Coffee Fool has some brilliant copy on their home page. Here’s how it begins:
Oh I am sorry. What did I do? Ever since putting The Coffee Fool online, I have been beaten regularly by customers for clueing them into the secret on ‘fresh’ coffee.
Because they can no longer stand the taste of coffee they get at work, gas stations, even… coffee stores – in a world of stale coffee, they are ruined on our fresh.
So if you happen to be a newbie to The Coffee Fool and want to keep your coffee innocence intact – look away. Otherwise, here comes the knowledge (read as sales pitch) that may very well ruin you too.