Podcast

The Artisanal Way Of Farming Quality CBD Products with Becca Recker

Becca Recker is the Director of Communications for Frogsong Farm. With a background in organic farming and permaculture design, she has been writing about soil health and local food access. She’s an author of several blogs and has contributed to the articles for Oregon Leaf and Green Living PDX magazine, a well as CivilizedSplimmMiss Grass and Flowertown. She has also been featured on many different podcasts.

In this episode, Becca shares her personal background and her transition to the hemp space, Frogsong’s long term plans, and the struggles of content writing now that everything is already saturated. Hear the story of one of the only CBD companies that have a seed to shelf craft hemp operation.


Our mission is to make really high-quality products that are really effective and consistent for people in pain so we don’t make a lot of novelty products or flavoured things or edibles, we’re like what is going to be the most effective most consistent, no frills, no fuss. – Becca Recker


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Some Topics We Discussed Include:

[2:31] – Becca’s personal background and how she segued into the green rush revolution
[04:01] – What is Frogsong Farm’s expertise
[6:35] – Their long-term strategic plan
[13:15] – Frogsong’s distribution
[14:37] – Key challenges that they are consistently having to manage
[18:43] – Creative ways to educate and tell a story
[31:03] – Golden nuggets for entrepreneurs considering getting into the space
[43:16] – Final words

People Mentioned / Resources

Connect with Becca Recker

Connect with Sonia Gomez

Transcript

Sonia Gomez: What’s up, everybody? Welcome back to The Hemp Revolution. I’m your host Sonia Gomez and today we are diving in with yet another hemp iris of the industry so super exciting. Becca Recker is the Director of Communications for Frogsong Farm.

She has a background in organic farming and purchases permaculture design. Becca has been writing about soil health and local food access for over nine years. The author of several blogs. She has contributed to articles for Oregon Leaf, Green Living PBX magazines, as well as the following websites Civilised SPLIMM, Miss Grass and Flowertown.

She has been a featured guest on many different broadcasts and now she’s all mine and all yours for the next hour. Please give a warm welcome to our guest Miss Becca Recker. Hi!

Becca Recker: Hello, thank you so much for having me.

Sonia Gomez: I’m so excited to have you and we were just complimenting each other on our fall vibes. Welcome to fall even though I felt like summer was way too short.

Becca Recker: I know we’re doing great I even have some nice like spicy tea and my thermos so I’m totally fell in the fall with you.

Sonia Gomez: Yes, loving it. So that guy another boss babe in this space here. Absolutely a treat to have you on. I love what Frogsong is doing. Can you just share with us a little bit about your personal background and how you segued into the green rush revolution?

Becca’s Personal Background and How She Segued Into the Green Rush Revolution

Becca Recker: Sure. So, I started out as you mentioned in organic farming, so I worked on vegetable farms. I had a micro-dairy where we milked goats and cows and then I naturally just as recreational cannabis became legal in Oregon I kind of found myself on a farm that had begun as a tomato farm, but it was really to get a licencing and they ended up doing pretty much recreational cannabis, totally legal.

So I worked there for a couple of seasons and loved working with the plants and then gradually started working in the trim room and stuffing joints and helping out with orders and things like that. So it was a very natural progression from the farm side into the cannabis industry side. So that was a number of years ago.

And then as the hemp revolution began, I had some friends who said, “Hey, you used to work in cannabis didn’t you?”, and so I said, Oh, well, here’s the strains I love that are high in CBD, if you want any pointers, let me know. And then about a year and a half ago, they said, We really want you on this team, will you come to join us at Frogsong? And so I was super stoked to do that.

Sonia Gomez: Yay. Okay, cool. So what is Frogsong? Like this is going to be a tongue twister for me.

Becca Recker: I know I’m tired.

Sonia Gomez: But that’s okay.

Becca Recker: It’s become a running joke.

Sonia Gomez: The frog sings. It’s the frog song. So tell me a little bit about frog song and what they’re specifically specializing. And I know all of the different farms have sort of an area of expertise and they, you know, the ripple effect of that opens up new Dynamics inside of their business. But what is Frogsong best known for? Sure.

