1 year ago

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Brief Example: Olive Oil of the Month Club
https://www.freshpressedoliveoil.com/c/APMG041_Q218/tj

1. Who’s the Audience?

Foodies. People who care about the quality of meals. They often have guests over and entertain. They are motivated by prestige, uniqueness, and individuality. Typically working (at least one parent) and between the age of 30 and 50. More health or fitness conscious and more affluent (much higher than normal probability of earning over $200k a year).

2. What are the pain points, or biggest fears?

(+ identify the 1-3 HUGE ones, while the rest are secondary)

- Short Term:

Missing out on a luxury experience. Having mediocre or less than perfect meals. Having something “kept” from them. Rancidness, being taken advantage of. Hard to find good quality olive oil.

-Long Term:

Always having mediocre meals, always missing out, always having something kept from you.

3. So by reversing the pain points/biggest fears, what is the one big promise (1-3 sentences) you are going to make…how this will change their lives forever?

They’re going to see why they’ve been misled about Olive Oil in the past, and discover the TRUTH about Olive Oil, so that they experience the freshest, best tasting, most aromatic olive oil they’ve ever had.

4. What solutions for the reader’s problem (s) exist already (and why aren’t they working for them)?

All of the other olive oil brands out there. But none of them have a “made on” date, they are shipped slowly, and they sit around for months before you ever buy them. The truth is that olives are fruit, and they’re best when consumed fresh. But most olive oils are old and stale by the time you get them.

5. What’s the new claim/root cause/surprising info? And how does this new solution we’re offering them work?

(Think about it as if they had 99% of the solution already, but you’re sharing that missing 1%...the easy but unexpected REAL REASON, or REAL SECRET to their success).

Unique Mechanism Behind The Problem:
Olive oil, unlike wine, does not improve with time. Just the opposite! It’s at its peak of nutritional perfection and flavor immediately after it’s pressed! Olives, after all, are a fruit, and olive oil is a fruit juice. Just as with any other fruit juice, it’s most delicious when fresh-pressed, and that’s when you want to enjoy it.

But virtually none of the fresh-pressed olive oil from Italy—or any other great olive-growing country—ever makes it to our shores. The reason is that shipping by air is prohibitively expensive. As a result, virtually all the olive oils sent to the U.S. travel here by molasses-slow cargo ship. Adding insult to injury, many oils are shipped months—maybe even a year!—after pressing.

Moreover, olive oil is not shipped as perishable food. To save money, producers send it in container ships along with scores of manufactured goods—cars, machinery, whatever—and the oils are subjected to brutal conditions, and, worst of all, delays.

There are flavor-sapping delays at every port of call on its long ocean voyage, while sitting at anchor in the harbor waiting for customs inspections and FDA approval before admittance. Then there are further delays at the docks, in trucking transport, and in warehouses before eventual distribution to local stores. Then these oils may sit yet additional weeks, months, or even years on shelves under fluorescent lights, which also destroy flavor and precious, perishable nutrients.

And now you know why the producers of ordinary olive oils seldom if ever print a “Harvest” date (sometimes also called the “Pressing” date) on their labels. Sure, they will print a “Best Used By” date,” but not the harvest date. I suspect they want to extend shelf life as long as possible. They realize that savvy olive oil lovers prize freshness above all else, and they don’t want to give you any hint as to how old and stale their oils may be after their torturously slow journey from overseas to your shopping cart.

Unique Mechanism Behind the Solution
Long story short, that’s how I founded the Fresh-Pressed Olive Oil Club. I realized that if I were willing to break with the tradition of shipping olive oil by slow cargo ship and instead rush it to America by jet, direct from the new harvest of each olive-growing country, I could be the first to bring authentic fresh-pressed oil to foodies here in America all year round!

Four times a year—roughly in November, February, May, and August—I travel the world, stalking the global olive groves to sample hundreds of fresh-pressed olive oils right at the peak of their harvest-fresh flavor.

My trusted sources in these faraway olive groves—established over my years of globetrotting— include hundreds of the finest boutique producers and traditional family-owned estates whose oils are proud local treasures. These oils are normally produced in small, exclusive batches and reserved for high-end restaurants and a gourmet clientele in their own locales. Many are the top award winners in regional olive oil competitions. They are virtually never shipped to the U.S.

When I arrive at these harvests, the most respected artisanal producers roll out the welcome mat for me. They know I represent Club members who are the most discriminating olive oil aficionados in America and who fully appreciate fresh and exquisitely flavorful oils. Indeed, our Club’s membership consists of many chefs, high-end restaurants and hotels, as well as a wide array of gourmets, foodies, and health-conscious individuals from every walk of life who insist on enjoying—and serving their lucky guests—the most flavorful and healthiest olive oils on earth.

