business of farming conference 2016: crafting your farm story

Crafting Your Farm Story

Amy Ager - Hickory Nut Gap FarmAimee Ellingsen - CAKE Websites & More, LLCCharlie Jackson - ASAP

Storytelling is a tool for......Establishing yourself in people’s memories.

Stories help customers remember you and your farm.

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.

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.

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.

Connect with people using emotion or humor.

Build your story starting with the core idea that “hooks” people.

● 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

● 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

● 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

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.

Taglines that promise something everyone wants...

Taglines that promise dependability or integrity...

Taglines that establish desirability...

Taglines that imply exclusivity or that you’ll be part of a club...

Taglines that are funny or simply memorable...

3 key points about taglines

Your tagline should be simple.

Your tagline should differentiate you.

Your tagline must be honest.

● 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