My Digital Farmer Podcast - Episode 297 Summary: "How to Be the Guide Your Customers Need"

Release Date: January 29, 2025
Host: Corinna Bench

1. Introduction to Episode 297

In episode 297 of the My Digital Farmer Podcast, Corinna Bench delves into the essential role of being a guide for customers in the agricultural business. She emphasizes that in today’s competitive market, merely growing quality products isn’t sufficient; effectively guiding customers through their journey is paramount for business success.

2. Corinna’s Personal Story: The Guide Metaphor

Corinna opens the episode with a heartfelt personal narrative about her struggles with knee pain and her transformative experience with Dr. Allen, an orthopedic chiropractor in the Chicagoland area.

• Key Moment:
  [14:30] Corinna shares, “Dr. Allen healed me within three visits, something conventional doctors couldn’t achieve, restoring my hope and trust.”

This story serves as a powerful metaphor for the guiding role businesses must adopt to assist their customers in overcoming challenges and achieving their goals.

3. Embracing the Role of a Guide in Business

Transitioning from her personal experience, Corinna underscores the importance of viewing customers as heroes in their own stories, with businesses acting as the supportive guides.

• Notable Quote:
  [12:45] “Your customer is looking for someone to help them get what they want. They are looking for a guide.”

She draws inspiration from Donald Miller’s Building a Story Brand, advocating for marketing strategies that position the business as the expert advisor rather than the central character.

4. Building Authority

One of the foundational aspects of being a guide is establishing authority. Corinna explains that demonstrating expertise and reliability builds trust, making customers more likely to engage and commit.

• Illustrative Example:
  [22:10] Corinna discusses, “We highlight testimonials, showcase our successful projects, and share certifications to prove our authority.”

By showcasing proven results and maintaining consistency in messaging, businesses can effectively establish themselves as credible guides.

5. Creating a Success Path for Customers

Corinna emphasizes the necessity of providing a clear, step-by-step pathway for customers to follow, ensuring they understand how to achieve their desired outcomes using the business’s products or services.

• Insightful Highlight:
  [35:50] “When your customers first engage with your business, they don’t know what to do next unless you communicate that to them.”

She advocates for structured onboarding processes, such as email sequences and interactive guides, that lead customers from awareness to successful utilization of products.

6. Implementing Educational Resources: Case Study from Corinna's CSA

Corinna shares her practical application of being a guide through the development of comprehensive educational resources for her CSA (Community Supported Agriculture) members.

• Detailed Approach:
  [45:20] She explains, “We built an entire onboarding structure with video trainings, PDF guides, and mini-classes to educate our customers on how to use our produce effectively.”

This initiative not only enhances customer experience but also fosters loyalty and repeat business by empowering customers with knowledge and tools.

7. Expanding into Personal Health Journey as a Guide

Expanding on her role as a guide, Corinna discusses her ongoing health journey and plans to document it to assist others facing similar challenges.

• Personal Commitment:
  [1:05:15] Corinna states, “I’m stepping into the role of a guide by sharing my healing path, offering empathy, and providing resources for others dealing with gut health issues.”

By sharing personal experiences and resources, she aims to connect deeply with her audience, reinforcing her position as a trusted advisor.

8. Actionable Steps for Farmers to Become Guides

Corinna offers practical advice for fellow farmers on how to adopt the guiding role within their businesses:

1. Show Authority:
   [1:15:40] “Display your expertise through testimonials, case studies, and showcasing your achievements.”

2. Provide a Success Path:
   [1:16:05] “Create clear, step-by-step guides that lead customers from initial interest to successful use of your products.”

3. Educate Your Customers:
   [1:16:30] “Develop educational resources such as video tutorials, recipe guides, and usage tips to empower your customers.”

4. Engage and Support Continuously:
   [1:17:00] “Maintain regular communication through emails, surveys, and events to support and engage with your customers throughout their journey.”

9. Conclusion

In wrapping up, Corinna reinforces the significance of embracing the guiding role to foster stronger customer relationships, enhance loyalty, and drive business growth.

• Final Encouragement:
  [1:25:50] “Take on your role as the guide. Embrace it, do the things that guides do, and show your confidence. You know what you’re doing.”

She invites listeners to implement these strategies, promising that acting as a guide will not only benefit customers but also lead to a more prosperous and resilient farming business.

Additional Resources

• Book Mentioned:
  Building a Story Brand by Donald Miller – Corinna highly recommends this book for in-depth understanding of positioning your brand as a guide.

• CSA Success Path Assets:
  Accessible via mydigitalfarmer.com/forward/academy with a trial membership available.

• Chiropractor Shoutout:
  Link to Dr. Allen’s practice in Westmont, Illinois, provided in the show notes for listeners seeking orthopedic assistance.

For more detailed insights and resources mentioned in this episode, visit mydigitalfarmer.com/297.