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].

dbrand's X-Ray website copy

The perfect example of ironic, in-your-face, subversion-is-the-norm brand voice.

• “Real X-Ray’s” could be interpreted as a cheesy thing. Or instead to illicit, “wait, how can an X-Ray be not real?” Immediately followed by: “this isn’t your doctor’s X-Ray.” → “Ok well what is it then?” When your writing keeps begging questions, it makes it curious.

• “We don’t trust you to do anything right,” LOLCATS, is the reason propping up why you get double. “Screw you” = “We’re not trying to impress or fool you.”

• “Ready to buy?” → fully leaning into the hard-sell voice. And yet that’s ironic, too. Hard-sell messaging on a screen has none of the fangs of its in-person cousin — because you’re in control the whole time. But what it does do: make it no-brainer simple to actually start the buying process. Which, if you think about it, is all you can really ask for from an online shopping experience.