Excerpt from -Pourri’s About Page

Their entire website is full of fun copy. Even their email discount popup says, “Want to be funk buddies?”

Life is short, make people smile.

I mean… where to start?

The puns and metaphors, alone. Good golly, I’m a sucker for puns.

Why this copy works so well:

1) it commits, and
2) it's a textbook example of The Hero’s Journey framework.

1) Commitment

They’ve leaned into the theme of shit.
🎶 Flying in the face of convention grabs and keeps your attention 🎶 

“Where the hell are they going with this, how are they going to pull this off?” is what’s probably going through your head as you read this.

And all they need to do to reach Mission Accomplished?

Getting you to think that — while putting a tiny lil’ smirk on your face. That’s it.

Because by the end of it, guess what: congratulations, you’ve been entertained. You can’t help but give them credit. It’s like trying to stay mad at someone who’s making you laugh.

2) The Hero’s Journey

Begin: toasts, conversation, everything’s rosy.

Then someone shatters the toilet. Ruh-roh.

Our hero comes into frame. Suzy Batiz is here to save the day.

Next we see the trials Suzy goes through — how the hero grapples the problem, with all that testing she does. (Star move with the food baby metaphor: “9 months”.)

Our hero prevails and we reach resolution. “It was a movement” — I mean, come on, get out of here. A dash of social proof, and the crowd goes wild: “with more than 100,000 5-star reviews”.

Can you see what happened just now?

Your brain did a fist pump.

We make sense of the world through story, and this is one of the oldest and feel-goodest story arcs there is. All they need to do is put themselves at the center of the celebration at the end. Presto, your brain associates all those warm and fuzzies with -Pourri.

And even crazier: you’re totally cool with everything that just happened.

Why? Because you’re entertained! 😉 

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Your hot date is at 7. Crap. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and crack open the laptop.

Or… it could go like this:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 10:27 — polished draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

You had Copygloss handle it yesterday afternoon.

For help with editing, email Dan:
[email protected].

You probably weren’t very bothered by the typo, were you? It’s still live on their website.

If the plot is good, no one cares.