What Is Frogsong Farm’s Expertise

Becca Recker: So we are known for being a seed to shelf craft hemp operation. So if someone said, Oh, have you heard of Frogsongs, they would respond by saying, Oh, that’s that family farm, right? Like they grow and make everything themselves? That’s kind of the layman’s story of who we are.

So we’re a family farm. We’re on 10 acres and we grow, harvest, extract and produce all of our CBD products on-site at our licence facility. And so as you know, in the industry, that’s completely unheard of to have complete control by a small handful of people literally from the seed until we’re shipping orders out to the end customer or to the wholesale customers.

Yeah, we make therapeutic grade CBD products for people in pain. That’s our mission is to make really high-quality products that are really effective and consistent for people in pain so we don’t make a lot of novelty products or flavoured things or edibles, we’re like what is going to be the most effective most consistent, no-frills, no fuss. We’re just hoping to help people.

Sonia Gomez: Yes. Love that. Okay, good. So on 10 acres and there’s sort of this Dickey dance that’s happening in the industry right now where everyone’s like, Yeah, a man bigger than yours. And so excited for a little while on the bridge and it knocked upbears.

And it’s like, okay, that’s cool, everyone has the biggest dong but like, at the end of the day, I’m of a similar mindset in the sense that I believe that craft cannabis or craft hemp is really going to be on the rise here in the next couple of years because stabilizing and quality Control is really, really challenging on a massive scale.

It’s gonna be only so much time that you have before Big Tobacco or big alcohol or big business, in general, come in and truly become the biggest. Not the best, but the biggest mainstream Middle Earth, Homer Simpson product provider.

So my question is, while everyone’s sword fighting and comparing penises to pencils, how does a 10-acre artisan and farm who’s fully vertically integrated, not only stand apart but survive the time where it’s a very small window here before we start to be infiltrated by big business here.

So talk to me a little bit through about what that conversation looks like in the war room for Frogsong, how do you guys how are you guys strategizing through or preparing yourselves to be a long term, having that stickability in your company?

Their Long-Term Strategic Plan

Becca Recker: You’re exactly right. And so I’d say there are a few things. The first is really what my job is, which is the storytelling and day in and day out, whether it’s talking to people at the farmer’s markets or adding content to our Instagram, we’re driving home. Here’s what’s happening in the industry.

And here’s what you need to look for buy farm direct, we say over and overbuy farm direct, and that’s an extremely rare thing to find. And when you can we just know your hemp farmer that’s come around. Is that even possible? And so you’re totally right, that medium-size independent farmers are not going to be able to compete when big money and big industry comes in. And so we anticipated that from the start.

And so it was almost like a radical doing something that’s not trying to be everything or trying to be a little big guy, you can’t do that we’re doing radically quality over quantity. So the storytelling is one piece. And also, vertical integration is the other piece, because we have complete control over our supply. And I mean, we grew 12,000 plants this year, we have more hemp than we can possibly know what to do with right now like, and we’re doing well, and we’re growing. So ultimately will probably buy another farm, another maybe 10 or 20 acres.

So that is something we’re willing to do, but only to the point that you can have a hand in your operations in an intimate way and not begin to cut corners in order to scale which is just kind of part of the name of the game when you scale. So we’re basically swimming upstream, you know, and that we will find a certain customer that sees that that is discerning and wants that.

And so our mission has just been to be really consistent with what we do and unapologetic that we’re not doing this because we only have 10 acres we’re doing this because we’re radically devoted to quality. And you just can’t process hemp the same way if you have 1500 acres or even 100 acres, you just can’t, you know, manage extractions in the same way or production or independent visual customer service in the same way. So we don’t want to grow exponentially. It’s a family farm.

You just can't process hemp the same way if you have 1500 acres or even 100 acres, you just can't, manage extractions in the same way or production or individual customer service in the same way. So we don't want to grow exponentially. - Becca Recker Click To Tweet

There’s eight of us on staff, we want to support our families. And we want to have a staff that grows over time organically and comfortably by telling our story and by remaining in control of the seed to shelf process. And the other piece is we’re not beholden to outside investors. We’re completely self-funded. And so we really feel a ton of agency over the way that we grow and make business decisions going forward because we’re the only ones as stakeholders are those of us who are actually intimately involved with running the company.

