Does your messaging really matter?

A quick anecdote from my walk to the office this morning. 

For those of you who are unfamiliar with the Carroll Gardens section of Brooklyn, there's approximately 326 excellent Italian Patisseries per square block.  Luckily for each of them, on this seemingly 100 degree morning, there were no shortage of customers in need of cold drinks, and a cool place to read the morning paper.  Cafe after cafe I walked past in search of my morning Iced Coffee, and each one had a line longer than the next, until I found just what I had been looking for- an empty cafe.  Inside I went, had my cocktail poured in no time, and was on my way out the door when I noticed something pretty interesting... 

The sidewalk sign they had out front read "Hot Cinnamon Buns, fresh from the oven"