New {product category} from [Brand Name]. What a [Adjective] surprise for your [Target audience} [Connect Your Brand To Relevant Category Entry Point].
Before
After
1. Attention grabber ⇝ “New”
2. Describe what you're selling in a fun way⇝ “casual Brazilian sparking wine”
3. Brand name⇝ "from D.M"
4. Find an angle that links your brand to a relevant category entry point⇝ “What a lovely surprise for your mom's special birthday”
Marketers think targeting is more important than it really is.
But they should focus more on identifying as many category entry points as possible. And figure out how to connect their brand to each one of them.
Example of Champagne category entry points. Via Colin Lewis
Example of a surprising category entry point McDonald's could explore. Via Wiemer Snijders
