…to get you to read the next sentence.
And the sole purpose of this sentence is to get you to read the next.
This axiom was made famous in direct marketing circles by Eugene Schwartz.
It’s the same with wine. The point of getting someone to buy your wine today isn’t so that you can count your cash and call it a day. It’s to get them to purchase another bottle of wine in the future.
The ReThink blog has a good post up about conditioning your mailing list customers to buy more wine after receiving their wine club shipment.
I made an argument about direct package design based on this principal in the latest issue of Wines and Vines. Delight your customers into purchasing the next bottle, and there will be Good Times.