When I worked as a journalist, we had a weekly ‘conference’ on Monday mornings. We were all assigned a few magazines or newspapers each, and over the weekend (when I was desperately trying to do anything BUT think about my day job), we had to read through them and cut out anything that might inspire a feature or interview for our own publication.
We’d have chats like, ‘Everyone’s really into Cougar Town right now – can we get an interview with the main guy – Josh Hopkins?’ (If you haven’t heard of Josh, look him up – he’s a catch. I’m pleased to say that this particular interview was assigned to me and I got to hang out in a hotel room with him for 20 minutes.)
Similarly, when I went freelance I discovered that folks in the copywriting biz often kept ‘swipe files’, where they’d swipe stuff they liked in order to use as inspiration later.
I thought I’d let you lovely people take a peek inside my swipe file – a fairly boring red four-ring binder – and show you some of the awesome copy I keep on my desk for reference.
So, let me present exhibit one: London gym Move Your Frame.
Move Your Frame is my favourite gym; I go all the time.
Ok, I’ve been twice. Fine, I walked past once and thought about signing… ALRIGHT, ALRIGHT, I’ve never been near it because I hate gyms. I DON’T GO TO THE GYM, ever. I much prefer to work out to an exercise DVD once a month in my pyjamas while eating a Wispa and wondering why I’ve put on 2lbs since Friday.
But if I did go the gym, I’d most definitely be lacing up my snazzy pink Nikes and hot tailing it over to Move Your Frame in Shoreditch. I mean, who wouldn’t want to sign up for classes called Rocket Yoga, Jane Fonda Tribute, Quickie Butts and Rihanna Vs Beyonce?
The website copy (and I presume it extends to all their comms) is super bold, female focused and in your face – a tone that sits nicely alongside photos of women’s arses in ’80s hotpants.
Though I’m very much not a gym bunny, Frame’s copy really speaks to me because they’re predominantly talking to busy, working women who want to look hot but don’t really have the time. This is particularly excellent:
Whether it’s toning, strength or de-stressing you’re after, Frame’s quickies will achieve an ROI even your boss would be happy with.
Those 30 minute ‘quickies’, by the way, are aimed at gals who can’t slip out for a long lunch whenever they fancy but still need to get their fitness fix, and the overall tone and approach is bang on for that audience. We multitasking, professional ladies are too busy being brilliant to have time for subtlety and reading between the lines – cut to the chase! Tell us what ya got! So Move Your Frame’s direct, economical headlines and calls to action, like ‘Be our friend, we’re awesome’ and ‘Want in?’ make me, for one, very happy.
Back to the swipe file, here’s the particular bit of copy I liked enough to print it out and slip it into a plastic pouch. Ladies and gentlemen, I give you the best name for an aerobics class ever:
BEND IT LIKE BARBIE
So, you used to play with Barbie when you were little, but thought nothing of her incredible physique and too-good-to-be-true flexibility? Well, now you’re old enough to appreciate these things, why not try to rediscover some of the flexibility that you had as a kid? Whether you want to do the splits or just become more supple and manage to touch your toes, this class is suitable for everyone. Focusing on: shoulders, spine, hamstrings, hip flexors, splits, straddle, butt and even your feet.