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

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!