Category: Uncategorized

Practical ways to turn buyers into believers (without burning yourself out)

If you’re running a regenerative ag business, you’ve already got a powerful story. You’re doing the hard, hopeful work of healing the land, rebuilding local economies, and feeding people in a way that respects the Earth. That alone sets you apart. 

However, in a crowded market (and with limited time and resources), you need more than just a good product. You need people who believe in what you’re doing so much that they tell their friends.

In other words, you need advocates.

So, how do you turn a one-time customer into someone who spreads the word for you? Let’s break it down and then dig into some real-world, doable strategies.

What’s the difference between a customer and an advocate?

Understanding the spectrum of customer relationships helps you see where to focus your energy.

• Customer: Someone who buys from you once. Maybe they saw you at a market, stumbled on your site, or were given one of your products as a gift.
• Repeat customer: Someone who buys more than once. They like what you offer. They trust it. But they’re not necessarily emotionally connected.
• Fan: Someone who really gets you. They love what you’re about, follow your updates, and maybe comment or like your posts. They’re proud to support you.
• Advocate: Someone who goes out of their way to spread the word. They recommend you to friends, share your posts, leave reviews, and maybe even defend your values in public. They’re part of your story, and they act like it.

Your goal isn’t to “convert” everyone. It’s to make it easier for those fans and advocates to emerge naturally.

Here’s how to do that, without a big team, fancy software, or a marketing degree.

1. Start by showing up with heart and consistency

People don’t advocate for businesses they feel disconnected from. They advocate for businesses they trust, and trust is built over time.

That means showing up regularly in the places you’ve chosen to be (your email newsletter, your social media, your farm stand or delivery box) with an honest, consistent voice. Share what you’re doing, what you’re learning, and what you care about. Let people into your world.

You don’t have to be everywhere. But you do have to be real. The more people see you as a human being (not just a product), the more likely they are to root for you, talk about you, and stick with you through the seasons.

2. Make your customers feel seen

This one’s simple, but powerful.

When someone buys from you, thank them personally. Mention their name. Remember what they bought if you can. Ask a question or check in on how they liked it. Send a quick follow-up email if possible (and getting customer emails and permission to message them is a huge step toward a successful marketing strategy). Tag them in a post if they share something. Handwrite a note if you’re mailing a product. You get the idea.

These tiny gestures build a bridge. We’re all so inundated with faceless transactions (even when they’re made in person) that being remembered is rare and memorable.

And when someone feels seen, they’re far more likely to come back and to tell their friends.

3. Invite people into the story

People don’t just want to support something good. They want to feel like they’re part of it. So, look for low-lift ways to make your customers feel like insiders:

• Share your process. Let people see what goes into your work (planting, harvesting, packing, planning). It builds appreciation and emotional investment.
• Ask for feedback. Use a quick poll or open-ended question to learn what people care about. They’ll feel included, and you’ll get insights you can actually use. You get bonus points if you actually put those suggestions to use.
• Celebrate your supporters. Highlight customer stories or quotes. Post pictures they’ve shared. Make it about them as much as it’s about you.

When people feel like co-creators, not just consumers, they start to advocate without even being asked.

4. Make it ridiculously easy to share

Sometimes people want to share your business, but friction gets in the way. Help them out and make it easy:

• Include shareable links or templates in your emails (like: “Forward this to a friend who cares about soil health.”)
• Create a few simple, clear images they can repost on social media.
• Offer referral codes or discounts they can give to friends (this can be informal, just “mention [customer’s name] and get 10% off”).
• Ask for reviews and make the link really obvious.
• Post your story and your “why” clearly on your website, so people have something meaningful to point others to.

Remember: advocacy isn’t always loud. Sometimes it looks like a quiet recommendation, a forwarded link, or a post reshared at the right time. Every single one counts.

5. Reward the love (but keep it genuine)

You don’t have to offer a formal “ambassador program” (although that can work too). But finding small ways to show appreciation for your most loyal customers goes a long way.

• Slip an extra item into a regular’s farm box.
• Offer a sneak peek of a new product.
• Send a note saying, “Thanks for telling your friends, it means the world.”
• Give a special thank-you to someone who left a great review or tagged you in a post.

This kind of reciprocity deepens relationships and shows people that their support matters.

