@3xm.marketing

It won’t have escaped your attention that alcohol-free drinks are on the rise. Gone are the days when Kaliber and Becks Blue were your only options – now every alcohol producer under the sun is creating no or low alcohol versions of the drinks they sell. And if you’ve tried any, you’ll know there’s significant variation in the quality of these drinks. Some are awful, not tasting anything like their alcoholic counterparts, and some are pretty good imitations. The best in my opinion? Guinness Zero. Now, the black stuff divides opinion, some love it, some hate it, some will refuse to drink it anywhere other than Dublin. But if you’re a Guinness fan, their Zero alternative really is the best non-alcoholic beer out there, for one simple reason: It tastes A LOT like Guinness. It’s not exactly the same as full-on alcoholic pint, but it really is close, and I don’t think it’ll be long before we see Guinness Zero taps popping up all over the place, as pubs cotton onto the fact that lots of people want to consume less alcohol while still enjoying a pint. What Guinness have done, very successfully, is tap into the ‘tastes like chicken’ principle. I first heard about ‘tastes like chicken’ from Dan Kennedy, and his point is pretty is simple: Whenever you’re trying to get someone to try a new meat, the go-to phrase to convince them is this one – ‘it tastes just like chicken’. Chicken is familiar and most people who eat meat like it, and by equating chicken with the new thing, you reduce the friction to them trying it, since there’s less risk attached. It’s exactly that principle that Guinness are tapping into, by creating a drink that really is very, very similar to the original. And because it’s similar, rather than a whole new product, the barrier in the way of getting someone to try it is massively reduced – they understand what it is and they understand what it’s for. You might not sell alcoholic drinks, but you can use the same principle – if you’re trying to bring a new product, service or concept to the market, work out what your chicken equivalent is, which’ll allow you to use phrases like, “It’s similar to X, but better because…” Using lines like this in your sales copy will reduce friction, increase understanding, and help you generate more leads and sales as a result. #marketing #sales #smallbusiness #guinness #guinnesszero #fyp #foryou #foryoupage

♬ Vibes – ZHRMusic