My Story in Coffee and Marketing

When I launched the Bean & Brand Agency, one of my close work friends asked me, “But are you qualified to take on this role?”

“What do you mean?” I asked.

“Have you ever worked as a barista in a coffee shop?”

“Have you ever been employed in a marketing role at a coffee company?”

“Do you have agency experience with coffee industry clients?”

Reasonable questions, and the answer to each of them is no.

So, what does qualify me?

While there are thousands of people who can say yes to one or more of those questions, none of them have the singular experience with coffee lovers that I have.

I’ve been listening to and answering questions from coffee lovers for 20 years.

In 2006 I launched a site for coffee lovers called CoffeeDetective.com.

The headline on that website is and always has been “How to Make Better Gourmet Coffee at Home.” My readers are people at the beginning of their journey into the world of specialty coffee.

The most popular page on the site invites readers to ask their questions about coffee, coffee makers, and making coffee at home.

Over the years I have answered over 500 questions from my readers. This has given me unique insight into the interests, desires and priorities of coffee drinkers who are ready to explore the world of specialty coffee.

So while many industry experts have been listening to each other in what can sometimes become an industry bubble, I have been listening to your potential customers… for the last 20 years.

OK, so I know what coffee lovers want. But what other qualifications do I have?

Knowing your prospective customers intimately is not the only qualification I bring to the table.

I’ve also been working as a professional copywriter and agency creative director for over forty years.

I’ve worked with some of the world’s largest brands, including:

Citibank, Apple, Chrysler, Franklin Mint, Walt Disney Attractions, Diners Club International, J. Paul Getty Trust, MSN, The New York Times, Country Financial, Reuters, Webex, and the U.S. Navy.

I’ve won fifteen awards along the way, all based on results achieved.

I am also the author of Net Words: Creating High-Impact Online Copy. Published by McGraw-Hill in 2001, Net Words was the first book on the topic of digital writing and copywriting.

Long story short… I know your customers and prospects… and I know how to sell your coffees to them.

If you’re ready to work with a marketer and writer who has decades of experience and proven success, plus a deep knowledge of your prospects and customers, let’s talk.

Nick Usborne
Montreal
[email protected]