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You will succeed when you matter to people.


I hear from so many of you that you can’t figure out where to “find the right customers,” or “how do I convince people our products are worth the price,” and “how do I know where to go and what to say to find customers.”

I want to throw a completely different perspective in the ring here.  You will succeed when you matter to people.  If you’ve started your business, producing your product, and haven’t been connecting with people then you don’t matter to them yet.  And if you don’t matter to them, then they won’t buy from you.

Do you matter to your customers?

If you put an ad on craigslist, or Facebook, or the newspaper or a local bulletin board, you don’t matter to anyone reading that ad.

Many people think of marketing and advertising as a shortcut to “mattering” to our customers.  You must build relationships with your customers, so you matter to them, so they will buy your products because YOU are important to them.

So then how can you start mattering to your customers?

First of all, make sure you have all their emails.  Not Facebook likes – that’s like renting customers – they aren’t your people.  You need their emails.  Begin collecting them.

Secondly, begin talking to your customers.  Show your care and concern for them.  Ask them what buying your products does for them.  Then write those answers down – – we will refer to those heavily in class.

They will LOVE you asking this question.  Listen more then you talk.  You will begin to matter to your customers.

If someone is not buying from you, it’s because you don’t matter to them yet.

When you matter to your customers, they will drive out of their way to your farm to buy your {milk, apples, produce, eggs, etc.}.  And they will be loyal and do it regularly, even though they pass other farms or stands along the way.

And all because you matter to them.  If someone won’t drive out to your farm, and instead is buying inferior products at the grocery store, you don’t matter to them yet.

If you don’t see the customers at your farm, email them – – pick a few today and send a short and caring email to each individual, wishing them a great weekend, and asking them how they are liking your {eggs, milk, produce, fill in the blank here} and ask them what buying your product does for them or their family?

Make their day!! Show you care!!  You will matter to them for doing so.

Call this ‘homework’ if you will — but what I’m really asking is that you reach out to make a customer’s day and see how you matter to them then.

Would love if you would scroll down to leave me a comment – what was your customer’s response to you reaching out to them?

More than anything, your success matters to me!



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{ 8 comments… add one }
  • Sharon Rowland September 11, 2015, 5:25 pm

    I love your emails. I cannot wait until the marketing class! We so need this!! Looking forward to it.
    Sharon Rowland
    Rowland Family Farm

    • Charlotte September 11, 2015, 5:43 pm

      Thank you, Sharon, and can’t wait to have you in class and get started!!! Thanks for your support 🙂

  • Sal Rubio September 11, 2015, 8:17 pm

    The way you proposed to connect with people give us not only the opportunity to keep and get new customers, but to socialize and interact as part of the deal in our communities. Thank you! LBWHomestead

    • Charlotte September 11, 2015, 8:23 pm

      You got it!! When you give of yourself by interacting with them, they feel like you understand them, which means they trust you, then they want to buy from you. It’s all neatly tied up together. They tell their friends… and so on. Thanks so much for commenting and sharing – –

  • Jim Sorenson September 13, 2015, 11:14 pm

    We have connected to a few customers, and it seems we need to connect to even more, like all of them. We have a record of emails to all of our customers, because we only send out email receipts for products purchased via our sales system. This way we can offer a free service at year-end to show what they spent on what. We also are using mail-chimp for mailings to our customer base for monthly specials or product updates. I do see a difference with the customers we have interacted with, there is bond that is developed of loyalty and trust. We just need to be more consistent in this effort. Looking forward o the class!
    Buxton Feed Company

  • Brian September 19, 2015, 4:45 am

    I have sent out some personal emails and it sure helps build something that most business would love to have and that is loyalty. I here my costumers say things like “we sure do appriciate your hard work and effort” I have also received email replys that tell me how their childrens allergies have went away and the asmtha symptoms and eczema have disappeared. We recently were in the largest newspaper in the state of Tennessee. Check it out. Go to The Tennessean online. We are in the food section. Thanks Charlotte. Looking forward to the class

  • Tiffany Schleupner June 3, 2017, 2:28 am

    I love getting emails from you. I have learned so much already. I can’t wait to take your class. I think this will really help us be just farmers. and raise our girls on the farm without the 14 hours a day working off the farm.

  • Kim September 4, 2017, 12:33 am

    Thanks for getting this info out.
    I wholeheartedly agree that really caring about customers personal lives usually translates to repeat business. We have become friends with many of our farmers market customers over the last several years and as they learn more about our passion for growing healthy food it solidifies their desire for that food and to support us.
    Any tips for graciously handling customers/friends that do more visiting than buying and distract us from other potential customers when we are at Farmers market?

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