New way to measure blog ROI

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I got an email from this guy who told me he thinks I need a friend on a farm. I think he wrote the email right after I wrote about being a pint-sized ENTJ on the estate-sized front lawn of my grandma’s house. I am not sure how he knew I am fascinated with farms, but I am. And I’m always curious about how family farms work here in Wisconsin: what life is like, and why do people keep choosing that?

He invited me and my kids. He told me the farm was more than an hour out of Madison. Ten minutes out of Madison is farmland, so more than an hour out is really hard core. I went to a farmer’s market with my oldest son to check out the farmer, to make sure he wasn’t an ax murderer or something.

To be honest, I couldn’t tell from looking at the farmer’s market. Really, even an ax murderer has to have a job. I asked for his phone number, in case I got lost on the way to the farm. He told me it was a party line — a term I haven’t heard anyone use in real life. He also said his parents might answer the phone.

“You live with them?!?!” I tried not to sound judgmental. I write all the time about how living with your parents is a good idea. But I couldn’t stop thinking about how Norman Bates lived with his mom.

The farmer said, “Don’t worry, I’m not Amish.”

I thought that was charming. I mean, of course I didn’t worry that he was Amish because I don’t know anyone who is Amish. I didn’t even know there were Amish people in Wisconsin. But you can learn a lot about someone by how they choose to reassure you. And somehow this was so genuine that I was, actually, reassured.

The farm was really in the middle of nowhere. It was in Wisconsin, but it would be a suburb of Dubuque, Iowa, if Dubuque had suburbs. I had to call twice because I thought I was lost. Both times, the farmer said that I was actually following directions just fine.

The farmer lived in a town of 500 people. None of whom I could see from his farm.

I parked my car in the middle of his dirt road. Or his front lawn. They were sort of the same. There were fields everywhere. It was every farm: Red barn, white house, green fields.

The first thing I said to him: “What are you doing out here? All alone? Who do you talk to? You don’t even have a real phone.”

He smiled. He said he had friends.

I looked around and decided his friends were very far away.

It turns out, though, that his friends had kids. He had “city friends” and they brought their kids to visit the farm. The place was tricked out for kids: a rope for swinging, baby chicks to hold, baby pigs to pet, and ten cats he let my son feed. We walked to the field with the cattle, past the hens and roosters, alongside the vegetable garden that was for the pigs to eat, stepping through the barbed-wire fence. The farmer scanned his field for the herd of cattle, and my son held his hand while we traipsed toward the cattle.

“I don’t get it. You read my column and sent me an email to come to your farm?”

“I wouldn’t send an email to a syndicated newspaper columnist. I saw the note at the bottom of your column about your blog. So I started reading your blog. And then I bought your book. And then I wrote to you.”

“You read career advice?”

He thought my question was funny. “I’m an entrepreneur. And I read your blog because you write a lot about entrepreneurship.”

“You’re an entrepreneur?”

“Farming is changing a lot. It’s a lot like what you say about how corporations won’t take care of you and you have to take care of yourself.”

The farmer told me about how the buy-local movement is great for his farm. It’s increasing profits for farmers who can shift their business model.

He called out sort of a bird call (but deeper, for cattle) and the herd walked toward us. I thought there would be a stampede like in a movie, but they just came to say hi.

My son fed grass to snot-dripping Angus cattle and I asked the farmer if these cattle are those organic, grass-fed cattle that I see at Trader Joe's.

The farmer said that they are hormone free and grass fed, but he doesn’t get certified organic. It’s just jumping through hoops for the government and he doesn’t need to do that in order to sell to socially conscious restaurants. I liked that he was cutting corners. I liked that he knew which details to ignore.

I asked him how he knew what to write to me in an email, and he said that today, the family farm is about marketing. “It was a sales pitch,” he said. “I thought you had a problem and I thought I could solve it.”

I thought of all the problems I have and tried to remember which one he said he was solving. I felt like there were so many he could solve, but if he had mentioned them all, I’d have never responded to his email.

On the way back to the house through the field, he told me he thought I needed a place I could go that was peaceful. He told my son not to step in cow pies. We ducked under the electric fence. He told me it wasn’t on, but he wanted us to practice because it might be on the next time we came.

I got excited that he thought there would be a next time. I thought my life could be very peaceful here, as I looked out on the fields like they could fill my days. I made a note to see how much it would cost to get wireless Internet at his house.

