Why I love Trader Joe's flyers

As I was staring at a recent Trader Joe’s “Fearless Flyer” (ie their mailer with featured products), I wondered: Why am I (a visually-driven person) so engrossed in this when there are hardly any images? Answer: it’s the writing! Through their stories, colorful descriptions and unique pairings, the Trader Joe’s writers manage to capture the unique and “buyable” qualities of every product—basically, making you want to run to the store and buy it without even seeing it. I find this to be a great example of effective copywriting (and a useful case study for small business owners). Now, if you’ll excuse me, I’m off to Trader Joe’s…