A {Your Brand Name} discovery: {Product Category} don't have to {objection or anxiety}. {Product Category} can {the desirable thing your product does in an unexpected way}, too.



1. Attention grabber  “A Fallen Grape discovery”.

2. Handle a classic objection or stereotype preventing people from buying⇝ “natural wines don’t have to taste like sauerkraut.”

3. Your promise (AKA one that reframes the importance of your product in this product category)⇝ “natural wines can taste good, too.”