Effortless copywriting (and why it takes sooooo much effort to get it right)

Why do people fancy Ryan Gosling? Apart from his impeccable suits, flawlessly rumpled hair and eyes that make your leg bones feel like chewed ham, what is it?
 
It’s the fact that his intense handsomeness is all so effortless. What he can convey in a lazy blink would demand so much effort from a man like me that I’d probably vomit up my own pelvis.
 
This impression of ease is terribly handy if you’re a slightly off-key movie heartthrob – but it’s positive