Sonia Gomez: Yes, love this and you cannot have answered that question in a better way. Like literally, in my work, and I’m not sure how much you know about us but just like a quick and dirty, my husband and I have had about 35 years in the industry. We’ve you know been soil to customer soil to shell for, you know, serving the consumer all the way from beginning to end for a long time and my story starts from a patient, my own life has been personally transformed by the use of this plant.

So I am I have a similar mindset, again, I’ll say because quality over quantity made the difference when I started to look at where I was sourcing my product from or how I was utilizing it looking at the different delivery systems, the different potency is, what time of day or what symptoms specifically I was trying to manage when making my product selection.

It was always the artisan in farms that we’re able to provide me with the quality that I needed, and therefore the quantity was always available because I am one of the 3% of people who will actively search for that quality of a product. And that’s, you know, I always say this to my client, so as time has progressed, we’ve taken our knowledge and package it up into consulting or being a support system for the industry as a whole to rise and really set a new standard of professionalism and in the way that we are holding ourselves and supporting each other and our growth within this industry.

Because we are still a self-governing industry. We are still very much the rule makers and breakers right now. So what I say to my clients all the time, the riches are in the niches, you know, you have to really get committed and I love how clear you are in your communication about who specifically you’re serving. Most people are trying to be everything to everyone and are getting lost in the shuffle. They want to be a yes man. Like, right? You’re not MC Hammer’s Haiku, you cannot be everything to everyone.

Becca Recker: Totally. And you’re not going to actually do any one thing as well as you think you can.

You're not going to actually do any one thing as well as you think you can. - Becca Recker Click To Tweet

Sonia Gomez: Yeah, totally. Or you’re scaling so quickly that you have to take on outside investors and you have to do all of these other things that ultimately make you lose control of the direction that your company will uphold. The other thing that really stuck out for me the way that you answer that question was storytelling. I have built my entire business over the last three years of telling the stories and sharing the journeys and giving that like, behind the scenes access to everyday people who are watching this whole industry explode before their eyes, but then have very little knowledge of what it actually takes to plant the seed, watch it grow to nourish it, nurture it harvested it, process it. What are all of the different steps that it takes to get to your mouth, you know, before you start to feel the difference so I absolutely love that where your main points of the distribution right now, are you primarily in Oregon or have you guys national or what do you do How you doing that?

Frogsong’s Distribution

Becca Recker: We are gradually, we’re in that awkward teenager moment right now of transitioning from like a very hyper-local to kind of adapting nationally, so we have probably, I’d say 60 or 70 wholesale accounts. Nice. So and they’re pretty much all independent businesses, grocery co-ops, bodyworkers, spas and things like that. And, and so they pretty much find us one by one or by word of mouth.

We don’t push hard on wholesale because our main approach is direct to consumer from our website, so we have our web store, fortunately, we’re a CBD company. We’re still riding that wave of that being totally kosher. So yeah, I’d say the large percentage of what we do is straight from our website.

Sonia Gomez: Nice. I love direct to consumer. That’s a lot of the work that we do too. And many of the companies that we work with have been successful offline, and are trying to navigate their way to making the online transition. So many challenges with running a business. Such a crazy animal to tame.

What are some of the key challenges that you guys are consistently having to manage in your business that you may attribute some of the slow growth too? I know that that some of that is intentional, but I’m also not stupid like I know that like every single CBD company

Key Challenges That They Are Consistently Having to Manage

Becca Recker: 10 times our sales and we are able to even with the quality control we have right now. 10 times our sales, you know.

Sonia Gomez: And what are the glass ceilings that you’re hitting with?

Becca Recker: A lot of it is challenging in advertising. So I have tried probably 20 different ways to run very creative very along with the rules, social media ads, they’re always rejected appeals always rejected. And so it’s maddening when I see CBD companies I’m like, I know that CBD company, we all notice and they got an ad through.

It’s just like a shot in the dark, you know. So that’s been a barrier to the point that we’re like, let’s pivot and wait and see what happens with social media. It’s just so frustrating because I’ve run other businesses and I’ve seen what social media advertising can do if done effectively and done [unintelligible [00:15:47] And so that’s a barrier.

