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Telling Your Farm’s Story: Part II – Crafting an Elevator Pitch

Three people smiling at each other at a farmers market. One is holding a box of vegetables.

December 1, 2023

Welcome back to our three-part series on telling your farm’s story. In our last installment, we delved into how to create a compelling tagline. Today, we’ll work on your elevator pitch – a concise and impactful 30-second explanation that encapsulates what your farm is all about. The goal is to leave a lasting impression in the time it takes for an elevator ride. 

Before we dive into crafting your elevator pitch, it's crucial to ensure you have a solid grasp of the story you want to tell about your farm. Take the time to define your mission, vision, and values, as well as identify your ideal customer profile if you haven't already. Now, let's get down to the nitty-gritty of crafting your elevator pitch with these key steps: 

1. Determine Your Goal: 

Consider what you want to achieve with your elevator pitch. To start, pretend you are speaking to your ideal customer. What are the three key points you would like this person to take away? This will give you a great foundation upon which to build. Once you have this basic version down, you will be able to refine it to better fit any number of specific audiences. Whether it's highlighting a unique feature of your business, emphasizing a core value, or prompting a specific call to action, clarity on your goal is an important first step.

2. Look for Examples:

Check out the "About" page on the website of some of your competitors or aspirational businesses. Usually, the first one to two paragraphs on this page will (more or less) be that company's elevator pitch. Find 3-5 that really inspire you and read them aloud.

3. Write the Pitch:

  • Explain What You Do: In the limited timeframe of an elevator pitch, your goal is to succinctly articulate what your farm does. Keep it brief and to the point, offering a basic overview. This is the foundation upon which you'll build, leaving ample room to showcase the distinctive aspects that set your farm apart. 
  • Describe What Makes Your Farm Unique: Add a sentence or two that spotlights the values and practices distinguishing your farm. Whether it's being a family-owned operation, boasting generational roots, using organic practices, engaging in regenerative agriculture, participating in gleaning programs, addressing food security concerns, or specializing in grass-fed products – these unique facets will capture the attention of your target audience. 
  • End with a Question or CTA: Conclude your pitch by engaging your listener. Give them a call to action (CTA) if appropriate, or pose a question that encourages them to reflect on your farm's story in the context of their own life. This leaves a lasting impression and opens the door for further conversation.

4. Practice, Practice, Practice:

Rehearse your elevator pitch until it becomes second nature. This ensures that you deliver it confidently. Practice it yourself to make sure you memorize all the important pieces. Then practice it with friends and family to learn to adapt it into a more natural setting. 

5. Adapt to Your Audience:

Once you set a solid foundation for your pitch, you can start to tailor it a bit to the specific interests and needs of your audience. Whether you're speaking to a potential customer at a farmers market, a community member, or a wholesale buyer, adjusting your pitch to resonate with their priorities enhances its effectiveness.  

6. Seek Feedback:

Share your elevator pitch with trusted colleagues, friends, or mentors and gather feedback. Constructive input can provide valuable insights into what resonates and what may need refinement. 

An effective elevator pitch communicates the core of your farm's story, establishes a connection with your audience, and opens the door for further conversation. Stay tuned for the final installment of our series, where we'll delve into your one-sheet, or longer-form pitch.

Thanks for reading the Marketing and Agritourism Blog! I’m your host, Kristen Brassard, Marketing & Agritourism Specialist at the Vermont Agency of Agriculture, Food & Markets. Stay tuned every month for tips on marketing and incorporating agritourism practices on your farm and be sure to sign up for our Agriculture Development Newsletter so you never miss a post!