Details matter

phone015.jpgThe American Copywriter kids moved KC Coffee Morning to Magazines and Coffee, the latest tenant to inhabit the retail spaces in our parking garage, and I’ve got to relay a really great and unexpected product experience I had today.

First off, I’ve got to give a great review of MAC. The first week they were open, I went in for a fruit smoothie and their credit card machine wasn’t working yet. Even though they knew before making it that I wasn’t carrying any cash, they offered the smoothie on the house. That’s pretty cool… and the smoothie was good too!

For today’s experience, I’ll preface by saying that MAC is decorated with TWA regalia, given that the store sits in the shadow of the restored corporate headquarters of TWA. I ordered the business class (16 oz.) Howard Hughes, which was a nice hazelnut latte… ordinary enough on its own. However, the Howard Hughes also comes with a antibacterial moist towelette, since the eccentric aviator was a compulsive hand washer. Talk about a small yet creative way to carry through a theme!

This is why I say details matter. Without the towelette, the Howard Hughes would have been just another hazelnut latte, albeit one with bright yellow raw sugar on top of the whipped cream. But, because of that small detail they thought to include, they turned an ordinary coffee into something worth writing about.

What are small, unexpected touches you can integrate into your work that takes a decent but ordinary product or experience and turns it into something worth telling others about? I’d love to hear any thoughts you’d care to share.

This entry was posted on Friday, March 23rd, 2007 at 3:02 pm and is filed under Anecdotes, Creativity, KC Coffee Morning .

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