I’d say beyond that it’s just the CBD space online exploded so fast and so many companies dumped a tonne of money into an SEO, and into web content. And so a lot of the best keywords, everything’s so saturated right now that in order to really tap into any of those major search intent, you have to kind of be parroting a lot of the content that’s already out there.

And so it’s frustrating as a storyteller wanting to tell stories about the farm and the relationship to the plants and this individual testimonial that’s so moving about this person and their family. And really, we have to be talking about what is CBD? Is CBD legal? Like every kind of rudimentary beginner stuff in order to be ranking on search engines. And so just as a storyteller in me like that is frustrating.

But we have an agency who we work with, who we just love, who does a lot of that work for us in terms of all our analytics. And so since we’ve hired them about eight months ago, we’ve been really happy with the results in terms of more organic traffic coming to our website. So I think it’s just it was SEO, you have to have a really solid team and you have to be patient because it’s like growing a garden, it’s like game plant something now and you have to like give, you know, the algorithms time to realise that you’re a major player.

Sonia Gomez: Yes, totally. We have been successfully advertising online for both content communities and products. For the last three and a half years. We’ve gotten, you know, our pages have gotten a build-up to our social media platforms, over a million followers. We’ve impacted over 50 million around the world.

And it’s I can’t, I mean, I’m still rendered speechless at that gut-wrenching like but whole puckering feeling of when your entire social media platform completely disappears off the face of the web because you like said something or did something or posted something that wasn’t right. And you’re like, oh my god.

Becca Recker: It’s like It’s like, and I Is all the time people like to build your email list because you don’t own your social media like and it can be ripped away at any moment. And I’m like, Oh, that’s so [unintelligible]

Sonia Gomez: [unintelligible] I’ve personally experienced it. We’ve had our social media page taken down three times and successfully brought back up. And I just stick with the I’m originally from Northern California and so I’m like, very much immersed in the culture of cannabis for a long time, and I’ll just say, it’s all about who you know, it doesn’t matter if it’s online offline.

It’s all about who you know, you call the right body at who’s in the right mood at Facebook, and they’re going to help you out. Thanks, Facebook. But it does take an investment of time and money and a minimum of three months is how we work with people because we know that anything that we put to work right now we’re not going to see the full fruit of the Labour and try 90 days and you know, so that’s it. That’s a lot To to risk in the meantime, like, especially, I’m nobody big there’s way bigger fish in the sea than me.

But I’m proud of the impact that we’re making similar to your guys’ company like you just get proud of the impact that you make. And at the same time, I’m like, man, there are so many different things that keep the glass ceiling within reach. And I’m always figuring ways to break through that barrier. So what are some of the creative ways that you guys are educating? I mean, I can tell that that’s a huge passion of yours.

So what are some of the creative ways that you guys are setting yourself apart with the education and the storytelling right now?

Creative Ways to Educate and Tell a Story

Becca Recker: So it took a while if I can be really candid, it took a while to convince some of the leadership our farm that media especially visual, like a photograph and video content is so important. And as someone, I’m 29 I’ve spent a lot of time online, I shop mostly online, and I understand because I know what draws me in and what doesn’t. And I know I’m not going to sit and read along with things, it could be interesting and important.

But if it doesn’t have something visual for me to look at, it’s just not going to work. And so it took me about a year to convince them like, we should be spending thousands of dollars on really top-notch visual content that we can use over and over, that will continue to grab new people as a scroll on pass and so that’s what we’ve done is we have some great photographers, we have a video we’re producing right now that’s kind of like the seed to shelf story.

I was just at the farm last week doing interviews, they’re doing little vignettes of each person on the staff, and really bringing as you’ve talked about the people behind the product, bringing that story to life. So if you look at our social media, it’s like, it’s mostly pictures of flowers, hemp flowers, pictures of our team or other people who were connected with or pictures of our products.

And I’m like, that’s the formula right now because those are what people want to see. Like, people don’t really want to read a lot. So I think it’s a matter of offering something that’s useful. And I guess that’s one of the biggest rules and social media anyways, these days is offers something useful because there’s so much noise. And that’s what I’m drawn to is, oh, here’s this herbalist thing, or this person’s talking about how I can use this specific thing.