Our Club’s demanding reputation precedes me, and I usually find myself being treated like a visiting raja. The region’s top artisanal producers vie with one another to bring me dozens of their finest fresh-pressed oils to make me smile with pleasure. From these, I choose the three brightest, most flavorful oils. Then I race my newfound treasures at the peak of their harvest-flavor and nutritional goodness to the U.S. by jet plane, and then right to your front door by rush delivery. The result is that, as a Club member, you get to enjoy what only a tiny handful of Americans ever get to experience—true fresh-pressed olive oil and all its amazing taste and health benefits, rushed to you straight from the latest harvest.

6. Paradoxical Question:

We all know that when it comes to fruit juice, the fresher the better.

Olives are a fruit, so why don’t we worry about how fresh our olive oil is?

7. Metaphor:

Mostly it’s used here in relation to all of the language describing the experience of having this olive oil.

Liquid gold

Olive oil is like fruit juice, it’s better when it’s fresh.

8. Bold Claim

(What’s the huge promise about the results they’re going to get using this product/solution?):

You’ll receive only the finest, freshest olive oils in the world, with zero obligations or risk.

No words I can summon can do justice to how deliciously such harvest-fresh oil will enliven the flavors of your fresh veggies...your leafy salads...your luscious linguine, spaghetti, penne, and fettucini...your sauces...your hearty bean dishes...your scampi and eggplant...your pan-friend mushrooms...your steaks and pork ribs...your delicate sea bass and sole. And just wait and see how much you’ll savor it as a dipping oil with a hunk of crusty bread and tangy cheese that satisfies you to the core.

9. What is the Product?

(If you can write out fascinations here, it will help you immensely. This is the part where you get to shape exactly what the product we’re selling will include)

Fresh-Pressed Olive Oil Club.

Long story short, that’s how I founded the Fresh-Pressed Olive Oil Club. I realized that if I were willing to break with the tradition of shipping olive oil by slow cargo ship and instead rush it to America by jet, direct from the new harvest of each olive-growing country, I could be the first to bring authentic fresh-pressed oil to foodies here in America all year round!

I shamelessly admit that I want to make it as irresistible as I possibly can for you to try my fresh-pressed olive oil. Based on the experience of my other customers, I know that once you try it, you'll never want to live without it. Think for one moment of all the things for which you'll spend $1 or more in the coming months, many of which will have little or no impact on the joy and pleasure you experience in your daily life.

Contrast these with the modest $1 I ask to help cover my shipping. This one little dollar will be your first-class ticket to a whole new world of dining pleasure and satisfaction. For just $1, you'll get to crown about a month's worth of your favorite dishes with the incomparable flavor of divine, fresh-from-the-harvest olive oil.

That's dozens of deliciously enhanced meals for just $1! And no matter what you decide, the $39 bottle is yours to keep with my compliments.

Best of all, as a member of the Fresh-Pressed Olive Oil Club, there's no obligation or commitment to buy anything, now or ever.

10. Background Story + Story of Discovery:

Food journalist and chef who is traveling in Italy. His Italian friend tells him that he’s a “virgin olive oil virgin” and brings him to an olive grove, where he experiences fresh olive oil for the first time in his life. It’s amazing and totally unlike anything he’s ever experienced before and realizes he needs to bring this to his friends in the U.S.

Full Story:

You may wonder how I became so obsessed with finding and bringing to your table the freshest, most flavorful and nutritious olive oils from the world’s most honored artisanal producers. Allow me to share my story, as I believe it will help you experience even more enjoyment from the $39-Bottle-for-a-Buck I’d like to send you.

My name is T. J. Robinson. In past years, before I found my current calling as “The Olive Oil Hunter,” I was an award-winning chef and food journalist. One autumn evening several years ago, during my first tour of Sicily while on assignment for a food newsletter, I was invited by a local olive grower named Matteo to attend an olive oil harvest party.

“What’s that?” I asked.

Matteo explained that in Sicily, as in other olive-growing parts of the world, “We locals go crazy for fresh-pressed oil.” He said that Italians call it ‘novello,’ and they love it so much, they throw parties at harvest time each year to celebrate its arrival.

He asked if I had ever tasted fresh-pressed olive oil, squeezed right at harvest time. I told him no, I hadn’t. He laughed and, with a warm smile and characteristic Sicilian hand gestures for emphasis, implored me to come to the harvest party, saying, “T. J., my friend, you are still an olive oil virgin! You have never tasted olive oil until you have tasted fresh-pressed! It will spoil you for all other oils! Please join me and my family tonight!”

Naturally, I accepted Matteo’s enthusiastic invitation.

At that night’s harvest party, I was bowled over

Have you ever lived a night that changed your life forever? This was such a night for me...

