Nike’s “Can Tell You A Lot” Ad

• A ton of “you” throughout. Talk to your reader.

• Logical sleight of hand: “If you know anything about running shoes, you already know a lot about the superior design and construction of Nike tennis shoes.” → “If you’re not ignorant, you already know Nike is the best.”

• Conservation of momentum with “and.”

• “Word of foot” — pun for the win.

• Appeal to social proof: “People see Nike tennis shoes on the court and try them.”

• “People talk about how comfortable they are. About the support they give you. The extra traction. And how they outwear almost any other major brand you can buy.”

  • Complete ideas > complete sentences.

  • Punchy to punctuate.

  • Benefits, not features!

  • Taking every opportunity to add more “you” in there.

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].