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14-FEB-2025 | Excerpt from J. Peterman’s Flapper Dress Ad

Author

Dan Bogachek
February 14, 2025

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. 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 flip open the laptop.

Or… what if:

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, 9:27 — final draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

Copygloss handled it. Before you left for the date, actually.

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

Excerpt from J. Peterman’s Flapper Dress Ad

“Every exit is an entrance somewhere else.” — Tom Stoppard

It was the 20’s in America.

The Great War had just ended.

The image of women, with hair piled on heads, standing immobile on the tennis court, waving a racket, just didn’t cut it anymore.

Exit the Gibson Girl.

Enter the new woman: rebellious, out there, living life on her own terms.
And if you had Zelda Sayre’s money (flush with the success of Scott’s This Side of Paradise, and impending marriage to him) you might have found this beauty.

If you knew where to look.

Flapper Dress (No 2610). Feels like a whisper in silky crinkly georgette. Which could be the only thing about it that whispers. A remarkable confection of sheer silk, clear and black beads and rhinestones that catch the light and never lets it go. 🏁

  • The heavy lifters: identity (aspiration to stand for, or represent the New Woman) & nostalgia (calling back to the glamorous 20’s).

  • And a bit of celebrity as well — Zelda & Scott of Zelda & F. Scott Fitzgerald.

  • “If you knew where to look” → indicating scarcity & status. But it’s also a quiet compliment: “we both know we’re here because you and I appreciate a certain taste.”

  • Even during the product description portion, the focus is on emotion, not features. Benefits > features, always.