BACKGROUND:
In 2018, The Good Metal company hit the ground running with its debut product, The 40-Year Hunting Blind. Hard Luck was there to write the story.
The Good Metal Company wanted a voice that captured a sense of tradition, fun, love for the outdoors, and honesty. Alongside their team, we began by developing a voice and style guide, as well as a set of brand values and a mission statement. Our strategy for site copy was to appeal to the client's target audience, celebrate their Kentucky heritage, and humanize their production process. We've reproduced some of it below.
"ABOUT US" PAGE:
There are still people out there who know how to swing a hammer. They’re the kind of people who choose hunting vests and black coffee over skinny ties and skinny lattes. They’re the sort of person who's prouder of putting in a hard day’s work than of their collection of ironic t-shirts. They’re the sort of folks who work at The Good Metal Company, and they’re the sort of folks who use the things we build.
We call Kentucky home. It’s not only the birthplace of bourbon and horse racing (though we’ll take credit for that, too) but it’s the birthplace of the toughest metalworkers in the country. If you’ve never visited, you ought to, because it’s also home to some of the most beautiful wild places on the planet. So while steel is our livelihood, hunting is our love. Steel is all we do, all day, every day—except on weekends. On weekends, we get outside.
Kentucky has a rich history of sharpshooter lore. Here’s what The Good Metal Company is shooting for: to craft the toughest, most heavy-duty products on the planet, and to do it right here in the South.
"THE 40 YEAR HUNTING BLIND" SALES COPY:
Won't Change. Won't Yield. Won't Back Down.
This hunting blind is for the kind of person who’s not going to pay for a plastic prefab cube when they can build a duck-slaying metal fortress. This is no child’s playhouse. These are blinds that won’t blow away in a stiff breeze or fall apart after a week. They’ll never rot. (No offense, but wood: we’re looking at you.)
Build it in an afternoon and you can use it for a lifetime. Your kids can use it. Their kids can use it. The 40 Year Hunting Blind isn’t going anywhere. It’s as solid and dependable as you are, and that’s why we made it for you.
THE CREATION OF THE 40 YEAR HUNTING BLIND:
A while back, our metalworkers did what innovative Americans have done for centuries: they took their decades of hard-earned know-how and applied it to the thing they were passionate about. Why not engineer a metal hunting blind? Why not make it stronger, sleeker, and tougher than any other blind?
They pitched the idea to the rest of us, and we were sold. After some sketches, experimentation, and a hell of a lot of sweat and fire, the 40-Year Hunting Blind was forged.
We wanted it to be big enough and comfortable enough to fit family or buddies, so it is. We wanted it to withstand any weather, so it does.
Want to talk about what we can do for you?
