I chose Starbucks.
The bad pitch is: “Hi everyone! So, imagine Starbucks, but without the stores. We sell coffee beans! Just… bags of beans. Really good ones, from around the world. You buy them, take them home, grind them up, and make coffee whenever you want. That’s pretty much it. Premium beans for people who like coffee. Simple, right?”
The above pitch has no emotional hook, no reason for daily engagement, and no experience beyond the product itself.
The good one is: “Now imagine this: Starbucks, but it’s not just coffee, it’s your morning ritual. You wake up, and the aroma of freshly ground beans fills your kitchen. With our Starbucks Coffee Subscription, you get curated beans, brewing tips, and limited seasonal blends that make every morning feel like a café moment. We’re bringing the Starbucks experience home, one perfect cup at a time.”
The new one keeps the specialty quality but adds experience, personalization, and recurring engagement.
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