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Telling Great Stories Business of Farming Conference 2018


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Presentation by Marilyn Ball of 12Twelve Marketing

Published in: Marketing
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Telling Great Stories Business of Farming Conference 2018

  1. 1. THE POWER OF STORIES A story can have a powerful effect on an individual. The story must have an effect on people’s lives and be compelling. A good story is not a random series of events. A good story must have a beginning, middle and end.
  2. 2. THINK ABOUT 1) Who is your audience—know what they want and craft the story specifically for them—tailor fit. 2) With a specific purpose in mind, craft the story for the response you need. The story should lead people to the natural conclusion that you want them to make… buy a CSA, come for a farm visit, etc…
  3. 3. CHARACTER The main character is your hero–you, your family, your farm. CONNECTION Connection is the bridge between the audience and you. To connect with people meet them on a human level. Find one of the common threads that unite us-basic human needs, wants and desires.
  4. 4. CONFLICT/STRUGGLE What did you have to do to be able to make the farm experience happen? What is going on inside the main character —thoughts and feelings around the situation.
  5. 5. CONQUEST The outcome of the main character’s situation, showing how the problem is resolved or improved. How did you overcome your barrier? How did your vision emerge?
  6. 6. STORY TRIGGERS Ownership - What difference are you making? Uniqueness - Find something that makes your farming experience unique. Familiarity - What elements might be familiar to relate to? Humanity - Always find the human interest –why does it matter what you do? Contrast - Show a strong difference your farming experience makes in the community.
  7. 7. PROPS Props can be a picture, an artifact, a video or something else the audience can interact with. Use of enhancing the story and helping start or further it along.
  8. 8. ENGAGING YOUR AUDIENCE Can you imagine? Have you ever? Would you like to?
  9. 9. OWNING YOUR STORY Story must first engage YOU. Transfer your emotion to the your audience. Experiences = working with people, giving a gift that transforms, hearing a story that touched you. What resonates with you?
  10. 10. CRAFTING YOUR STORY • Who or what will be the main character? • What is the obstacle for the main character? • Details around why you are doing what you do. • How does your farm experience help others? • Why does it matter?
  11. 11. STEP BY STEP EXERCISE FOR CRAFTING YOUR FARM STORY • WHO is the hero of your story (you, your family, your farm). • WHAT did you have to do/overcome to be able to farm/own land/support yourself/make this decision? • WHY do you want to do this? • HOW did your vision emerge? What barrier did you overcome? • WHAT difference are you making? Why does it matter? • NOW pull it all together.
  12. 12. Marilyn Ball 12Twelve Collaborative Solutions