How do you build credibility?
SITUATION:
The outrageous claims of nutritional supplement advertising has cast a huge shadow of skepticism across the entire industry. HMB, however, is supported by solid clinical research at leading universities.
OBJECTIVE:
Recruit marketers to include HMB in their formulations and product lines.
STRATEGY:
Provide potential marketers with the scientific evidence to convince them that selling HMB is safe, desirable, and profitable.
TACTIC:
Produce a technical support guide that carefully and credibly presents the results from taking HMB, the nutritional explanation for the results, and the scientific research that proves it.
RESULTS:
Twenty-seven million doses of HMB were sold last year.
