How to Tell Your Story

This article was originally written many years ago for SmallFarm.tech, which is why it focuses on farming; however, the principles are relevant no matter what industry you’re in. For that reason, I have pulled it out of the archives to share with you today!

How to Tell Your Story

Everyone has a story to tell. You’ve had past experiences, have current circumstances and work toward future hopes. A beginning, middle and end make a story.

But in order to intimately connect with your customer – ensuring she will be a return customer – you must engage with her through effective storytelling.

So how do you do it?

A common theme I hear among skilled professionals—that is, people who specialize in something (other than communications)—is that they would rather do anything than sit down to write something – anything. They don’t know where to begin, and memories of high school essays flood their minds. Even though they have valuable, technical information to share, they don’t know how to put it on paper.

As a farmer, you may feel the same way. You’re knowledgeable in crops or livestock, you know when to plant or how to care for an animal, but how does that translate to customers and sales?

Here’s an Example

Many years ago I wrote submissions for young professionals to be considered for a popular newspaper’s list of 40 people who were ‘movers and shakers’ in the area. After a few people were selected for the honor, my boss asked me to review her friend’s submission to offer some tips just days before the final deadline.

So I read it. This candidate had a sea of credentials and volunteer work like you wouldn’t believe! But you know what? I began glazing over because nothing captured my attention. It was a list of accomplishments, but there was no story to engage me!

My advice to my boss was this: Tell his story. Find out what his passions are, what has motivated him, why he volunteers where he does and what is the driving factor behind his success.

That is what captivates an audience, calls them to action and allures them into wanting to know more about an individual. That is storytelling.

1 — Begin with the why.

Why did you choose to be a farmer? Have you always loved animals? Was a family farm handed down to you? Did you want to escape the rat race of corporate life in exchange for open skies?

Whatever the reason, share the circumstances that fueled the passion for where you are today. People are inspired by stories. Common experiences and passions bring people together. Letting people know a little more about you also opens up the line of communication. Engaging your customers is a great way to keep them excited about purchasing from your farm!

Here are some writing prompts to get you started:

• What was life like growing up as a child?

• How have certain experiences in life developed character, taught you a lesson, or defined your purpose?

• Who has been a mentor or greatly impacted you on your journey?

• What drives you to get up every day and work toward your goals?

2 — Add some personality.

When you write down your story, tell it in your unique tone and words. This isn’t a book report in your high school English class. Make it authentic, personable and even a little vulnerable, when appropriate.

If you decide to hire a consultant to help you write down your story, be sure that she captures your voice and your vocabulary so that it comes across as genuine, not corporate.

3 — Tell people your mission.

After you educate your customers on what has lead you to this farm business, tell them exactly what you want to accomplish!

Examples might be:

• To make healthy, safe raw milk accessible to everyone in the state.

• To return nutrient-dense vegetables to every family’s dinner table.

• To supply restaurants with locally grown food, boosting the local economy.

People want to know what your mission is and why. Don’t be shy. Be clear and succinct, and….

4 — Invite them to join you.

Reciprocity is key in communication. After you’ve shared your background and let your customers know what it is that you’re striving to accomplish, invite them to be a part of the story. Giving them a purpose in a greater story that is yet to be written will impassion and mobilize them to work together in pursuit of a common goal!

Now what?

Once you’ve written your story, share it! Add it to the About section on your website, practice summarizing it in a few sentences to tell others when asked about it, and use it as a conversation starter to connect with customers.

Everyone has a story to tell. Once you become confident with your story, ask others about theirs, and genuinely listen to their responses. And that’s the first chapter in how stories connect people to ideas, movements and purchases.

Happy storytelling! :)

Want some professional help with telling your story? Contact us for more information.