6. Keep your values front and center

People become advocates when they believe in your mission, not just your product. It also helps when they see (and understand) how you walk the walk, instead of just talking.

Don’t be afraid to speak up about what you stand for. Tell people what “regenerative” means to you. Talk about how your practices support biodiversity, local economies, or food justice. Be specific. Be bold.

Your values help attract the right people, the ones who aren’t just looking for a good tomato but for a better food system. Those are the people who stick around. They’re the people who tell your story for you.

In the end, it’s about connection, not conversion

Turning customers into advocates doesn’t require a huge marketing push. It just needs a commitment to making a genuine connection.

The goal should be creating an experience that people want to be part of, because it reflects their values, nourishes their lives, and makes them feel like they belong.

And the best part? When you focus on building relationships instead of chasing sales, advocacy comes naturally.

Want help telling your story or building a stronger connection with your customers? Grounded Growth Co. can help you grow your community as deeply as you grow your soil. Get in touch with us.

A plainspoken guide for regenerative business owners who need to tell the difference clearly and often

If you run a regenerative business, you’ve probably found yourself in this conversation more than once:

“Oh, so you’re an organic farm?”

“So, you do sustainable stuff, right?”

“Wait, what exactly does regenerative mean?”

It’s a fair question. These words get thrown around a lot, especially by companies that don’t always back them up with real practices. But as someone doing the work for real, you need to be able to explain the difference, quickly, clearly, and in a way that connects with whoever’s listening.

This post is here to help you do just that.

First, let’s lay out the three terms

Here’s a simple way to frame it:

• Conventional agriculture takes more than it gives.
• Sustainable agriculture tries to break even.
• Regenerative agriculture gives more than it takes.

Let’s look a little closer.

Conventional ag: efficient, extractive, and costly

This is the dominant system. It puts yields and profits above all else. It’s heavy on synthetic inputs like fertilizers, pesticides, and herbicides (and can’t succeed without those inputs). It strips soil, pollutes water, and drives climate change. It often treats animals like machines and people like cogs in a system.

Sure, it’s efficient in the short term. But it’s also what’s led us here: eroded topsoil, dead zones in rivers, declining pollinators, and communities cut out of their own food systems. It’s not a long-term plan. It’s a short-term fix that creates long-term harm.

Sustainable ag: a step in the right direction

Sustainable agriculture is often where the conversation starts to shift. It’s about reducing harm, which can look like: using fewer chemicals, saving water, rotating crops, and supporting better treatment of workers and animals. All of which are good things.

The goal of sustainable ag is to keep doing what we’re doing, just less destructively. But it doesn’t always go far enough. It still tends to treat nature like a system to manage, not a living relationship.

It’s like saying, “Let’s not overdraw the account.” And that’s better than running it into the ground. But it’s not enough to heal what’s been damaged.

Regenerative ag: healing, rebuilding, giving back

Regenerative agriculture goes several steps further. There’s more to it than doing less harm. It’s about actively making things better for the soil, the water, the climate, and the community (both human and more-than-human).

It’s about improving the land every year, not just preserving what’s left. It’s rooted in relationships: with the land, with the ecosystem, with the people you feed.

Regenerative ag can look different in different places, but it usually includes practices like these:

• Cover cropping and no-till planting
• Rotational grazing with animals
• Composting and natural amendments
• Local seed varieties and perennial crops
• Integrating native species and habitat

The goal is to give back more than you take and help future generations inherit land that’s richer, not poorer.

So, how do you talk about all this?

Now that we’ve got the concepts clear, let’s talk about communication.

As a regenerative producer or business owner, you probably don’t have time for a TED Talk every time someone asks. You need to be able to adapt your message to:

• Different audiences
• Different formats
• Different levels of knowledge

Here’s how to do it.

Know your audience

How you explain your work depends on who’s listening.

To a curious but uninformed shopper:

Use analogies. Keep it simple.

“Sustainable means we’re trying not to do more damage. Regenerative means we’re trying to heal the damage that’s already been done.”

“We don’t just avoid chemicals; we build the soil, so it stays healthy on its own.”

To a conscious consumer who already shops organic:

Get specific. Talk about the how.

“We go beyond organic. We don’t just avoid synthetic inputs. We use cover crops and animals to build carbon and restore fertility.”

“Our practices help pull carbon out of the atmosphere and store it in the soil.”