And then it feels connected to my real life instead of I’m here numbing out. Oh, and I know this is a company I don’t want to see an ad right now. So I guess trying to really honour the fact that whoever our audiences, these are real people, these are discerning people with brains and hearts. And I think you don’t want to ever get stuck in this business to a consumer mentality. At least we don’t. I want to be in like a human to a human mentality where like, whoever you are friends who have not met yet, here’s something that I would like to offer you that would be useful to you and meaningful and hey, here’s a personal touch.

Yes, we have to be professional. I can’t be like, Hey, everyone, it’s back on our blog. You know, we’ve got thousands of people committed, that it’s a fine line because we want it to me personally while not being small town mom and pop Podunk farm life. I think that’s what the balance I’ve been trying to strike.

Sonia Gomez: I love a good pop Podunk.

Becca Recker: Here in Oregon, they’re dime a dozen and I swear also like the the moon goddess like earthy brown craft paper vibes runs so deep out here like all the branding is so crunchy that I’m like I love it and I also just can’t anymore like I can’t.

Sonia Gomez: Can we get some cellophane?

Becca Recker: Yeah, no, not even. If it’s biodegradable, great, you know. People are like you’re super earthy and like yes, like your hippie. I’m like, not exactly.

Sonia Gomez: The logical hippie.

Becca Recker: Yeah. I like to walk the line.

Sonia Gomez: Yeah, I walk the line. I’m like, I don’t want aluminum in my deodorant, but I will wear you know perfume.

Becca Recker: Yeah, like I have $300 leather boots, but also I will stop in my garden to pull some kale out in my boots on the way to the shack. You can be both

Sonia Gomez: I love that much. Are you my soul sister from another mister? I love it.

Becca Recker: I think so.

Sonia Gomez: This is so good. I have been pushing the envelope with a lot of my clients on visual storytelling and I call it story selling Because ultimately, I think if Oprah show was only a magazine, it wouldn’t have done as well. And people today speaking emojis.

I heard a statistic the other day that said, you only have actually my 13 year old said this to me and I could have clobbered her but we were driving in the car, and I was like, are you paying attention to me and she was just like Emily 13 Do you know that you only have the attention span in seconds for the number of years that you’ve been alive.

Oh, like what I’m like hold the phone to you, are you indicating that I only have 34 seconds of attention span and you only have 13? Which is, we’re going to increase this.

Becca Recker: Oh my gosh, that is a scary thought.

Sonia Gomez: That’s a scary thought. But she’s like, Look, it’s right here on Google right next to the statistic that every entrepreneur likes to use in a sales conversation. Human only has the attention span of a goldfish, less than a goldfish or less. So when you’re looking at how to capture the attention of your ideal customer, how to authentically connect with them and move them into a sales conversation.

It has to happen quickly. It has to be interactive, and it has to be really, really impactful because whether or not they buy at that moment, there’s like now an imprint in their brain and a memory that you’re writing. So is that a good one? Or is that a bad one? And what do you want them to repeat or say about you later so videos so super powerful, and even how you translate written testimonials into verbal testimonials, you know, we’ve done so much with audio and visual, that’s a huge part of our marketing and how we are drawing more viewers in.

And I think the most growth we ever saw in our business was when we started to leverage our Facebook page which for a while and in our first hundred thousand followers was only memes we were posting memes and pictures and things like that. But the minute that I popped on and did a video and just shared a little bit about who I was and what we were up to…

Becca Recker: Brought it to life.

Sonia Gomez: Brought the whole thing to life. We grew to like 345,000 followers in the next 45 maybe 50 days, exponential growth for an otherwise small company and it’s still just me and my bloke. Like, yeah, my husband’s been running this whole thing.

Becca Recker: Yeah. Well, I think when you’re seeing there are so many pages out there right now and like, I tend to run a little skeptical and so I’m like, I want to know who’s behind this. Is this just some troll in a basement who has a good collection of memes? Or is this someone who I would be friends with and respect and want to buy from or listen to their advice or their opinions on things. And so you brought it to life and you totally know what you’re doing clearly. Yeah, yeah, I know you.

Sonia Gomez: Yeah, they want they definitely want to know you. And I tell people all the time, like, they’ll ask me that dinner situation or whatever, like, oh, how come you’re not talking more and I’m like, I am talking a lot to the people that I want to give my attention to. I like to make deep connections and whether there are a million people, I want them to feel like they’re the only one I care about and that’s the thing that we really encourage and strive for in the way that we’re building businesses is that local feel on a national or international scale.