We arrived at the farm at 5pm, so I brought dinner. My son and I are two of the pickiest eaters in the world, but I wanted to bring something that the farmer would like to eat. I brought chicken wraps and vegetable wraps. And I brought bagels for me, because I eat them almost every meal. I brought desert so I seem fun. And I brought popcorn for my son because that’s one of the only things I know he’d eat that would occupy him for the duration of an adult meal.

“I know there’s a lot of food,” I said. “You can keep what we don’t eat.”

“I don’t know if I’d eat it all,” he said. “Maybe you should take back the cupcakes.”

“Just throw out everything you don’t want,” I said.

I looked at the farmer. That did not go over well. “Um. You don’t throw out food, do you?”

“Not really. No.”

I thought about throwing out an Angus steak that I grew and slaughtered myself. It would be impossible. I didn’t know what to say. Next to my farmer, I looked less like an environmentally-conscious city person and more like a heathen.

I told my son he had to eat two mini-Gouda cheeses before the popcorn. Mostly for show. So the farmer thought I didn’t let my kid eat popcorn for dinner. The farmer had never seen Gouda cheese. So he put one on his plate. Along with a bagel.

The farmer asked if we give thanks before a meal. I looked at him, speechless. I think because I want to be a person who gives thanks, but I could tell he was a person who really did give thanks.

He asked if it was okay. And how could I say no, it’s not okay to give thanks?

So the farmer thanked God for our food and our safe trip.

And my son ate extra cheese and looked very healthy.

And I thanked God that my blog introduces me to people who can change my life.

_______________________________________________________________

Other posts about the farmer:

How I started taming my workaholic tendencies

Self-sabotage is never limited to just one part of your life

Think of networking as a lifestyle, not an event

156 replies
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  1. Rosie
    Rosie says:

    What a lovely story! Thanks for sharing it. This is so encouraging – we’re not just alone thinking about promotion and marketing and doing better, but we, your readers, are actually a community of good people. I’m glad that people like this farmer are out there.

    (Also, it’s brought back memories of rural Missouri and riding horses in Kansas as the sun set over the fields.)

    If you came to visit me in my city, St Albans, I would take you around our Roman ruins, walking through our nearby woods and muddy lanes, the hedgerows frothing with cow parsley. The small beauties I take for granted would, I’m sure, be surprising and relaxing to someone seeing them with fresh eyes.

  2. Sidney
    Sidney says:

    This is a well-written but cliched post. Farmers are no more “salt of the earth” types than the urban teacher, police officer or anyone else who do the necessary jobs that make civilization possible. And they are probably even more self-interested and insular as the rest of us. Look at how much subsidies they willingly accept while decrying “welfare” for truly needy people. Look at how our trade barriers ravage third-world farmers. I’ll believe this “salt of the earth” nonsense when I see farmers campaign for elimination of agricultural subsidies and reduction of trade barriers.

  3. Andrea
    Andrea says:

    Are you sure you didn’t just fall asleep on the couch in front of ‘The Horse Whisperer’?

    (I liked the part about his farm being “tricked-out” for kids with chicks and swings…and not a Wii in sight!) I’m surprised he doesn’t just keep jumping through hoops though and get that ‘Certified Organic’ stamp. I wonder why it would be more profitable to go grass-fed and hormone free even if you run the risk of being eschewed for being thrown in the ‘conventional’ heap anyway? This guy must indeed know his stuff.

    And with posts like this one, sometimes I wish this was a photoblog. Would love to see you knee-deep in cow poop (and so would some of your snarkier commenters, I’m sure).

  4. Lance
    Lance says:

    Great post!
    Reminds me of my childhood and spending good parts of my summers on my uncle’s farm in Wisconsin. Great memories!

  5. Greta
    Greta says:

    @Paul R Williams:
    I LOVE you for saying ‘side by each’. I use that line on my west coast friends and it just kills them.

  6. Arnie Kleinsasser
    Arnie Kleinsasser says:

    Great post! Farmers are some of the best entrepreneurs. I can relate to this blog growing up on a big farm here in Montana. I would also encourage you to seek an Amish community for the experience. You will be amazed at the craftsmanship, talents, and the many system in place to make things go effectively.

  7. Kate V
    Kate V says:

    I truly enjoy reading your blog and this post was my absolute favorite! I hope it turns romantic lol. The part about not wanting to throw away food that you grew yourself was really eye-opening. Great job!