To a fellow farmer or land steward:

Speak practically. Share results.

“Switching to rotational grazing improved our pasture health and cut our feed costs.”

“Since we started cover cropping, we’ve reduced erosion and increased water retention.”

To policymakers, institutions, or investors:

Talk about systems. Use data if you have it.

“Regenerative agriculture improves resilience, sequesters carbon, and supports rural economies.”

“This approach supports long-term food security while reducing environmental risk.”

Adapt to the format

Not every message needs a deep dive. Here’s how you can explain regenerative ag in different places:

On your product label or packaging

Keep it short, clear, and concrete.

“Grown with regenerative practices that heal the soil & support local ecosystems.”

“No chemicals, no shortcuts, just better land & better food.”

In social media posts

• Use storytelling and visuals.
• Show a before/after photo of your soil.
• Tell a short story about how you revived a tired field.
• Share a quote about what the land is teaching you.

In a newsletter or blog

• Break down concepts. Take your time.
• You can compare systems, share your journey, or highlight one specific practice.

At the farmers market or a local event

• Lead with the why. Share your values.
• People buy from people. You don’t need a sales pitch, just a real conversation.

Stay honest and human

You don’t have to know all the right words. You don’t have to convince everyone. Just speak plainly. Be proud of the work you’re doing, and when in doubt, let your land and your food speak for itself.

The truth is that most people want to understand. They just haven’t had it explained in a way that feels clear, respectful, and grounded in real life.

That’s your opportunity.

Regenerative ag tells a better story, so tell it well

You’re not just selling a product. You’re offering people a chance to be part of a better food system. One that restores land, supports farmers, respects animals, and nourishes communities. That’s a story worth telling, and people are hungry for it.

So, whether you’re printing a label, posting a photo, or standing behind a table at market, take a moment to make the difference clear. Help them understand what makes your work regenerative and why that matters.

Want help telling your story in a way that connects? Grounded Growth Co. supports regenerative businesses with clear, honest messaging that reflects who you are and what you stand for. Let’s put your values into words, so your people can find you. Get in touch.

Real steps for regenerative businesses that want to connect and grow

If you’re building a regenerative business, chances are you’ve got a story worth telling. You didn’t just stumble into this kind of work. You saw something broken (maybe in agriculture, in the way we treat the land, or in how disconnected our supply chains have become) and you decided to do something different.

We’ve already talked about why that story matters. Now let’s get into the how. No, you don’t need to start putting together a flashy brand video or building the perfect Instagram grid. Telling your story should focus on clarity, consistency, and making sure the right people (the ones who share your values and want what you’re offering) can find you and understand what you’re about. 

Here’s how to start telling your story in a way that connects.

1. Know your “why,” and write it down

If you’ve read Start With Why or listened to enough brand consultants, you’ve heard this before. But here’s the thing: most people think they know their why, at least until they try to explain it.

“I want to help the planet” is too vague. “I want to grow food in a way that heals the soil, supports rural livelihoods, and gives people an alternative to the industrial food system” is a lot more specific.

Take some time to write out your why. Think about what sparked this work for you in the first place. Was it a personal moment? A realization? A frustration that built over time? Use real language, not buzzwords. Talk like yourself. Then, test it out: can you explain it in a single sentence? Could your team? Could your customer?

Once you’ve got your why, weave it into everything (your website, your social posts, your packaging, your farmers market booth). Skip the sales speak, though. Do it in a human way. People want to know who they’re buying from, especially in regenerative and values-based spaces.

2. Tell the story of your how

Once people understand why you do what you do, the next question is usually: “How does that work?”

Regenerative businesses tend to have complex, nuanced processes. That’s a strength, not a weakness, but it means you need to slow down and explain them in a way people can follow.

However, resist the urge to dumb it down. Don’t make it less than it is, just break it down. For example:

• If you’re a farmer, walk people through your rotational grazing system or your composting process, with photos or video if you can.
• If you run a supply chain company, explain how you verify your sources or how your logistics reduce carbon impact.
• If you make a product, show what makes your ingredients, packaging, or partnerships different.

People love behind-the-scenes stories. They want to see your hands in the soil. They want to know how you make decisions. Share that.

