Eugene Schwartz, author of the copywriting Bible "Breakthrough Advertising," was the first to identify the 5 stages of Customer Awareness in marketing. The principle is simple: you need to know where a customer is in the spectrum of awareness, and then craft different messages to them, based on where they are. The five stages are: Unaware Problem Aware Solution Aware Product Aware Most Aware In this episode, I break down details of each of the 5 stages, and I give examples for what type of marke...
Feb 16, 2022•33 min•Season 1Ep. 147
Sign up for my free Book Study of "Start with Why" by Simon Sinek this February at www.mydigitalfarmer.com/bookstudy Have you been trying to get people to buy your products, and you're getting no where? Are you posting your offer on social media and wondering why it's not getting traction? What am I doing wrong, Corinna? In today's episode, I tell a fun story about my dog Harley that might just clear things up for you.......
Feb 09, 2022•22 min•Season 1Ep. 146
Sign up for my CSA Quickstart course and coaching program through Feb. 4th: www.mydigitalfarmer.com/csaquickstart What if you were given an opportunity to acquire a loyal customer base from another CSA farmer who was retiring? Would you take it? In this week's episode, I interview a CSA farmer who did just that! Aeros Lillstrom of Who Cooks for You Farm shares her story of how she grew her CSA to 800 members through this form of acquisition. She also shares some of the unique issues that needed ...
Feb 02, 2022•41 min•Season 1Ep. 145
In this week's episode I talk with CSA farmer Kate Edwards from Wild Woods Farm in Solon, IA. Kate's farm boasts an 80% retention, and she's learned how to build systems to make running her CSA easier than the early years. Kate shares some of the milestones she passed through as a CSA farmer. We spend a lot of time talking about the importance of having a mentor, as well as learning how to communicate the "why" behind your business. If you're looking for a CSA farmer to inspire you, this is a gr...
Jan 26, 2022•1 hr 5 min•Season 1Ep. 144
What are the elements of a great "offer" that compels someone to buy your product? Last November, I received a mail order catalog from Shutterfly, the online photo printing company. On the cover was a small coupon code with the following words: 50% off all cards, photobooks, and calendars. 40% off everything else plus free shipping. BOOM. I ran to my computer that night to set up my order, and an hour later, I had dropped $350. WHY did I do that? How did Shutterfly pull that off? What were the e...
Jan 19, 2022•27 min•Season 1Ep. 143
Grab my free resource: Choosing the Best CSA E-commerce Platform for Your Farm: the Complete List of Questions to Ask Before You Buy When is it time to get a CSA Management software? And how do you decide which one is best for you? There are SO many options to choose from nowadays, and the it can feel overwhelming! Do you go with a CSA Customer Management System? Or do you just stick with an e-commerce platform? I've noticed this is a roadblock for SO many farmers, and it keeps many of you from ...
Jan 12, 2022•56 min•Season 1Ep. 142
In 2021, our farm decided to walk away from farmer's markets altogether. It was a calculated move, but it still felt scary. In this episode, I share the report. How'd we do? Did we survive? What were the results and impact on our business and livelihood? And if you're thinking about making this decision too, what should you be thinking about? I share some advice and encouragement.
Jan 05, 2022•50 min•Season 1Ep. 141
Get on the CSA Quickstart Course Waitlist: www.mydigitalfarmer.com/waitlist Have you ever wondered if you should add a CSA to your farm business? If so, then you definitely want to listen to this episode. I interview my husband and business partner, Kurt Bench, from Shared Legacy Farms, and together we discuss the 10 questions to think about before you jump into the CSA arena.
Dec 29, 2021•50 min•Season 1Ep. 140
Do you ever find yourself comparing your social media account to another farm? (Me, too). In today's episode, I talk about why this is a dangerous mind game that we must avoid, and I talk about what we should think about instead. This episode will get your mindset back on track, and remind you what to focus on with your social media marketing!
