Connection, as your primary unique selling proposition

I worked at cafes for 10 years and I often asked people why they went to some venues over others. The most common answer I got was, “It’s just good coffee and I like the owners.”

Good coffee is no longer a unique selling proposition anymore. If you want to succeed in the space nowadays, you absolutely must serve amazing coffee, every time, quickly.

Given tools have advanced a lot over 10 years, making consistently good coffee isn’t actually that difficult, anymore. But the cafes that often succeed are the ones that put time and effort into developing relationships with the local community.

Hence, the common response above.

As the market becomes flooded with more small businesses, there are going to be more and more businesses similar to ours, competing for the same customers.

They, too, will have great coffee, but they will have the advantage of being the new kid on the block.

So, in an everchanging and competitive marketplace, our resilience is increasingly tied to building connection and trust with those we aim to serve.

Not just in cafes. But in every business, including online.

We might have the same food offering as the person over there, but someone might come to us because we have put the time and energy into creating a thoughtful newsletter, which has allowed us to garner attention and trust.

A thoughtful weekly newsletter or a simple hello might take money or effort at the time, but in the long run, you will have a loyal group of customers and your competitor won’t.

Hi. I’m a copywriter and brand message strategist for hospitality, farm, food, and drink businesses who want to tell a better brand story.

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