A Lesson in Clarity That Applies to Us All
(Re)introducing The Wine Marketing Podcast!
Back in 2020, I started a podcast called The Craft & Cluster Podcast, because ✨pandemic trauma!✨ It was meant to be a resource for small wineries who needed help marketing their wines online, but I’m going to be super honest here: I hadn’t quite figured out how to balance podcasting with everything else in my business (and again, ✨pandemic trauma!✨) So, by mid-2021, I quietly let it go.
But a combination of ADHD, several clients and friends saying they missed the podcast, and (admittedly) a selfish desire to learn from other awesome marketers in the guise of helping small wine brands grow, the podcast has arisen from its slumber—with a new name, a fresh format, and a renewed commitment to helping small wineries thrive.
Oh, Hey, A Rebrand!
The original name made sense to me. Craft & Cluster is the name of my business, and, in the words of my late grandpa, why fix what ain’t broke? But even though Craft & Cluster is a great name for my business, it’s not for a podcast. So, in a way, it was kind of broke? Unless you already knew me or my business, “The Craft & Cluster Podcast didn’t really tell you what to expect (and SEO is important as fuck with things like podcasts).
I’d get people asking if it was a show about crafting. Or craft beer. Or just general confusion. Which is kind of a problem when you’re trying to attract new listeners.
So, I did the (now) obvious thing: I renamed it The Wine Marketing Podcast.
Because, as we’ve learned from Donald Miller’s Building a StoryBrand: clarity > cleverness. Every time.
Which brings me to some key takeaways for marketing as well as podcasting:
Lesson #1: Clarity Beats Cleverness in Marketing
I see it all the time:
Instagram bios packed with industry jargon but no mention of where you’re located or what you sell.
Website headlines that are poetic but leave visitors wondering: what kind of wine do you make, where are you, and how can I even buy?
Vague calls to action like “Let’s chat!” or “Learn more!” with no clear next step.
If people have to think too hard to understand what you do, they will move on. Period.
This is one of the reasons I named my Substack The Wine Marketing Field Guide instead of “Craft & Cluster”—because unless you already know me, you wouldn’t know what Craft & Cluster is. But Wine Marketing Field Guide is pretty self-explanatory (plus, again, SEO).
Lesson #2: You Can Still Be Personality-Driven and Clear
Now, let me be clear (lol): being clear doesn’t mean being boring.
I’m not saying your marketing has to be stripped of all fun, flavor, or voice in the name of clarity. The best marketing strikes a balance, telling people exactly what you do and giving them a taste of your personality.
You can (and should) do both.
For example, you can have a crystal-clear statement like:
“Sustainably crafted Santa Barbara County wines since 1985 by Dick Dore & Billy Wathen.”
AND still have something playful and cheeky like:
“If you don’t know Foxen, you don’t know Dick…or Bill!”
Both of these approaches work together because they serve different functions: one informs, and the other delights. One makes you confident in what it offers, and the other makes you remember it.
The goal is to ensure your personality doesn’t come at the expense of being understood.
Let’s do a quick audit, shall we?
Quick Wins for More Clarity in Your Wine Marketing
Set a 5-minute timer and check these five places where new customers often meet you for the first time:
1. Instagram Name Field
Not your username—your name field. This is searchable and prime real estate. Use keywords like:
“Santa Barbara Winery”
“Paso Robles Wine Club”
“Organic Wines | Oregon”
2. Instagram Bio
Cut the vague descriptors. Skip “bespoke” and “terroir-driven” unless you’re explaining what they actually mean. Try:
“Small-lot wines from Santa Barbara’s most legendary vineyards. Book a tasting at our cabin in Los Olivos today!”
“Estate-grown Rhônes in Paso Robles. Book the #TrailerPond & camp in the vineyard!
3. Website Headline
Would a first-time visitor immediately understand what you offer?
Brave & Maiden: “An elevated experience of Santa Barbara Wine Country”
Foxen Winery: “Founded by Bill Wathen and Dick Doré in 1985. Minimalist winemaking. Sustainable wine-growing. Solar-powered winery. If you don’t know Foxen, you don’t know Dick… or Bill.”
Bien Nacido Estate: “World-Renowned Vineyard. World-Class Estate Wines.”
4. Membership Program
Be clear: Is it a wine club, allocation model, or subscription? These terms are not always interchangeable and some consumers may need some more information about the differences.
Alta Colina breaks theirs into a “Classic Membership” and a “Sipscription” with clear side-by-side comparisons.
5. Calls to Action
What do you want your customer to do? Tell them clearly:
“Make a Reservation”
“Join the Club”
“Shop New Releases”
Make sure you include these CTAs often (and above the fold of your website)
BONUS: If you have a tasting room, make it obvious what kind of experience they can expect and how to book it. Is it a belly-up-to-the-bar scenario or a seated, private tasting? Are reservations required or only recommended? Will they be tasting inside or outside (or can they choose?) Are you dog-friendly? Do you have food? Answer their questions before they ask them.
Small Tweaks Make a Big Impact
You don’t have to change your social media or your entire website today. Just pick one area and make it clearer.
You might be surprised how much of a difference that one small change makes.
Oh Yeah, The Podcast!
All of this was a cute lil’ way of saying that Episode one of The Wine Marketing Podcast is ready for your ears! You can listen to it on Substack, Spotify, Apple, Pocket Casts, and for the visual learners among us, on YouTube.
The show will feature conversations with winemakers, marketing experts, and industry professionals on how to market your wine in a way that’s effective, sustainable, aligned with your brand, and clear 😘
Hit reply to this email or leave a comment on the post on Substack and let me know who you’d like me to interview on the podcast (you can pitch yourself too!)