Do you spend a lot of time talking about your clones, soil, or special barrel regimes? How your particular Chardonnay is long in the palate or perfectly balanced? And tend to highlight that you've been doing it for 10, 20 or 50 years? If the answer is yes, then your marketing needs to be more captivating.
The 15 minute TED Talk by Simon Sinek linked below stopped me in my tracks. (Warning, watching it will likely be both exhausting and invigorating.)
Before watching Sinek deliver his presentation, when approached by prospective clients and asked questions about our agency, we would highlight our strong relationships, proven results and processes, regular results reporting and constant cycle of seeking continuous improvement in everything we do. Etc. etc.
All of this is still true; it just isn't a compelling reason to invest in our services. That's because Sinek argues that people buy your WHY, not your HOW or WHAT.
In our case, our clients do not buy the HOW we do it (our cultivation of strong relationships, industry expertise, benchmarking results, hundreds of communications with journalists monthly) nor WHAT they receive (increased recognition, high ROI measured in earned media value, increased demand).
Instead, the businesses who are a fit with our family of clients connect with WHY we do what we do. They want to work with a wine focused PR agency that is inspired and driven by their WHY, and people who derive pleasure from cultivating the relationships necessary to achieve recognition for their vision.
Interestingly, understanding this produced a common thread amongst all of our clients -- something bigger than bringing delicious wine and food to market. Such as a deep desire to create a legacy, share joy, provide for others, or create a community or culture. Perfectly, really swallowing this makes for much better storytelling, which is WHAT we do.
It makes my day everytime one of our clients is featured by the journalists who work so diligently to bring compelling stories to their readers. What makes your day as a business owner?