Why your wine content isn’t converting your audience
First, let’s clarify one major thing that a lot of people don’t think about.
Content is not the same as copy. And it’s not supposed to be.
What’s content?
Content has a very important role in building your brand and audience. It’s a great way to tell a wine brand’s story, get drinkers to align with you, explain what makes you different, and all those juicy things.
Some of the things that fall into this category may be:
Winemaker stories
Influencer posts
Non-SEO blog posts
You get the idea
Another way I like to say it is, content tells your audience what a coastal Syrah is and all the factors that go into making it so delicious.
Ok then what’s copy?
Copywriting also has a very important role — in getting your audience to buy into your brand. While content is the realm of pure story, copy is the realm of action and results. Content lays the foundation and copy drives it home.
You could say, copywriting is just content with a CTA. But it’s also engrained with a highly strategic approach. You need that so you’re not just slapping on a CTA and calling it a day.
While content is about your brand, copy is actually about your audience. It tells your story through the emotional lens of, “what’s in it for the buyer?”
Some places where content does its job can be:
SEO web copy
Email sequences and newsletters
Landing pages
Social posts and ads
If content is explaining what a coastal Syrah is, then copy is compelling them to feel like they absolutely gotta have this bottle right now. It’s about understanding what your audience needs and wants most, meeting them there, and showing them how your brand gives it to them.
If you’re relying on your educational and branded content to boost conversions, and it’s not working, there’s a good reason why.
What you need is a perspective shift
When we build strategic copy, we think about your brand from a different point of view. It’s less about, “why are we really awesome,” and more about, “why are we so awesome for this audience.”
It’s a subtle difference with major consequences.
You may have heard the phrase, “Don’t sell the airplane, sell the destination.” And marketing wine is no different.
We may see some results when we talk about the “plane” — like sandy soil composition and the great vintage year or the tannin levels, because sure, there are wine nuts out there who love that stuff. (I mean yeah, I do, because I’m a total wine nerd 🤓 but I’m the minority when we’re talking about a wine-drinking consumer audience).
When you talk about those “plane” details, you’re missing the emotions that will compel someone who knows less about wine — and still wants to enjoy it — to believe they should go with your product or service over some other one they saw.
That’s where copywriting makes you shine.
Using strategies to understand what makes your ideal audience tick, we can tap into the emotions of what will get them truly excited about your brand. (Hey, maybe it will be the soil composition, if that’s what our research says)
Then we reframe your message to highlight the factors that bring more value to your audience — whether it’s through a better experience, better flavors, better pairings, you name it.
We’re taking your concept of content and flipping it on its head. Instead of talking about why your brand is great, we’re starting with what your audience wants, and how your brand is great because it gives them that in spades.
So by the time they get to the CTA, they’re ready to hit “add to cart.”
Does your audience love boutique wines no one’s heard of? Cool, we’ll lean into your small-batch bottlings to show how unique of a discovery your hidden gems are.
Does your audience want wines that scream luxury? Great, we’ll use elevated language and highlight exclusivity and acclaim to make them feel special about their purchase.
What does your audience want? And what makes you perfect for them?
Let me know if you’re interested in talking through these questions and building a copy strategy to get your conversions higher than you thought possible. Just shoot me a message at: chloe@chloecreativeagency.com.