Last week, I signed up for this “Launch Your Home Cafe” email series.

In just 7 days, they claim they’ll take you from total beginner to selling your first cup of coffee or matcha, açai bowl, bake, whatever right from home…even if you’ve never pulled a shot of espresso or sold anything before.

See…

I’ve been pulling shots for my family, experimenting with brew ratios, and playing around with a prosumer espresso machine.

I had thought about selling coffee on weekends, just for fun.

And this idea has gotten pretty big in Singapore. There are now tons of small home-based cafes selling lattes, bakes, bowls, all from their home kitchens.

So when someone on the internet turned that trend into an email course, I signed up immediately.

At the naming your cafe step, the name Ugly Latte creeped up on me because my latte art is… unpredictable. Sometimes I can create a flowy rosetta, sometimes a stream of foam river, and sometimes…just a disturbing lewd.

But that’s a lesson on positioning, right?

I mean…If every other barista is chasing beautiful, Instagrammable foam…

Who’s gonna remember the ugly ones? They deserve their place too, and they will taste equally, if not better than their prettier counterparts.

Come to think of it, I’ve never really named my own business either.

I’ve always just called it “email copywriting” or “email marketing.”

Straightforward, sure.

But it’s boring and people never actually want to buy email marketing service.

They are more likely looking to fix just one problem, like a low-performing email flow, or an email promotion that isn’t getting the sales they want.

And it’s an embarrassing mistake, too.

In my copywriting notebook,k I’ve probably scribbled something about my positioning problem before.

That’s when the course got me thinking. Maybe I should mirror what they’re doing.

Give my service a name like “How to get 5 to 15% boost in your email revenue in 7 days.”

And if that’s what you’re interested in, head over to: