Can you come up with a unique story?

Client- Can you come up with a unique story for our coffee brand?

Copywriter- Can you please describe your coffee making process?

Client- The plantation happens under a shaded environment. The hearty seeds are then picked and planted.Depending on the variety, it takes 3-4 for the cherries to ripen.

CW- 4 years?

Client- Yes. Only the cherries on the peak of ripeness are picked, and sun-dried for a few weeks.

CW- Why do you do that?

Client- So that the moisture is exactly at 11%. Then we run various processes like Milling, hulling to ensure only the purest seeds make it. Seeds are roasted at 700°F, before testing for taste. They are then packed and shipped.

CW- Very interesting. I will deliver the copies in 2 days.

The copywriter then set out to write the blurb that will be printed on every packaging of the brand. He came up with

Client- I asked for something unique. The entire coffee industry uses this process.

CW- But you’re the only one talking about it. The process is interesting and you’re teaching coffee lovers an illuminating process, your competitors don’t.

Sometimes presenting the universal facts clearly is all that a brand needs to be unique.

Client- Yeah, never thought so.