Here’s today at a glance
The dive — The communication gap that's costing sales
Don’t do this — Common communication mistakes
Framework — Four steps to clarity
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Hey there!
Have you ever noticed how companies love to talk about their "AI-powered precision analytics platforms" while farmers just want to know if it'll help them make more money per acre?
There's a massive disconnect happening in AgTech marketing. Companies are speaking engineer, but farmers are thinking in practical terms: cost, time savings, and risk reduction.
We need to realize that complexity in our product doesn't require or mean complexity in our message.
Today, I'm going to walk you through a framework for translating technical innovation into language that actually resonates with farmers.
Let's dive in.
THE DIVE
The communication gap that's costing sales
Most ag marketing reads like technical documentation.
Here's what we can typically see in company websites:
Headlines filled with "IoT-enabled," "machine learning algorithms," and "predictive analytics"
Feature lists that focus on technical specifications
Benefits written for other engineers, not farmers
Meanwhile, farmers are asking much simpler questions:
"Will this save me time?"
"How much will it cost me per acre?"
"When will I see results?"
"Is it worth the learning curve?"
The companies winning in this space have learned to bridge this gap without dumbing down their innovation.
Why simple beats sophisticated
Think about the most successful technology adoptions in agriculture over the past decade.
GPS guidance systems didn't sell because of "differential correction algorithms." They sold because farmers could plant straighter rows and reduce overlap.
Variable rate technology didn't take off because of "spatially variable input optimization." It succeeded because farmers could apply exactly what each part of their field needed.
The pattern is clear: farmers adopt technology for practical outcomes, not technical features.
The simplification framework: Four steps to clarity
Here's how to transform any complex agtech concept into clear, compelling messaging:
Step 1: Start with the problem, not the solution
Instead of leading with what your technology does, start with the problem it solves.
Technical approach: "Our platform uses machine learning to analyze satellite imagery"
Problem-first approach: "Spot crop stress before it costs you yield"
Step 2: Convert specifications to outcomes
Every technical feature should translate into one of three farmer concerns: making money, saving time, or reducing risk.
Examples of this translation:
"Real-time monitoring" becomes "Know what's happening in your fields without driving out there"
"Predictive modeling" becomes "Get a heads-up before problems become expensive"
"Data integration" becomes "All your field information in one place"
Step 3: Use familiar comparisons
Complex technology becomes instantly understandable when compared to something farmers already know.
Some effective agricultural analogies:
"Like cruise control for your irrigation system"
"Think of it as a fitness tracker for your soil"
"Works like a weather app, but for your specific fields"
Step 4: Specify the timeline and scale
Farmers think concretely. Instead of vague promises, give specific timeframes and measurable outcomes.
Vague: "Improves efficiency"
Specific: "Reduces scouting time by 2 hours per 100 acres each week during growing season"
DON’T DO THIS
Here are the most common mistakes agtech companies make when trying to communicate with farmers:
Leading with awards and certifications - Farmers care less that you won "Best Innovation at AgTech Summit 2024." They care more whether your technology works in their specific conditions.
Using comparison charts full of technical specs - A table comparing "processing speeds" and "data accuracy percentages" means little to someone trying to decide if this will help their operation.
Explaining how the technology works before explaining why it matters - Don't start with "Our proprietary algorithm analyzes..." Start with "You'll know which fields need attention..."
Assuming farmers want to be early adopters - Most farmers are practical, not trendy. They want proven solutions, not bleeding-edge experiments.
Creating content that requires a computer science degree - If your marketing materials need a glossary, you've lost your audience.
The cost of unclear messaging isn't just lower conversion rates. It's farmers dismissing potentially valuable technology because they can't quickly understand its importance to their operation.
When farmers can't understand your value proposition in the first 10 seconds, they move on to solutions they can understand or even worse, no adoption at all.
TAKEAWAY
The A.C.R.E.S. clarity method
Use this checklist for any agtech content:
Answer "so what?" first - Why should a farmer care about this?
Convert features to financial impact - What's the economic benefit?
Relate to current farming practices - What does this replace or improve?
Eliminate unnecessary jargon - Can anyone understand this?
Specify results and timeframes - When and how much?
Three actions for clearer agtech messaging
Action 1: The jargon inventory
Review your homepage, sales materials, and recent content. Circle every technical term, acronym, or industry buzzword.
For each circled term, write a one-sentence explanation that focuses on the farmer benefit, not the technical process.
Action 2: The outcome translator
Take your top three product features and rewrite them using this structure:
"This [feature] helps you [specific farmer action] so you can [economic/practical benefit]"
Example: "This soil moisture sensor helps you irrigate only when needed so you can reduce water costs and prevent over-watering stress."
Action 3: The farmer language test
Find three current customers and ask them: "How would you explain this product to another farmer?"
Listen for the words they choose, the benefits they emphasize, and the comparisons they make. Their language is often better than any marketing copy you'll create internally.
The ag industry needs tech innovation to solve complex challenges like climate variability, resource efficiency, and feeding a growing population.
But innovation only creates impact when the people using it can understand and adopt it.
Your product might solve problems in sophisticated ways, but your explanation of it should be refreshingly simple.
Start with one message, test it with real farmers, and refine based on their feedback. Mastering this makes you become a trusted partners in ag operations.
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