When we started Good Heart Farmstead, I was scared of marketing and sales.
Yes, now I like marketing so much that I teach farmers how to do it, but back then I thought marketing meant having to introduce myself to strangers and convince them in person why they should buy a CSA. The thought of having to do this made my chest tighten.
I’m an introvert.
While I’ve spent my life honing extroverted skills because I felt like I should be an extrovert, walking into crowded rooms or preparing for CSA pick-up kicks my pulse up a notch, even if it’s only for a moment.
Can you relate?
If you’re an introverted farmer (I bet there’s a lot of us), pick up a copy of Susan Cain’s book Quiet: The Power of Introverts in a World That Can’t Stop Talking.
This book will show you how being introverted can actually help you market your farm in a way that cultivates deep relationships.
“The same person who would never raise his hand in a lecture hall of two hundred people might blog to two thousand, or two million, without thinking twice. The same person who finds it difficult to introduce himself to strangers might establish a presence online and then extend these relationships into the real world.”– Susan Cain, “Quiet”
That our farm marketing is built on email, and to a lesser extent, a farm blog and social media, isn’t an accident.
Email marketing is the ideal marketing method for introverts.
It gives you the space to think, write, reflect, and revise. You can craft your message with a cup of tea beside you, in the quiet and comfort of your home. It gives your customers the space to receive and respond on their time. And when you get a reply, you also get the space and time to react and respond.
Email creates a dynamic that’s similar to conversing with one person at a time, rather than a crowd.
When I sit down to write an email, even though it will be sent to hundreds, I imagine I’m writing to one person. That’s led to a sense of connection with CSA Members, including those I haven’t personally met.
Here’s what one member wrote to us:
“I feel a personal connection and affinity to Edge and even to you Katie (although we’ve never met, your writing is so personable and I’m glad that I switched to now receive the emails since I am the one who usually does the pick-ups).”
Even now, when the phone rings I have a low-key aversion to answering an unknown call, but I enjoy sending and receiving emails.
Introverted marketing grows community
Your farm marketing doesn’t have to focus on you. You don’t have to be in the spotlight or become an influencer. As Susan Cain writes:
“We don’t need giant personalities to transform companies. We need leaders who build not their own egos but the institutions they run.”– Susan Cain, “Quiet”
You can share the story of your farm as the story of your customers’ success and your community’s growth.
What’s more, when you focus on your customers instead of yourself, you’re letting them know you care about them. This leads to deeper relationships, and relationships are the foundation of good business and marketing.
At the end of the day, remember this:
“Love is essential, gregariousness is optional.”– Susan Cain, “Quiet”
You don’t have to be the loudest or most charismatic person to market your farm and create meaningful relationships with your customers.
You can be quiet, gentle, and welcoming in a way that’s true to who you are. Infuse what you do with love, and even marketing can be something your introverted self does well.
Learn how to use email marketing to grow your farm with this free guide: