I have lately spent some time going through winery websites. I do this every few months to catch up on what wineries in different regions are up to.
I have been amazed at how many wineries have no information on their owners and staff. I know that tasting room and other staff members may change regularly so continually changing out pictures can be time consuming. Fair enough, if all your staff members do not have their photos and a short bio on your website. However there are things that you can do that can be easily changed if needed.
The First Law of Connection
If you want people to buy your products, join your clubs or come to your events give them the opportunity to connect.
When I am reading ABOUT US sections of websites, they usually contain paragraph after paragraph of “We planted vineyards”…”We made wine”…”This is our passion”…”We want you to come and visit us.” While this is all very nice, I am much more likely to come and visit you if you have told me who you are. I am also more likely to buy what you are selling.
In order to connect with people, you have to start with their emotions. It is hard to connect with an unnamed, unknown entity and relate to him/her as a person.
To quote John Maxwell, “Connection is not about you, but it begins with you.”
What is the first thing you usually want to know about someone to start a connection?
That’s right their name. It is much easier to get people to give you their names, if you have told them yours first.
So imagine reading the website for an business that you may be interested in visiting and finding that the company talks about “we, we, we”, but does not introduce the people who own it or work there.
Take a look at your website and see how you can make it more personal, so potential customers will have another reason to connect with you. There is a lot of wine out there to choose from but there is only one You!
A tip of the glass from me to you
E Column
by Elizabeth “E” Slater, In Short Direct Marketing
A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.
Follow E on twitter @esavant and facebook.
