236 How to Raise Your Prices (and Make More $) Using Price Anchoring
My Digital Farmer | Marketing Strategies for Farmers
Release Date: 11/08/2023
352 The Hidden Goal of Every Farm Promotion
My Digital Farmer | Marketing Strategies for Farmers
I thought the goal of my recent promotion was simple: sell 40 prepaid online store credit memberships. That was it. 40 spots. Hit the revenue goal. Move on. But as I was building the emails, teasing it on social media, and checking my stats inside (my email service provider), I noticed something unexpected… My email list had jumped a LOT. And it wasn’t random. It was happening because of how I positioned the promotion before it ever opened. That’s when it clicked! Every promotion has a second goal. And most farmers completely miss it. Yes, promotions are meant to...
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351 How to Find Weekly Email Topic Ideas When You Don't Know What to Say
My Digital Farmer | Marketing Strategies for Farmers
Ever sit down to write your weekly email… Cursor blinking. Brain dead. And you’re thinking: “I KNOW I should email my list… but what on earth do I say this week?” In this episode, I’m pulling back the curtain on how I actually find ideas when I feel stuck! Most great emails don’t start with “content ideas” at all! They start with stories hiding in plain sight. If writing your weekly email feels harder than it should, chances are you’re looking in the wrong place for ideas. In this episode, I walk you through how to identify the central story of an email, and why...
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350 Lessons from a Handmade Goat Soap Business - Interview with Hooves and Feathers
My Digital Farmer | Marketing Strategies for Farmers
A few months ago, I opened my mailbox to find a beautifully packaged starter box of goat milk soap from Allan Laird of Hooves and Feathers. Allan is a Farm Marketing School student… and he was proudly showing me his homework. 😊 Inside the box were thoughtfully chosen products, a clear “try-this-first” experience, and a sense that this wasn’t just soap — it was a brand with intention. I remember thinking, This is what happens when someone applies simple marketing frameworks with consistency. So I called Allan and said, “You need to come on the podcast and walk us through what...
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349 What Do I Put on My Farm’s Website Homepage?!
My Digital Farmer | Marketing Strategies for Farmers
Have you ever stared at your farm’s website homepage and thought… what am I even supposed to put here? Your website is the source of truth for your brand. It’s where people go to learn more, double-check you, and decide if they want to buy. And if your homepage is unclear or overwhelming, most people won’t stick around. In today’s episode, I’m breaking down a simple framework for what actually belongs on your farm’s website homepage—so it’s clear, strategic, and helps turn visitors into customers. We’re talking about the specific messaging blocks every strong farm...
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348 Building a Values-Led Farm Business with Value-Added Products (Without Going Full-Time)
My Digital Farmer | Marketing Strategies for Farmers
What if your farm didn’t have to “scale up” to be successful? What if it could stay small, seasonal, creative — and still feel deeply worth it? In this conversation, I sit down with a farmer who has intentionally chosen a different path: one rooted in values, flexibility, and creativity — and who’s built a beautiful business around it. This episode is a quietly powerful case study. Claire and I talk about: Running a farm while not being a full-time farmer Letting creativity lead your product development Using one strong “gateway...
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347 A Step-by-Step Promotion Plan for Selling Monthly Meat Shares
My Digital Farmer | Marketing Strategies for Farmers
What if I told you I recently ran a 7-day CSA Chicken + Pork Share promotion on my farm, using only email, a private Facebook group, and a simple promotion framework? It went REALLY well, exceeding my sales predictions. If you’ve ever thought about launching a monthly meat share — or already have one and want to sell it more consistently — this episode is your behind-the-scenes look at how I design, organize, and execute a high-performing farm promotion from scratch. I walk you through: How I structured the product How I worked with my partner farm How I decided pricing, timing,...
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346 What to Put Inside Your Farm’s Media Kit with Erika Tebbens
My Digital Farmer | Marketing Strategies for Farmers
Last summer, I got invited to be on TV. Exciting, right? Then they asked a simple follow-up question: “Can you send over your media kit?” And I froze. I didn’t have one. I wasn’t even totally sure what should be in one. Fast forward to this winter, as I start doing more speaking, partnerships, and visibility work for both my farm and My Digital Farmer -- I realized this was a gap I needed to close. So I invited someone back on the show who lives and breathes this stuff. On today’s episode, I’m joined again by Erika Tebbens from Taste the Local Difference. If Erika sounds familiar,...
