In the rapidly evolving cannabis industry, one of the most critical aspects of marketing is understanding your audience—your consumers. Too often, cannabis brands communicate in terms that resonate with farmers or industry insiders but leave the average consumer confused or disengaged. While regenerative farming, terpene profiles, and cannabinoid ratios might excite those of us in the cannabis world, these terms often fail to connect with the broader consumer base. For effective marketing, it’s essential to meet consumers where they are, using terms and facts they understand and value.
Speak Their Language
When marketing your farm or brand, remember that most consumers don’t have the same level of knowledge about cannabis cultivation as you do. While terms like "regenerative farming" are important within the industry, only a small percentage of people—less than 10% of the population—truly understand what it means. Instead of using technical or niche terminology, focus on language that resonates with the average consumer.
For instance, while "regenerative farming" might be unfamiliar, the term "organic" is widely recognized and trusted. Consumers immediately associate "organic" with health, sustainability, and quality—values that align with everything regenerative farming represents. By framing your practices in terms consumers already understand, you create a bridge between your values and their priorities.
Example:
- Instead of saying: "Our farm utilizes regenerative farming techniques to improve soil health and biodiversity."
- Say: "We grow our cannabis organically, using natural methods to protect the environment and produce clean, high-quality products."
Focus on Benefits, Not Features
Consumers respond most strongly to how your product benefits them, not just the technical aspects of how it’s grown. While farmers might care about soil health or microbial diversity, consumers care about how these practices result in better, safer, or more effective cannabis for them. When marketing your farm, emphasize the "why it matters" instead of just the "how it works."
Example Benefits to Highlight:
- Health: Organic cannabis is free from harmful pesticides and synthetic chemicals, giving consumers peace of mind about what they’re putting into their bodies.
- Flavor: Natural growing methods enhance the terpene profiles, creating richer, more complex flavors.
- Sustainability: Choosing organic means supporting farming practices that are better for the planet.
By framing your messaging around the tangible benefits consumers will experience, you make your brand more relatable and valuable to their lives.
Simplify the Science
Education is an important part of cannabis marketing, but it’s crucial to avoid overwhelming your audience with overly technical explanations. Instead, break down complex ideas into simple, digestible concepts that consumers can easily understand.
Example:
- Instead of saying: "Our plants thrive in a diverse ecosystem that fosters soil mycorrhizal networks and maximizes terpene expression."
- Say: "We grow our cannabis in healthy, living soil to create cleaner, tastier flower with natural flavors and effects."
Consumers don’t need to know the details of soil microbiology to appreciate the results of organic farming. Simplifying the science not only makes your message clearer but also invites more people into the conversation.
Highlight What They Already Value
Consumers often make purchasing decisions based on values they already hold, such as health, sustainability, and quality. By tying your farming practices to these values, you can position your products as the obvious choice.
Key Consumer Values to Align With:
- Organic and Natural: Most consumers already understand and value the term "organic." Emphasizing your organic practices builds trust and credibility.
- Clean and Safe: Highlight that your cannabis is free of harmful pesticides, synthetic fertilizers, or residues, offering a "clean" experience.
- Environmental Impact: Many consumers care about sustainability and reducing their carbon footprint. Explain how sun-grown cannabis is more eco-friendly than energy-intensive indoor grows.
Example Messaging
"Our cannabis is grown under the sun, just as nature intended, using organic practices that protect the environment and produce clean, flavorful flower."This type of messaging reinforces your farm’s values while speaking directly to what the consumer cares about.
Use Familiar Comparisons
Analogies and comparisons to other industries can help make your brand’s story more relatable. For example, comparing cannabis farming to winemaking or organic food production can give consumers a familiar frame of reference.
Examples:
- "Just like how a vineyard’s soil and climate influence the flavor of wine, our cannabis reflects the environment it’s grown in, creating unique and vibrant flavors."
- "Think of our cannabis like the organic produce you find at your local farmers market—grown sustainably, with care, and free of harmful chemicals."
These comparisons help consumers understand the value of your product without needing to dive into the technical details.
Show, Don’t Just Tell
Visual storytelling is a powerful way to connect with consumers. Use photos, videos, and social media posts to show your farming practices in action. Consumers may not understand terms like "regenerative farming," but seeing images of healthy plants, diverse companion crops, or a vibrant outdoor grow can communicate the same message without words.
What to Share:
- Photos of your farm’s natural environment and sun-grown plants.
- Videos explaining your growing practices and why they matter.
- Stories about your team, your mission, and the care that goes into every harvest.
By showing your values instead of just talking about them, you make your message more engaging and memorable.
Educate, But Start Small
While most consumers aren’t experts, many are curious and want to learn more. Use your marketing channels to educate them about your practices—but start with the basics. Introduce one concept at a time in a way that’s easy to understand and tie it back to how it benefits them.
Example:
- "Did you know? Sun-grown cannabis uses natural sunlight instead of artificial lighting, which is better for the planet and creates more flavorful flower."
- "What does organic mean for cannabis? It means your flower is grown without harmful chemicals, just like the organic fruits and vegetables you trust."
Over time, you can build a deeper understanding of your audience, but the key is to keep it accessible and relevant.
Consistency is Key
Finally, ensure your messaging is consistent across all channels. Whether it’s your website, social media, packaging, or in-store displays, your language and tone should always reflect your brand’s values and focus on what matters to the consumer. The more consistent your message, the more trust and recognition you’ll build.
Conclusion: Meet Consumers Where They Are
In marketing cannabis, it’s not enough to simply share your expertise—you need to make your expertise meaningful to the consumer. By using simple, relatable language, focusing on benefits, and aligning with their values, you can create messaging that resonates and drives action.Remember, it’s not about watering down your story—it’s about framing it in a way that connects with the people who matter most, your customers.
