"Munchies: Trader Joe's Takes Cheap Gourmet Marketing To A Fine Art; How To Take A Page Out Of Their "Mouthwatering Copy" Brochure" by David Garfinkel
Do you know the way to Trader Joe's?
The California-based grocery chain has outlets in 19 U.S. states. Yesterday I got their catalog in the mail and it is as rich with copywriting tidbits as it is with tempting teriyaki and appetizing ales.
I don't like to go to the Trader Joe's in my neighborhood -- on Masonic Ave. in San Francisco -- because it's almost impossible to park there. They have a good-sized parking lot and there's always a wait... just to get a parking space!,"
But I like the way they market. Here are some of the things I saw in their catalogue, called "Trader Joe's® Fearless Flyer®," that I thought were good examples for everyone who writes copy:
1. Trader Joe's marketing has a personality. This is important, and believe you me, it's rare. In San Francisco, we also have Trader Joe's advertising on the radio. The announcer announces his or her name and then tells a story about a special... and thanks you, the listener, for listening.
Compare that to Safeway or Albertson's or other big grocery chain's ads. First, you can't tell one from the other. Second, they have campy and witless little skits that get you to hear something about a special. And third, they have no personality.
2. There's a congruency in the message, the method and the medium. Trader Joe's is known for cheap gourmet stuff. (The headline at the top of the front page of the Fearless Flyer is "Red Wines from Villa Mt. Eden Just $2.99 a Bottle.") The entire 24-page catalogue has low-end, silly graphics and is printed on newsprint.
It works. It's congruent. And I still can't get into the damned parking lot.
David Garfinkel is one of the best copywriters on the internet and was a speaker at Armand Morin's Big Seminar Series and Carl Galletti's Internet Marketing Super Conference. You can learn more about his books and training courses by clicking the links below.
David Garfinkel is founder of the World Copywriting institute and is considered by many people to be the best teacher of copywriting in the world. The stated mission of the World Copywriting Institute is to “eradicate copywriting illiteracy in the world.” Jay Conrad Levinson, author of the world’s best selling series of marketing books, Guerrilla Marketing, says, “David Garfinkel is the best copywriter I know.” Sign up for David’s free World Copywriting Newsletter. and you get a free one-hour downloadable teleseminar on copywriting. Also visit David’s World Copywriting Blog:
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