Helping Farmers Get Better at Marketing
June 26, 2019 by Corinna CSA newsletters — do you like writing them? I have a lot-hate relationship with them. I know how valuable they are to some of my customers. But I’m not convinced that a majority of them actually read the thing. And that makes it hard to justify spending 5 hours a…
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June 19, 2019 by Corinna Do you know TOO much about your product? Are you making assumptions about what they already know (or want to know?) Are you talking about the WRONG things? And is your marketing confusing your prospects as a result? Welcome to something called “The Curse of Knowledge” — when we make…
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June 12, 2019 by Corinna If you’re a CSA farmer, you know that not everyone is a perfect fit for your product. It takes a “special kind” of person to succeed at CSA. So how do you find more of them? That’s what this episode is all about. I teach you all about digital…
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June 5, 2019 by Corinna If I told you that there are 6 reasons that trigger someone to buy something, wouldn’t you want to know what they are? (so you could make those things happen…?) That’s what this episode is all about. Based on psychology and lots of research, here’s what the marketing world knows…
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May 29, 2019 by Corinna One of the MOST important pieces of data you must discover (if you want to be a good marketer) is WHY your customer came to you in the first place. What were they looking for? What motivated them to go searching? Every purchase is motivated by a problem faced by…
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May 22, 2019 by Corinna We all know that WHAT we talk about in our marketing message matters. But have you ever thought about the order in which you talk about it? What you say first, second, third…? That’s what this episode is all about. I talk through the concept called “Messaging Hierarchy”: why the…
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May 15, 2019 by Corinna When we first started our CSA farm back in 2008, we had a tough sell: Get 12 people to spend $365 with a first-year farmer. No prior relationship. No way to “warm them up” and grow trust. Seven years later, I learned why that was so hard. I didn’t have…
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May 8, 2019 by Corinna This is probably the most valuable piece of content that I learned as a newbie marketer. It’s the Customer Value Journey Map. That’s right: your customers go on a predictable journey through your brand. If I told you there were 8 steps they need to take to become a brand…
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May 1, 2019 by Corinna Not everyone is interested in your farm products. Have you figured that out yet? So when we have a special offer or product, how do we know who to show that offer to? There are all kinds of potential customers swimming around “out there” in the big wide world. Think…
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May 1, 2019 by Corinna Whom are you targeting with your marketing and messaging? Here’s a big paradigm shift you need to commit to memory: “If you’re talking to everyone, you’re talking to no one.” We used to try and make everyone our CSA member. We have since learned that this strategy is not effective.…
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