The vast majority of companies who send me advertisements in the mail are wasting their time and money—but not Trader Joe’s. I always look forward to reading their monthly Fearless Flyer and I’m not alone. Far from just a periodical listing of groceries on sale this month, this nearly 20-year-old publication is engaging and fun while also letting me know what the latest deals are. That’s a crucial distinction.
How do they do it? In their own words, the Fearless Flyer is:
A cross between Consumer Reports and Mad Magazine, The Fearless Flyer is kind of like a newsletter, a catalog and a bit of a comic book all at the same time.
To me, the most important thing they choose to do differently is choosing to write great descriptions of products (that feel much more like stories) instead of stuffing the entire page with name-image-price blocks. For instance, here’s a snippet from their latest edition.
Aioli Garlic Mustard Sauce
No Mere Mustard, This.
Trader Joe’s Aioli Garlic Mustard Sauce takes the very idea of mustard and stands it on its head, throws it for a loop, and flies it in the face of expectation. Literally translated to “garlic” (ai) and “oil” (oli), aioli is what gives this creative condiment its cachet. With a base of not-too-pungent mustard, the mixture of garlic, oil, and egg contribute a smooth, mellow, garlicky creaminess that makes this mustard unique among its peers. The mustard flavor shines through, with a garlicky accent that improves everything it touches. Dipping sauce for fries? Check. Spread for a burger or hot dog bun? Check. Ingredient in one-of-a-kind salad dressings? Check. Dip for veggies? Check. Only 10 calories per serving? Check, please! We’re selling each nine ounce jar of Trader Joe’s Aioli Garlic Mustard Sauce for $2.49, a price you’ll definitely want to check out. You’ll find it in our grocery aisle.
Sure: after reading that, I know what the product is, how much is costs, and where to find it—but I’m so much more interesting in finding out what this would go well with than I ever would have been with just a name and image.
In addition to great copywriting, Trader Joe’s has also made an online version available (and useful) without making the print version irrelevant. They’re two unique experiences without having to rewrite all the content!
The Fearless Flyer is a case study in engaging writing, personality, and stewardship of mailing lists (both electronic and traditional). How can you make your product descriptions something that customers look forward to reading?