Let’s talk about a guy named Rob.
Around the age of 16, Rob started losing his hair.
He went to the doctor, and the diagnosis was uninspiring:
Male pattern baldness. Prognosis: slick and shiny.
Rob started on the available treatments right away, including laser therapy and Rogaine. This slowed the hair loss, but it didn’t stop it, and it certainly didn’t reverse it.
Fast forward about ten years.
What would you expect has happened to Rob in the meantime?
Surprisingly, Rob has regained all his lost hair, completely naturally, without drugs, transplants, wigs, toupees, or that blackening hair spray that used to be sold through infomercials.
Nothing beats a demonstration
So how did Rob do it? In a nutshell:
Detumescence therapy.
Basically, Rob performed a special massage on his scalp, twice a day, every day, for about a year. After month five or so, hair slowly started growing back. By the end of the year, he regrew most of the hair he had lost over the previous decade.
So what’s going on?
Well, there are a few legitimate ways that detumescence therapy might actually work.
One is that the massage releases excess sebum that’s been stored in the scalp, which is slowly choking off hair follicles. Another is that it possibly breaks up and even reverses calcification of the scalp, which has been implicated in hair loss. A third way is that it increases blood flow to the scalp, which is basically the same mechanism that drugs such as Rogaine depend on.
But don’t take my word for it.
Detumescence therapy was first described in a scientific paper back in 2012, by a team out of the University of Hong Kong. It was based on a clinical study in which 100% of the subjects regrew 90% of their hair.
And it has been supported by additional studies out of Japan, which looked at the effects of massage and acute inflammation on hair regrowth.
Anyhow, I’m not here to pitch detumescence therapy to you. (If you want to find out more about it, I recommend Rob’s site Perfect Hair Health.)
All I wanted to do was to illustrate a technique I just learned from an interview with one of the most successful copywriters of all times, Parris Lampropoulos.
Parris writes a lot in the health space.
And in this interview, he shared a three-step process for presenting outrageous (but true) health claims, and convincing prospects that they are real. You can see an example of it in this post. It basically goes story-explanation-studies.
And if you want more such examples, or a breakdown of other ways to present health claims, sign up for my upcoming book.
It deals with email marketing for the health space.
It’s not out yet. But you can get a free copy when I finish it up if you sign up now: