The power of smart copyrighting

"Unlike Any Coffee You've Ever Tasted Before."

Seth Godin points out the importance language, typeface and appeal. He mockingly deconstructs the professionally printed sign shown above.

First off comenting on the capitals... unnecessary.
Second, stating that "UNLIKE any coffee you've ever tasted BEFORE...." The unlike is negative since we want coffee to taste like something we've had before, just better. Also, "Unlike any coffee ever tasted," would be fine to say as well.

Basically, the point here is that creating a sign or image which is visually appealing isn't enough, thought must go into what the typeface is saying, is there any better way to phrase is and does it suit your product. In turn, a designer must also be an advertiser and a marketer.