I was reading a post on the Steven Kent winery blog about a wine whose proceeds will benefit breast cancer research. My late mother survived breast cancer, so I'm interested in supporting the search for improved treatments.
The post closes with an invitation to buy the wine when it becomes available:
Approximately, 150 cases of the wine will be released on September 6th. If you want a terrific wine and to support a great cause look for this wine (it will be named shortly) in our store in September.
FWIW, I have two observations, which have general applicability to winery Web sites:
First, if you want people to take some action, make it easy for them. In this case, how about allowing me to provide my e-mail address so I can be notified when the wine becomes available? Heck, even a mailto: link would work. To their credit, Steven Kent provides the release date, but smart marketers know that convenience improves response. At the very least, knowing how many people are interested helps in making pricing decisions, which could lead to a larger donation for breast cancer research.
Second, why wait? Even though the wine won't be available until September 6th, why not let me place the order *right now* while I'm most interested in it?
Yes, there are some logistical issues involved (will your shopping cart support pre-orders, etc.), but once solved, they can use these same marketing techniques for all their wines, not just this one.
And so can you.
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