There’s 17 years between my oldest child and the newest Reiman, so as you might imagine, the world of baby gear has dramatically changed during my parenting journey. When shopping for items this most recent go-round, I didn’t first turn to Google or flip through catalogs. 

Before pursuing the endless options, I texted my nieces with young families of their own. I didn’t want to know what the internet thought of car seats, strollers or diaper bags — I wanted to hear from my people. 

Bull buyers do the same thing. Your reputation is being built during small talk at the local football game or after Sunday church. Positive comments during coffee shop conversations or in the hallways at a cattle conference add to your credibility. What people say about you and your program matters, and it’s often a key to new customers. 

But how can you capitalize on those compliments and recommendations beyond the value they have in one-off situations?

Enter the world of testimonials, where you capture what other people are saying about you and then share it far and wide. 

Three types work particularly well in the seedstock space: 

1. Success stories.

Find someone who switched to your genetics and saw improved disposition, better calving outcomes or another transformation. These are the people who say things like, “I wish we’d have known about you when we started in this business.” 

2. Data-based metrics.

Some customers can’t wait to show you their carcass data or feedyard closeouts. Maybe they have GeneMax^® scores on their replacement heifers that they chart over time. They have the numbers that provide solid proof that your genetics do what you say they’ll do. 

3. Repeat buyers.

The people who come back year after year have a history with you. They can speak to your longevity, the way you treat your customers and how you conduct business. Think of them as your character witnesses. 

Your customers probably already tell you what they like about your program, and you just need to recognize they’d make a great testimonial and then capture it. If somebody sends you a nice text, ask if you can use their comments in your marketing. If they share data on commercial calves sired by your genetics, save it for the next time you’re building an ad. 

However, if you want to make a more coordinated plan, here are a few additional ideas:

Hire a videographer to do short interviews with your customers on sale day. 

Start an incentive program or give free ranch swag to those who submit a testimonial. (“If your quote is used in our advertising, you get a ranch jacket,” for example.) 

Bring an intern along on summer herd visits. A student could tag along and be an extra set of eyes and ears on some of your customer stops. Grabbing a few well-framed cellphone videos or even just capturing voice recordings of conversations could go a long way.

People want to hear from their kind of people. From digital advertising and videos to print ads or direct mailings, there are so many options to maximize the power of a strong recommendation. Give us a call, and we can help you turn coffee shop chatter into a comprehensive campaign.

Not sure where to start? We can help. Visit www.angus.org/angus-media/about/contact-us to find your marketing team.