repeat as necessary

As a copywriter, I'm always looking at ads, junk mail, packaging and product labels, wondering how I'd write the copy differently.

This morning in my long, luxurious shower (complete with shaving), I looked at the copy on my fancy new Biolage shampoo. There they were -- the shampooing directions: "Apply to wet hair and lather with gentle massaging motion..." That's when I decided if I ever get an assignment to write copy for a shampoo bottle, this is what I'll write.

Directions: If you don't know how to wash your hair yet loser, you don't deserve clean hair.