We Serve Terrible Coffee

It works because it's unexpected.

Everyone expects "Best coffee in the city!"
No one expects "The worst cup of some random lady's life."

"The job of the brain is to ignore things," says Daniel Whittington.
Daniel is a marketing genius and Chancellor of the Wizard Academy in Austin.

If marketing teams and copywriters simply do what's expected, the brain will ignore it.
It sees "best coffee," "top-notch," "quality service," etc. all the time.

But if you promote that you have terrible coffee?
So terrible it ruined Linda from TripAdvisors entire life?

The brain locks it away.

And I guarantee the customer is walking in that door.