In this edition of Clever Copy: The Fearless Flyer from everyone’s favorite market, Trader Joe’s.
I love good food. I also love a good bargain. With that in mind, there’s no place quite like Trader Joe’s. I’m a big fan.
But for the moment, nevermind the food. Let’s talk about their periodical, the Fearless Flyer. I would absolutely love to write for this little gem (call me TJ!).
The copy has a distinct personality. And, whether or not the item being described appeals to me, the tone and humor of the writing is always appealing.
TJ’s knows their audience, and it’s clear the Flyer writer(s) loves food, too. In this way, they instantly connect and engage the reader. The enthusiasm about the products is contageous, making it the best kind of sales copy — the kind that doesn’t feel like sales copy.
The Fearless Flyer is at once sophisticated and self-effacing, enthusiastic without being breathy. Trader Joe’s products generally sell themselves, so the Fearless Flyer sells the store as a whole. After flipping through the Flyer, I can’t wait to get down there and try some new stuff.
I dare you to walk into a Trader Joe’s and leave with less than 10 items. Drop me a comment and attach a scanned copy of your receipt if you succeed.
Fearless Flyer: Mission Accomplished.
