“If I were a farmer, I would absolutely use AI.” 

That’s Jensen Huang, founder and CEO of NVIDIA. 

And he's pointing to one of AI’s biggest untapped opportunities: Farming. It’s an industry facing mounting pressure to produce more with less and it’s still massively under-automated. 

DIT AgTech brings AI, nutrition automation, and real-time data to livestock production, helping ranchers boost productivity and get more from every animal. 

And it’s already proven in one of the world's toughest livestock environments: 

Now expanding into the U.S. and Brazil, DIT AgTech is targeting a 300M+ head cattle market. And the biggest barrier to adoption? Gone. Ranchers get the technology for free when they sign up for a three-year nutrition plan. 

DIT AgTech can scale adoption faster, which means more data and more recurring revenue. 

Invest before this early-stage opportunity gets harder to access.

Invest in DIT AgTech Today

^{𝘐𝘯 𝘮𝘢𝘬𝘪𝘯𝘨 𝘢𝘯 𝘪𝘯𝘷𝘦𝘴𝘵𝘮𝘦𝘯𝘵 𝘥𝘦𝘤𝘪𝘴𝘪𝘰𝘯, 𝘪𝘯𝘷𝘦𝘴𝘵𝘰𝘳𝘴 𝘮𝘶𝘴𝘵 𝘳𝘦𝘭𝘺 𝘰𝘯 𝘵𝘩𝘦𝘪𝘳 𝘰𝘸𝘯 𝘦𝘹𝘢𝘮𝘪𝘯𝘢𝘵𝘪𝘰𝘯 𝘰𝘧 𝘵𝘩𝘦 𝘪𝘴𝘴𝘶𝘦𝘳 𝘢𝘯𝘥 𝘵𝘩𝘦 𝘵𝘦𝘳𝘮𝘴 𝘰𝘧 𝘵𝘩𝘦 𝘰𝘧𝘧𝘦𝘳𝘪𝘯𝘨, 𝘪𝘯𝘤𝘭𝘶𝘥𝘪𝘯𝘨 𝘵𝘩𝘦 𝘮𝘦𝘳𝘪𝘵𝘴 𝘢𝘯𝘥 𝘳𝘪𝘴𝘬𝘴 𝘪𝘯𝘷𝘰𝘭𝘷𝘦𝘥. 𝘋𝘐𝘛 𝘈𝘨𝘛𝘦𝘤𝘩 𝘩𝘢𝘴 𝘧𝘪𝘭𝘦𝘥 𝘢 𝘍𝘰𝘳𝘮 𝘊 𝘸𝘪𝘵𝘩 𝘵𝘩𝘦 𝘚𝘦𝘤𝘶𝘳𝘪𝘵𝘪𝘦𝘴 𝘢𝘯𝘥 𝘌𝘹𝘤𝘩𝘢𝘯𝘨𝘦 𝘊𝘰𝘮𝘮𝘪𝘴𝘴𝘪𝘰𝘯 𝘪𝘯 𝘤𝘰𝘯𝘯𝘦𝘤𝘵𝘪𝘰𝘯 𝘸𝘪𝘵𝘩 𝘪𝘵𝘴 𝘰𝘧𝘧𝘦𝘳𝘪𝘯𝘨, 𝘢 𝘤𝘰𝘱𝘺 𝘰𝘧 𝘸𝘩𝘪𝘤𝘩 𝘮𝘢𝘺 𝘣𝘦 𝘰𝘣𝘵𝘢𝘪𝘯𝘦𝘥 𝘩𝘦𝘳𝘦: https://bit.ly/4bzuWCi​  ​}

I used to watch business owners write their website copy and make the exact same mistake, every single time.

They'd sit down, think hard about what they offer, and write something like: "We provide comprehensive financial planning services with a personalized approach and 20 years of experience."

Then they'd wonder why the phone wasn't ringing.

The product wasn't the problem. The experience wasn't the problem. The mistake was simpler than that: they were selling the wrong thing. Not the wrong product — the wrong level of the product.

Here's what I mean.

Every product or service can be sold at three different levels. Most businesses camp out at Level 1 their entire lives. The best marketers reach Level 3 — and that's where the real buying happens.

