As you may know, I have a bit of a thing for coffee.
I have way too much coffee making equipment, and have tried dozens of different coffees from all over the world.
And… given what I do for a living… I have become something of a student of the coffee business.
When it comes to marketing, coffee presents us with a few challenges.
First off, coffee is essentially a commodity. Literally, it is second only to oil in terms of its value as a traded commodity.
But from a marketer’s and a copywriter’s point of view, coffee is a commodity because… well… it’s just a green bean that is roasted until it’s brown.
It’s a brown bean.