How To Make Sure Your Health Copy Is Compliant And Conversion-Ready​

Hey, Mike Schwenk here, and today I want to share how you can write health copy that’s compliant and won’t land you on the FTC’s or FDA’s naughty list–WITHOUT neutering the profit-pulling potential of your writing.

It can happen even when you think you’ve checked all the boxes:

You’ve spent months (maybe even a year or more) putting together a supplement or information product…

Instead of cutting corners, you’ve focused on creating something of high quality and the research behind your offering is rock-solid..

And your advertising copy as to why THIS particular product—YOUR product–is an absolute gamechanger that can change the lives of thousands…no…MILLIONS?

A whole lotta skull sweat and time has gone into polishing the copy and leaving no doubt in your prospect’s mind that what you have is exactly what they need.

But more often than not, one important question that can make or break your business in an instant, is neglected instead:

Is Your Health Business’s Copy Compliant? Or Is It Going To Put You At Risk Of Legal Trouble & Lost Profits?​
Running a health business is NOT something where it’s better to “ask for forgiveness than permission”.

As simply as the word “compliant” can be changed to “complaint”, it only takes one wrong move…at the wrong time…to land yourself in hot water.

The good news is this:

There are far more things you CAN say, versus what you can’t, while keeping your copy compliant and still engaging.

Here’s What Compliant Copy Does (And Doesn’t) Look Like​
For these examples, we’re going to assume you’re selling a consumable product (ie. a heart health supplement).

A fish oil, for example, has a bunch of heart health benefits that include blood pressure.

You might be tempted to say “…and can even help reduce your blood pressure levels”.

No bueno.

Instead, using structure/function claims is a flexible (and COMPLIANT) way to state a benefit.

Ex. “…and can even help maintain healthy blood pressure levels”.

Or:

“…and can even help support healthy blood pressure levels and function”.

Some other ideas:

Instead of “helps you fight off colds with ease…” Say: “…helps promote healthy immune system function”.

Instead of “…helps supercharge your brain health and focus” Say: “…helps naturally maintain an already healthy brain while also promoting normal brain health function for those who are likely lacking these nutrients, etc.”.

Now it’s your turn!​
Have copy in hand already? Take a section where you list benefits and see if you can make it compliant, then send your work to me using the contact page on this site!

Don’t have copy for your project and looking for someone to take the burden of writing compelling, compliant copy off your hands? Your conversions need a check-up? Use the same contact page to tell me about your project!