Pact’s *chef’s kiss* packaging copy

DWG would be nowhere without copious amounts of caffeine. Plus, we're huge fans of everything Pact do.

And this tiny bit of copy on the back of their packet is so simple, but so good.

No notes.

Most mission-led brands write their ethics story like this: we source directly from farmers, we pay a fair price, we're doing things differently...

And that's great. Because we know that customers want to know that you're doing things better and will buy from brands that are aligned with their values.

But there's a way to make it even more powerful: bring the customer along with you and give them the credit.

Look at what Pact do:

"By choosing Pact, you're improving lives around the world and proving that there's a sustainable future in coffee farming."

It's not Pact that are improving lives or proving that there's a sustainable future in coffee farming.

It's you.

The customer isn't just a passive beneficiary of Pact's good choices, they're the agents of change.

Love that.

This isn't just about creating a some warm and fuzzies before (or after) they check out. Research from Harvard Business Review found that emotionally connected customers are more than twice as valuable as highly satisfied ones. In other words, they spend more and they come back again.

It's super clever too. Psychology has something called the self-reference effect which tells us that our brains process, store and remember information more effectively if it feels personal and directly relevant to us.

Aaaaand on top of that, research published in the Journal of Marketing Research found that using second-person pronouns like "you" and "your" had a significant effect on both customer satisfaction and purchase intent, because customers felt seen and included rather than marketed at.

It's a small shift, but it's really, really clever stuff.

So next time you're writing about your mission, try flipping the subject. Rather than it being a company mission, is it a mission you're bringing your customers into? Is it a mission they share with you? Can you flip the sentences to give the customers credit? It makes everything way more powerful.