b'INSIDERSCONTENT MARKETINGWhy the Soft Skills of Storytelling Can Pay Big SHAWN BROOKPresidentSeed World CREATEFor many of us that started our career inapproaching with a good product/brandresearching a product or service, the salesspecifically in product saleswestory can make the difference. final decision we make is often guided by were likely indoctrinated into school ofWhy you ask? Its because we engageon our emotions. When you share a story features and benefits selling. If I asked youwith a story differently. When boiledwith someone you communicate experi-right now to tell me about a new productdown, marketing is all about telling aences in a way that can give your brand your default might be to say somethingstory. Stories create a customer centricmeaning and allows your readers to relate like: Product A is new and does X, Y, andconnection between your brand, pros- with you on events in their own lives.Z ten times better than the other productspects, and customers. Business story- On a daily basis were bombarded by on the market. That means youll get threetelling can humanize your company, getinformation. A great story helps you cut times more protection in the field. your message across, and promote yourthrough the noise and grab the attention Now dont get me wrong there is aproduct without being imposing. A wellof your customers, who will remember time and place for features and benefitstold story should engage and attract yourhow your story made them feel and that selling, but for customers just gettingaudience, motivating your target audiencebond is where the magic happens. to know your company, your brand, andto learn more about your company.Tune in next time when we talk your products you might not yet haveSo how does storytelling translate inabouthow to deliver an impactful story!earned the confidence of your prospectivebetter sales? leads. This is where shifting tactics andWhile we might use logic while TURF AND FORAGEHome-grown is Home-earnedCHRISTIAN S. JENSENHead of BiotechDLFHow can farmers deal with increasinghave become more attractive in compar- per feed unit is minor at the current pro-expenses on forage protein, energy andison with maize, which has become rela- tein prices. In addition, there are environ-fertilizers? A very large part of the nitro- tively more expensive as a forage followingmental and climate benefits in producing gen fertilizer, that European farmersthe steep increases in protein prices. It isprotein yourself.need, is produced with energy based onno longer enough to look at which forage isFarmers should make their own cal-gas. We have all heard of extremely highcheapest to produce. You also have to lookculations on what pays best and when cal-energy-prizes for almost a year and ofat the value- and the content of protein ifculating the protein content, they need to shutdown of N-fertilizer production plantsyou want to optimize the bottom line.keep an eye on the clover/grass proportion as a consequence. The impact on the ferti- A Danish study, that compared maize,in the sward. This is optimized by correct lizer prizing has been immense. The prizeclover-grass and alfalfa, shows that thereestablishment, a fertilizer strategy that is of one kilo of nitrogen exceeds two eurosis 700 kg more protein in clover-grass peradapted to the clover proportion, and an which is more than double up comparedhectare compared to maize and 1,400optimal silage cutting strategy.with last season. On top of this China andkg more protein in alfalfa compared toFinally, it is also a fact that clover Russia have introduced export bans onmaize. The extra protein corresponds tograss and alfalfa have a great pre-crop fertilizers to protect their own farmers.an added value of 500 euros per hectaresvalue and make 120 kg nitrogen available This is a good incitement to considerin clover-grass, and 960 euros per hectaresfor the subsequent crop. to be more self-sufficient with protein andin alfalfa compared to maize at currentGrass-clover mixtures come in sev-to grow your own fertilizer using N-fixingprices. With an optimized cutting strategy,eral different blends depending on region legumes. Studies have shown that you arethe research group was able to achieve sim- and usage. In regions with costal climates, able to harvest up to 3-ton protein/hailar energy concentration in clover-grass asthe major component is perennial ryegrass from clover-grass, even with less nitrogenin maize, but the clover-grass contributed(85 per cent) in combination with white application than 100 kg N/ha.with a significantly higher protein content.clover (15 per cent). In areas with con-High protein and low-cost forageIt is still more expensive to produce energytinental climate, clover-grass mixtures from clover and grass and protein in clover-grass compared withoften include forage fescues and festuloli-Economically, clover grass and alfalfamaize, but in alfalfa the price differenceums in combination with red clover.22IEUROPEAN SEEDIEUROPEAN-SEED.COM'