Presentation by Marilyn Ball of 12Twelve Marketing

2. THE POWER OF STORIES
A story can have a powerful effect on an individual.
The story must have an effect on people’s lives
and be compelling.
A good story is not a random series of events.
A good story must have a beginning, middle and end.

3. THINK ABOUT
1) Who is your audience—know what they want and craft
the story specifically for them—tailor fit.
2) With a specific purpose in mind, craft the story for the
response you need. The story should lead people to the
natural conclusion that you want them to make…
buy a CSA, come for a farm visit, etc…

4. CHARACTER
The main character is your hero–you, your family,
your farm.
CONNECTION
Connection is the bridge between the audience and you.
To connect with people meet them on a human level.
Find one of the common threads that unite us-basic human
needs, wants and desires.

5. CONFLICT/STRUGGLE
What did you have to do to be able to make the
farm experience happen?
What is going on inside the main character
—thoughts and feelings around the situation.

6. CONQUEST
The outcome of the main character’s situation,
showing how the problem is resolved or improved.
How did you overcome your barrier?
How did your vision emerge?

7. STORY TRIGGERS
Ownership - What difference are you making?
Uniqueness - Find something that makes your farming
experience unique.
Familiarity - What elements might be familiar to relate to?
Humanity - Always find the human interest
–why does it matter what you do?
Contrast - Show a strong difference your farming experience
makes in the community.

8. PROPS
Props can be a picture, an artifact, a video or
something else the audience can interact with.
Use of enhancing the story and helping start or
further it along.

9. ENGAGING YOUR AUDIENCE
Can you imagine?
Have you ever?
Would you like to?

10. OWNING YOUR STORY
Story must first engage YOU.
Transfer your emotion to the your audience.
Experiences = working with people, giving a gift
that transforms, hearing a story that touched you.
What resonates with you?

11. CRAFTING YOUR STORY
• Who or what will be the main character?
• What is the obstacle for the main character?
• Details around why you are doing what you do.
• How does your farm experience help others?
• Why does it matter?

12. STEP BY STEP EXERCISE FOR
CRAFTING YOUR FARM STORY
• WHO is the hero of your story (you, your family, your farm).
• WHAT did you have to do/overcome to be able to farm/own
land/support yourself/make this decision?
• WHY do you want to do this?
• HOW did your vision emerge? What barrier did you overcome?
• WHAT difference are you making? Why does it matter?
• NOW pull it all together.

13. Marilyn Ball
12Twelve Collaborative Solutions
info@12twelve.me
12twelve.me