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].

British Heart Foundation Bus Stop Ad

Grade 2 on the Hemingway app.

The hook gets us curious how? Labeling our behavior. Once we identify and self-select with this labeled behavior, we’re curious as to why it’s being called out. And so we’re hooked to read on…

Then we’re hit with the subversion: “That is, if you even make it home.” Yikes, that’s oddly threatening. We’re at attention.

Repetition on “before.”

Which gives us a pushing off point for the call to action — you can help. “Join the fight at bhf.org.uk and help us fight for every heartbeat.”

Very direct.

Don’t be shy. Tell your reader exactly what you want them to do. They’re (most likely) grown up and can decide for themselves whether to listen or not.

Then a bit of levity again, referencing the hook to wrap up with a hook-punchline sandwich.