Normally, I would cringe at such verbose marketing communication; however, The Boring Store’s window display in Chicago’s Wicker Park neighborhood is fantastic. It reads:
The Boring Store is absolutely, positively, unmistakably beyond a shadow of a doubtly, certifiably, fahrenheitally, categorically, conspicuously, trans-fat-freely, quite obviously, prehensilely, indubitably, most certainly NOT A SECRET AGENT STORE.
Deliberately coy business copy can be dicey because it can easily be misinterpreted by the intended audience. Yet, I love this sign and think it is a perfect example of breaking the rules with purpose. Once you have read the sign, the urge to actually go in the store is nearly impossible to ignore! Of course, a few of the spelling choices are a bit suspect, but who wants to chastise a writer wearing a fake moustache disguise?
Best of all, the Boring Store isn’t really a store at all! It is surreptitious cover for 826CHI, a non-profit organization offering free writing tutoring for students ages six through eighteen.
(For added fun, re-read the sign to yourself using the voice of the world’s greatest secret agent–Maxwell Smart.)
Erin Wright is a freelance writer and editor in Chicago, Illinois. She specializes in small business content, marketing, blogs, web copy, and instructional material.