A simple yet powerful marketing strategy to get folks who don’t invest in your offers, change their minds and come back as repeat clients.

My obsession with wine

For those of you who haven’t been binging my Instagram stories as of late, you may not know this: I really, really, really, really love wine!

In particular red wine.

I have nothing against other types of wine, but red just hits the spot!

On the top of my list you’ll always find a good Cabernet Sauvignon or a Malbec. You could say I’m biased because I was born and raised in Argentina—home of the Malbec grape. 

I’ve always had a special place in my heart for anything that’s part of the Argentine culture. Whether it’s the fact that I love red meat, love red wine, or even love Dulce de Leche. 

Everything that comes from Argentina makes me feel a little bit closer to my culture and my background.

It doesn’t hurt that everything is so damn delicious! There’s a reason why so many people from there love all these things.

A big glass of red wine is definitely one of those things that you can indulge in and pair with almost anything. Whether it’s with a pizza or pasta dinner, with some cheese and prosciutto, or let’s be honest, all by itself. 

Surrounded by folks who don’t drink red wine

Despite my love for red wine, whenever we go out with friends there’s always this decision we have to make. A lot of my friends coincidentally don’t drink red wine and prefer to order bottles of white wine instead. So whenever there’s a big group of us and the server comes over to ask what we want to drink, we decide to order and share bottles. It works so well because we all want wine so it’s way more convenient this way, and let’s be honest, way cheaper.

The problem is when we go around the table to see what everyone wants, it turns out everyone wants white whine and then there’s me and my wife that are the only ones who want red. 

At that point, we always end up just saying “It’s ok, you guys get your bottle of white and we’ll just get our own bottle of red.”

I mean there’s nothing wrong with that. It just feels kind of ridiculous sometimes because they all get maybe 1 glass out of their bottle and here we are with 2+ glasses each. So of course, we end up being a bit more buzzed than everyone else at the end of the night lol.

In any case, because of that we decided maybe it was about time that we started to dive into white and rose wines, so we could share a bottle of wine with our friends.

Hosting friends and the struggle to pick a bottle of rosé wine

Recently we experienced something similar in fact, where we were going to be hosting a friend over for drinks that weekend. As you can likely guess, she was one of those friends that drank mostly white and rosé wines.

We wanted to be the best hosts ever so we were thinking, “Ok, what are we gonna do? We have to buy some charcuterie stuff (aka, we need some cheese, some prosciutto, some salami, some crackers, some grapes, whatever, let’s just make this beautiful board so we can all nibble, catch up, and have a lot of fun) and obviously pair it with a really nice bottle of rosé.”

The problem is that as we’ve started to get a little bit more adventurous and creative with our wine and diving into white wines, we actually haven’t tried any rosés.

So now we’re standing there at the grocery store like, shoot we don’t know how to shop for rosé wine. There are so many different options, that we’re worried we’ll buy the wrong one. It’s not the end of the world but we were clearly overthinking it (aka she’s gonna come over and think, “omg this is absolute trash” lol).

As we were standing there debating which wine to choose all of a sudden one caught my attention for 2 different reasons.

Product differentiation

First off, the branding was beautiful (although this wasn’t the thing that made me choose it).

Secondly, there was a scrunchie on the neck of the bottle. I don’t wear scrunchies but my wife has started to wear scrunchies recently in an attempt to avoid damaging her hair with regular hair ties.

So I looked at my wife and was like, “Don’t judge me (for picking a wine just because of a scrunchie lol) but…. What do you think? Should we just buy this one?”.

I was basically asking if the scrunchie was enough of a justification to buy this random bottle of wine that I’d never heard of. 

She ended up being 100% in on the one with the scrunchie so we checked out and went home.

Getting non-buyers to purchase your products or services

The reason that I’m sharing this with you is not just because I’m obsessed with wine and not simply because it’s a funny story.

I’m sharing this with you because it blew my mind how this experience reinforced a marketing strategy slash tactic that I’ve implemented myself in my business. A method of getting non-buyers (people who would have never purchased your product before) to convert into paying clients.

But not just paying clients—recurring clients.

These clients become loyal raving fans who love your brand and your business because of what you’ve gone ahead and done. 

Breaking down the marketing strategy to attract paying clients

There are a couple of things embedded within this strategy. 

One that comes to mind for me is immediate gratification.

When we went to that store to buy that bottle of wine, it wasn’t for that night—or even the one after—it was for the weekend (which was like a week away). Here we were, buying this wine from a brand we had never heard of before as well as a type of grape we had never had before.

But because of that incentive they had, we got to experience immediate gratification from our purchase: we felt like we got something out of that purchase without even utilizing the product yet.

That immediate gratification also bled into the rest of the experience. When we went ahead and tried the wine, it actually wasn’t half bad. Maybe not the best wine in the world lol but it was good! 

Because there was already a great experience attached to the wine before even trying it, and then the fact that we enjoyed the wine itself, we will probably buy it again next time we see it.

It’s a really simple yet powerful marketing strategy to use in order to get someone who would have never considered buying from them to buy, and then continue to buy time and time again.

Implementing this marketing strategy into your business

This is something that you can easily implement into your business and into your product suit right now.

Look at what you’re offering. Is there anything that you can add as an incentive or bonus? Perhaps it’s money off or maybe an additional deliverable (something that’s in addition to what you typically include inside of that package that you are going to add at no additional cost). Or perhaps it’s free access to a resource or free access to a course—aka something passive that you’ve already created—which you give to paying clients. 

Enhancing the client experience

Not only is this going to create an initial injection of new leads and clients (especially if it’s a limited time offer), it also provides an amazing experience.

Right from the time they’ve invested in you, the experience has been top-notch and they’ve already felt like they’ve “won” (they got something out of that investment now). This makes it more likely for them to return as a paying client (immediately or down the line).

On top of that, they are going to become those types of people who will let others know how working with you has been such a good experience. By sharing this experience with their own audience, with their community, with their friends, they’re essentially becoming a “brand ambassador” for your business. Talk about maximizing this tactic and enhancing their overall marketing strategy!

By doing this, they’re going to attract more interest towards your business and your offers. That’s more referrals and new leads all because you cared about the experience you brought to your clients. All because you provided this “above and beyond” experience through a bonus incentive that they were able to take with them.

That’s going to be the difference between having people just look at your offer, just watch your stories, consume your content, and instead, go ahead and turn into paying clients. 

Listen to the full podcast episode here.