Podcast Summary: My Digital Farmer Podcast

Episode 326: Making the Most of a TV Media Opportunity for Your Farm Business

Host: Corinna Bench
Date: August 20, 2025

Episode Overview

Corinna Bench, CSA farmer and marketing coach, shares a behind-the-scenes look at preparing for and maximizing a live TV interview opportunity for her farm business, Shared Legacy Farms. Drawing on her recent experience with local news station WTOL, Corinna walks listeners through practical steps to turn rare media appearances into a boom for sales, leads, and brand reputation. The episode is packed with actionable marketing insights, confidence-building tips, and memorable moments for farmers looking to capitalize on publicity opportunities.

Key Discussion Points & Insights

1. The Power of TV Media Exposure

• Authority and Trust:
  • Media appearances instantly elevate your credibility and legitimacy as a farm business ([18:45]).
  • Being associated with a TV brand fosters community trust and boosts brand authority.
• Customer Pride and Validation:
  • "I had one of my customers tell me... 'I'm sitting there in the waiting room and all of a sudden I see my farmers... and I yelled out to everyone in the room, 'That's my farmer!'" – Corinna ([21:55]).
  • Existing CSA members feel pride and connection, validating their decision to support your farm.
• Lead Generation and Buzz:
  • Noticeable email list growth and 25 new customer orders within two weeks after the show ([24:50]).
  • Exposure creates fresh, positive energy around your brand.

2. Mindset: Saying Yes to Opportunity

• Overcoming Resistance:
  • Feeling imposter syndrome, fear of public speaking, or inconvenience is normal.
  • Always prioritize rare media invites—even if it disrupts farm schedules.
    • "Even if it means that you're going to have to move your schedule around... you say yes when television anchor people call." – Corinna ([29:20]).
• Responsiveness:
  • Respond to media requests immediately to signal enthusiasm and secure your slot ([32:10]).

3. Preparing for the Interview

• Clarify the Segment’s Purpose:
  • Know which show, audience, and themes the segment features ([26:15]).
  • Bring products to showcase—plan display for maximum color and abundance ([35:20]).
• Distill Key Talking Points:
  • Define your call to action—how do you want new customers to connect?
  • Focus on what sets you apart—mention perks like being a certified organic farm ([39:10]).
  • Actively avoid rambling or deep history; answer the customer’s problems directly.
    • "You cannot do that... Like, we need to get right to the key." – Corinna to Kurt ([41:10]).
• Rehearse and Brief Team Members:
  • Quick car ride prep: Plan soundbites, anticipate questions, align your core message ([43:50]).
• Visual Branding:
  • Dress the part.
    • "You should look like a farmer, because people are going to... identify with you..." ([45:15]).
  • Wear branded gear for easy recognition.

4. On-Air Performance & Energy

• Match Host Energy:
  • TV is theater—bring heightened enthusiasm, professionalism, and presence ([56:15]).
  • Use body language intentionally; maintain good posture and eye contact.
• Be a Good Guest:
  • Make it easy for hosts to engage—listen, be brief, don’t talk over hosts, and support dynamic conversation.
  • If coached, follow instructions about camera presence and positioning ([61:05]).
  • Speak to the ideal audience you want to attract, not just the “general public.” ([54:00]).

5. Maximizing Post-Show Momentum

• Promote the Replay:
  • Notify your customer base before and after airing—make them feel included in the moment ([64:00]).
  • Share video links on all platforms: Facebook, Instagram, email newsletters; pin content for maximum visibility.
  • Repurpose content—screenshots, video clips, quotes, behind-the-scenes photos ([66:20]).
• Lead Capture Strategy:
  • Incorporate a strong CTA to your email list or lead magnet both in the interview and in promo materials ([69:05]).
  • Use unique landing pages or codes to track results when possible.
• Nurture Media Relationships:
  • Leave hosts with gifts (produce, personal thank-yous).
  • Offer to support their initiatives in the future (e.g., gifting farm transplants to their on-site garden).
  • Send a follow-up thank you note ([73:50]).
• Evergreen Content:
  • Use segments in future nurture emails, website press pages, or as marketing assets for years to come.

6. Preparation for the Future

• Elevator Pitch:
  • Practice a 30-second summary focused on your customer’s problem, your solution, and next steps ([77:20]).
• Press Kit and Media Readiness:
  • Build a press section on your website with photos, past media appearances, and essential info.
  • Keep high-quality branded images and links ready for reporters to use as B-roll.
  • Consider training additional team members for interview opportunities ([83:10]).
• Perspective:
  • Media opportunities align best when your systems and team are ready to handle the impact. Be patient and prep for abundance ([88:00]).

Notable Quotes & Memorable Moments

• On Elevating Authority:
  "The fact that you've been invited to speak on TV somehow makes it legitimize your brand a little bit." – Corinna ([19:40])
• On Customer Pride:
  "Those are my farmers... and I had to stop, and I yelled out to everyone in the room, 'That's my farmer!'" – Customer anecdote ([21:55])
• On Saying Yes:
  "You always say yes to that kind of free publicity. That's kind of just principle number one." – Corinna ([31:15])
• On Key Messages:
  "The best thing you can do is just go buy from our online store this weekend. Try us out." – Corinna ([40:22])
• On Visual Authenticity:
  "You do not look like a farmer. Like, I need you to go put on your blue work shirt... and your Carhartts." – Corinna, coaching Kurt ([45:10])
• On TV Energy:
  "Television is a production. These people are turning on a personality... we needed to bring and match that same energy." ([56:30])
• On Serving the Host:
  "We want to make our hosts look good. We want to make it easy for them to ask us follow up questions. We are their content." ([58:40])
• On Evergreen Content:
  "You can use that in future marketing... I can point to it in the future. This could be something that could get me additional opportunities in other media places..." ([76:45])
• On Readiness and Opportunity:
  "Sometimes God doesn't send us the opportunities that we want... simply because we're not ready yet... So just consider that..." ([88:12])

Timestamps for Key Segments

• Intro to TV Media Opportunity: 16:40–21:30
• Benefits of TV Exposure: 18:40–24:50
• Responding to the Invitation: 25:30–32:10
• Prepping Key Talking Points: 35:00–45:15
• Looking & Acting the Part: 45:10–48:50
• Anticipating Interview Questions: 48:52–52:00
• Speaking to Ideal Customer: 54:00–55:10
• On-Air Performance Tips: 56:15–61:50
• Sharing/Post-Show Strategy: 64:00–68:40
• Lead Capture/Campaign Ideas: 69:05–70:45
• Partnering with Hosts/Media: 73:50–75:25
• Evergreen & Repurposing Content: 76:10–77:15
• Creating a Press Kit & Delegation: 80:30–83:35
• Final Mindset & Readiness Advice: 88:00–90:25

Takeaway Action Steps

• Say yes to media invitations; rare, valuable, always worth adjusting for.
• Prepare talking points: what makes you unique and your ideal CTA.
• Dress and act like your brand—visuals matter for authority and relatability.
• Rehearse soundbites and elevator pitches for clarity and brevity.
• Share, repurpose, and leverage the segment everywhere to maximize its lifespan.
• Nurture media contacts with gratitude and thoughtful follow-up.
• Build and maintain your media readiness: press kits, branded assets, and team training.

For full show notes and the link to Corinna’s WTOL TV segment:
Visit mydigitalfarmer.com/326.