The 4 x 6 Sales Method For Writing Killer Copy For Your Drink Brand: Part 2

Unlocking the 6 compelling reasons to get prospects to buy now

Dear Drink To That reader,

Today’s newsletter is the second half of how to write memorable drinks copy using the 4 x 6 sales method.

For this framework, I’ve used an on-spec example of a premium Japanese whisky brand called Yesso. 

In the first part, we covered what the 4 x 6 method is and the 4 important facts that every prospect should know before they buy a product from you.

They are:

1. What is it?

2. Who are you?

3. Why can’t I live without it?

4. When can I expect to see results?

(I’d recommend going back to read Part 1 before carrying on with Part 2.)

In the meantime, let’s continue with the six compelling reasons formula to give prospects a reason to buy now instead of later.

They are:

Now reason 1: Value

Now reason 2: Proof

Now reason 3: Guarantee

Now reason 4: Bonuses

Now reason 5: Easy to order

Now reason 6: The crossroads

Now reason 1: Value

Value in this context means framing your product against alternatives and why it’s better than anything your competitors are offering. Start by writing a list of bullet points to frame the value and the objections that might come up from prospects.

Here’s what I came up for Yesso:

• As a luxury product, Yesso is higher priced than other Japanese whiskies and this is because of its heritage, telling the unique story of the Ainu people of Hokkaido and the ingredients needed to make it. 

• The value is that it’s a one-of-a-kind product and there’s nothing else like it in the category. Scarcity sells. 

• The whisky is easier to get into the hands of overseas customers than other whiskies and costs less to ship than similar products. This cuts down the waiting time and means they can enjoy their drinking experience faster.