We need ads, posts or a voice guide written.
Pick the sentence that sounds like your week.
I’m running a campaign and need the ads.
Twelve versions of the copy for one campaign, counted to the character, so you can test without writing a thing.
I need a dozen posts.
A dozen posts for one or two platforms, each with a hook and a call to action.
Three different people write for us and it shows.
A guide your team, freelancers and agencies can read once and sound like the same company.
The guide also helps the other two. If ads and posts keep drifting, fix the voice first, before paying for more ads and posts.
Four of twelve ad variants, with the character counts
Slow Pour is a cold-brew subscription we invented. Google headlines get 30 characters, descriptions 90. Counting is the job, so we show our working.
Sample, not client work Written by us for a made-up business.
| # | Angle | Headline | Chars | Description | Chars |
|---|---|---|---|---|---|
| 1 | The process | Cold brew, steeped 18 hours | 27 / 3027 of 30 characters | Coffee that shows up before you run out. Skip or pause any week. | 64 / 9064 of 90 characters |
| 2 | The fridge | Your fridge, minus the grind | 28 / 3028 of 30 characters | Slow Pour ships concentrate to your door every two weeks. Pause when you’re stocked. | 84 / 9084 of 90 characters |
| 3 | The first bag | First bag $12 with code POUR | 28 / 3028 of 30 characters | Smooth cold brew from small roasters. Cancel anytime in two clicks. | 67 / 9067 of 90 characters |
| 4 | The problem | No more watery iced coffee | 26 / 3026 of 30 characters | Brewed strong so ice doesn’t ruin it. Pour over ice, add milk, done. | 68 / 9068 of 90 characters |
Headline limit 30, longest here 28. Description limit 90, longest here 84.
Small cards for small jobs, a big one for the guide
$299
USD
Ad copy set, 12 variants
12 variantsabout 4 business daystwo revision rounds
Twelve versions of the copy for one campaign, counted to the character, so you can test without writing a thing.
Headlines up to 30 characters, descriptions up to 90, plus Meta primary text. For one campaign, one audience, one offer. A second campaign is a second set.
In your order
Ten is the most you can order here. For more, ask for a quote.
Each extra campaign gets its own brief and its own date.
What’s included and what isn’t
| Included | Not included |
|---|---|
|
|
Standing exclusions apply to every package. Design and layout, publishing, images, keyword research tools (unless stated), fact-checking, legal, medical or financial claim review, and any promise about results.
Each extra campaign is a new set. Over the cap? Ask for a quote →
$499
USD
Social post pack, 12 posts
12 postsabout 6 business daystwo revision rounds
A dozen posts for one or two platforms, each with a hook and a call to action.
12 posts, 1-2 platforms, up to 120 words each. $42 a post. You pick the platforms (one or two) and send the topics.
In your order
Ten is the most you can order here. For more, ask for a quote.
Each extra pack gets its own brief and its own date.
What’s included and what isn’t
| Included | Not included |
|---|---|
|
|
Standing exclusions apply to every package. Design and layout, publishing, images, keyword research tools (unless stated), fact-checking, legal, medical or financial claim review, and any promise about results.
Each extra pack is another 12 posts. Over the cap? Ask for a quote →
$1,599
USD
Brand voice guide
10 to 12 pagesabout 12 business daystwo revision rounds
A guide your team, freelancers and agencies can read once and sound like the same company.
Built from your brief and a 30-minute call. Hand it to a new hire, a freelancer or an agency.
In your order
Ten is the most you can order here. For more, ask for a quote.
Each extra guide gets its own brief and its own date.
What’s included and what isn’t
| Included | Not included |
|---|---|
|
|
Standing exclusions apply to every package. Design and layout, publishing, images, keyword research tools (unless stated), fact-checking, legal, medical or financial claim review, and any promise about results.
Another guide is a second brand. Over the cap? Ask for a quote →
Prices are in USD. If any sales tax applies to your order, it will be shown before you pay. Over the cap? Ask for a quote →
A voice page for a dentist who doesn’t exist
Three principles, and a “we say / we don’t say” list. No clinical claims, because those belong to a dentist. It’s one page of the 10 to 12 a full guide contains.
Sample, not client work Written by us for a made-up business.
How Brightwell sounds
We write for people who may not have been to a dentist in a while and may feel bad about it. Everything we send should make the next step feel small.
Three principles
- Say what happens next. Nobody likes a surprise in a chair. Tell people what the visit includes, how long it takes and what it costs, before they ask.
- Plain words first. Say “cleaning” before “prophylaxis.” If we have to use the dental word, we explain it in the same sentence.
- Never make anyone feel behind. Nobody is “overdue” or “neglecting” anything. They’re due for a visit. That’s all.
| We say | We don’t say |
|---|---|
| You’re due for a cleaning. | You’re overdue. |
| Tell us if anything feels uncomfortable and we’ll stop. | Don’t worry, this won’t hurt. |
| Here’s the cost before we start. | Your insurance will take care of it. |
| Come in whenever you’re ready. | It’s been two years since your last visit. |
| A tooth that needs attention. | Problem areas. |
Test: Read it aloud in the waiting room. If it would sound odd there, rewrite it.
What to have ready
You’ll send these through the brief form after you pay. Nothing needs to go in before checkout.
- For ads: platform, audience, offer, and the page the ad sends people to.
- For posts: platforms, how often you post, and topics you want covered.
- Three posts or ads of yours that sound right.
- Three that don’t, and a line on why.
- Words you love and words you can’t stand.
- For the voice guide: who writes for you now, and two or three times in the week we can find 30 minutes.
- Anything legally required in your ads or posts, such as disclosures.
What stays with you
- Images and creative.
- Setting up your ad accounts.
- Buying media.
- Scheduling or posting.
- Replying to comments.
- Naming and logos.
- Legal review.
- Results of any kind.
- We write copy for ads.
- How the ads perform depends on the offer, the budget, the targeting and the day.