And I love that about Frogsong when I was doing my research about you guys and listening and reading some of the things [inaudible] that you guys had done already, I was just super impressed. And I was like, feeling really in alignment and all those, there have been some guests on my show who I’m like, Okay, cool another brand like, oh, you’re the best you do everything amazing.

I mean, everybody’s amazing, right? Everyone has their own thing. And at the same time, there’s not many people that I have been able to relate where I don’t feel like I’m like telling them something they didn’t know. And I think, long storey short, I think video and story selling are underutilized assets.

People want to know that the people behind the product, products are not selling anymore, it’s the people and the mission and the passion and the purpose that bring people to you and start to commit them to your brand. We connected to a brand because of what they do, how they do it and why they do what they do, the way that they do it. That’s I think the new wave of entrepreneurialism.

Becca Recker: When I think it’s such an exciting moment, even beyond cannabis, I know maybe it’s just my feed, but I feel like everything I’m seeing in terms of product ads lately is a lot of things that are zero waste, or carbon neutral or products that are fundamental improvements and the way that I actually live my daily life.

So like, Oh, these people get me, you know, and the larger conversation of like, environmentalism and climate crisis, all these things are connected, so it’s not like there’s this world thing happening out there and here I am on my computer like we’re not going to feel great for much longer about just buying things one by one on Amazon and having them come in a plastic package onto our doorstep, you know, it’s like, oh, here’s something that if you want to emotionally connect with your consumer like connect with them on a many levels where Oh, we care about the same things and here’s a tiny way of me extending something to a value in that way where Okay, this thing is going to come to you in biodegradable packing peanuts and it’s in a glass jar on purpose because we don’t want to you know, we’re sharing these oceans like connecting with people in that way gets me so excited.

And I’m like, Who are all these rad entrepreneur chicks making all these shampoo bars and reusable cloth and thing I’m like whoever you are like take my money take all my money.

Sonia Gomez: Take my money and my phone number, bitch because you better call me on Saturday night.

Becca Recker: Can we be friends?

Sonia Gomez: I’m like, I’m that girl [unintelligible]

Becca Recker: Oh my gosh, yeah.

Sonia Gomez: Hi, I got your five and I’m feeling it.

Becca Recker: I know I love it when I’m around town because in Portland, we have some influencers and bloggers and I’ll see him and I’m like Like I know them and I’ve used their recipes. But should I say hi or should I not say hi? And I’m like, I’m gonna say hi, every time.

Sonia Gomez: It’s definitely happening. You don’t walk on the street and expect to walk past me and not get a Hey, how are ya?

Becca Recker: Totally, I would expect that.

Sonia Gomez: The final question that I have for you. And I think that we’ve brushed and touched on it a little bit, but I want to just get like, super committed to it because there’s two different types of people, I think that listen to my podcast regularly, the ones who are already in business and looking for those many tips and tricks that will allow for exponential growth. And then there’s also the budding entrepreneurs, as I like to call them who are just trying to figure out what are the opportunities, how do I navigate my way through?

How do I even get started in this whole thing, so bridging the gap between the two because there’s quite a bit of a significant difference between owning and operating an existing business and considering what your entry point is, what are some key pieces of advice that you could offer to two groups as they’re considering getting in or as they’re trying to navigate through these inevitable challenges when looking at growth?

Golden Nuggets for Entrepreneurs Considering Getting Into the Space

For those who are just getting started, I would say spend some real-time getting super clear on your value proposition. - Becca Recker Click To Tweet

Becca Recker: Well, I would say, for those who are just getting started, I would say spend some real-time getting super clear on your value proposition. What are you actually offering to the market to your end customer that is of value? Everything is going to be built off there.

You can have the best marketing plan in the world, but are you selling something they’re going to want to buy over and over? Are you selling something that is just adding to the noise? So, get really clear on your value proposition and if you’re not super clear, continue to refine it, get mentorship, get coaching and refine it until you have something that when you talk to someone over dinner and mention it even if they’re not as interested in the topic they light up.

