We’ve talked a bit about understanding your customer and knowing what they want. This is quite important, actually. By learning what motivates your customer, you can craft your message to help them meet their needs. Let’s take the example we postulated earlier – the young couple who’ve just had their first baby. They are concerned about giving their child and, I hope, themselves, clean, wholesome, local foods.

So, what do you say to them? You could ask a question and answer it: “What’s the best food for you and your baby? Come find out at our farm, home of the finest organic fruits and vegetables.” You could start with a statement: “Here’s to better health! Find the best organic fruits and vegetables at our farm.” With this scenario, you can emphasize the health people will experience from eating the food you produce.

Let’s try another scenario. Suppose you want to reach people who are interested in finding new tastes. Your message can emphasize some of the unique crops you are growing: “Purple carrots? Of course! They taste really great. Come enjoy them on the farm.”

Your message should be short, yet informative, targeting the audience you want to reach. Targeted messaging is the key to capturing your customers’ attention.