Coffee puts the system under the strain of metabolizing a deadly acid-forming drug, depositing its insoluble cellulose, which cements the wall of the liver, causing this vital organ to swell to twice its proper size. In addition, coffee is heavily sprayed. (Ninety-two pesticides are applied to its leaves.) Diuretic properties of caffeine cause potassium and other minerals to be flushed from the body.

Get the real scoop on coffee at www.CaffeineAwareness.org
And if you drink decaf you wont want to miss this special FREE report on the Dangers of Decaf available at www.soyfee.com

Elaine, i saw a similar ad on gmail. Great lead in, "Coffee Exposed". I clicked the ad as well. Just goes to show the power of good copy writing.

Elaine,

I hate to disagree but I have seen that lead before and never been tempted to click. The reason is that I assumed it would be an anti coffee screed.

I figured an ad isn't going to educate me on this so why go there? There is plenty of published research.

Mary,

Most of the research I have seen indicates that coffee's benefits actually far outweigh its risks. The body of research supporting this is pretty large.

Sorry, but I don't have time to comment. Had to run out for another cup of coffee.

It just goes to show that response rates are determined by all kinds of factors. It didn't tempt you, Neil, but it intrigued Paul and me. I thought the landing page copy was very creative.

Mary, I've gone back and forth about coffee. Every time a new study comes out, I toy with the habit - to drink or not to drink. I do believe that Neil may be correct in that the newest research shows that the benefits outweigh the negatives. But then I'm not a nutritionist or scientist. This debate could equate to the one between holistic and traditional medicine.

Thanks for your input!

Good point, Elaine, the lead did not tempt me but it did tempt you two. And, to add to your argument, I have been seeing that ad for quite a while! If it did not work, it would likely not still be running. So the combination of the lead and copy writing must be getting positive ROI.

As for coffee, the evidence for it being healthy seems pretty solid. So enjoy your coffee. :-)

Thanks, Neil. Although this has nothing to do with marketing, one Google alert this afternoon took me to a coffee blog (where they linked to my blog here).

http://theroastcoffee.blogspot.com/2007/09/how-about-some-coffee-with-your-skin.html

The post by Robert G. Knechtel demonstrates coffee's benefits for something very different:

"As we move solidly into the 21st century, more indications of coffee's beneficial properties are surfacing, and nowhere is that more evident than in the lucrative skin care market. Primarily, coffee and caffeine are finding their way into skin lotions and creams because of antioxidant properties and tightening and firming qualities."

Who knew? Gives a whole new perspective to "pick me up!"

The shocking secret about coffee is that it is good for so many things!

Elaine,

I'm trolling here, but just wanted to say that I'm glad someone else thought this copy was brilliant. I definitely clicked on it, and although I haven't purchased anything from them yet, I totally give them kudos for sticking in my brain.

As for adwords writing myself... I am not so hot at it. I've been trying lately and haven't gotten the results I've wanted. I get the clicks, but not the conversions. Ah well, try try again.

Nate,

I wrote an article on Making the Most of Google Adwords:
http://www.marketingprofs.com/6/anuskiewicz1.asp

I don't claim that it covers everything but it is based on our experiences with it.

We have experimented with different landing pages, ads, etc., and it took a while but AdWords works well for us.

An interesting anecdote. We once changed only our order form (we thought for the better) and our conversions immediately went way down. We left it for a while but there was no improvement. We changed back to the old order form and conversions immediately and dramatically went up. It is sometimes surprising what things can affect conversions in unexpected ways.

"A shocking secret coffee companies don't want you to know" is good copywriting? Please. It's a notch above the "giant erection" headlines, a notch below "Don't squeeze the Charmin."

Not that I'm knocking Coffee Fool's strategy -- positioning yourself as the un-Starbucks is smart. But let's not call it brilliant copywriting.

Bob, I wasn't referring to the teaser. It's the landing page copy that's very cleverly written.

Neil, thanks for including the post to your artcle.

yes! i tried it. i love trying diff coffees but this one really stinks.

its your regular cup of joe from your regular diner around the corner.

nice ads. it definitely worked. but they won't get repeat orders for sure.

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