Tell Your Story Better — The Fine Art of Storytelling for Your Winery
For small wineries, most often the quickest path to growing a loyal following is telling your unique, compelling story. If told well, in a way that touches the hearts of your audience, your customers will share your story whenever they share your wine.
The age-old art of storytelling is a powerful tool, but be careful! It can be used for good, or it can be used to describe your vineyard soils.
In a market with well over 200,000 different wines available, how can a winery create a loyal following?
Having a background in design, it would be expected for me to shout "Label Design!" While it’s true that label design is more important now than possibly at any other time, people have become jaded by too many bottles with a striking design on the outside, and a shitty wine on the inside (ahem, Yellowtail).
So, while a pretty label does the job of catching shoppers’ attention in the wine aisle, it doesn’t create a following.
Likewise with giving your wines naughty sexual innuendo for names, as Ménage à Trois does. It’s fun when you bring it to a dinner party for the first time, but once you discover that it actually contains a blend of Zinfandel and Cab, the relationship's over.
No, to truly create a bond between your winery and your audience, you need to have a story in which your audience can plausibly see themselves. You need to make an emotional connection.
If your winery website's key message is about your unique soils, you have way more visitors to your site who don't care about your message than those that do.