  8. sophie
    sophie says:

    Unfortunately, Sidney is correct on the subsidy comments. I’m from farming Wisconsin and can vouch for the tens of thousands of dollars some individual farmers receive for various reasons…anything from not planting on specific acreage to cutting back on milk production (or whatever commodity happens to be in excess). What’s worse, it’s the often farmer that makes the most money that collects on the greatest subsidies. Yes, farming is business just like any other business, and the rich have a way of getting richer, not always in the most ethical of ways.

  9. Mrs. Micah
    Mrs. Micah says:

    Farmers aside, I think the greatest ROI I’ve gotten from my blog has been the relationships with other bloggers and readers. I’ve made friends, found deals, hung out with people, discovered career resources…all kinds of stuff.

  10. Beany
    Beany says:

    To borrow your term, my blogs is about the intersection between life, values/ethics and money. Its basically the stuff I am somewhat obsessed with and I find that they are very related. I want to spend less money but I had to pick the areas I wanted to do that with. For example I believe that if you look at just the cost on a sticker of a loaf of bread or meat at a Walmart, there is a load of externalized costs that are not accounted for. Why is that meat $2.19? What was that cow fed? How much was the butcher paid? How much was the packaging company paid? Am I comfortable knowing that the cow was probably fed a diet anthetical to its nature?

    I really enjoyed this post because I was wondering when you would make that step toward getting closer to your food source. The career advice is great…but alot of the U.S. economy’s growth is based on assumptions of infinite growth that was growing exponentially when energy was almost free. So I need to know how to make a career move or be a good manager, but at the same time, events that have been put in place well before I was born will come to head in my lifetime with several groups of people competing not just for jobs but also for increasingly scarce energy resources.

    I don’t mean to sound nutty, but I think getting in touch with the local food supply is as important of an idea as learning how to navigate the career ladder.

    Thank you for this post.

  11. Frank Roche
    Frank Roche says:

    That’s the first blog post ever that made me cry.

    You have a lot of people who root for you. I know I do from out here in Philadelphia.

    That story struck really close to home because my father-in-law was the head of Farm Service and was based in Madison for a long while before he returned to Iowa. Farmers are good people, and you met one of the best.

    Peace to you and your family. You have found it.

  12. Christine
    Christine says:

    Am so glad that I discovered your blog. I am hooked now, a regular reader.

    To echo what (most) everyone has written here: this is one of your best posts. Loved the natural rhythm of this post.

    One of my favourite lines: “And my son ate extra cheese and looked very healthy.”

    Amen!

  13. Breanne Potter
    Breanne Potter says:

    As an ISTJ who is obsessed with shopping and needs immediate gratification, I’d see living (or even visiting a farm) as a nightmare.

    I live in Kansas City- if you ever need an escape to shop, I’m your girl! Oh, and you can throw out all the food you want!

    I am a regional consultant, so I travel by plane frequently and when I look down and see a random farmhouse in the middle of nowhere my first concern is what they do when they need to make a 10:00 pm trip to Target for fun!? I relax by walking through Target. In fact, I’m house hunting right now and my priorities for location include having the following within a 10 minute driving radius: Target, Walgreens, Old Navy, Kohls, The Limited, Starbucks, a NICE grocery store, QuikTrip, , nail and tanning salon, Cold Stone Creamery, my bank, and some kind of healthy sandwich shop.

    As I fly over a secluded farm I also wonder how much the FedEx guy hates his route, how the kids will probably never get excited to hear the sounds of the ice cream man in the neighborhood, and how long it takes to run to the store for milk (oh wait, they have cows, right?!).

    What about ambulances, police, and fire trucks? How long do they wait for those. I’m fascinated by your well connected farmer and hope you ask LOADS of questions next time you “relax” on his farm. Please post what you learned…my mind is spinning with questions.

  14. Neil
    Neil says:

    Sorry Penelope but this doesn’t really have anything to do with with blog return on investment. That’s what you were aiming at, right?

  15. Rachel
    Rachel says:

    Can only echo what others have said – loved this. I’ve read your blog for a while now, but this is the first time I’ve been prompted to comment.

    As one of your UK based subscribers Wisconsin has never really crossed my radar, but you transported me there, and also made me stop and think for a while about a whole bunch of things including farms, children, food, marketing and responding to change.

    Bravo!