Dec 22, 2021•10 min•Season 1Ep. 139
If you had to put all your customers into a giant continuum, who are the ones that stand out in a good way? Who rises to the top? In today's episode, I'm sharing the 4 qualities I value the most in my customers. When I see a client manifesting one of these behaviors, I TREASURE them. Knowing the marks of your best clients can help you build systems to notice, appreciate and multiply them.
Dec 15, 2021•27 min•Season 1Ep. 138
What's a swipe file? Only the best way to become a better marketer! Here's a little secret: great marketers learn everything they know from other people! And the swipe file is one of our tools that helps us find our inspiration. In this podcast, I share how a swipe file works and where to find one that will BLOW YOUR MIND.
Dec 08, 2021•27 min•Season 1Ep. 137
Get my list of email writing prompts: www.mydigitalfarmer.com/emailtopics Ever experience writer's block when it comes time to write your weekly email? You're not alone. This is cited as one of the main reasons farmers don't write a weekly email in the first place. In today's episode, I share my method for finding the great story content that makes my emails so engaging and drives my high open rates.
Dec 01, 2021•38 min•Season 1Ep. 136
So what is it that makes a CSA member stick? Is it having a high quality product? Or is there something more? In today's episode, I let you peek in on an interview I have with one of my "ideal" CSA customers. I try to understand what drives him to be so loyal to my CSA. We unpack the meaning of community and belonging, and why managing this in a membership is so vital for success. Are you cultivating a feeling of belonging in your CSA?...
Nov 24, 2021•48 min•Season 1Ep. 135
How do you increase your profit as a business? Hint: it's NOT getting more customers. In this podcast, I share the breakthrough principle that helped our business turn the corner a few years ago and start prioritizing our profits.
Nov 17, 2021•34 min•Season 1Ep. 134
In mid-October, my family and I took a weekend vacation in Hocking Hills, where we participated in a zipline canopy tour. This entire customer experience was so impressive, that I wanted to document my experience from start to finish. I share 6 different elements of their sales funnel that made an impression on me. My hope is that you can pull out some marketing insights from this story to see what a great sales funnel can look like for your farm business.
Nov 10, 2021•40 min•Season 1Ep. 133
As a farmer, are you prioritizing profits? Or something else? I've been wanting to talk about MONEY on my podcast for a LONG time. So I invited a fellow farmer and "book-keeping expert" Shelly Oswald onto the show to talk about the unique financial issues farmers deal with as entrepreneurs. We also talk about the topic of "money mindset" and how our thoughts about money are holding us back.
Nov 03, 2021•56 min•Season 1Ep. 132
Check out my course: www.mydigitalfarmer.com/earlybird I did it. My farm sold out next year's CSA memberships in 5 days. What makes this amazing is that we didn't even get to offer it to our wait list or the public. It was all through early renewals. In this episode, I walk you through the play-by-play of our promotional launch -- the offer, the results, and some of the key take-aways that drove our success. If you're a CSA farmer who uses "early signups" you will find at least one small nugget ...
Oct 27, 2021•42 min•Season 1Ep. 131
Get my Free Worksheet of My Favorite Survey Questions: www.mydigitalfarmer.com/surveyquestions It's that time of year again... time to write your end of year customer surveys. What kinds of questions can you put in this survey that will actually be HELPFUL?.... This episode is a rebroadcast of episode 32, and its principles are just as timeless as ever. This episodes will help you make short work of this project, and get you some valuable intel about your clients....
Oct 20, 2021•38 min•Season 1Ep. 130
Are you trying to update your website, and running into confusing terminology? Like, what's a landing page versus a regular page on your website? And how is it different than a sales page? Are they the same? In today's episode, I crack the code and explain the nuance. I also explain why you might want to have a sales page for every signature product in your product suite...
