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302 How to Build a Marketing Mesage that Sticks: The Secret of Content Buckets

My Digital Farmer | Marketing Strategies for Farmers

Release Date: 03/05/2025

376 What Should I Call This? How to Name Farm Products (So That They Sell) show art 376 What Should I Call This? How to Name Farm Products (So That They Sell)

My Digital Farmer | Marketing Strategies for Farmers

Could changing one word on a sign or product listing make a product sell better? Last week at our Farmer's Bag Toledo pickup, I noticed something strange happening with two kinds of onions sitting right next to each other. Customers kept choosing one—and passing over the other. Then one of our volunteers made an observation: “I wonder if it's the name.” That comment made me think, "Oh I've got to do a podcast about this!" Because as farmers, we often name our products based on what we call them -- i.e. the variety in the seed catalog, the technical name of the cut, or whatever makes...

info_outline 375 The Five Transformations Farmers Really Sell show art 375 The Five Transformations Farmers Really Sell

My Digital Farmer | Marketing Strategies for Farmers

What if your customers aren't actually buying your vegetables? In this episode, Corinna shares a personal story from her son's Air Force Basic Training that reinforced a key marketing principle, and it has nothing to do with farming. If you've ever struggled to know what to say in your emails, on your website, or in your social media posts, this episode will help you uncover the deeper reason people choose to buy from your farm. Eventually all business owners realize that customers don't buy products... they buy the life those products help create. You'll learn how to identify the...

info_outline 374 Behind the Launch: How Farmer's Bag Toledo Went From Idea to Sold Out show art 374 Behind the Launch: How Farmer's Bag Toledo Went From Idea to Sold Out

My Digital Farmer | Marketing Strategies for Farmers

How do you go from a random idea... to selling out a brand-new food access program in just a few days? In this episode, I'm pulling back the curtain on the complete behind-the-scenes story of launching The Farmer's Bag Toledo. You'll hear how one unexpected meeting planted the seed, how the right partnership changed everything, why we chose to beta test instead of trying to make it perfect, and all the practical work that happened behind the scenes -- from pricing and logistics to technology, funding, naming, messaging, and launch strategy. If you've ever had an idea sitting in your notebook...

info_outline 373: The 7 Essential Offers Every Farm Business Needs show art 373: The 7 Essential Offers Every Farm Business Needs

My Digital Farmer | Marketing Strategies for Farmers

Imagine asking the first runner in a relay race to carry the baton from the starting line all the way to the finish. No winning team would do that. Yet many farm businesses unknowingly expect one offer to do exactly that. In this episode, I introduce a simple framework that completely changed the way I think about marketing: The Offer Portfolio. Instead of relying on one offer to attract new customers, create first-time buyers, build loyalty, increase order value, and generate referrals, you'll discover the 7 essential offers every farm business should consider -- and the unique role each one...

info_outline 372 Dealing with Dread: The Hidden Marketing Obstacle That's Keeping Farmers Stuck show art 372 Dealing with Dread: The Hidden Marketing Obstacle That's Keeping Farmers Stuck

My Digital Farmer | Marketing Strategies for Farmers

Have you ever found yourself putting off the very marketing task that could help your farm grow? Writing the email. Launching the promotion. Recording the video. Raising your prices. Building the sales page. You know it needs to get done... but every time you think about it, you feel that heavy sense of dread. In this episode, I share a personal discovery that is challenging the the way I think about procrastination, marketing, and business growth. After catching myself avoiding two important projects this month, I realized something surprising: I wasn't avoiding the work. I was avoiding the...

info_outline 371 Re-Broadcast: Use This Weekly Checklist to Sell More at the Farmer's Market show art 371 Re-Broadcast: Use This Weekly Checklist to Sell More at the Farmer's Market

My Digital Farmer | Marketing Strategies for Farmers

This podcast is for all of you who go to farmer's markets!! This episode is a rebroadcast! I first recorded it two years ago, and I decided to share it again, because it needs repeating! Do you want to walk away from the market feeling like you did everything you could to maximize sales that day? Here's a fact: You're going to sell more at the farmer's market if you do a little bit of preparation in the sales strategy department. In this episode, I'm sharing my checklist of "things to make sure you do" before you hop into the truck and head to market. Things like: create a weekly special...

info_outline 370 Finding the Friction That's Costing You Sales show art 370 Finding the Friction That's Costing You Sales

My Digital Farmer | Marketing Strategies for Farmers

Every farm has friction. The question is… can you see it? Friction is anything that makes buying from your farm harder than it needs to be. It shows up in every business—often in places we've become blind to because we know our own systems so well. The good news? You don't have to eliminate every point of friction to see results. Sometimes removing just one obstacle can make a meaningful difference. In this episode, I'll introduce you to the concept of becoming a Friction Detective. Together, we'll explore the most common places friction hides in a farm business, the questions you...

