Everybody Writes, 2nd Edition



21How to Write Funny

A few years ago, the greatest marketing email ever written popped into my inbox from BARK, a New York-based company. Its BarkBox and BarkShop brands sell dog toys and treats to the dog-obsessed.

The subject line read, “Chew your vitamins, pup.”

And the copy read, “We all have needs. That's why we have just the right supplement treats.”

None of that is particularly funny. The funny part comes in the “customer profiles” the email highlights. Each describes a creature matched with very human qualities. BarkBox then matches those profiles and personalities with a dietary supplement.

There's neurotic Maris, who seriously needs to chill. Can you feel the alarm in those anxious little button eyes?

Source: BarkBox.

BarkBox says she might benefit from treats that contain 9 mg of a supplement called Colostrum Calming Complex.

Meet Paula: Organized, practical, more prepared than a Boy Scout.

Source: BarkBox.

Paula is that mom whose purse always has a snack in it and whose car always houses a travel first-aid kit.

Paula is your go-to in any emergency—which she knows is going to happen, because life is a train wreck.

Or Cindy: Perky. Wouldn't miss a workout. Promptly in bed by 11 because it's important to get a solid 8 every night.