January 5, 2024
Welcome back to the third installment of our series on effectively telling your farm's story. In previous segments, we explored the art of crafting a compelling tagline and mastering your elevator pitch. If you haven't delved into these fundamental components yet, we highly recommend revisiting those posts first, as they form the cornerstone for today's discussion: constructing your one-sheet.
Think of your one-sheet as a comprehensive narrative of your farm encapsulated (more or less) on a single sheet of paper. While not necessarily intended for public dissemination in its raw form, this document serves as a handy resource for occasions when you find yourself with the opportunity to delve deeper into your farm's story beyond the more succinct tagline or elevator pitch. Examples of such instances could include fleshing out the "About" page on your website, contributing to a local press release, preparing for a speaking engagement, or creating a pamphlet about your business.
This is your chance to elaborate on the key points from your elevator pitch and incorporate all the nuances that make your farm unique – its history, products, practices, and mission, vision, and values. Revisit the objectives you set for your tagline and elevator pitch; these will closely align with the goals for your one-sheet. As you delve into the details, keep in mind the perspective of your ideal customer. Write with the aim of addressing them directly. What aspects of your business will pique their interest? What information will sway them towards making a purchase?
When crafting this longer-form narrative about your business, you also have the opportunity to integrate testimonials and quotes from satisfied customers to bolster your credibility. These real-world endorsements help to illustrate the positive impact your farm has had on others. It’s also a good idea to supplement your storytelling with statistics or metrics that spotlight some of your notable achievements.
By weaving together a comprehensive one-sheet, you equip yourself with a versatile tool to present your farm's story in various contexts. Whether online, in print, or during face-to-face interactions, this document becomes your go-to resource for sharing your farm’s unique story. As you embark on this process, remember to focus on clarity, brevity, and a customer-centric approach. Craft your one-sheet as though you are engaging in a conversation with your ideal customer, and watch as your farm's story comes to life in a compelling and impactful manner.
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 the Vermont Ag Bulletin so you never miss a post!