VIDEO SERIES
6 STEPS TO BUILDING A LOYAL CUSTOMER BASE
#1 : WHEN YOU TALK ABOUT YOUR PRODUCT
EXPLAIN THE PROBLEM IT ADDRESSES
I used to talk to customers as if we were already on the same page. I’d explain that the product I hoped they would buy was organic, gluten-free, and handmade, assuming those words would seal the deal. Sound familiar? Turns out that strategy is missing a HUGE piece of the sales puzzle. Instead of listing adjectives, we have to explain how those adjectives benefit not just the planet, but to the person in front of us, our customer. Rooting ideals in the practical and personal allows your customer to buy-in from a place of integrity and excitement.
HOMEWORK
After the video use the workbook to connect the what of your product to your potential customer’s lived experience.
#2 : WHEN YOU TALK ABOUT YOUR PRODUCT
SHARE YOUR ORIGIN STORY
Small producers, we hold in our hands heaps of marketing gold. And if the word “marketing” leaves a bad taste in your mouth, I ask you to shift its meaning from manipulation to an honest telling of your story. Things that some brands need to manufacture (like authenticity, connection, purpose), we have flowing from our products and souls. In an ever digital life, our customers crave the physical, the real. Our customers aren’t simply “end-users” they are part of our evolution. So tell them how you started making what you make and invite them to be part of this history.
HOMEWORK
After the video use the worksheet to tell your origin story.
#3 : WHEN YOU TALK ABOUT YOUR PRODUCT
ILLUSTRATE WHAT MAKES YOUR PRODUCT UNIQUE
Once you identify the problem your product addresses and invite people into your origin story, you can move onto illustrating what makes your product unique. Here it is best to show and not just tell (if you can). Say your pasta sauce has less sugar than an average sauce. Can you have a little container on your table that contains the grams of sugar in the serving size of an average tomato sauce? Is the star ingredient of your product something you grow yourself? Can you sample some of the raw ingredient or have a beautiful photo display? This illustration has to tie into the problems you identified in part #1 to be truly affective.
HOMEWORK
Look back at your work after video #1 and brainstorm how you can illustrate what makes your product unique (also termed your “brand difference”).
#4 : WHEN YOU TALK ABOUT YOUR PRODUCT
BRING US BEHIND THE SCENES.
One of our major leg-ups is that we are real people, from real places, making real products. Remember how fascinating it was when Mr. Rogers would bring us into the pencil-making factory? Things we take for granted, like that carrots grow in the ground while Brussel sprouts grow on a stalk, are complete news to many of our customers. Showing them the who and how behind your product builds a connection and connection creates repeat customers.
HOMEWORK
How can you incorporate behind-the-scenes tidbits in your social media, website, farmers market stand, tasting table, and/or packaging?
#5 : WHEN YOU TALK ABOUT YOUR PRODUCT
SPEAK TO YOUR VALUES.
It’s mind boggling how many products there are in the marketplace these days. Over 100 types of hot sauce on the grocery store shelf. New brands launching on Instagram daily. But NOT ONE of those other brands has your specific story. Your specific motivation. What do you believe in? How does your product reflect those values?
HOMEWORK
Use the prompts in the workbook to find your why.
#6 : WHEN YOU TALK ABOUT YOUR PRODUCT
ENJOY YOURSELF - IT’S INFECTIOUS.
I was having a bit of a melt-down before one of my appearances as a brand personality on national television. I really wanted the shows to go well. The host I was working with could tell I was off and when I said “Am I doing okay? I just want this to work,” she answered, “You’re doing great. Let’s just have fun. It’s not like we’re saving the world!” That last line hit me like a sledge hammer because I was approaching my appearance (as I approach everything) like it was do or die. Like the fate of the ranch, no the CA olive oil industry, no global warming was riding on my ability to connect people to sustainable, high quality products. That’s not to say that what we do isn’t important, but woah! what a weight to carry around. Approaching my hour-long live segment with joy, lightness, and laughter…well, of course, it was one of our most successful segments. The lesson I learned : It’s not about perfection. It’s about being real and leading from the heart.
HOMEWORK
Nothing. Unless you forget what fun is and then run around outside under a sprinkler or drink some hot cocoa with marshmallows.