  16. Dawn
    Dawn says:

    Date the Farmer! He sounds really grounded in who he is, and he obviously made a profound impression on you!

  17. Larry Sapadin
    Larry Sapadin says:

    Wow. You really touched on something here. I almost never comment on blogs, but this was a wonderfully rich and provocative story. It’s almost like fiction; I can’t wait for the next episode!

  18. Rick
    Rick says:

    I wish I learned 20 years ago what you just learned. Slow down and smell the roses.

    Aren’t you glad you live in Madison?

  19. Brian Johnson
    Brian Johnson says:

    What makes you successful as a writer, I believe, is very much on display in this post. You’re introspective and honest in a very public way. I don’t know if or how those qualities translate into success as an entrepreneurss, but man do they make you a compelling writer. I hope your drive to run a business doesn’t ever requiring sacrificing this talent.

  20. lamishia
    lamishia says:

    im all about meeting people that can change my life. in fact i could use a few right now. good luck to you penelope. :-)

  21. Orbit
    Orbit says:

    Wow, Penelope, I love the brave way you write. Thank you for allowing us to see your journey.

  22. Shannon
    Shannon says:

    That is a great story and a fantastic way to show how your blog can help you see new and interesting perspectives.

    So did you decide if you’ll be going back out to the farm?

  23. J
    J says:

    @Neil- I agree that it’s not the clearest connection to see, but Penelope met someone who could change her life (this farmer) as a result of her blog (he decided to contact her after reading her blog). So meeting someone who could change your life is a new way to think of/measure ROI.

  24. Lea
    Lea says:

    I’m so glad to hear of a good day in your life. You’ve blogged about so much of the hard stuff in the last year — finding family time, starting a business, getting divorced — that it’s beautiful to see you finding some peace.

    And to the farmer: Your generosity is awesome.

  25. Ed
    Ed says:

    I enjoyed the post and it set off the reminder in my head while long ago I promised myself to limit my blog reading. Why? Because getting outside and actually doing, seeing, smelling, touching and living is so much better than letting others do it… then letting them tell me about it. It’s also healthier for my kids too.

    Good post Penelope.

  26. JR Enthusiast
    JR Enthusiast says:

    Penelope,
    Such an interesting post – thanks! I’d like to share something, too. I think it also deals with the themes of perspective, and some of the other things you’ve posted in your blog.
    I just finished reading James Arthur Ray's newest book, Harmonic Wealth, and I had to share this concept he has that I think makes so much sense: LIVING FROM THE OUTCOME (Page 322). James says that most people live toward the outcome, meaning you are living like you don't have it yet. He says you should shift your thinking so that you are LIVING FROM THE OUTCOME and thus sending out the energy to the world that you already have it. Think, feel, and act like you've already made it and the universe will say "Your wish is my command."
    For me, that meant acting like I was more valuable as an individual – €“ acting like a $500 a day earner instead of a $150 a day earner (no more reality TV marathons!) and acting like a thin and fit woman instead of a slightly overweight and sometimes lazy woman (goodbye Ranch Doritos!). Honestly, in the two weeks since I put down the book, things have started changing. And I think it really comes down to that one concept.
    Check out the Harmonic Wealth site and link to the book: harmonicwealth.com/read
    -A JR FAN

  27. GeorgeB
    GeorgeB says:

    Hello Penelope, I seldom comment on all the blogs I read – though I almost did the when you posted about being “eccentric” and what that meant to a man “in bed”… can’t even get myself to type it out!!!

    It was a very heart-felt, touching story – this is why I read your blogs: not just for the “inside juicy scoop” on corporate live, but that the stories mostly connect and touch me. It’s a hard balance between life and work that you/me/we tend to get caught on the work side.

    This story felt like a slap in the head to wake-up and remember we really work to live. And when we feel like shit, we just try to “work harder” or “work smarter”, not live better. I think it’s a great step to see you experiencing living better. It’s a truth that cuts me to the bone.

  28. michael cardus
    michael cardus says:

    Farm owners are the early form of entrepeurs.
    I myself worked on a farm until I was 18.
    Those were some of the most formative years of my life. I never will forget the time I helped birth a baby calf. It was the most disgusting thing I ever saw!!

  29. Debbie Phillips
    Debbie Phillips says:

    You just blew my mind … your writing gets better and better and your perspective more and more intriguing. I read this with the relish of a romance novel. (and, I don’t even read romance novels;-) Your best yet!

