The previous tenant in my apartment subscribed to the Trader Joe’s Flyer, so once a month I get the thing in my mailbox.  And every time it makes me laugh.  I just don’t get it.  It’s like a Dickens novel or something.  Get over yourself Trader Joe’s.  Who do you think you are?  I’ve got news for you, you’re a grocery store.  Your flyer should have 2 things: pictures and prices, and that’s it.  It shouldn’t take more than a minute to read the whole thing, and that’s probably even too long.  People barely read the New York Times anymore, why does Trader Joe’s think anybody wants to read 3 paragraphs of news print about their barrel aged gold balsamic vinegar?

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  • scottsdalepaleale

    It’s because one of the foundational elements of marketing is telling authentic stories. Trader Joe’s “brand” isn’t about the products; it’s about the customer experience.

    Because Trader Joe’s offer many unique and hard-to-find products, fans of the store look forward to getting their flyer to see what’s new. The writing in the flyer attempts to make a connection with the customer in order to get them to consider a purchase of a given product. Then, when they’re in the store itself, the stories already begun in the minds of the customers pop-up when they see these products. It’s a sort of psychological programming method that works in nearly every industry and its myriad products.