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345 — The Energy of Money: FMS Money Mindset Series
My Digital Farmer | Marketing Strategies for Farmers
This week on the podcast, I’m pulling back the curtain on something I’ve never shared publicly before… Inside Farm Marketing School, we’ve been doing a powerful three-month deep dive on rewriting your money story -- and today, I’m releasing one of those private “members-only” private podcasts here on the main feed. This is Episode 2 of that private series, and it’s all about the energy of money -- how it flows, how it gets blocked, and why the emotional tone behind your money exchanges matters just as much as the dollars themselves. You’ll hear stories from my own life,...
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344 How to Win Back Customers Who Have Gone Cold
My Digital Farmer | Marketing Strategies for Farmers
What do you do when your customer just… stops paying attention? This week’s episode was inspired by a walk on our farm -- and a stubborn dog who found a vole in the field and completely tuned me out. Calling louder didn’t work. Waiting didn’t work. What finally worked was walking back out to her, getting in her line of sight, and offering her the right treat -- something she actually wanted. That moment sparked a powerful realization about customers who go quiet (and what actually brings them back). If you’ve ever looked at your email list or customer list and...
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343 Goal Setting - Finding Your One Word Intention for the New Year
My Digital Farmer | Marketing Strategies for Farmers
Every January, we’re told to start fresh by setting goals, building plans, and fixing what didn’t work last year. But what if that pressure is the very thing that keeps us stuck? In this episode, I’m inviting you to try something different—something simpler, deeper, and far more sustainable. Instead of resolutions or rigid goals, what if you chose one word to guide your year? In this episode, I walk you through the practice of choosing a one-word intention—and how that single word can become a lens for your decisions, your energy, and the way you show up in both life and business. I...
info_outlineHow do you raise your prices and get your customers to buy at that price point? (And feel good about it?)
In today's episode, I'm diving into a crucial aspect of farm marketing: the art of price anchoring.
Have you ever gone to Amazon to buy something with a certain idea in your mind of what something will cost?... and then you see what Amazon thinks it should cost?...
For example, I recently needed to buy a countdown timer for our Chopped Competition -- a big one that everyone can see from the room. Amazon had one priced at $300 (!!!), then another one at $65, and another one at $125.
Guess which one I bought?... Yup, the $125 one.
AND... I felt okay with it.
Honestly though, going into it, I was hoping for a $75 option. That's where my mind was. But then I saw the $300, and realized I was at the wrong pricing table. So the $125 suddenly didn't feel so bad -- like I had compromised and found a good happy medium in quality and price.
This... is price anchoring in action. And if you know how to use it, it can help you raise ALL your farm product prices, get people to buy at that price level, and make you more money.
Price anchoring is a psychological technique where consumers use an initial piece of information to base future buying decisions. You set a mental benchmark, or an "anchor" with a high price tag, and then this creates a perception that subsequent (slightly lower) prices are a better deal. (Meanwhile: you've also raised the prices of those subsequent, slightly lower prices, too).
You see this ALL OVER THE PLACE in the retail world. And in this episode, we dive into the details of how it works.
It's time you learned the psychology and strategy behind what makes this work.
Your homework from this episode is to set up a product with a higher price anchor, position your other products around it, and guide your customer this week to buy the thing you want them to (at the price you want).
This podcast was sponsored by Local Line, the leading e-commerce platform for the local food system. Try Local Line for your farm today! Local Line is offering a free premium feature for free for one year on top of your paid subscription. Claim your discount by signing up for a Local Line account today and using the coupon code: MDF2023. Head to my special affiliate link to get started: www.mydigitalfarmer.com/localline
This podcast was also sponsored by: The Thriving Farmer Podcast. In this top-rated farm podcast, you'll learn the latest tricks and strategies of successful farmers, strategize with in-depth interviews with leaders in the industry, and connect with stories of farmers just like you. In our interviews, we focus on building farms that last, on setting up systems, knowing your customers, building your team, and creating a work/family/life balance. With over 15 years of farming background, your host Michael Kilpatrick has the experience and authority to bring you practical advice, ask the hard questions, tease out the gold nuggets, and help share what it’s really like to build a profitable, sustainable farm.
Subscribe wherever you listen to your podcasts or visit: https://www.thrivingfarmerpodcast.com/
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Some of the resources mentioned in this episode:
Join my free email list! I have a great "Crash Course in farm marketing" that will guide you through the marketing jungle over the course of several months. Each week, you'll get a new email with suggestions and tips to make your marketing better.
Join my CSA Renewals Course: CSA Early Bird Campaigns that Convert. In this program, I teach you my exact process for how I build my renewal promotion campaign every fall, that gets 80-90% of my members to sign up again by November 1st.
Sign up for my CSA Academy -- and get access to my CSA member resource library to use for your own CSA (as long as you're a paying member). Use coupon code TRIAL to get your first month for $1.
Find my Facebook group for farmers!
Follow me on Instagram for a daily IG story tip on marketing! @mydigitalfarmer