You're a fourth-generation cattle rancher in Idaho.

Your family has been stringing barbed wire and pounding t-posts for over 100 years.

You've got scars on your hands from fence repairs. You've lost count of how many weekends you've spent fixing fence after a windstorm or a bull in rut.

Then someone tells you about "virtual fencing."

No posts. No wire. Just a GPS collar and an app on your phone.

Your first thought? "That'll never work."

Your second thought? "My cattle will be in the neighbor's field by lunch."

But then you see a demo. You watch cattle actually respond to audio cues. You see ranchers drawing fence lines on their phones in seconds instead of spending days digging post holes.

And you start thinking, "Wait. What if this actually works?"

This is the challenge Nofence faces every single day. How do you sell invisible fences to people who've trusted barbed wire their entire lives?

In today's edition, we're breaking down Nofence. We'll look at what they're doing right, where I think they're missing opportunities, and what you can learn from both.

Let's dig in.

Nofence was founded in 2011 by Oscar Hovde Berntsen, a Norwegian goat farmer who'd been experimenting with virtual fencing since the 1990s.

The problem? Traditional fencing in Norway's mountainous terrain is expensive, labor-intensive, and sometimes impossible to build.

So he spent years developing GPS collar technology that creates invisible boundaries. The collars use audio warnings first. If the animal keeps moving toward the boundary, they deliver a mild electric pulse (similar to a traditional electric fence, but without the joy of accidentally touching it yourself).

Studies from the University of Alberta and other institutions have validated the system. Animals learn the boundaries quickly and respond primarily to audio cues within days.

Today, Nofence has over 30,000 collars in use across Norway, the UK, and now the US. They recently raised $35 million in Series B funding to expand into the American market.

Their US strategy leans heavily on customer stories. Their website features ranchers like Tyson Coles in Idaho (who saved $8,000 in hay costs), Will & Erin in Minnesota (managing cattle on marginal land), and even Jeremy Clarkson in the UK using their goat collars.

The product works. The funding is there. Early adopters are proving it in the field.

But when I look at their marketing and content strategy, I see some opportunities they're leaving on the table.

You don’t need more posts, you need a plan. You already know educational content builds trust.

But without a strategy, every post is a guess. Scattered ideas, inconsistent results, no real growth.

A clear content strategy changes everything: you know exactly what to teach, why it matters, and how it drives action.

Each piece starts working together building belief, trust, and momentum.

→ Reach out here to build your content strategy

Here's where I see room for Nofence to grow their marketing:

Nofence relies heavily on customer testimonials and product demos. Their website shows success stories. They explain what the product is.

But most ranchers don't understand the foundational concepts behind virtual fencing yet. They need education before they're ready to consider buying GPS collars.

I'd create content like "The hidden costs of traditional fencing: A calculator for ranchers" or "The science of animal learning: Why audio cues actually work." These pieces teach potential customers how to think about grazing management and fencing costs differently.

By the time someone finishes reading, they understand why virtual fencing makes sense. The product demo becomes a natural next step.

Nofence posts are more updates focused and customer stories. It’s a bit sporadic and product-focused.

I'd shift to educational content that teaches livestock management concepts. Think "3 grazing mistakes that cost ranchers thousands" or "What 30,000 GPS collars taught us about cattle behavior patterns."

I'd also get CEO Joachim Kähler creating content around ag innovation and what they're learning from ranchers. Educational content from leaders builds trust faster than company announcements.

When people learn from you consistently, they trust you when it's time to buy.

Nofence has a newsletter signup promising “updates on our products, services and activities”. But a new visitor to the website isn’t ready to buy. They may be curious but skeptical.

A weekly or bi-weekly newsletter focused on educational content around their product could nurture these prospects by teaching grazing concepts and addressing objections head-on. Topics like "How one Idaho rancher extended his grazing season by 60 days" or "What happens when your GPS collar battery dies? (Real answers)"

The goal isn't to push product. It's to build trust over time by being consistently helpful. When a rancher is finally ready to try virtual fencing months later, Nofence is the obvious choice.

Q: Are you teaching the fundamentals, or just explaining your product? What does your audience need to understand before your product makes sense?

Q: Is your educational content consistent, or sporadic? Are you showing up weekly with helpful insights, or only when you have something to sell?

Q: Do you have a system for nurturing skeptical prospects over time? What's your plan for the 95% of prospects who aren't ready to buy today?

Q: Are you addressing objections directly, or hoping they'll go away? What objections are your prospects whispering to each other that you're not addressing publicly?

Nofence isn't just selling GPS collars. They're selling a new way to think about livestock management.

Their customer stories are strong and their technology works. But their educational content strategy could be the difference between skepticism and category leadership.

There are a few way I can help:

→ Ghostwriting Service: I'll turn your expertise into educational newsletters that build trust without the writing hours. You bring the knowledge, I handle the rest. Apply here

→ Content Strategy: I'll help you build an educational content system that turns skeptical farmers into confident buyers. Apply here

Loved this email? Hit reply and let me know what resonated.

And if you found it useful, don’t forget to share it with a colleague who's trying to break through farmer or investor skepticism.