Client: SPEC  AlgaeCal is a company that sells naturally sourced supplements.

Challenge: SPEC  The company’s new product is backed by scientific studies, however the brand voice is fun and whimsical so the research needs to be shared in everyday language. This information is to be distributed to existing consumers who already believe in the brand, but who do not know of the new product and its benefits. 

Solution: SPEC In order to catch the reader’s attention I started with a fun riddle to create curiosity and set the brand’s amusing tone from the get-go. I used simple language—with a bit of irreverence, to explain the clinical research studies to even the most nonscientific individual. I chose to bold and offset the most important snippets, continuing in the brand’s down-to-earth tone, in order to keep the reader engaged and wanting to know more all the way through to the end of the text.

Copy:

Hi there,

Here’s a riddle for you. 

What do grandmas, prunes, and bones have in common? 

Not sure? Neither was I, until I came across a research study done at Florida State University. 

Dr. Bahram H. Arjmandi, Director of FSU’s Center for Advancing Exercise and Nutrition Research on Aging, sought to make the connection between dried plums —or what our grandmas call prunes —and bone health. 

You might be surprised by their findings! 

Dried plums have further health benefits than, well, the bathroom reason for which our grandmas use them. But before we learn about their remarkable powers, I have to tell you about how FSU’s research team came to its conclusions.

 Dr. Arjmandi and his researchers created two test groups of post-menopausal women. In both groups, the women received calcium and vitamin D supplements. One group of 55 women added 100g of dried plums (about 10 prunes) to their daily diet. The control group, made up of  45 women, added 100 grams of dried apples to their daily diet.

The results were pretty astounding! 

The group who consumed dried plums had significant increases in bone mineral density (BMD). The dried plums were able to significantly decrease serum levels of bone turnover markers. 

In simpler terms, dried plums reduced bone breakdown and improved bone mineral density.

 Even more remarkable is what happened after the study! Five years after the investigation, the researchers found that the women who had consumed dried plums daily, retained greater BMD than the women who ate dried apples.  This was true even though the women had not eaten dried plums regularly since the study was conducted!

Plus, FSU Scientists found that you can get away with eating just four or five plums daily—instead of ten, and still reap the same bone protecting benefits. Since more than half of Americans over age 50 have low bone mass , this is great advice to take into consideration.   

So, what is it about dried plums that has such benefits to bone health? It may be boron. Boron plays an important role in bone strength and is known to stimulate bone growth.  

It turns out that dried plums contain more boron than most other fruits. 

And AlgaeCal Plus, a whole-food calcium supplement, contains boron in ideal amounts. 

Click here to learn more about AlgaeCal Plus’ proven ability to increase bone density

.Other essential elements found in dried plums, like potassium, copper, and vitamin K can also be found in AlgaeCal Plus. And these power nutrients are known bone protectors!

 So it seems that our grandma’s prunes —now called dried plums according to the FDA —were all the while improving Grandma’s bone health while also enhancing her, uh, bowel abilities. If you still want to call them prunes, I won’t tell anyone. Just make sure you’re considering your bone health when you do!

To your health,

Dean

PS: Low bone density doesn’t just affect women. Men are affected as well, especially as we age. Take action to prevent bone loss by adding AlgaeCal Plus to your daily routine.