How to Sell Purple Bread

Purple bread is a little weird.

If you’re in the business of selling potentially purple bread, it is definitely a good customer experience move to explain what the heck is happening.

That’s why I love the emails from Uprising Food as much as I love their (sometimes) purple bread.

Right out of the gate…they totally own the purple bread by saying it’s back. Feels positive, like they were waiting for this to happen again.

There are no sad trumpets playing in the bakery at Uprising.

But they also realize that there are plenty of customers out there who haven’t gotten a darker batch with the purple crumb…and they see an opportunity to educate on their “hero” ingredient and how where it grows affects the outcome in their final product.

I like how they share that even as master bakers they haven’t been able to crack the code on getting a consistently blonde crumb but assuring you that it is the same recipe.

Then they restate their commitment to producing a high-quality natural product…even if the whole purple bread thing might strike you as a little weird at first.

For them, I like the use of emojis in the copy

They wrap with an invitation to connect directly and I can vouch that they are quick on the super personal replies. The founder once emailed me from a plane.

I would kill that question mark on the call to action button text, though. They do this question style in a lot of their calls to action and I just don’t like it.

Pioneering is fun when you are being led by a company like Uprising Foods. They make great bread - purple or not - and they also send out some great transactional emails. This one hits all the high points of a good user experience focused customer service email.

It educates and informs, it is focused on the customer experience, and it invites the reader to engage with a clear call to action.

.I’m always on the look out for a great emails. Have you gotten a particularly good one in your inbox? Forward it to mine at lisa@copywritingbylisa.com