Reader’s Digest Insert from Laithwaite’s Wine

swiped by Swipe-Worthy in May 2016 from laithwaiteswine.com

"SAVE $150 on 15 Top Holiday Wines ONLY $69.99"

This ad insert from Reader's Digest is for Laithwaites Wine, the world's #1 home delivery wine merchant. They've been around for 40+ years, deliver wine to over...View More

SAVE $150 on 15 Top Holiday Wines ONLY $69.99

Key Takeaways

  • About 50% of the insert is beautiful photography featuring their different wines, displayed in a holiday setting. This type of presentation has a big impact, making the wines look extra valuable & extensive. Note how they have the bottles spread out & positioned so it looks like you're really getting a lot. This applies to their bonus wine-tasting notes as well.
  • Never underestimate the power of a killer bonus item. It's no mistake that the free corkscrew gets a lot of attention in this insert. By itself, it may seem like nothing special, but by accompanying it with the wine as a "free gift" & playing it up as "the only one they'll ever need", it becomes a big convincing element & likely is low-cost for them. The ideal free bonus item is one that has the highest perceived value to the customer & the lowest cost for the business.
  • Laithwaites Wine has a brilliant USP that they make clear throughout the insert which consists of two primary points -- 1. they try 40,000 wines each year & pick the top 2% (quality) 2. they are the world's #1 delivery wine merchant (credibility) & overall, they can afford to provide these great wines at a reasonable cost.
  • Note how they offer an option to get red, white or a mix of wines. This is just enough options to cover a variety of common preferences without creating too much choice where the buyer could become hesitant or confused.
  • Always give your products a description. For each wine, they give a brief story & background that makes them more meaningful & special. Without these descriptions, consumers can only judge the wines by their labels & are more likely to see them as just another type of wine (which has less perceived value).

Analyst Spotlight

Swipe-Worthy

Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!

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12 Annotations
Annotations
May 18, 2016

Simply mentioning "holiday" makes the offer seem more well-suited & timely.

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

To encourage repeat purchases.

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

The lead paragraph is their USP (& it's a great one that uses their award & high selectivity to stand out). The rest of the copy summarizes the essence of the offer well, keeping it concise with bullets & bolding "save $150" & "100% money-back guarantee".

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

Excellent product descriptions with backgrounds & stories that make each bottle seem extra special & exclusive. It boosts the perceived value, arouses emotion & makes the offer more compelling.

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

"Only [corkscrew] you'll ever need" is an excellent phrase to describe a multi-purpose item. The detailed description makes this seem like anything, but your typical corkscrew.

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

Important for wine drinkers, who often have a preference. Note how there is choice, but not too much choice (just 2 other options).

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

Like the wine, they lay out the bonus items in a way where it looks like you get a lot.

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

A credibility element with a compelling description -- from over "40,000 wines" & "international". Note: this is directly tied into their USP.

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

Lining up the bottles with their fancy labels helps boost the perceived value & makes you feel like you're getting a lot.

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

A related bonus to tip the scale. Notice how much they focus on it throughout the insert.

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

"Save $150" is given the most emphasis throughout the insert. The actual price comes second.

Swipe-Worthy
Swipe-Worthy The Founder
May 18, 2016

An "exclusive offer" meant for a particular group usually comes across as more attractive & special than a regular offer.

Swipe-Worthy
Swipe-Worthy The Founder

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