This one tool will make you a better (wine) writer

Too many people focus on "wine" and not enough on "writer". But writing better can be simple. No matter what you write for. If you have the right tools.

Why are words so important in wine? The answer is corks. And screw caps. And sometimes Vinoloks, taps, and cans. Nobody knows what a wine is going to be like until its open. And that only happens when you've bought it. Until then, all you have to go on is words. But people who work in the business of wine learn a lot about the wine. But almost nothing about the words that sell it. This is a problem. A big one.

But there are tools that can help. And I'll show you one I use almost every day. The example is of a wine writer. But it'll help if you have to write notes, email offers, shelf talkers, or marketing materials.

Last week I read a newspaper wine column that was... well, unreadable. I don't quite mean that. It was possible to read it. But it was like wading through PX sherry. It would be cruel to name and shame. So I've re-written it maintaining the structure, the sentence length, the number of adverbs, and so on. But changed the subject, wines, and text. Most importantly, I've rewritten it to have the same "Readability Score".