Not long ago, I read that well-known California winemaker Rodney Strong had passed away. While recounting his professional career, the article cited Strong's innovative direct mail marketing tactics.

An excerpt:

"Strong developed a marketing strategy that involved direct mail in which he offered to sell wine with a buyer's individual information on the label - 'From the wine cellar of so-and-so,' or 'A gift from such-and-such corporation'."



The program continues to this day, as living testament to its effectiveness.

That story got me thinking about the way we market our products and services in relation to their uniqueness.

For instance:

Why do so many companies today waste time and money marketing average products and services to hard-to-impress consumers? Why don't more companies follow the Rodney Strong model (remarkable product / service idea first; marketing second)?

Marketing the Remarkable

Rodney Strong took something simple but interesting -- personalized wine labels -- and made it available to his audience. Why was it so popular? Because nobody else was doing it at the time. Rodney gambled on an idea, and it worked. He made something that was remarkable to his customers. Then, all he had left to do was tell them about it (in this case through direct mail), and they asked for it by the thousands!

Here's the idea again:

Come up with a remarkable product or service, and then start telling people about it. Word-of-mouth will take it from there.

How Do You Measure Up?

If you struggle when creating your direct mail message, it might indicate that your product or service could use a shot of "the old remarkable."

Or think of it this way...

If you stripped away all the marketing glitz and set your product on a shelf by itself (or described your service on a plain piece of paper) -- would it seem remarkable? Would it impress members of your target audience? Or, are you relying on your marketing to add the pizzazz?

Instead of struggling to promote something average, dig deep to find the above-average aspect of what you're selling. If there isn't such an aspect ... go back to the drawing board and make one.

* You may republish this article in its entirety as long as you include the byline and author's note. If publishing online, please leave the hyperlinks active.

About the Author

About the Author

Brandon Cornett is the editor of PostcardSmart.com, the Internet's largest website dedicated entirely to direct mail marketing with postcards. For more expert articles on postcard marketing, visit http://www.PostcardSmart.com. For daily direct mail tips, visit http://www.directmailtips.blogspot.com

Make Wine and More

Direct Mail Marketing and Wine Labels - What's Your Big Idea?


Not long ago, I read that well-known California winemaker Rodney Strong had passed away. While recounting his professional career, the article cited S...


Click Here to Read More About Wine ...

Make Wine Items For Viewing

Villagiachi Grappa


Grappa is the clear spirit produced from the artisan distillation of the marc (grape remnants after pressing) of Vernaccia di San Gimignano, immediately following seperation from the juice by soft pressing. The Grappa obtained maintains all the primary aromas of the grapes which are generously passed on to the Brandy. This is a delicate white Grappa which can be served chilled with desserts or at the end of a long evening with a demi-tasse of expresso. (500ml Bottle) TR_GRA TR_GRA


Price: 41.99 USD



Make Wine in the news

Free Online Bible Dictionary Comes into Existence

Fri, 23 May 2008 00:00:01 PDT
Israel (PRWEB) May 23, 2008 -- A new online Web gateway devoted to reveal and interpret those esoteric terms found in the Bible and in religious articles, is launched. Bible Dictionary is a free...

Learn Wine Tasting

Sun, 30 Dec 2007 17:37:59 PST
A snob free zone for learning all about wine through browsing wine reviews and ratings, wine pronunciation guide, guides about wine from different regions, dictionary of terms, cool articles, and tutorials.

Webster's New World® College Dictionary Fourth Edition Added to YourDictionary.com

Thu, 29 Nov 2007 00:00:01 PST


Wine Online
Wine Facts

Labels: Napa Wine | New Wine

&type=page">