Why Good Content Isn’t About the Details — It’s About the Experience.
I came away from the wine industry with a lot more than a palate for Pinot and a collection of corks. (Though yes, there were plenty of wine-stained teeth and the occasional “research day” that turned into a story for another time.)
The biggest lesson from my time as a wine marketer and copywriter didn't happen in a fancy tasting room or even while drinking wine.
It happened in the lead-up to a big wine tasting event I was promoting. I was so sure it would sell out, I barely gave it a second thought.
You Can Have All the Right Details and Still Miss the Mark
Picture this: 100+ elite wineries, the highest-rated bottles, a price point that was surprisingly reasonable. On paper, this was a knockout event.
But after launching, the weeks ticked by and ticket sales were — well, let’s just say, more room temperature chardonnay than crisp Champagne.
I remember staring at our Eventbrite analytics with the marketing team, genuinely stumped. Why wasn’t anyone interested? This was the kind of event even I would have wanted to attend, and yet, the crowd just wasn’t feeling it.
I did an audit of our promotions and it hit me. Our messaging had been so focused on the details — the number of wineries, the critic scores, the exclusive labels — that I completely missed what actually mattered to people.
What good are 100+ wineries if you don’t know anything about them?
Why do those ratings matter if you don’t know what you’ll feel sipping that wine?
How is it any different from every other event in town?
The messaging was saying a lot of words but not saying much at all. I’d described the what, not the why. The facts, not the feeling.
So I scrapped it and started over.
From Laundry List to Living Experience
Instead of pushing the numbers, I highlighted the people you'd get to meet, like the major winemakers who would be pouring their own wines and sharing the stories behind each bottle.
Instead of just touting “top-ranked wines,” I painted the experience: developing your own palate, exploring new favorites, tasting your way through an entire region.
I mentioned the imported cheese and charcuterie tables not as a perk, but as part of the sensory journey — pairing bites with sips, lingering with friends over a plate.
Suddenly, it wasn’t just an event with a bunch of wines. It was an experience you could taste, feel, and remember.
That's when sales finally picked up. Actually, we oversold the event. (And yes, the cheese trays were decimated)
The Real Lesson: Emotion Sells. Always.
This event promotion was a great reminder that details alone don’t sway your audience.
You have to speak to the emotional experience — the pulse of excitement, the thrill of something new, the feelings of being in the moment. That’s what gets people to buy, sign up, show up, and remember you long after.
And the funny thing is, this lesson doesn't just work in the wine world. I brought it with me in my copywriting work for health & wellness coaches and service providers.
How This Became a Powerful Writing Framework
In my copywriting and strategy work for health & wellness coaches and service providers, this lesson from the wine industry became my North Star. I stopped writing content that was just “accurate” and started writing to evoke a the craving, a spark, a sense of I need this in my life.
But here’s the twist: When AI came onto the scene, I saw everyone making the same mistake I did at that wine event. Plugging in facts. Making bullet lists. Wondering why nothing was selling.
So I built Messaging Muse, my custom AI assistant trained on the same emotional, story-driven framework that sells out rooms and gets people to act.
What does it do?
Messaging Muse gives you content that...
Finally sounds like you, not every other coach or service provider.
Is built on strategy, like what your audience actually feels, wants, and needs.
Evokes curiosity, connection, and trust — without endless rewriting or prompt tweaking.
Makes it easier to show up online consistently (and makes it more fun too).
Finally turns your audience into clients.
Now you don't have to stress over what you're going to post and how you're going to say it, because you get clear and compelling messaging rooted in your voice and strategy.
No more cringing at generic AI drafts that sound like everyone else, because your content is built from your unique stories and strategy.
No more feeling overwhelmed by creating content, because Messaging Muse drafts everything instantly and saves you hours of time.
When your words evoke the right feelings, you become unforgettable and your audience can’t wait to work with you. Want your own Messaging Muse to create messaging that evokes an experience your people will feel?