Brody Bond

Crazy Ray(‘)s: Horrible Website, GREAT Copy

Posted on 05. May, 2009 by brody in blog, brand development, creativity/imagination

Have you hear of Crazy Rays? I’m not even sure if “Ray” is plural (-s) or possessive (-’s). It’s spelled both ways on the website. But that’s not the point. Here’s the the point:

It’s not a junk yard, it’s a parts garden.

Take a look at their website:

Crazy Rays

Here’s the copy from their home page. It should be their radio ad.

“A car-enthusiast friend once said, “It’s a parts garden, not a junkyard.” Graceful words for an auto scrap yard. But as anyone who’s called a dealership for a replacement window or radiator can attest, car parts are mighty pricey. And if you’re cheap and drive old cars, like we do, salvage yards are the places to go. That in mind, the best parts garden around is Crazy Ray’s, the kind of scrap yard you have to explore yourself–they don’t log every vehicle towed into their gates. Pick a location–there’s a yard off Pulaski Highway on the east side and another off Washington Boulevard southwest of town, in Jessup. You pay your buck to get in (paradise has its price), lug in your toolbox, and set out to find that radiator (all radiators, $40), windshield (all windshields, $50, and they pull it for you), or, if you’re a true motorhead, a full engine ($150). Mercedes Benzes and Escorts alike are jammed together, Jaguars ignobly gutted, and an iron curtain of crushed cars surrounds the lot. It’s not for the timid or those uncomfortable with grease, mud, and weeds, but Crazy Ray’s is a godsend for folks who don’t mind getting a little dirty to save some money. For the rest, the dealership parts counter will be glad to take your money.”

Don’t you want to go to Crazy Ray’s?

Don’t you want your message to sound like that?

Write with creativity, honesty, story, and courage. All you have to lose is the interest of your reader.

Tags: copy, website, writing