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If you raise animals, make cheese, sell goat milk soap, or run a farm stand, you know this truth better than most: running a farm business means wearing a lot of hats. You’re the rancher, the producer, the packaging expert, the bookkeeper—and on top of it all, you’re expected to be a marketer too.
But how do you market a farm-based business in a way that connects with customers and makes you stand out from the crowd—without spending thousands on an ad agency or wasting hours trying to figure out social media?
That’s where StoryBrand 2.0 by Donald Miller comes in. This book isn’t written specifically for farmers, but the principles inside can transform the way you talk about your business—whether you’re selling pastured pork, artisan cheese, or handmade goat milk lotion.
Table of Contents
The #1 Marketing Mistake Most Farm Businesses Make
When customers visit your farm website, farmers market booth, or Instagram page, what do they see?
Too often, they see a confusing message.
You might be tempted to lead with your love of animals, the history of your land, or the dozen amazing things you sell—but here’s the problem: your customer doesn’t care about your story (at least, not at first). They care about theirs.
According to Donald Miller in StoryBrand 2.0, the biggest mistake businesses make is trying to be the hero of the story. But in great stories—and in great marketing—the customer is the hero. Your job is to be the guide.
Think of it this way: Your customer isn’t looking for your life story; they’re looking for help solving a problem.
What Is the StoryBrand Framework?
Miller’s StoryBrand framework is built around 7 simple steps that mirror the structure of compelling stories:
- A character (your customer)
- Has a problem
- And meets a guide (you!)
- Who gives them a plan
- And calls them to action
- That helps them avoid failure
- And ends in success
Example for Farm Businesses
“You want to feed your family clean, healthy meat—but labels at the grocery store are confusing and you’re not sure what to trust. At Green Pastures Farm, we raise pasture-raised pork using regenerative practices, so you can feel good about what’s on your plate.”
In just a few lines, this message hits every part of the StoryBrand framework. It’s clear. It’s customer-focused. And it gives people a reason to care.
What’s New in StoryBrand 2.0?
The original Building a StoryBrand was already a game-changer, but StoryBrand 2.0 brings in:
- New case studies and real-world business examples
- Up-to-date strategies for websites and digital marketing
- More practical tools for writing clear marketing messages
Especially useful for farm business owners are the parts about:
- Crafting one-liners that stick
- Fixing homepage messaging
- Writing emails that keep customers coming back
- Creating a simple, customer-focused sales plan
Real-Life Applications for Farm Business Owners
Even if you’ve never heard of StoryBrand before, you’ve probably seen it in action.
Soap Sellers
If you sell goat milk soap, instead of leading with your process or ingredients, you could say:
“Our all-natural goat milk soap soothes dry, sensitive skin—so your family can feel clean and comfortable without chemicals.”
Meat Producers
If you sell grass-fed beef or pastured pork:
“We raise grass-fed beef on regenerative pastures so your family can enjoy clean, delicious meat with peace of mind.”
Cheesemakers
If you make artisan cheese:
“Most people have never tasted real cheese. Ours is handmade in small batches from pasture-raised goats, so you get the kind of flavor you can’t find in a store.”
How to Use StoryBrand on Your Farm Today
You don’t need to overhaul your entire brand overnight. Start here:
1. Clarify Your One-Liner
Create a one-sentence message that explains:
- What you offer
- The problem it solves
- The benefit to the customer
Example:
“We make goat milk lotion that heals dry skin naturally—so you don’t have to rely on harsh, store-bought creams.”
2. Fix Your Homepage
Your homepage should include:
- A clear headline about the customer’s benefit
- A subheading that explains what you do
- A big, bold button (like “Shop Now” or “Get Started”)
- A visual that shows your product in use
3. Use Customer-Friendly Language
Speak like a customer—not like a scientist or a label.
Instead of “Rotationally grazed, dual-purpose heritage breed pork,” say:
“Delicious pork from happy pigs raised on fresh pasture—just like nature intended.”
4. Tell Transformation Stories
Use testimonials that highlight transformation.
“Your goat milk soap completely cleared up my son’s dry, cracked hands — and smells amazing too!”
Final Thoughts
Whether you raise goats, grow vegetables, sell jam, or bake sourdough bread, your farm business deserves a marketing message that works. And the good news is—you don’t need to hire a marketing team to make that happen.
Pick up a copy of StoryBrand 2.0. Read it with your specific customers in mind. Use the framework to clarify your messaging and make your farm the guide your customers have been looking for.
When your message is clear, sales follow.
Have you tried using StoryBrand ideas in your marketing? Thinking about updating your website or social media with this approach? Share your thoughts below—I’d love to hear how you’re growing your farm business!
This quarter, our business book club is diving into StoryBrand 2.0 by Donald Miller — a powerful guide to clarifying your message and growing your brand. Join us for lively discussions, actionable insights, and strategies you can apply immediately. Enroll now to be part of the conversation and sharpen your business storytelling!
Related Resources
- Marketing Plan for Sustainable Farms: Strategies and Best Practices
- Marketing Goat Meat: Tips for Selling to Consumers
- Email: The GOAT for Marketing Your Goat Business
- Relationship Marketing for Homestead Businesses
- Public Relations for Farm Businesses: Strategies for Success
- Why Family Farms Are Disappearing with Brian Reisinger
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