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What's for dinner?

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I love my kids - they're both a joy and sometimes amazingly unaware of how some simple things work. "I'm hungry - what's for dinner?" they'll ask. And when their favorite food isn't served immediately, they seem exasperated about why it's taking so long and why we didn't know what they wanted. I'll try to explain how it takes planning and time to buy food, get it home, prepare it, etc. But they'll just say again, "I'm hungry!" Sigh.

Marketing is a lot like this to many farmers wanting to sell their animals. They decide some day that they want to start selling and expect immediate results. Just like having the meal you want, it takes time to decide what you're going to cook, make a list, go buy the ingredients, go over the recipe, prepare and cook the food, and then finally serve it up.

There are many steps and each is dependent on the previous, otherwise you don't have dinner! Marketing is the same. You'd think that concept would be self-evident but so often people expect results when they're missing important pieces of the "pipeline." For example, a farm might purchase an expensive magazine ad to promote a herdsire, include a link to their website, but just send visitors to their home page where there's no more information or direction as to what to do next. That's like buying your groceries and then never bringing them home. You go to the fridge and the food's not there. No wonder you can't make dinner.

Marketing is a string of logical steps and activities that move the customer forward from step to step all the way to the sale and beyond. It just doesn't happen. The clearer you signpost the path and encourage them on to the next step, the more likely they'll make it to the goal - theirs and yours!

So the next time you're preparing dinner, think about all the preceding steps you had to take in order to be able to eat that meal. Then think about your marketing in the same way: What's next? What would the customer be feeling, thinking, wanting, missing, expecting? Plan each step and run through the process as if you were the customer. What are you missing? What would you naturally do next or ask? Going through this process will make a lot of your marketing decisions and activities become a lot clearer.

If you don't do the preparatory work, don't expect dinner on the table when you get hungry!

To learn more about how Openherd can help you with your marketing, give us a call at 844-925-7222.

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Openherd.com is north america's leading alpaca marketplace, offering buyers the widest selection of alpacas and alpaca products, and sellers the industry’s best online marketing tools, including personal farm websites, herd health software, online auctions, and sales list management.

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