If I say the word “Amish” to you, what are the images that come to mind?
Perhaps your mind goes to thoughts of horse-drawn carriages, a close-knit community that stays within itself, or no use of modern comforts like electricity or photography. Maybe you think of the clothes Amish people wear or the long hours that they spend working.
Whatever comes to mind, have you ever thought of the Amish as geniuses at marketing? That’s a thought that crosses my mind when I think about the Amish. As you know, the Amish make it a point to stay in their community, and they steer away from so many aspects of modern life. The Amish have also created a reason for those of us who are not Amish to buy their products or visit their communities.
I am a big believer in marketing and think it’s an essential part of business success, and the Amish have lessons to teach the broader business community.
Brand Promise
Even
if the Amish wouldn’t say it themselves, there is a specific brand that
buying something Amish represents. The Amish are famous for their
dedication to extraordinary amounts of work, as much as 80-hour
work-weeks. This commitment to work allows them to be great
craftspeople. When you buy an Amish product, you know that it wasn’t
created in a factory with the use of technology. Amish products are
typically done by craftsmen and women who use their hands and tools to
make products as they were done a century ago. Doubling Down on their Niche The
Amish understand that the world beyond their communities is strikingly
different than what they represent. Every once in a while, you might
come across news articles about individuals who decided to leave the
community because they want to live in the modern world. However,
generally speaking, although some leave the communities and there is
probably pressure within the community to “evolve” and advance into the
modern world, the Amish also recognize that to maintain their way of
life, and their distinction, they have to retain as much of their
customs and practices. In other words, whatever the pressure that
Amish communities may feel to modernize and integrate into broader
communities beyond the Amish, most Amish groups instead double down.
They are true to their values, what they represent and how they want to
be viewed by the external world. They understand that they have a
particular way of life and most Amish communities choose to double down
and stay with their customs as they have been and not what is expected
of them. Think about that the next time you have investors or advisors
tell you should dilute your product line or the services you offer. Stay
true to what you offer and stay in your lane. Keep Working What Works for the Long-Term Finally,
the Amish have an understanding that their values and beliefs go beyond
whatever is the newest trend. Were you aware that Amish farmers tend to
have better crops than non-Amish farmers over the long term? How does
that happen? The Amish don’t use chemicals, and they grow different
types of crops on their lands keeping the soil working and profitable.
They think long-term strategy and not short-term gain. They understand
they want to keep their land productive for generations and they won’t
do anything to harm that idea. Sometimes entrepreneurs want to
chase the next trend or idea, especially in the beginning when they are
trying to get their business off the ground. However, the Amish don’t
look at the next idea or supposed promise that will make them money.
They know what works to keep their land profitable through generations,
and they keep working it. If you have a winning idea and you know that
there’s a market for it, keep your mind focused on the long-term and not
on the short-term. Next time you buy a product or service from
the Amish, or you visit an Amish community, think of them as expert
marketers and remember some of their lessons as you think about your own
company.