3. Make it personal, but not all about you

Your story is important. But here’s the truth: most people are looking for a story that reflects them. That helps them solve a problem, live out a value, or feel part of something meaningful. Ultimately, your brand (and your business) is less centered on you and more on how your customers see it in relation to their own goals and preferences.

So, as you share your story, keep your audience in mind. Instead of just saying, “Here’s what we do,” shift it slightly to: “Here’s what we do, and here’s how it helps you.” Let’s look at a couple of examples:

• “We grow nutrient-dense food using regenerative practices so you can feed your family in a way that aligns with your values.”  

Of course, that might be too dense depending on who you’re talking to. You can make it more digestible without pandering or dumbing it down.

Like: “Our veggies have more nutrients because our regenerative practices help make healthier soil, so you can feed your family wholesome, healthy food AND do good for the planet.”

• “We make compostable packaging, so you don’t have to feel guilty about waste every time you open a new box.”
• “We built a zero-waste café because you were tired of greenwashing and ready for something real.”

Speak to your people. Let them see themselves in your story.

4. Use plain language (please)

In the regenerative world, we love our jargon (I mean, seriously: carbon sequestration, circular economy, biodynamic, soil microbiome). These are real and useful terms, but they can create a wall between you and your audience if you’re not careful.

Unless your customers are all scientists or policy wonks, write like you talk. Use metaphors and examples. Invite people in, instead of making them Google every other sentence.

For example:

Instead of “We sequester carbon through multispecies cover cropping,” try “We plant a mix of crops that help pull carbon out of the air and feed our soil.”

Instead of “Our model reduces Scope 3 emissions across the value chain,” say “We’ve figured out how to cut pollution at every step, from our suppliers to your doorstep.”

Translate jargon into something that anyone can understand.

5. Share consistently, not perfectly

A lot of regenerative founders wait too long to tell their story. They think they need better branding or a finished farm before they start posting. But you don’t need a full-blown content strategy to start sharing your story. You just need to show up.

• Post a photo of your field and tell people what you’re planting this week.
• Write a short blog post about how you got into this work.
• Record a voice memo or quick video walking people through your process.
• Send a simple email to your list once a month with updates, reflections, and maybe a tip or two.

People want to follow your journey, not just your finished product. And the more consistently you share, the more people will come to understand (and care about!) what you’re doing.

6. Don’t try to be everywhere

You don’t need to be on TikTok, Twitter, Instagram, LinkedIn, and Substack, all at the same time, all the time. Pick one or two places where your audience hangs out that feel doable to you. Do them well.

If you’re great on camera, short video might be your thing. If you’re a natural writer, maybe it’s your blog or email newsletter (or you can hire us to help fine-tune your stuff or create original content from scratch). If you’d rather just talk, maybe it’s a podcast or occasional audio update.

The right format is the one you’ll actually use. The goal is to connect.

7. Let your customers help tell it

Your customers are part of your story, too. And when they tell it, it carries a kind of credibility and relatability that no amount of copywriting can match.

So, invite them in:

• Ask for reviews or testimonials.
• Share user photos and feedback on your social channels.
• Highlight community members in your newsletter.
• If you give farm tours, ask for permission to show pictures or post videos (never, ever do that without permission, though).
• Interview a few of your best customers and turn their stories into case studies or blog posts.

When people see others who love what you do (and understand why) it helps them trust you too.

This is about relationships, not marketing

At the end of the day, storytelling isn’t just a content strategy. It’s how you build relationships with your customers, your community, and your land. It’s how you invite people into something deeper than just a transaction.

In a regenerative business, that’s everything. Write down your why. Share what’s real. And remember: when you need help, we’re here.

• Bluesky
• Facebook
• LinkedIn

Marketing is about storytelling, and stories are powerful. They can inspire, educate, and connect. But there’s a darker side to this power—when stories are designed not to reveal the truth, but to obscure it. 

Dishonesty in marketing isn’t just unethical, though. It’s a missed opportunity to build trust and foster meaningful connections with your audience. It’s a failure on multiple fronts.

I’ve seen this firsthand. Two clients come to mind. While I won’t name them, their stories should serve as warnings that businesses do choose to distort, dismiss, or deny the truth.

When Marketing Crosses Legal Lines

The first client was a marketer for SARMs—selective androgen receptor modulators. If you’re not familiar, SARMs are experimental pharmaceuticals often marketed as a safer alternative to steroids. The problem? Selling SARMs is illegal, and they’re far from being harmless “supplements.” 

