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].

Nike’s “Take Two” Ad

Gently prescriptive.

Not shying away from repetition, even in such a short piece. It forms a chain from start to finish: “Take two before breakfast” → “The DAYBREAK” → “The DAYBREAK”.

And the focus is on the pain.
“The unique forefoot cushioning will make those first few miles a lot less jarring” = “those miles are jarring right now — but you could fix that”.
“You land and toe-off like nature intended” = “how certain are you that you’re landing and toeing-off naturally right now?”

Also note how they paint the picture in the present tense, and with “you”. More vivid that way. But no direct labels to prod the reader directly. They’ll still connect all the dots.

It’s no wonder there are so many cult sports brands.
1) Identity is ‘yuge. And 2) the target audience is almost frequently in psychological and physical discomfort — by their choice of running.

All a Nike needs to do is put their finger on that, and lean.