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].

Schlitz Beer’s “Purity is Supreme” Ad by Claude Hopkins

• Thought leadership hook.

• Intentional use of present perfect tense & passive voice. It creates a certain tone of credibility. “The materials we use are,” “the goodness of Schlitz is due largely to them,” “But the supremacy of Schlitz as a home beer has been gained…”

• “But” as a micro-hook. See how each time it’s used, you’re reengaged: “wait, where are we going now?”

• Repetition to hammer home a negative judgement of the status quo, non-pure beer. Ouch. Then an immediate cut with the subtle callback to the hook. Deductive reasoning gives us: “Schlitz is the supreme beer.” Rollercoaster: negative spotlight on “impure” beer followed by the best possible positive focus on Schlitz, the "purest” beer. And: end scene. Masterclass!