Patek Philippe’s “You never actually own” Ad

Ok, ok. This brand is as luxury as it gets. One could argue: “what’s the point of an awareness ad for a name like Patek Philippe?”

And yet, they’re still nice with the copy.

• It’s all about “you.”

• The features show the benefit — only resetting once per year, the movement winds itself, and the rigorous Geneva Seal standards = quality and longevity.

• The call to action is extremely soft here. It’s just a phone number and a website. But remember: Patek Philippe ain’t need no CTA to sell their watches. So, unless you’re the Lamborghini of whatever business you’re in, be direct and tell your reader what to do next.

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].