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3-NOV-2024 | Parker’s “Attraction of some gold pens” Ad

Author

Dan Bogachek
November 03, 2024

Parker’s “Attraction of some gold pens” Ad

The attraction of some gold pens soon wears off.

Parker believe that if you buy a gold pen it shouldn’t turn into a brass one.

Not a year later. Not 10 years later.

To ensure this never happens with a Parker pen we roll the gold on, in a layer thick enough not to wear off.

In fact, there is as much gold on the Parker Insignia at the bottom of the page, as there is on 10 of the plated pens at the top.

Admittedly, our pen does cost more. But nowhere near 10 times more. The plated gold pen sells for ₤4.95, the Parker Insignia for ₤8.90.

If that is a little more than you intended to pay, ask yourself, in the end what kind of pen do you really want?

A brass one or a rolled gold one? 🏁

  • “Parker believe…” → thought leadership (though in a specific/small way of course) + “you.” The net effect: “We’re looking out for you.”

  • Punchy sentences for emphasis. “Not a year later. Not 10 years later.”

  • Address the common objections on your own terms: “Admittedly, our pen does cost more.” First: doing so creates honesty. Second, it lets you spin weakness into strength: “But nowhere near 10 times more. The plated gold pen sells for ₤4.95, the Parker Insignia for ₤8.90.”

  • The open-ended CTA nudges the reader from a “need” or “ROI” position to a “want” position. How? By forcing two choices: brass or rolled gold. Note, they don’t ask “which one would you buy?” The criterion is very specifically, “which one do you want?”

    You: “Well… I’d choose the rolled gold, because it’s nicer and I want it.”
    To which they reply: “Fantastic, let’s get you your pen.”

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 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].