To sell life insurance, you’ve got to show the coffin.
And writing health copy can take you to dark places at times.
Sometimes you have to write things that make you squirm…
I’m talking about laying out in visceral detail why the reader’s life is in danger…
Why their health problems are serious…
And you have to put the fear of God into them to take action before it’s too late.
How can scaring readers be justified?
By seeing our job as connecting people with solutions that can help.
Because motivating people to take their blood pressure, blood sugar, and cholesterol seriously…
Has the potential to change people’s lives.
Even if it can feel over the top at times.