Oct 13, 2021•36 min•Season 1Ep. 129
Are you asking your customers to leave you a Google Review? Why not? It's the fastest way to rank higher in Google's search results. In this episode, I continue to explore the GMB (Google My Business) listing strategy, and how collecting Google reviews should look for your SEO plan.
Oct 06, 2021•21 min•Season 1Ep. 128
Did you know you should be creating regular posts in your GMB (Google My Business) listing? In this podcast, we talk about what the 5 types of posts are, and how they can help Google better understand WHO you are and how to share the right information with those who are searching for you.
Sep 29, 2021•31 min•Season 1Ep. 127
Have you claimed your GMB Google My Business Listing yet? If you want to show up in the top 3 Google searches, it's important that you optimize the "business description" of your listing. In this episode, I break down what topics you should include as well as some best practices to make sure you're getting seen by Google for the right things.
Sep 22, 2021•25 min•Season 1Ep. 126
Is Google helping you find new customers? If not, why not? In today's episode, we talk about how to get your farm to rank higher in Google's search engine, specifically by getting your farm to list in something known as the "Google Map Pack." This top-three results listing is the gold standard of SEO, but how do you get in there?
Sep 15, 2021•29 min•Season 1Ep. 125
How do you get MORE of your current CSA members to pre-register for your CSA share next year? For the last 5 years, our farm has consistently gotten between 70 and 89% of our membership to renew early before Thanksgiving. In this episode, I talk through how we do it -- what are the secrets that underpin our success story and strategy?
Sep 08, 2021•53 min•Season 1Ep. 124
What do you want your website to accomplish for you? (Do you actually know?) Although a website can have many different goals for a business, in THIS episode, I'm going to make an argument for what I think the PRIMARY purpose of a website SHOULD be. And in my experience, MOST farm websites are NOT making it a priority. Ready to hear what it is?...
Sep 01, 2021•22 min•Season 1Ep. 123
Remember that commercial with the Owl and Tootsie Roll Pops? He would ask, "How many licks does it take to get to the center of a Tootsie Roll Pop?"... Then he would start to count until he lost patience and just swallowed it whole. What if I asked YOU, "How many customer touch points does it take to get a person to turn into a customer?..." Do you know the answer to this question? And more importantly: do you have a strategy to keep those touch points happening? In this episode, we talk about t...
Aug 25, 2021•16 min•Season 1Ep. 122
How often do you screw up a customer order? For us, it's about 2 times per week. I used to dread these moments. I felt like I was a failure, and it always seemed like I lost ground with my client. The reality is that mistakes are going to happen. How we respond though can make a huge difference. In this podcast, I talk about how I've been experimenting with a new damage control response that is turning those "moments of misery" into "moments of magic." Maybe making mistakes isn't so bad after al...
Aug 18, 2021•27 min•Season 1Ep. 121
Have you thought about starting a CSA, but you're not sure if you're up to it? What does it take to become a great CSA farm? Before you take the leap, what if you could get some advice from seasoned CSA farmers, to tell you what you need to commit to if you want to be successful?... In this podcast, we interview Lauren Rudersdorf and Cat Becker, collaborators of the recent North Central SARES video series called: CSA Starts Here. We talk about how this video can help future CSA farmers decide if...
Aug 11, 2021•1 hr 7 min•Season 1Ep. 120
A few weeks ago, I launched a challenge inside my CSA's private Facebook group that was meant to create some fun and excitement. I had no idea it would end up propelling my brand identity forward so profoundly. In this episode, I audit this Challenge Experiment and show you how to indoctrinate your CSA members into your brand's "why."
Aug 04, 2021•44 min•Season 1Ep. 119
Are you looking for a way to build momentum in your CSA community? Tricia Borneman from Blooming Glen Farm shares how her new CSA Facebook group has reenergized her CSA members AND her business: "One of the top 5 best things I've ever done in my business." We talk all about how to set up your group for success and get your members learning from each other.
Jul 28, 2021•1 hr 1 min•Season 1Ep. 118
