Paul Bedford's "Sleep Patterns" Ad for eve

A great example of KISS — keep it simple, stupid.

Hooks with pain.

Shows you the promised land.

Appeals to emotion — ‘deserves.’ Everyone deserves.

Then it fills the gap. ‘Here you go.’ See how it’s about the ‘why’?

A dash of specificity on how they do it, but they don’t go on and on. Just a little justification to disarm your ‘oh well, how exactly do you make it perfect?’

A 100-day offer to de-risk.

And a discount to sweeten.

Sticks it with a short, clear, and encouraging call to action.

Everything’s nice and crisp.

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].