There are hundreds or thousands of wine bottles on display in a wine shop.
The potential buyer browses the shelves normally by this order:
- Country of origin
- Type of wine
Once he faces those tens or hundreds of wine bottles that fit what he is looking for, he usually makes her decision by picking up the wine he already knows or by the wine bottle and label.
That is the reason that wineries are so concentrated on picking up the wine bottle and creating the label they think will create the best impression on the potential client and will drive her to buy it.
They treat the label by choosing the name and the graphics that will convey their message and stand out the most but one element is missing.
The reason for her to buy your wine!
That is called USP (Unique Sales Proposition), and this gives the client the one thing that separates your wine from the al the rest. Here are some samples:
Avis did it with “We’re number two. We try harder.”
M&M chocolates “The milk chocolate melts in your mouth, not in your hand.”
Saddleback’s (leather bag producer) slogan is killer: “They’ll Fight Over it When You’re Dead.”
Nerd Fitness – The USP is in the name!
TOMS Shoes – gives a new pair of shoes to a child in need for every pair you purchase.
But wines or wineries very rarely if any (I do not know even one) have a USP and there is a reason why.
Because it seems very difficult to find a good point that will separate one’s wine from the rest.
Just imagine if you find the right USP for your wines (or winery). This can, by itself, grow your sales immensely.
What do you think? Let me know your opinion or idea about the USP