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Business of Farming Conference 2016: Crafting Your Farm Story
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Transcript of Business of Farming Conference 2016: Crafting Your Farm Story
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Crafting Your Farm Story
Amy Ager - Hickory Nut Gap FarmAimee Ellingsen - CAKE Websites & More, LLCCharlie Jackson - ASAP
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Storytelling is a tool for......Establishing yourself in people’s memories.
Stories help customers remember you and your farm.
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Storytelling is a tool for......Connecting to the right people and customers.
Stories help the type of customers you want to have feel connected with you.
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So, think about who you most want as customers…
Then come up with examples of real people to help you gear your story towards them.
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Storytelling is a tool for......Inspiring customer commitment.
When customers feel connected to your story, they are far more likely to remain loyal, buying from you again and again.
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Connect with people using emotion or humor.
Build your story starting with the core idea that “hooks” people.
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● Hero/Protagonist (Who?) - you, your family, your farm personified
● Barrier/Struggle/Context (What?) - What did you have to do/overcome to be able to farm/own land/support yourself/make this decision?
● Mission/Vision/Moment of Change (Why?) - Why do you want to do this? What happened to make you want to do this thing?
● Resolution/Action (How?) - How did you overcome your barrier? How did your vision emerge?
● Moral/Upshot/Take Home (Why it matters) - What difference are you making? Why does what you do matter? What makes you different?
Crafting Your Farm Story
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● Hero/Protagonist (Who?)
● Barrier/Struggle/Context (What?)
● Mission/Vision/Moment of Change (Why?)
● Resolution/Action (How?)
● Moral/Upshot/Take Home (Why it matters)
Crafting Your Farm Story
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● Hero/Protagonist (Who?) - you, your family, your farm personified
● Barrier/Struggle/Context (What?) - What did you have to do/overcome to be able to farm/own land/support yourself/make this decision?
● Mission/Vision/Moment of Change (Why?) - Why do you want to do this? What happened to make you want to do this thing?
● Resolution/Action (How?) - How did you overcome your barrier? How did your vision emerge?
● Moral/Upshot/Take Home (Why it matters) - What difference are you making? Why does what you do matter? What makes you different?
Crafting Your Farm Story
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A Tagline is Your Shortest Story
This short statement will be the definition of your service or brand.
Keeping it simple is key. A tagline is not a mission statement.
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Taglines that promise something everyone wants...
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Taglines that promise dependability or integrity...
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Taglines that establish desirability...
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Taglines that imply exclusivity or that you’ll be part of a club...
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Taglines that are funny or simply memorable...
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3 key points about taglines
Your tagline should be simple.
Your tagline should differentiate you.
Your tagline must be honest.
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● Simple● Memorable● Functional● Be clear, not overly clever● Elements
○ Audience - who are you talking to?○ Kind - Just descriptive? Positioning? Differentiating? Provocative?
Aspirational? ○ What makes you unique?○ Not your mission (internally) but outwardly focused
● Keep it short!
Tagline
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