info_outline 369 The One Metric That Tells You if Your Farm Leads Are Actually Worth Anything show art 369 The One Metric That Tells You if Your Farm Leads Are Actually Worth Anything

My Digital Farmer | Marketing Strategies for Farmers

What is a lead actually worth to your farm business? Most farmers know how many email subscribers they have. Far fewer know what those subscribers are actually worth. And that can lead to some very bad marketing decisions. In this episode, I introduce a simple metric called Earnings Per Lead (EPL) that helps you measure the value of the people entering your world -- i.e. whether they came from a Facebook ad, a farmers market, a farm tour, a referral, or a lead magnet. You'll learn how to calculate EPL, why it's different from Cost Per Lead, and how it can help you decide which marketing...

info_outline 368: How to Prioritize Your Farm Marketing When Time Is Tight show art 368: How to Prioritize Your Farm Marketing When Time Is Tight

My Digital Farmer | Marketing Strategies for Farmers

One of the questions I hear all the time from farmers is: "What marketing channel should I focus on?" Or: "If I only have a few hours a week, what's the minimum marketing I need to do?" But I think that's the wrong question. The real question is: Where should I invest my limited marketing time so it creates the biggest impact? In this episode, I share a simple framework to help you decide where your marketing time should go based on the three metrics that actually drive farm revenue: customer count, average order value, and order frequency. We'll talk about the four places marketing time...

info_outline 367: Not Every Offer Is a First Offer: A Live FMS Coaching Call with Pigasus Meats show art 367: Not Every Offer Is a First Offer: A Live FMS Coaching Call with Pigasus Meats

My Digital Farmer | Marketing Strategies for Farmers

What happens when you launch an offer that seems like a no-brainer... and nobody buys it? In this episode, you'll listen in on a real coaching call with Lexi from Pigasus Meats. Lexi came to the call frustrated because their Simple Supper Box subscription had only attracted one customer after months of promotion. As we dug into the problem, we uncovered a lesson that applies to every farm business: Not every offer is the right first offer. Many farmers assume that if an offer isn't selling, the offer itself must be flawed. But sometimes the real issue is where that offer sits in the customer...

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More Episodes

Feeling like you’re always scrambling to come up with content ideas?
What if you had a simple system that not only made content planning easier but also helped your customers remember your farm’s message—and feel like they truly “get” what you’re about?

In this episode, I’m sharing the concept of Content Buckets: a simple framework for organizing your content into 5-7 key themes so your people keep hearing your core message. When you use these buckets consistently, your marketing becomes clearer, easier, and more memorable—without the constant pressure to invent something new.

Plus, you’ll learn:
👉 Why repetition isn’t boring—it’s branding.
👉 How Content Buckets work like TV show genres (and how you can use that to hook your audience).
👉 5+ Content Bucket ideas you can start using right away—even if you're totally new to this.
👉 How I used ChatGPT to brainstorm my own buckets and content ideas (and how you can do it too!).

And don’t forget to download my FREE Content Bucket Worksheet!
This step-by-step guide will walk you through the exact process I use to plan my farm’s content in minutes each week.

👉 Grab your copy here: www.mydigitalfarmer.com/contentbucket

Podcast Sponsors:

This podcast was sponsored by my e-commerce platform of choice for farms: Local Line.

Are you looking for a new solution for your farm? I can't recommend it enough. Easy to use inventory management, great customer service, continuous improvement, and a culture dedicated to equipping farmers with marketing expertise, Local Line should definitely be one of the e-commerce solutions you consider as you switch.  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: MDF2025. Head to my special affiliate link to get started: www.mydigitalfarmer.com/localline

Ready to Make Marketing Easier? Join Farm Marketing School!

Marketing doesn’t have to feel overwhelming. Farm Marketing School is my monthly membership designed to help farmers like you build a simple, repeatable marketing system that works. Inside, you’ll get access to 15+ bite-sized marketing projects that walk you through essential parts of your sales strategy, like:

✔ Creating a promotion calendar that drives consistent sales
✔ Setting up & optimizing your Google Business Profile
✔ Auditing & improving your sales funnel
✔ Writing high-converting emails (nurture, promotions, onboarding)
✔ Collecting & using customer testimonials effectively
✔ Live monthly coaching calls to get answers to your burning questions
✔ …and much more!

Each project includes a 45-minute workshop and a step-by-step plan so you can take action and see results quickly—without getting overwhelmed. You choose what to focus on each month! Plus, get access to a monthly live Zoom meetup where you can connect with other farmers, get feedback, and ask me anything.

Try it out here: 👉 mydigitalfarmer.com/fms (Cancel anytime!)

🔗 Links Mentioned in This Episode: