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.
Before
After
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.”
