My Digital Farmer Podcast: Episode 282 - "The Secret to Turning Small Actions into Big Commitments: How to Make Customers Stick"

Host: Corinna Bench
Release Date: October 9, 2024
Podcast Description: CSA farmer and marketing specialist Corinna Bench shares effective online marketing strategies tailored for retail farm businesses. Topics range from marketing funnels and copywriting to social media, email marketing, and customer retention. Through expert insights and farmer interviews, Corinna empowers farmers to convert leads, boost sales, and build a robust brand.

Introduction to Consistency and Commitment

In Episode 282, Corinna Bench delves into the powerful psychology principle of "consistency to commitments" and explores how small actions can foster significant customer loyalty and increased sales within farm businesses.

Key Quote:

"The theory of consistency to commitments states that once people make a decision or take a stand for something, they feel compelled to act in ways that are consistent with their previous commitment."
— Corinna Bench [05:30]

Understanding the Principle of Consistency and Commitment

Corinna begins by explaining the foundational concept:

• Definition: Once individuals commit to a small action or decision, they are more likely to follow through with larger commitments to maintain consistency.
• Psychological Drive: The desire to appear reliable and avoid internal conflict drives this behavior, making consistency a key factor in decision-making.

Notable Example: Foot-in-the-Door Experiment Corinna references Robert Cialdini’s "Influence" to illustrate the principle through the classic foot-in-the-door experiment. In this study, homeowners who agreed to a small request (placing a postcard-sized sign) were significantly more likely to agree to a larger request (installing a billboard) later on.

Key Quote:

"Even little minor initial commitments can create a pattern of consistency that leads people to agree to much larger commitments later on."
— Corinna Bench [15:45]

Applying Consistency and Commitment in Farming Business

Corinna outlines several strategies farmers can implement to leverage this principle effectively:

1. Pre-Launch Runway:

   • Description: Strategically planning activities that prime customers emotionally and psychologically before making a sales pitch.
   • Application: Engaging customers through events or social media interactions weeks before requesting a renewal or purchase.

2. Email Newsletter Sign-Ups:

   • Strategy: Encouraging customers to subscribe to newsletters as a small commitment, making them more likely to engage with future offers.
   • Example:
     "When you ask somebody to sign up for your email newsletter, that is actually an example of a type of consistency to commitment."
     — Corinna Bench [29:10]

3. Free Samples at Farmers Markets:

   • Approach: Offering free product samples to create initial goodwill and commitment, leading to higher sales when customers decide to purchase.

4. Preseason Deposits for CSA:

   • Technique: Requesting a small refundable deposit to reserve a CSA spot increases the likelihood of full payment upon season start.

5. Loyalty Programs:

   • Implementation: Utilizing punch cards or reward systems to encourage repeat purchases and sustained customer loyalty.

6. Social Media Challenges:

   • Engagement: Hosting challenges that require participants to publicly commit to small actions, reinforcing their connection to the farm.

7. Referral Incentives:

   • Mechanism: Rewarding customers for referring friends fosters continued support and advocacy for the farm.

8. VIP Memberships:

   • Concept: Recognizing loyal customers with special titles or perks enhances their commitment and encourages ongoing support.

9. Volunteer Recruitment:

   • Method: Asking for small volunteer commitments gradually leads to greater involvement and investment in the farm community.

10. Public Affirmations:

    • Strategy: Encouraging customers to publicly express their support, such as through testimonials or social media comments, solidifies their identity as loyal supporters.

Key Quote:

"Identity is so important. When someone makes even a small commitment, they're not just agreeing to an action, they're making a statement about who they are and what they value."
— Corinna Bench [53:25]

Personal Experiences and Practical Applications

Corinna shares her personal journey and practical applications of the consistency and commitment principle:

• School Board Experience: Utilizing public commitments to influence decision-making and garner support for initiatives like introducing Chromebooks into classrooms.

• Farm Operations: Implementing small volunteer commitments that naturally evolve into larger roles, ensuring consistent staffing and engagement.

• Field-to-Table Dinners: Creating memorable experiences that reinforce customer loyalty, exemplified by a magical night when a Starlink satellite streaked across the sky during her farm dinner.

Anecdote: The Starlink Surprise During a field-to-table dinner, an unexpected sighting of a Starlink satellite overhead created a memorable and magical experience for attendees, significantly reinforcing their positive association with the farm.

Key Quote:

"Those little moments that you can't replicate—those are powerful moments."
— Corinna Bench [1:05:40]

Strategies for Farmers to Implement Consistency and Commitment

Corinna provides actionable steps for farmers to embed these principles into their marketing strategies:

1. Design Small, Meaningful Commitments:

   • Identify low-risk actions for customers to engage with, such as signing up for a newsletter or participating in a social media poll.

2. Create Positive, Memorable Experiences:

   • Host events or challenges that leave customers with positive associations and memories tied to the farm.

3. Publicly Recognize Customer Support:

   • Encourage customers to share their experiences and values publicly, fostering a sense of identity and commitment.

4. Maintain a Consistent Customer Journey:

   • Develop a structured path guiding customers through progressively larger commitments, ensuring each step feels natural and aligned with their values.

Homework Assignment:

"Think of one small yet meaningful commitment that you could ask your customers or your leads or your prospects to make before you pitch them something bigger."
— Corinna Bench [1:07:20]

Conclusion and Final Thoughts

Corinna emphasizes the importance of understanding and ethically applying the consistency and commitment principle to foster long-term customer loyalty and boost sales. By integrating small commitments into the customer journey, farmers can create a robust and consistent base of loyal supporters who align with their values and mission.

Key Quote:

"When it comes to asking people to buy your farm products, remember that the real work begins long before the actual pitch."
— Corinna Bench [1:09:50]

Additional Resources

• Book Recommendation:
  "Influence: The Psychology of Persuasion" by Robert Cialdini
  Corinna highly recommends this book for a deeper understanding of the six key principles of persuasion, particularly consistency.

• Farm Marketing School:
  A monthly membership program where farmers can build marketing assets through guided projects and receive support through tutorials, resource folders, and group meetups.

• Early Bird CSA Renewal Campaign Course:
  A comprehensive mini-course teaching farmers how to design and execute effective CSA renewal campaigns, leveraging the consistency and commitment principle.

Connect with Corinna:

For further assistance, interviews, or one-on-one consultations, reach out via email at mydigitalfarmers@gmail.com.

Join the Community:

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This summary captures the essence of Episode 282, providing farmers with actionable insights on leveraging the consistency and commitment principle to enhance customer loyalty and drive sales. By implementing these strategies, farmers can build a strong, value-aligned customer base that supports sustained business growth.