The goal is to reach farmers who are not normally information seekers yet would benefit in some way by adopting the practice. Select one of the three topics provided in the resource package.
There are two parts to the assignment:
1. Use the CaPTuRE Persuasion Map to plan your approach.
2. Design a flyer/poster/advertisement that appeals to values or emotional attributes of mainstream farmers to attract them to find out more about the selected practice.
Completing the CaPTuRE Persuasion Map
The map is largely self-explanatory. It starts by ensuring that both you and your client (farmer) agree on the nature of the problem that needs to be addressed.
You then have an opportunity to think about why the practices you want to encourage will provide a meaningful solution for the farmer. You are asked to identify 2 benefits and you should make sure that at least one relates to the emotional channel.
It is important that you can provide some form of justification for the benefits you identify. For example, if the benefit is to increase profits (the interests channel) you should have evidence, perhaps from field trials that this is true. If the benefit is that the farmer will have a sense of pride then you will need to justify this benefit on the basis of what you know about the farmer (eg. always likes to win the district competition).
Identify which of the 6 persuasion channels you are using in your approach. There could be more than one.
Next, determine if there are any barriers to adoption, such as cost, equipment, the idea is too complex etc. Identify whether the barriers are tangible, relate to decision inertia or decision paralysis. How can you resolve the barriers?
Finally, indicate what steps towards adoption you will ask the farmers to commit to and outline how you will support their decision.
Designing the hook
Using the case for adoption based on the emotional channel you outlined in part 1 design a flyer/poster/advertisement that will attract mainstream farmers to an event or activity where they will learn more about the practice you have in mind.
Remember, these farmers are not the sort that will go looking for answers without first being stimulated through some emotional appeal. When you appeal first to their gut feelings and they sense that this new idea will be good for them their minds will be opened up to hear the facts and information that underpin the practice. Your job is to open up their minds!
Use the order calculator below and get started! Contact our live support team for any assistance or inquiry.
[order_calculator]