s a good chance that your product might have similarities to other competitors; whether it’s the color of your product, shape of container, etc. Gaining a trademark license through the United States Patent & Trademark Office is simple.

1) Eliminate names and decide on your trademark by search
Your product must identify clearly of what it is to avoid confusion with competition. Eliminate names that are similar to your ideas. Similarities may include spelling variations, spacing between letters and grammar.
2) Complete the trademark application for your dietary or nutritional supplement
Settle on the name you want. Remember that the more your intended trademark describes your intended results, the lower chances you have of your trademark being approved. Chances are that your mark will be describing other products too. Complete the application with the help of your attorney!

3) Use and enforce your trademark properly
Once you have your approved trademark, you have the responsibility of using it properly. Make sure your brand doesn’t fall into generic use to avoid infringing parties. Be on the lookout for those individuals!

Your trademark is now registered and you have a sense of national validity! If you feel an infringing party is using your property or imitating it, you have legal leverage and can bring action against them.

Signal Important Messages with Headings and Subheadings



Whether it’s overcoming an objection, triggering an emotional pull, or explaining the benefits of your product or service, Headings and Subheadings serve an important purpose on a webpage.


  1. tell a story…
  2. build excitement…
  3. act as  “waypoints” in your copy


What if your reader only read the headings and subheadings in your copy? Would he or she get all the information they needed to make a decision?

You’ll see that longer sales pages or landing pages will often use this technique.

For example:

At first I didn’t believe it was true…

Then, I saw the results of our first test…

And our second test was even better…

Now, I’m convinced…

In between each of the above subheadings will be one to three paragraphs that offer convincing evidence that the subhead is credible, and builds on the unstated promise that “you can get these results, too.”


The example above manages to build some excitement as it tells a story. You can also build excitement by highlighting the key emotional benefits of your product in your subheadings.

For example:

Why women won’t stop staring at you

Feel confident in any situation

Spend your time at the beach, and let the paperwork do itself

These types of headings speak directly to the core desire of the reader, while also offering a promise that your product will fulfill that desire. When we speak of “benefits,” we’re talking about the ways that your product fulfills the core emotional desires of your prospects and customers.


Sometimes a heading can simply act as waypoints in your copy. Sometimes you simply want to display before and after photos, testimonials, or explain in greater depth what your product or service does. Headlines in these instances can serve to explain what will be discussed or displayed all while still connecting with customers.


Subheadings  support your headings. They can provider greater detail on the ensuing content of the section, further drive the main point of the section, or answer an immediate question the reader may have.


Understanding Value Propositions

Value Propositions: The Single Most Important Piece of Marketing on Your Site

An effective value proposition can add a huge boost to your site. It is considered by many to be one of the most important pieces of marketing on your site. Why? Because it can literally make or break the success of your site.

What is a Value Proposition?

A value proposition is a phrase that promises a value that will be delivered. It explains why a prospect should buy from your company. A value proposition should be the first thing a prospect sees when they come to your site.

Key Aspects of a Value Proposition

  • It explains how your product or service solves the customers problems or how it improves their situation.
  • It defines certain benefits to quantify the value of the product or service.
  • It tells the customer why your product or service is the ideal answer for their need.

Important Note: 

A value proposition is not a “Catch Phrase”

Example: “Gillette. The Best a Man can Get!”

A value proposition is not a positioning statement

Example: “Avis. We Try Harder”

Value Proposition Formula

There are several ways to create a value proposition, below is one example:

  • Headline. What is the end-benefit you’re offering, in 1 short sentence. Can mention the product and/or the customer. Attention grabber.

  • Sub-headline or a 2-3 sentence paragraph. A specific explanation of what you do/offer, for whom and why is it useful.

  • 3 bullet points. List the key benefits or features.

  • Visual. Images communicate much faster than words. Show the product, the hero shot or an image reinforcing your main message.

Evaluate your current value proposition. Does it answer the questions posed below?

  • What product or service is your company selling?

  • What is the end-benefit of using it?

  • Who is your target customer for this product or service?

  • What makes your offering unique and different?


Creating an Effective Value Proposition

What makes a good value proposition:

  • Clarity! It’s easy to understand.

  • It communicates the concrete results a customer will get from purchasing and using your products and/or services.

  • It says how it’s different or better than the competitor’s offer.

  • It avoids hype (like ‘never seen before amazing miracle product’), superlatives (‘best’) and business jargon (‘value-added interactions’).

  • It can be read and understood in about 5 seconds.

Enhance your Value Proposition

By offering a “booster” to your value proposition, a prospect on the fence can easily be persuaded to buy now.

These things work well against competitors who do not offer them. Boosters can be things like

  • Free shipping

  • Fast shipping / Next day shipping

  • Free bonus with a purchase

  • Free setup / installation

  • No setup fee

  • No long-term contract, cancel anytime

  • License for multiple computers (vs 1)

  • (Better than) Money-back guarantee

  • A discounted price (for a product)

  • Customizable

Good Value Proposition Examples

The “perfect” value proposition may be unattainable. Conversion XL has put together a great list of what are good value propositions as well as notes on how they could be better.

Campaign Monitor


  • Very clear what it is and for whom

  • Specific lead paragraph

  • Key features outlined above the fold

  • A relevant image

  • Features a booster – “100% rebrandable”



  • It’s clear what it is and for whom

  • Specific benefit oriented sub-headline

  • Relevant visuals

  • Smooth transition into features and benefits



  • Clear statement about what it is and for whom

  • List of benefits

  • Relevant image



  • A different kind of layout, but well done. It tells a story of ‘what’ and ‘how’ . Easy to follow.

  • Key features / benefits listed along with relevant imagery

  • ‘Remember everything’ is a good slogan, but I’d add a specific sub-headline underneath it for improved clarity.



  • Very clear headline

  • Benefit and action oriented sub-headline

  • Key benefits clearly listed

  • Relevant image

  • Missing: comparison with the competition



  • The headline is very clear

  • The text paragraph is decent, but shouldn’t start with a call to action

  • Comparison with the competition done (5x faster, free, mention of unique features)

  • I would definitely list the key benefits / features in bullets for improved readability



  • The headline does communicate an emotional benefit, but its not clear enough and should be better. It’s the first thing people read. Clarity would get an instant boost if the headline would be something like “Keep track of your laptop, phone or tablet. Get it back when it gets stolen or lost. “

  • The following paragraph does a good job explaining what it is.

  • I would use an actual screenshot of the product to better demonstrate what it does.

  • It uses boosters like social media proof and respected logos.

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