I've been thinking about how to best get "Joe Consumer" to understand the difference between what we're offering in terms of coffee and what others are offering. A simple solution not yet easily executed due to time and space issues would be a cupping class or a coffee tasting. Barring that, it's getting them to take that first sip, be it Americano, press pot coffee, latte or cappuccino without a thought of adulterating it with any foreign bovine substances or sweeteners, whether natural or artificial.
You can educate only so far with stories, perfect coffee descriptions, and beautiful pictures; the palate is the key to a lasting impression.
If Joe only knew what he was missing.