Some businesses have wonderful stories that captivate visitors, guests, and customers. If we tell our stories correctly, they will encourage people to buy from you, repeatedly visit your business, and tell your story to their friends.

Before you start telling your story, you need to sit down and create it. You may wish to start by asking yourself some questions such as:

• What is our story?
• Why is our story worth listening to?
• Are we combining the story of the winery with some personal information? Remember that your guests want to know about you and about your motivations for starting the winery.

Your story should sound genuine and be genuine.

Ask employees in the winery to write their version of your story. You may even want to ask some of your best customers to tell you how they have interpreted your story.

The reason I suggest this is that there are bound to be things that you have forgotten or didn’t think to include. Additionally, the customers who know you well and your staff may have a different take on your story than you, as owners and managers do. Request stories about the winery from them. Not everyone will write a story, though you should get enough to (at the very least) pull quotes. First-time visitors love to hear what other visitors or customers have to say about your wine.

Create a connection with your brand through your story. What are the points you want the readers to take away from the story? It may be that you are passionate about your work and the winery’s ability to make uncommonly good wine.

You want your guests to read your story and understand your passion for and confidence in your wines.

Lastly, thank people for visiting your winery and let them know that you couldn’t do it without them.

A tip of the glass from me to you!

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