Have you ever sat at a Starbucks and heard a barista shouting: “Caramel Frappuccino for Stacy!”?
Starbucks has mastered the art of incorporating emotions in copywriting through its simple yet effective practice of writing customers’ names on cups.
You probably didn’t think of how a one- or two-word copy can impact a brand and create a sense of belonging for customers. But like Dale Carnegie once said, “Remember that a person’s name is to that person the sweetest and most important sound in any language.” Indeed, personalized marketing content results in higher response rates and stronger customer connections.
Self-Promotion
Originally, Starbucks wrote customers’ names on its cups to enhance order management and reduce errors. They soon discovered that this strategy also bolstered brand awareness. When Starbucks occasionally misspells a customer’s name, it adds a relatable, human element to its brand, making it memorable and distinctive. This has led to customers sharing their uniquely named orders on social media, further boosting the brand’s exposure.
Sense of Ownership
Having your name written on a coffee cup fosters a sense of ownership, strengthening the bond between you and the product. This is crucial, as people tend to place a higher emotional value on items they feel connected to. For instance, losing a $100 purse might evoke more distress than losing $100 in cash, despite their equal monetary value. Starbucks cultivates a robust emotional connection with customers through this simple gesture, increasing brand loyalty.
Two-Way Communication
Requesting customers’ names allows Starbucks to engage in two-way communication. By inquiring about their preferences, Starbucks makes customers feel valued and understood, which is critical to establishing solid brand relationships. Customers are more inclined to choose brands that genuinely care about their needs and desires. This straightforward act of asking for names and preferences promotes customer participation, ultimately enhancing the customer experience. Sometimes, baristas even write a short positive phrase on the cup, such as “You’re awesome” or “You have a lovely smile”, which creates an emotional bond between the customer and the brand.
In short, Starbucks’ practice of writing customers’ names on cups serves as a prime example of leveraging emotions in copywriting. Other brands can learn from this strategy and apply similar techniques to boost customer engagement and loyalty. By recognizing the power of emotions in copywriting and marketing, businesses can foster deeper connections with their audience, paving the way for a more enduring and prosperous brand presence.
