Issue link: http://read.dmtmag.com/i/72545
MANAGEMENT WINE WISE MARKETING lines and headlines should always be different. Connective: Include something in your messages that creates an engaging picture in the minds of the readers or viewers. Allow them to see themselves relaxing with a glass of your wine and wondering what the peasants are doing today. Not long ago I received an e-mail from a winery inviting me to an event. The message said some- thing along the lines of, "Come, join us for the release of our favor- ite wine … under the towering red- woods on the Landslide Terrace." Had I written the e-mail, I would have said, "Under the towering red- woods on the Landslide Terrace, join us for the release of…" It's the towering redwoods and the Land- slide Terrace that create a visual in my mind and captures my atten- tion. Especially the Landslide Ter- race; I love that. And who doesn't love towering redwoods? A couple of sentences that tell a story also create a connection. Most of us love stories, and a good one goes a long way to making the wine taste just a bit better, and to personalize the winery. Think about other ways you can connect with possible visitors and draw them to your place. Consider awarding a gift to visitors who mention a certain word that is buried on your website or tucked into a Facebook post. RESEARCH YOURSELF The first interaction most pro- spective customers have with your winery is not when they walk through the door, but through the Internet. Are you regularly checking Yelp to see what visitors are writ- ing about you? Do you Google your business or products to see what comes up? How long has it been since you thoroughly reviewed your web- site? If it's been longer than a few months, it's time to take another look. Your website may be the first place a potential customer discov- ers what you have to offer. Make it count. As the saying goes, "It ain't braggin' if you can back it up." Be WWW.VWM-ONLINE.COM JULY - AUG 2012 VINEYARD & WINERY MANAGEMENT 25 sure that you can back up whatever to tell your audience. If you say you are the friendliest winery in your area, you need to put in the time, effort and staff training to make sure you are. It's important to keep thinking about your messaging. Jot down ideas and use them when you cre- ate you next ad or e-mail. A little time planning can result in a much larger response. Comments? Please e-mail us at feedback@vwm-online.com.