With Matteo, his family, and several of their friends, we drove to the community olive mill, just outside the picturesque seaside town of Castellammare del Golfo in Sicily. This community mill is where the town’s olive growers bring their newly harvested olives for pressing and bottling.

We watched as the presses squeezed the olives and then poured forth a pure, fresh, liquid gold. I was handed a small glass and, as instructed by my hosts, sipped some of the new oil, rolled it over and around my tongue, at first sucking and slurping to mix it with air, and then gently exhaling, to saturate my palate with every nuance of the oil’s taste and aroma.

Oh...my...goodness! Was Matteo ever right! I had always been an olive oil aficionado but had never tasted anything like this in America, nothing even close. The oil, just born from earth and tree, was alive with flavors so fresh and green, they awakened my palate as if from slumber.

To understand what I experienced, just imagine that, for your whole life, the only herbs you ever tasted were dried herbs from packages in the supermarket. But then one unforgettable day you finally got to taste delicious fresh-cut herbs just clipped from a neighbor’s garden, and you discovered the real thing! That’s what tasting this fresh-pressed oil was like for me (and will be like for you!).

My mind raced to identify its vivid bouquet of flavors—grassiness, freshly crushed ripe tomatoes, watercress, arugula, green apples, even the nuttiness of walnuts—all in perfect harmony and with a clean, palate-pleasing, slightly astringent mouth feel that was neither too heavy nor too light.

And then there was the pièce de résistance, the oil’s remarkable finish. On swallowing, I noticed a slight peppery pinch at the back of my throat, the hallmark of the very freshest oil. Knowledgeable oil lovers the world over crave that gentle pinch because it denotes the presence of spectacular flavor and nutritional riches coming from super-healthy antioxidants, all at their maximum when the oil is just pressed.

Where had such fresh-pressed olive oil been all my life?

A fleeting notion made me sad, as I thought of all my foodie friends back in the States who had never tasted such oil—and would likely never experience it—because it’s not available in America.

But no time for melancholy—my magical night was just beginning!

As the local growers tasted their oils, they were jubilant, smiling broadly and toasting each other with small glasses of olive oil. They were thrilled with the oil that their latest olive crop had produced. They knew they had a winner that would be prized by olive oil aficionados.

With several bottles of fresh-pressed oil in hand, our group then drove back to Matteo’s charming rustic villa for a celebration. Matteo and his wife cheerfully served us pitchers of their delicious homemade red wine. As we sat at wooden tables and benches outside his huge barn, Matteo lit fires of dried olive tree branches. As the smoky fires dimmed, he tossed homemade Sicilian sausages on the open-air grills, which sizzled and scented the cool autumn evening with aromas so intoxicating that I thought I might swoon.

Just when I could stand such foodie anticipation no longer, Matteo’s wife emerged from her kitchen proudly carrying the appetizer, a huge platter of fresh ricotta cheese so warm and delicate that the cheese actually quivered when spooned onto my plate. It spread as softly as a creamy white jam on the warm, crusty homemade Sicilian bread she served along with it.

She spoke little English, and I spoke no Italian, but between her friendly smiles and gracious gestures, she invited me to drizzle our just-squeezed olive oil, and a tiny pinch of Sicilian sea salt, on my hearty helpings of ricotta cheese. I was in foodie heaven, savoring every delicious nibble of my cheese ... and the mouthwatering sausage. And every morsel was elevated to new heights of flavor by the dazzling “debutante” whose coming out we were celebrating— the just-pressed supreme extra virgin olive oil that was fresher and more flavorful than any oil I’d ever tasted.

Why you can’t find such fresh-pressed oil here in America

Upon my return to the States, the memory of this fresh-pressed oil and that night haunted me. I was smitten as if by a new romance. As a food journalist and cook who loves to entertain, I had many meals to prepare in the weeks ahead, and most of them required olive oil. But now, other gourmet olive oils, no matter how expensive or alluring, left me cold. They were utterly tasteless and stale by comparison. I just had to secure more fresh-pressed oil in the U.S., but couldn’t find any, not anywhere!

11. Some Headline Ideas:

(One sentence – something that would be the first line of the VSL, or in the copy above the video screen. Attention grabbing)

If you'll pay just $1 to help cover my shipping costs, I'll send you a complimentary $39 bottle of one of the greatest olive oils I've ever discovered...

12. Ideas for a potential upsell product?

(Something that could be sold to the customer immediately after purchasing the main product. You’d want this to be related to the product, but solve an additional problem, or provide a significant additional benefit).

I’m not sure what they did in this funnel. But if it were me some immediate ideas would be:

1) Sell a supersized bundle

2) Sell other cooking oils

3) Sell a wine of the month club

4) Sell expedited shipping

5) Other complementary products like rare forms of sea salt and seasoning, etc.

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