So like, Oh, that’s creative or interesting or solves a problem or sounds really exciting, you know, get that dialled first because the whole storey is going to come from that. That would be my first and foremost. And I say that should be a continuous process even as you get further into the business. Going back to the heart, what is our value proposition? What are we contributing of value, because that is going to build brand loyalty more than anything else?

In terms of folks who are really already on the grind and looking for little tips and tricks that’s a tougher one because the way that everyone runs, their businesses are so different. So I can only speak to the way that we run our business. And honestly, again, I think so much as about quality and in whatever ways you can tell the story of what makes your offerings different, and what makes your offerings alive.

So as you said, products don’t sell, people sell. So even if you’re doing a little bit of storytelling or showing your face on social media or have a good video content, invest in a good who we are in a video that splashes across your social media or pop on like you do or I do onto your Instagram and say, Hey, this is us just wanted to say Hi, thanks for being here with us.

Tell us what you want to know, how can we better serve you? Add some humanity to it? If Nike or Adidas did that it doesn’t matter what size your company is bring some humanity to it. I want to see that as a customer. I think other customers want to see it too.

Sonia Gomez: Oh, my God.

Becca Recker: That was not a short answer.

Sonia Gomez: No, that was such a– Who cares? I would have listened to you for 10 more minutes because it’s such real value to be able to hear these things. And from the insider’s perspective, people who are I asked this question to everybody and everybody answers it in a different way. Some people talk about the individuals who are running the team, some people talk about the team as a whole and I just love to hear I’m like taking notes myself because I want to hear things that can bring immediate value and that I say that we have three jobs as a business in this space or in any space really.

But particularly in this industry, when we’re brand new, we’re still figuring out, you know, what is we’re still chartering the map, right? How do we how are we going to get from point A to point B, where the fuck is point B in the first place? like everyone’s at the same place, just some are a little bit further ahead in the boat race, or behind? So, to me, there’s no wrong answer, but I believe it’s my opinion, that we have three goals or three things that we should really be focusing on every day, especially if we’re direct to consumers.

Number one is to capture the attention of the people that we want to serve. And the only way to do that is just a second what you said is to be laser-focused on who you want to provide your what to, you could have a service, you can have a product you can have something tangible or not.

But no matter what, if you have something that you want to share or sell, you have to know who it was created for more are you creating this thing for? And what are the key characteristics that in fact make them human? What are they thinking? What are they feeling? What do we naturally subscribe to? What are our limiting beliefs that that would put us in the pursuit of happiness, people don’t buy because they are already in pleasure and they want more of it?

They buy something because they’re in longing. They have a yearning, they have a need that they’re looking to fell. And so finding a language and some sort of human aspect that connects to that humanity within our self, we are human beings, not human doers. And the time that we slow down enough to focus on the things that we are doing that are making us feel and be in a specific state, that’s where you find the sweet spot of the problem that you are directly wanting to solve with a product or service or business archetype.

So really get committed to the person that you want to serve. What’s the language that they’re speaking How do they self identify? What are their major pain points right now and how does your product or service solve that particular problem? In that formula, you will find the answer to the story, what story only unique selling proposition that you can come up with that will start to capture the attention of the customer that you want to serve. And be in love with them. Understand them on such a deep level that you can consistently capture and keep their attention. Uh-huh.

The second is connecting authentic connectivity. And this isn’t a lost art, I believe, especially with the infiltration of social media and digital, Digi com connection. I think that authenticity and our connection is a lost art and there, it takes a certain kind of someone and a certain kind of something to be able to transfer energy through a computer screen. Like the arms that you have are wrapped around that person that you want to serve. Everyone’s looking for a hug. I see the zombies walking around like this. And everyone needs a hug.

Becca Recker: Oh, I still use so hard on that. [unintelligible] All the time. Like I’m in a very high touch community of friends. I’m like mortals, we’ll just heal all the shit.

Sonia Gomez: all this shit. And I’m telling you, that’s what people are searching for in social media, they’re looking for the touch. They’re looking for the connection there, you know, everyone’s attention, everyone’s vying for the capture, and they want to skip this step and take you straight to the sale and the conversion, but if you spend time and money, connecting with the peoples, who you are capturing in the process, I guarantee you that you’re going to see more of your advertising dollars, actually will come back to you on an ROI.

