Great Examples in Copywriting: Big Agnes

When The Captain bought me a Big Agnes for my birthday, I was in heaven. The sleeping bag was wide enough to allow me to toss and turn at will without feeling like I was being strangled by a giant slug. And it had no filling on the underside; instead, there was a giant pocket for my sleeping pad, ensuring proper insulation from the cold ground without the weight of added stuffing.

Big Agnes is my new hero. The Captain just came home with his latest installment: a two-person backpacking tent weighing naught but three pounds, fourteen ounces. And the best part? This little zinger found buried within the tent's setup instructions:

"Helpful Hints For Tent Set Up:
• Our tents are easy to set up but we suggest you practice once at home before using them for the first time to avoid late night bickering with tent mates while fumbling around in the dark..."

Why is this such a brilliant example of copywriting? Because it acknowledges an important camping reality: tents are a bitch to set up in the dark. And you will fight with whomever you're trying to set it up with if you've never done it before. It is clear and concise, yet speaks to the camper as a fellow camper.

I love copy that is truly helpful without going overboard, and this is a great example.