Yule Log<\/a>, rather than jumping straight to the features of the ice cream, it pulls you in. It’s clever, informative, and not the least bit salesy.<\/p>\nTo implement this technique in your own ads<\/strong>, think about what story you could tell about the process or tradition of your product or industry? How did it come to be and why?<\/p>\nNot just relying on factual stories to pull you in, the Fearless Flyer<\/em> also mixes it up with pop culture tie-ins for amusement, like in this Cultured Coconut Milk Nog ad which includes an AC\/DC reference:<\/p>\n <\/p>\n
This angle is great, but it\u2019s like swinging for a home run over a base hit. You may knock it over the fence sometimes, but you\u2019ll strike out more often than playing it safe. If you can think of some clever tie-ins that are relevant, use them. Just be careful.<\/strong> As we’ll get into when we talk about the Trader Joe’s brand voice, not only can humor backfire if it falls flat or is offensive, it won\u2019t work if it doesn\u2019t fit your brand.<\/p>\nThe hook in this next example plays on Trader Joe\u2019s position as a food authority. Check out this ad for Blue Cheese and Mustard, Together at Last:<\/p>\n
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By telling a story from the perspective of a Trader Joe’s food taster, they build anticipation that the product will stand out for the consumer as much as it does for them.<\/p>\n
Now let\u2019s think about how you can use this technique.<\/strong> If you owned an auto parts store, you could use this strategy by starting your ad copy with an anecdote about how impressed your customers are by the grip of a tire or a personal tale about how you yourself avoided an accident thanks to the stopping ability of new brake pads. Tap into your customer\u2019s problems and concerns and meet it with a story.<\/p>\nBe sure not to stretch for something over the top if it\u2019s not necessary. Look at the hook for the Gingerbread Candle, which simply relies on telling a story that describes a wonderful experience that many people can relate to:<\/p>\n
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If you’ve got a strong product, you should be able to craft something similar in your copy by focusing on its benefits.<\/p>\n
As you can see from all of these examples, it’s important to start with a hook, and that hook should use effective storytelling to draw the reader in. Now that we’ve got the reader’s attention, let’s look at what makes it all tick.<\/p>\n
<\/span>Layers of detail<\/span><\/h2>\nThe next element at work here is the sprinkling in of product details that evoke the reader\u2019s senses and round out the story. This is sometimes found at the start of an ad but more often appears in the body \u2014 where details help gently piece together the big picture in the reader\u2019s mind and guide them into the final call-to-action.<\/p>\n
Check out this ad for Fruit Fancies:<\/p>\n
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This ad almost entirely relies on the details of the product to bring the reader to the end. It begins with a story about how Fruit Fancies are made and why the fancy name should be justified, moves into different applications \u2014 such as on a wooden tray, holiday table, or hostess gift \u2014 and finishes with what you can pair it with \u2014 such as tea.<\/p>\n
Do you get the feeling you know everything about this product by the end of such a short ad? I certainly do.<\/p>\n
When it comes to your business,<\/strong> write out a list of every feature you can think of. Then write out a list of every application you can think of. Write down the story of the product. Finally, if it applies, write down what’s remarkable about the product. Now combine these details with any of the five senses (sight, hearing, touch, taste, feel) and use them to tell a story about your product or service that will help you reader build affinity for it and then sail over to the final call to action to make the purchase.<\/p>\nNow that we’ve listed our details, let’s look at how brand voice holds everything together.<\/p>\n
<\/span>Effective and consistent brand voice<\/span><\/h2>\nThe Fearless Flyer<\/em> is undoubtedly eye-catching. It looks nothing like the common newspaper ads many grocery stores rely on with bland stock photos of food and in-your-face red reduced-price notices running across the top.<\/p>\n <\/p>\n
This is the only grocery store ad I know of (maybe there are some others) that people who are not bargain shopping will look at willingly.<\/p>\n
But while a large part of that appeal is due to the cartoons and graphic design elements, the copywriting technique that makes this fun to read is its effective and consistent brand voice<\/strong>.<\/p>\nYour brand voice is the tone and wording in which you speak when you communicate to your customers.<\/em> From their in-store chalkboard art, use of maritime bells instead of a paging system, and old-timey graphics, the brand voice here lines up well. It\u2019s informal, friendly, and often tongue-in-cheek \u2013 in my opinion, as if it’s your local trader named Joe. Lively and funny, it encourages you to read more.<\/p>\nFor the full effect of tongue-in-cheek humor, check out this ad for Oso Good! Argentine Honey:<\/p>\n
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The play on words with Oso and the rhyme of \u201ca whole lotta honey for not a lotta money\u201d isn’t going to fly for other brands, but since this fits the tone and theme of Trader Joe’s, it soars.<\/p>\n
When you think about your business, remember that you don\u2019t have to be as clever as an ad like this. And that’s okay. The important thing is to take on an effective brand voice that’s fitting for your company\u2019s marketing and customer base.<\/p>\n
Think about your audience and your company\u2019s image. You may sell medical supplies to educated doctors or market books to young children. How should your company talk to them? If you talk to your customers in a way that\u2019s appealing, it will encourage them to read on through your ads as well.<\/p>\n
However, it must be consistent, or it moves from an asset to a liability. Shifting tones will confuse your customers and weaken your message. To give yourself some guidance, consider writing up a series of guidelines for your communications. Then from every email to website page use it to bring flavor to your copywriting that makes it stick out and recognizable to your customers every time.<\/p>\n
<\/span>What did we learn?<\/span><\/h2>\nIn this article we took an in-depth look at the Trader Joe’s Fearless Flyer<\/em> and the hook-and-drag formula that is the source of its storytelling power. We also explored possibilities of how to apply its techniques to different businesses to give you an idea of how to apply them to yours.<\/p>\nYou don\u2019t need to be as uber creative or have as unique a business as Trader Joe\u2019s to benefit from these techniques. Apply them correctly, and they will pay off.<\/p>\n
Have fun applying these effective copywriting tips to your business’s ads for increased responses and conversion.<\/p>\n","protected":false},"excerpt":{"rendered":"
If you’re on the lookout for examples of good copywriting, look no further than the Trader Joe’s Fearless Flyer. Here’s a simple blueprint you can follow to craft your own engaging ads and reel in customers.<\/p>\n","protected":false},"author":6,"featured_media":2116,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[25],"tags":[],"yoast_head":"\n
How the Trader Joe's Fearless Flyer Reels in Customers - Zak & Zu Marketing<\/title>\n \n \n \n \n \n \n \n \n \n \n \n \n \n\t \n\t \n\t \n \n \n \n \n \n\t \n\t \n\t \n