5 questions you should always ask (and answer!) before promoting your wine product or service
If you want your promotion to be a thunderous success (and who doesn’t?), it’s smart to think through a few key questions first. Answering these will help you get to the heart of what you’re selling — what you’re really selling.
Who does this benefit? A lot of brands forget what makes copywriting compelling is that it’s about your reader, not yourself. Put yourself in their sneakers and think about how they feel. You’ll be amazed at how the perspective shift unlocks new angles for your marketing.
Why do they want it? Tasting notes and accolades give color to a wine promotion, sure, but it’s easy for them to feel the same when you use them over and over. Instead, think about how you can show someone why they need this specific product now.
How is this different from the other guys? A high rating or critic’s score is great, don’t get me wrong, but sometimes they can feel generic or even irrelevant for some drinkers. Know what’s the opposite of generic? A special story or a unique take to show why you’re a better choice.
What would someone object to? If the price is high, the flavor is unusual, the brand is unknown — take a moment to address these hesitations in your buyer’s mind. Can you address them proactively, or better yet, turn them into a positive?
How will it make someone feel? Don’t forget, people buy with their emotions, not their logic. So think about what it will mean to them to have the thing you’re promoting — excited, accomplished, on-trend, relieved?