And your return on time invested is going to start to shrink and you’ll be able to make those quantum leaps because you have the backing of your community. Now. Yeah, it could be global, it could be national, it could be local. It doesn’t matter how big or small, but if you imagine yourself as a pebble dropping into a pond, you’ll never know how far the ripple can go until it hits the shore.

So you just be willing to take the time and energy and put the resources towards creating that authentic connection through storytelling through visual imagery through exclusive access to things that other people would otherwise not see. And then finally, as the conversion, I like to say how you do one thing is how you do everything.

And if you take your time, in the first two steps, it will not be a matter of you asking for the sale, but more so of how you and I have been talking about our experience and buying we throw our money in the direction of the people that we are kept in captivated by or that we are connecting to that mission, that movement that we feel like we’re a part of something greater, and we’re like where’s my god damn wallet?

This lady. [inaudible] On Friday doesn’t feel so much bigger than us and we want a need, it becomes a need to be involved. really focused, everyone’s so worried about the conversion, but focus on the capturing of the attention of the people that you ultimately want to serve. It’s not everybody, honey.

Be somebody that you want to serve. And there are key characteristics that you can identify and then having that authentic connection with them will carry the sale all the way through and they’ll be asking you, how can I work with you instead of you have to continuously put products or services down their throat, right loud world this is the way to quiet the white noise and become the only solution for the biggest problem that they have. And that my friend is how you experience exponential growth, impact and income.

Becca Recker: I love it. I feel like you, you just hit on something which is really, there’s so much wisdom and going deep and not wide. And going deep doesn’t mean limiting your audience or limiting your potential reach. There could be millions of people who are that somebody depending on how things scale over time, but you still, regardless whether you want to end up serving 1000 people or 100,000 or 10 million, the same story goes is get really clear on who your people are, and get really clear on why you want to connect with them.

And I feel like for me if it were me building my own company, I would want to reach people who I relate to so I build a company that is coming from an initial heart place because going to be so much more fun to do the work to.

Sonia Gomez: Yes, I’d be serving a whole heap of Sister Wives.

Becca Recker: That’s the dream.

Sonia Gomez: Ladies, it’s a moon dance time. Let’s go into this turtle Lodge.

Becca Recker: Oh, my God.

Sonia Gomez: Yes, that is exactly right. So thank you so much for your amazing time and attention in the incredible work that you’re doing in your community. We will be following your journey closely. I will be making my way out to Oregon. Actually, we’re going to see a few of our artisan and manufacturers who have bridged the gap between mainstream and sort of that like craft paper wrapping model, as incredible hurt the name of her company as medicine flower and she’s opening we’re helping her develop her white label process.

And she already has distribution in the Wynn Las Vegas, Bellagio Luxe, or like all of these mainstream hotels but she’s using the fundamentals of craft medicine. Yes, because let’s face it, So I’m really excited to come up there and see her would love to come out and see you guys while we [unintelligible] thing yeah look for my calls on Saturdays because you’re in my new morning tea company. Love you.

Do you have any final words for our audience before we bounce out today?

Final Words

Becca Recker: I mean I would say stop by Frogsongfarm.com. If you need to try some CBD we have a 30-day guarantee of satisfaction so you can use the code BENEFITS that benefits with an S to save 10% on anything on our website any order over 50 bucks and we’ll ship it straight to your door anywhere in the US.

Sonia Gomez: Amazing and we’ll be sure to post all of the links around the blog here. We’re going to do a full-scale blog on you guys as well as highlighting some of the points of conversation and there are many from this interview here today you guys so make sure that you check out the blog and you can find all of the links and websites to the social channels and follow the mission of frogsong.com so that you can follow what they’re doing in their company and in their community.

Thank you so much for tuning in. And for those of you guys who are running existing businesses or are considering jumping into the river of the green rush, check us out at theemeraldcircle.com for more information on how you can accelerate your growth and success inside of the CBD space.

If you are a patient looking for the best products, go to frogsong.com, use the code BENEFITS or check us out at medical secrets calm for more information on how CBD can work for you. I’m your host Sonia Gomez, and this is The Hemp Revolution. We’ll see you on our next show.

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