The power of suggestion

Our local shop knows its local market well. When you walk in to post a parcel, buy your milk or bread you have to walk past a tower of wine.

But the real skill is in how it’s presented. 

There are various individual bottles, but one that recently caught my eye was a size in between an individual 25cl bottle and a full 75cl bottle. With an enticing label around its neck, it shouted ‘perfect for when you want to share just two large glasses of wine and no more’.

Well that sounds very reasonable doesn’t it? Who wouldn’t?

It seemed so easy, and the perfect midweek tipple. Opening a bottle of wine midweek is something I try and avoid, but this was only a small one. Even better, it was on special offer if you bought two.

Before I knew it I was walking out of the shop with a loaf of bread, a carton of milk and a litre of wine!

Clever marketing, both in terms of creating a ‘manageable’ sized bottle, and presenting it in such a persuasive way.

What you can learn from this?

Help your customers see how they could be using your product. Think about what their objections might be and counteract them. You can literally spell it out for them as in the example above.

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