As an experienced communications professional, I am well aware that it does not matter a rip what you say, how you say it, or how you look - if someone is not ready and willing to listen, they will not hear you.

The key is to find that split millisecond when people take down their natural defenses and actually listen to what you are trying to tell them. Talk to any teacher or any parent, and they will tell you about the teachable moments.

These are extremely short segments of time when your students or children will actually listen to what you are saying. These moments can appear suddenly, without warning and can disappear just as quickly. Thus, you must be ready to pounce when you realize you are actually getting through.

This works when teaching history, when teaching children why they should not talk to strangers, and when telling consumers about agriculture.

These teachable moments are coming more often today than perhaps at any time in recent history because people are interested in food, interested in the environment, and interested in technology. This presents a unique opportunity to communicate one-on-one with people who are willing to listen.

For example, last week I was on the phone with, of all people, the phone company. I was ordering more lines and equipment for Hoosier Ag Today. While my representative was processing my order, he asked the question, “What kind of business are you in?” I told him we were an agricultural communications company.
“What is that?” he asked. So I explained how we provided information for the agricultural community. He then started telling me about a relative of his who was majoring in agricultural research at Cal Poly.

This led into a discussion of genetic engineering, biotechnology and Monsanto. Things were going fine until he mentioned a certain documentary that dealt with these issues. “Would that be Food, Inc.?” I queried. When he answered affirmatively, I saw the teachable moment. I then explained calmly and succinctly, yet firmly that, in my opinion, Food, Inc. was 90 percent lies and 10 percent misinformation.

We then discussed how new technology will be needed to double our food production in order to feed the world. I ended by saying some people are just against technology - be it food production technology or telephone communication technology. While I doubt if I turned him into an advocate for American agriculture, I do believe he will think twice next time he sees Food, Inc. or other anti-agriculture propaganda. All it took was a teachable moment and the willingness to speak up.

A few days later, I was getting an estimate on some repair work at my home. The estimator asked about the large number of model tractors I have on display. This, of course, led to a discussion of agriculture. He told me that he buys fruits and vegetables from a local farmers’ market.

I said that was great, then asked if he had ever considered buying meat, cheese and processed products direct from local farmers. He said no, and I was able to give him information about where he could find such resources - another teachable moment.

All of us have these moments, and they are more important and effective than we might think. A personal conversation at the right time can have a much greater impact than those ads for HSUS on cable TV. Look for your own teachable moments and find ways to connect with consumers.

The views and opinions expressed in this column are those of the author and not necessarily those of Farm World. Readers with questions or comments for Gary Truitt may write to him in care of this publication.