From Fake Ads to Legacy Sponsorships: How We Built Farm4Profit Without Paying a Single Guest
The unconventional strategy that got us 500+ episodes, 3+ million downloads, and partnerships with agriculture's biggest brands
In 2019, we had a problem. Our podcast was growing, but we had zero sponsors and no budget to pay guests. So we did something that might sound crazy: we started creating fake ads for companies we wanted to work with.
I know what you're thinking. But hear me out.
We'd pick companies that aligned with our values—brands we actually believed in—and create 30-second spots for them. Then we'd send them the audio file with a note: "Just so you know, 900 people heard your company name on Monday's episode. If this interests you, let's talk."
It sounds ridiculous, but it worked. Those "fake" ads became real partnerships. That guerrilla marketing approach taught us something crucial: value comes first, payment comes second.
The "Banker on the Bench" Philosophy
My background is in agricultural banking, where I developed what I call the "Banker on the Bench" strategy. Instead of being pushy about loans, I focused on building relationships and providing value first. I'd run loan scenarios for farmers even when they weren't customers, showing them what different land prices would mean for their payments.
The philosophy was simple: be the person they call when they need help, even if you're not their first choice today.
This same approach revolutionized how we built Farm4Profit. We never paid a guest to appear on our show. Instead, we made the experience so valuable that they wanted to be there.
How We Made Guests Feel Like VIPs (Without Spending Big Money)
Our secret weapon? Preparation and genuine interest.
Before every interview, our team does a deep dive:
We research their farm operation, family history, and career highlights
We create detailed outlines showing we understand their story
We provide clear logistics: where to park, who to call, how long it'll take
We give them a "safe space" promise—they know content gets edited and they won't be blindsided
When guests see this level of preparation, they instantly feel valued. They know we're investing intentional time in understanding them as humans, not just extracting content.
The result? Guests become advocates. They share episodes, refer other guests, and often become long-term partners in our ecosystem.
The Pivot That Changed Everything
In 2020, during the Iowa derecho storm, everything shifted. We stopped asking "How can this help our brand?" and started asking "How can this help farmers?"
We did emergency episodes on:
Mental health resources for disaster recovery
Crop insurance claim processes
Short-term grain storage solutions
Property casualty insurance guidance
These weren't sponsored. They weren't monetized. They were just... helpful.
Our download numbers exploded. Why? Because we switched from self-promotion to service.
That's when we learned the most important lesson in content creation: when you focus on serving others, everything else takes care of itself.
Building Relationships That Last
The companies that sponsor Farm4Profit today aren't just writing checks—they're partners. Here's how those relationships typically develop:
Stage 1: Mutual Value Discovery
We feature their products/services because they genuinely help farmers
They see the authentic engagement from our audience
Natural conversations start about potential partnerships
Stage 2: Creative Collaboration
We work together on content that serves our audience first
They provide access, expertise, or unique experiences
We create content that feels native to our platform
Stage 3: Long-term Partnership
Contracts extend beyond single campaigns
We become extension of their marketing team
Success metrics align with both brand and audience goals
The Network Effect
Here's something most people don't realize: our best sponsors came through referrals from other sponsors. When you genuinely serve partners well, they become your best salespeople.
Some of those initial partners been with us for years because we deliver consistent value. They've referred other companies to us. Other legacy companies have come partly through industry connections who vouched for our integrity and reach.
This network effect is only possible when you prioritize relationship quality over transaction quantity.
What This Means for Content Creators
If you're building a podcast, YouTube channel, or any content platform, here are the key lessons:
1. Create Value Before Asking for Payment Start with free content that genuinely helps your audience. Prove your worth through action, not promises.
2. Treat Every Interaction Like a Relationship Whether it's a guest, sponsor, or audience member—invest in understanding them as people, not just business opportunities.
3. Serve Your Audience First When you prioritize audience value over monetization, the money follows naturally.
4. Be Patient with Partnerships The best business relationships develop over time. Focus on building trust and delivering results.
5. Authenticity Can't Be Faked Your audience can tell when you genuinely believe in something versus when you're just taking a paycheck.
The Long Game Pays Off
Today, Farm4Profit has partnerships with agriculture's biggest brands, a professional studio, and a team of 10. We've gone from fake ads to real revenue, from borrowed equipment to custom facilities.
But the foundation hasn't changed: we still prioritize relationships over transactions, value over vanity metrics, and service over self-promotion.
The agricultural industry needs authentic voices willing to serve farmers first and monetize second. When you get that order right, everything else becomes possible.
Building authentic partnerships in your industry? I'd love to hear about your approach. Connect with me at tanner@farm4profit.com or check out our full story at farm4profit.com.
Tags: #Podcasting #ContentCreation #AuthenticMarketing #Entrepreneurship #RelationshipBuilding #ValueFirst #AgPodcast #MediaBusiness #Networking #BrandPartnerships