Creative Copywriting for a Coffee Champion
Japan has long had a vibrant coffee culture and a community of connoisseurs who appreciate the finest in specialty beans.
Our Client
A local Tokyo agency had a client, one of the world's top baristas. In addition to being well-known in Japan among specialty coffee fans, he was also making a name for himself internationally. I was subcontracted to help localize his company's English ecommerce website and ongoing email marketing.
Setting up a New English Site
We began with an in-depth analysis of the brand's core values and strengths, which led to a comprehensive digital strategy encompassing market research, website strategy development in English, website creation, expert copywriting, content production, and complete management of advertising operations. These efforts aimed to craft a narrative that informed and engaged international customers by highlighting the unique qualities of the brand's coffee.
Utilizing Shopify, an accessible and highly manageable platform, the brand was able to streamline inventory and customer management. This technical solution provided the backbone for the brand's ecommerce operations, supporting the seamless integration of marketing and sales processes.
The Brand Voice
The brand was heavily centered around the personality of its leader, who set the tone with his warm and friendly writing style. Since his English was limited, I would first create a direct translation that was a mirror copy of the original Japanese. Then, I would propose a rewrite that would more effectively convert site visitors into customers.
For example, below is a short excerpt from their About Us page.
Direct Translation
The coffee beans we handle are of the highest quality and are called specialty grade. Less than 5% of the total production is of this high quality and rare. In recent years, the number of coffee shops that carry this grade of coffee has been increasing, but is the coffee you receive from us special? Is the coffee that arrives at the customer's doorstep special? "Specialty grade" refers to the quality at the green bean point, and after that, roasting and extraction are performed.
No matter which of the farmer, roaster, or barista is missing, the coffee delivered to the customer should not be of the highest quality. We promise to provide our customers not just specialty-grade green coffee but a "special coffee experience" resulting from determining the best roast for each coffee and extracting the right coffee for each roast. We hope you will enjoy this special coffee experience.
Rewrite
At our company, we take pride in sourcing only the finest coffee beans, known as specialty grade. This rare and exceptional coffee accounts for a mere 5% of global production. While the number of coffee shops offering specialty-grade coffee has risen in recent years, the quality of the final product reaching customers can vary greatly. Overly sour, excessively bitter, or poorly balanced flavors can mar the coffee experience.
"Specialty grade" refers to the quality of the raw beans. However, the roasting and extraction processes that follow are equally crucial. Without the expertise of skilled farmers, roasters, and baristas, even the highest quality beans may fail to yield an exceptional cup of coffee.
Our promise to you, our valued customers, goes beyond simply providing coffee made from specialty-grade beans. We are committed to delivering an unparalleled coffee experience that can only be achieved through meticulous attention to detail at every stage of the process. By carefully selecting the appropriate roasting profile for each bean and performing precise extraction techniques, we ensure that every sip you take is extraordinary.
We invite you to indulge in this coffee experience and discover the true potential of specialty-grade coffee.
Explanation
The rewrite is more effective in appealing to specialty coffee fans for several reasons:
Engaging Introduction: The rewrite opens with a strong statement about the company's commitment to sourcing the finest coffee beans, immediately capturing the reader's attention and establishing the company's expertise.
Emphasis on Rarity and Quality: By highlighting that specialty-grade coffee accounts for only 5% of global production, the rewrite underscores the exclusivity and high standards of the coffee offered.
Addressing Common Issues: The rewrite acknowledges the potential pitfalls of poorly prepared specialty coffee, such as overly sour, bitter, or unbalanced flavors. This demonstrates an understanding of the concerns and preferences of discerning coffee drinkers.
Importance of Expertise: The rewrite emphasizes the crucial role of skilled farmers, roasters, and baristas in creating an exceptional coffee experience. This appeals to specialty coffee fans who appreciate the artisanal nature of the process.
Commitment to the Entire Process: The company's promise to deliver an unparalleled coffee experience is backed by its focus on every process stage, from bean selection to roasting and extraction. This comprehensive approach resonates with coffee enthusiasts who value attention to detail.
Sensory Language: The rewrite uses evocative language, such as "indulge" and "extraordinary," to create a sensory appeal and evoke the pleasure of enjoying a perfect cup of coffee.
Inviting Tone: The final sentence directly invites the reader to experience the true potential of specialty-grade coffee, creating a sense of anticipation and encouraging engagement with the company's offerings.
Beyond the Website
Our strategy extended beyond the website to include social media and email marketing, where the brand's story and updates were consistently shared to keep the customer base informed and engaged, helping to build a community around the brand's values and offerings.
The Results
The strategic enhancements in ecommerce operations and copywriting translated into clear, measurable outcomes. The brand saw a significant uptick in sales, predominantly from international customers who became buyers and advocates. The clarity in the brand's online presentation of its strengths helped carve out a distinctive position in the competitive global market.
