STORYTELLING
By Darcy Maulsby
VistaComm Staff Journalist
A MOST POWERFUL
MARKETING TOOL
It happens all too often. Well-meaning ag companies are excited to share updates about
their grain marketing tools, but a laundry list of every contract available is presented
in a newsletter article or online update. Important information, but overwhelming and
confusing. It’s like making your clients wander aimlessly through a big-box store, with
no assistance in sight, when all they want is a package of AA batteries.
As a VistaComm journalist, it happened to me recently
when a client wanted to share a complete list of every
grain marketing contract available at his cooperative. I
was concerned all this data would be hard for readers to
wade through. The biggest risk? Readers might skip the
article entirely.
I suggested we try a different approach. The most compelling stories are often best told through your
customers’ own words. When my client decided to focus on
Decision Rules Contracts (DRCs) in its newsletter, I asked
the grain merchandisers if a client might put in a good word
about DRCs.
Instead of detailing every contract available, I encouraged
the client to let me tell a story and showcase a different
contract in each quarterly newsletter. They loved the idea and connected me with a helpful corn
and soybean grower. While I’ve changed the names for this
example, here’s how I started the story:
Storytelling is one of the most powerful
content marketing tools available.
It’s an inviting way to inform customers and prospects
about your products and services. A story is fun to read,
when it’s written right. An effective story positions you as
the expert. Best of all, a story isn’t “salesy” yet it can help
grow your business.
8
YOUR STORY, TOLD IN YOUR
CUSTOMERS’ WORDS
AGRI-INSIGHTS ISSUE 2 2017
Farmer Morgan knows how daunting grain marketing can
be. “You’ve never heard any farmer say they’ve done the best
possible job with their marketing, right?” said the northwest
Iowa corn and soybean grower.
Farmer Morgan and his father had traditionally made cash
sales at fall delivery and used a little forward selling. “You
question your decisions, though,” Farmer Morgan said. “You
don’t know when to pull the trigger.”
844.453.9261