The three levels are: Features, Outcomes, and Identity.

Your customer is almost always buying at Level 3. Your marketing is probably stuck at Level 1.

Features are everything about the product itself. The specs. The process. The deliverables. The credentials.

"Our platform has 200+ integrations." "We use premium, sustainably-sourced materials." "Our team has 15 years of experience." "You get weekly check-ins, unlimited revisions, and a dedicated account manager."

The upside: Features handle objections. They build credibility. They justify price. You need them — don't throw them out entirely.

The downside: Nobody wakes up at 3am excited about features. Features are the least emotionally charged thing you can say about what you sell. They describe the mechanism, not the meaning.

Nobody buys a gym membership because it has free wifi. They buy because they want to look and feel different. The wifi is a feature. It might tip the decision between two similar gyms. It will never be the reason someone decides to get fit.

To win at Level 1: Lead with features only in the late stages of a decision — when a prospect is already sold on the outcome and just needs to compare options. Not in your headline. Not in your pitch.

Outcomes are the measurable results your customer will see after they buy.

"Lose 15 pounds in 90 days." "Close 30% more proposals." "Never lose a lead to a slow follow-up again." "Rank on page one within six months."

This is where most good marketers live — and compared to features, it's a massive upgrade. Outcomes speak to desire. They're specific. They create a before-and-after picture in the customer's mind. They answer the question "what's in it for me?" directly.

The upside: Outcome-focused marketing converts far better than feature-focused marketing. Full stop. If you're stuck at Level 1, moving to Level 2 is the single biggest improvement you can make to your marketing right now.

The downside: Outcomes are still external. They describe what happens. They don't describe who the customer becomes. And here's what most marketing advice misses: when two options offer the same outcome, customers don't choose based on outcomes. They choose based on identity.

To win at Level 2: Make your outcomes specific, credible, and time-bound. Don't say "grow your revenue." Say "add $5k/month in recurring revenue within 90 days." The more concrete, the more it lands.

This is where the real purchase happens.

Not "what will I get?" but "who will I be?"

Every purchase we make is, at some level, a vote for the kind of person we are or want to become. A $400 chef's knife isn't just about cutting vegetables more precisely. It's about being the kind of person who takes cooking seriously. A premium accounting firm isn't just about cleaner books. It's about being the kind of business owner who has their act together.

Apple doesn't sell computers. They sell the identity of being a creative. Harley-Davidson doesn't sell motorcycles. They sell the identity of being a rebel who doesn't follow the rules. Yeti doesn't sell coolers. They sell the identity of being someone who doesn't compromise when it comes to the outdoors.

You don't have to be Apple. But you do have to know which identity your customer is buying when they buy from you.

The upside: Identity-level marketing creates loyalty that outcomes never can. A customer who buys your outcome will leave when a competitor offers a better outcome. A customer who buys their identity through you? They become an evangelist. They defend you. They refer you constantly. They wear your t-shirt.

The downside: You have to know your customer deeply enough to name the identity they're reaching for. Most businesses haven't done that work.

To win at Level 3: Stop describing your product. Start describing the version of your customer they become after they buy. What do they no longer worry about? How do they introduce themselves differently? What do they do on a Tuesday morning that they couldn't do before?

Here's a diagnostic you can run on your own marketing this week.

Look at your homepage headline, your email subject lines, your sales pitch. At which level are you selling?

If it describes what you do — that's Level 1.

If it describes what they'll get — that's Level 2.

If it describes who they'll become — that's Level 3.

Now ask yourself: what level is your customer actually buying at? Talk to your best clients. Ask them why they really chose you. Listen to the language they use. They'll tell you the identity story — "I wanted to stop feeling like I was winging it," "I wanted to feel like a real business, not a freelancer," "I wanted to finally look as professional as I actually am."

That language? That's your marketing copy.

Your marketing's job isn't to describe your product. It's to help your customer tell a better story about themselves — and to show them that buying from you is the first chapter.

Until next time,

Steven

P.S. Which level are you selling at right now — and which level do you think your best customers are actually buying at? Hit reply and tell me. I read every response.

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