6-JUN-2025 | Indigo & Cotton Ad

Author

Dan Bogachek
June 06, 2025

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].

Indigo & Cotton Ad

100% Cotton
Handsome Things by Way of Charleston

For the sake of argument, let’s say you’re not a nudist.

It stands to reason, then, that you occasionally put things like pants and shirts on your body.

And seeing that’s the case, it’s probably in your best interest to make damn sure you look…

Screw it. Forget all that.

We’ve already wasted too much time.

Time that could be spent sifting through the virtual racks of Indigo & Cotton, a Charleston-based shop turned Web-based emporium of natty button-downs, claw-buckle belts and other things that make your body a better place, online now. 🏁 

After the hook we get a great premise for the opener. Written with “you,” with a voice you can hear, but still formal.

Then the self-aware tone shift, from academic and a little pretentious to frank and to-the-point. Subversion is fun.

Variation in length for texture. Note how the short sentences punctuate and the long ones illustrate.