Don’t take my word for it, though. Check out what the FDA has to say about it. 

This client’s strategy was to gloss over the experimental nature of SARMs, framing them as just another health supplement. Something safe and innocuous that delivered positive results.

It wasn’t just a stretch of the truth, either. It was a blatant misrepresentation, designed to lure in customers without disclosing the risks.

This kind of dishonest marketing isn’t just unethical. It’s downright dangerous. It’s also a good sign that the business owner doesn’t actually care about their customers (or their impact on society, so long as they get their money). I think we’ve all known at least one person who said something along the lines of, “So what? I got mine.”

Customers deserve to know the full story, especially when their health is on the line. Not disclosing the truth isn’t just bad business. It erodes trust, and once gone, it’s nearly impossible to get it back.

Brushing E-Waste Under the Rug

The second client was a circuit board manufacturer, proud of their product’s quality and innovation. But when it came to the environmental impact of their work, particularly the problem of e-waste, they clammed up. They refused to discuss it in any way, shape, or form.

E-waste is a growing crisis. Check out what the National Institutes of Health has to say about it, or Earth.org’s explanation. 

Electronics often end up in landfills, leaching harmful chemicals into the environment. Circuit boards are a major contributor to that. But when I suggested we address this issue head-on—discussing how the company mitigated its impact or what steps they were taking toward sustainability—they balked. They didn’t want to risk highlighting a “negative” aspect of their industry.

What they didn’t see was the opportunity they were missing. Customers value transparency. Acknowledging the challenges of e-waste, and showing a commitment to solutions, could have been a powerful story, one that built trust and strengthened their brand.

The Real Cost of Dishonesty

Dishonesty in marketing comes in many forms. Sometimes it’s outright false claims, like framing experimental drugs as safe supplements. Other times, it’s an omission, like ignoring the environmental consequences of your product. Both approaches might offer short-term gains, but the long-term costs—lost trust, a damaged reputation, and a lack of ethical accountability—are far higher.

Customers aren’t just buying products or services. They’re buying into your story, your values, and your commitment to doing the right thing. When you’re dishonest, you break that unspoken contract. And because customers have endless options today, they’ll choose to spend their money with brands they can believe in.

Accountability: A Better Way Forward

The alternative to dishonest marketing isn’t just “not lying.” It’s about actively taking responsibility. It’s about addressing the hard truths and uncomfortable realities of your industry, and then doing something about them.

If you’re in a field that raises ethical questions, you have two choices. You can sweep those issues under the rug, hoping no one notices. Or you can face them head-on, show what actions you’re taking to improve the situation, and invite your customers to join you on that journey.

For the circuit board manufacturer, this could have meant discussing their efforts to recycle materials or partnering with e-waste initiatives. For the SARMs marketer, it might have meant acknowledging the legal and safety concerns and evolving to sell legal, research-backed health products instead. Drastic? Yes. Warranted? Also yes. 

This kind of accountability doesn’t weaken your brand; it strengthens it. It shows your customers that you’re not just in it for the profit, you care about the bigger picture.

Turning Accountability into Storytelling

Once you’ve taken action, the next step is to tell that story. Ethical storytelling isn’t about glossing over the challenges. It’s about showing your audience who you are, what you stand for, and what you’re doing to make a difference.

Customers don’t expect perfection. They expect effort. They want to see that you’re trying, even if you haven’t figured it all out yet. When you’re transparent about your struggles and honest about your progress, you create a connection that no amount of double-speak can replicate.

A Call to Business Owners

If you’re a business owner, here’s the challenge: Look at your marketing. Ask yourself some tough questions:

• Are you telling the whole story or just the parts that make you look good? Are you willing to admit where you fall short?
• Are you addressing the hard questions, or are you hoping no one will ask? Are you hiding behind positive PR campaigns and hoping no one looks too deeply?

Being honest and accountable isn’t always easy. It means admitting mistakes, facing criticism, and doing the work to improve. But it’s also the foundation of trust, and trust is the most valuable asset any brand can have.

Let’s stop hiding behind half-truths and omissions. Let’s start telling stories that matter—stories that inspire, connect, and build relationships that last. That’s a win-win for everyone, your customers, your business, and the world we all share.