Axe It, Wethersfield Spec Content

The Business

Axe throwing - what's not to like?

I did a journalism feature on Axe It back when they first opened in 2019. Afterwards, I put on my copywriter hat and thought about how I might promote a business like this...this is what I came up with.

The Spec Campaign

I'll say it - I was a little self-conscious when the owners had me actually try axe throwing...and I suspected I wasn't alone (while the free lesson didn't go so well, no one got hurt - I'll take that as a win).

So the purpose of this spec promotional email was to:

A. Get people stoked about axe-throwing

B. Address any objections

C. Highlight the venue's fun, (but safety-oriented) vibe

Subject line: (Legally) throw sharp objects

Behold...the almighty throwing axe.

Ragnarr Loðbrók busts out fighting skills
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It's been handed down through the generations...

From William Wallace...

To the Viking raiders...

To that angry dwarf from Lord of the Rings, (Gimli, right?)...

And NOW, thanks in large part to the fine folks at Wethersfield Planning and Zoning...to YOU.

Ragnarr Loðbrók busts out fighting skills
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Yeah. It's kinda like that.

We’re Axe It Wethersfield.

People come to us to tap into their inner warrior – or, just blow off a little steam after a tough work week. Because sometimes, you just have to throw something...

...at a circular target painted on a piece of plywood.

It might as well be an axe.

But is it safe?

Nothing crushes the warrior spirit like losing an eyeball off the ricochet (and there WILL be ricochet) so precaution is the name of the game.

That’s why every target alley is quarantined by fencing. We even threw down yoga mat flooring to minimize that bounce-back, (See? We told you it’d be therapeutic).

Will I look stupid?

At first? Maybe. But that's totally normal.

It takes practice to perfect the throwing motion - achieve the single rotation needed to land the axe on its sweet spot (the edge of the blade).

The good news is, we’ll get you there – we start everyone (and that means EVERY one) with an hour and a half (Free) throwing lesson.

Can I drink (alcohol)?

We thought you’d never ask. Axe It is BYOB, so yes. But if we spot you getting tipsy, we’re yanking you from the mound. Again – safety first.

We started Axe It because when we tried axe throwing we were instantly hooked...and we tend to go overboard when we're into something.

We think you’ll like it too, which is why the first 20 people to make a reservation get an extra hour FREE.