story marketing

Shut up for a minute and let your customers tell your story.

September 2, 2015 by Leave a comment
Shut up for a minute and let your customers tell your story.

Man with mouth taped closedI was on the phone with a coffee company last week and we were talking about their marketing.

More specifically, I was anxious to talk about how they were telling their story.

Their business is online, but they don’t sell their own coffees. They curate and sell coffees from top roasters across the U.S.

Every day they are dealing with these roasters and, of course, with their customers.

But the story they tell on their website is fairly ordinary and flat.

Same old story you’ll find on a hundred other coffee websites. They are passionate about coffee. They love great coffee roasters. They want to share the best with their customers. And so on.

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Published in Coffee marketing

To differentiate your coffee, you need to find the right story.

December 4, 2013 by 1 comment
To differentiate your coffee, you need to find the right story.

Coffee bean in a spoonAs I have said in previous posts, the interesting thing about the coffee business is that we are all selling the same thing. It’s a brown bean. A commodity.

At the top end of the market, which is pretty thin, you can differentiate your coffee by its taste. A few people can taste the difference between a decent coffee, a good coffee and a great coffee.

But with most people, their appreciation of coffee is the same as their appreciation of art – they just know what they like.

So…if you are selling a brown, roasted bean – just like every other coffee company – how can you differentiate your own beans?

The answer is pretty simple. You tell a story.

Typically those stories revolve around things like the country of origin and the circumstances under which the coffee is grown, processed and roasted. Shade grown. Fair Trade. Organic. Small batch roasting. And so on.

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Published in Coffee marketing