Creative Advertising

My work for L.A.-based nutrition company Gero Vita International included writing copy for its direct-response print advertisements for products ranging from vitamin supplements to hair-care formulas. One of the biggest challenges was trying to sell the products without making any specific health claims or using any of the FDA's and FTC's verboten words and phrases. Here are a few approaches that avoid structure/function claims and focus more on the emotional and qualitative aspects of what the products are purported to do.