  30. Jen @ JenuineJen
    Jen @ JenuineJen says:

    Normally, I read your posts in my reader and do not click on through to your blog. I loved this post and wanted leave a note letting you know it was awesome. Obviously, I was not the only one who enjoyed it. You are an excellent writer and enjoy reading your posts.

  31. Farmer Jen
    Farmer Jen says:

    Your farmer appeals to the realism so many city slickers are missing in their fast paced, cookie cutter lives.

    I grew up in the country, with all the values your farmer espouses, and after I moved to the big smoke and began a career I also got caught up in the pace of life. Until about 3 years ago when the lure of the land called me back.

    People love hearing my stories from the farm, and seeing animals enjoying an easy existence. I never really connected why til I tapped into what people in the city don’t have access to.

    So I’ve started sharing what’s going on at the farm on my blog http://www.farmerjen.com It’s not as eloquently written as yours but people like it for the peek into wonderland it affords them.

  32. ourgirl
    ourgirl says:

    so i dig the post as i live the dream: once a small time entreprenuer, now small time bureaucrat during the week, entreprenuer farmer by weekend. its a beautiful thing, trying to direct responsible best business practices by weekday and trying to direct responsible best land practices by weekend.

    i want to thank everyone for their supporting comments to penelope's blog, their interest in eating local; for experimenting with their food; being concerned with how the land is being used; and where their food comes from.

    we appreciate it.

  33. Terence Ow
    Terence Ow says:

    Love this post. Penelope, how do you not know about Amish in Wisconsin? This summer, please promise me that you go to Spring Green to watch a play at the American Players Theatre and there is an Amish Community there. Go visit them, you may get answers about entrepreneurship that you never expect. Remember they do not use electricity so it would be hard for someone to blog here and invite you.
    One thing about farmers and entrepreneurs are there is no gathering around and discussing pros and cons etc aka no analysis paralysis, someone decides what to do and they do it and they learn their mistakes if there is any. Much is based on experience. I think too many times, in a corporate environment, we discuss way to many times and seek consensus to please everyone and doing justifications and return on investment etc and miss the boat.

    Enjoy your summer.. and what is this about road works on East Gorham in Madison.

  34. Becky
    Becky says:

    This Kansas born girl relates. When you throw in with the universe sometimes you get something really cool back – pretty amazing.

  35. finance girl
    finance girl says:

    I love this and that’s so cool that your blog made this experience happen. (My husband was raised on a farm, btw, and so I am partial to farms and ranches).

  36. Brian C.
    Brian C. says:

    first time commenter, long-time reader… this post was your most captivating yet. I liked your humility and sense of wonder. The tone was perfect. Sounds like a successful mini-retreat that all us city dwellers could benefit from.

  37. Jeremiah
    Jeremiah says:

    Reading this felt like drinking a tall glass of homemade lemonade on a summers day :)

    Take care!!!

  38. Hagar
    Hagar says:

    I just read this post for the fifth time in two days. I keep telling people to come read it. Every time I start I say I just want to read the beginning, or the part about the cattle stampede that didn’t happen, or the end about saying grace. And then I read it all in spite of myself because it makes me so happy. I smile the whole way through. This is probably the best thing I’ve ever read on the Internet.

  39. Brip Blap
    Brip Blap says:

    Absolutely wonderful post. I read everything you write but seldom comment, but this was a gem. Kudos. Your writing and subject matter just gets more and more compelling.

  40. Carrie
    Carrie says:

    I absolutely loved this story. Came via a link in Brip Blap’s roundup this week and think I’ll end up staying for a while now…

  41. Cheryl Smith
    Cheryl Smith says:

    Beautifully written! GREAT story. You made me laugh and you touched me with hope, and filled my heart with gratitude. Thanks for all of it!

    I never thought of myself as a city girl until I realized I was in college before I ever saw a cow up close. Your comment about being an environmentally-conscious city person reminded me of that.

    Fun read. Can’t wait to hear about next time. But where’s the part about the kiss? ;-)

  42. Jessica
    Jessica says:

    There are tons of mennonites and amish in Wisconsin. If you get up to Northern Wisconsin around HWY 29 you will see mennonites riding their pedal bikes on the highway.

  43. Mike
    Mike says:

    Enjoyed the post. If you’re ever in Southern Iowa and want to visit a farm. Ours is “different!”

    (Of course, our Jersey cows have great manners and always wipe their noses) ;)

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