Day 23: Felix Gray


Yes, They Look Great, But Wait Until You Hear What They Can Do

If You Spend Most Of Your Day On The Computer (Or Your Phone), You’ll Want To Hear About This.

“This can’t be healthy.”

Whether you’ve said it out loud or just internally, it’s true on some level.

It can’t be healthy to spend all day staring at a screen, can it?

I mean, our bodies really weren’t designed for that sort of work. Computers haven’t even been around that long.

But, we gotta pay the bills.

And we’re sure as hell not going back to typewriters. (Yeah, we’d look super cool, but no backspacing? Miss me with that.)

Odds are, you’re probably experiencing some of the negative side effects associated with prolonged screen time without even being aware of them.

What’s Wrong With Screens?

The screen you’re staring at right now is #lit with LED lights.

LED lights, while being energy efficient AF, put out blue light. And if you haven’t heard of blue light, it’s great! But only in the right doses at the right time.

Because blue light is basically what keeps us awake.

Our bodies are able to recognize blue light from the other different types of light and use that information to tell us to stay awake.

And that’s awesome — during the day. But at night? Not awesome.

Decreased Sleep Quality

Ever lay in bed scrolling through Insta because you can’t sleep?

Blue light may have been the culprit. And unfortunately, staring at those over-saturated Instagram pics was only making the problem worse.

Instead of signaling to your body that it should rest, the blue light was effectively saying:

“Yoooooo, let’s keep this party rollin’!”


Ever found yourself with a headache after a long day of work?

I’m sure you were using a lot of brainpower, and that probably contributed to it, but did you ever think it could be something else?

Something like *gasp* BLUE LIGHT!?

Not only does blue light mess with our melatonin production and Circadian Rhythm (which tells our body when we should be awake and when we should be asleep), it also causes digital eye strain.

Because LEDs are such powerful lights, they (and the blue light they produce) can be overwhelming to our eyes — which aren’t designed to handle such an extreme form of light.

The end result?

Your eyes work too hard and you end up with a headache by the end of the day.

Dry Eyes

If you’ve ever found yourself rubbing your eyes during the day, it might not be because you’re tired.

It might just be because your eyes are dry.

That’s another culprit of our screen-centric culture. The truth is:

The stuff on our screens is interesting!

So interesting that we find it hard to turn away. Our bodies are so engaged they actually forget to blink, leading to dry, itchy eyes.

The Easiest Way To Lessen The Problems Caused By Blue Light

We’ve used eyewear to protect our eyes for years, whether it’s to protect them from the sun, the water in a pool, or any of the other infinite risks to our delicate little vision-givers.

So you probably won’t be surprised to hear that the easiest way to lessen the problems caused by blue light is to wear blue-light-blocking glasses.

Problem is — most of those glasses look like something your dad would wear when he’s sawing lumber to build his newest artisan wine rack.

Look, blue light is dangerous, we know, but you shouldn’t have to look like you’re working at a construction site to be protected.

We believe that safety shouldn’t look silly.

If you want to protect your eyes from blue light, get better sleep, experience less headaches, and give your beautiful baby blues the rest they deserve, you should be able to look like a normal, stylish person when doing it.

That’s why we started Felix Gray.

How Felix Grays Are Different From Other Computer Glasses

Felix Grays were designed for those of us who want to protect our eyes — but don’t want people to think we’re the office weirdos.

(Look, you’ve already got a standing desk and you drink kombucha every afternoon. How many more quirks do you need before people start giving you weird looks?)

Felix Grays were designed for protection with a purpose.

Our frames are modern, contemporary, and — yeah, we’ll say it — stylish AF.

Thanks to our frame development technology, we’ve been able to get rid of those yellow lenses that make everything look like a scene from Mad Max and still block 50% of blue light.

Get Your First Pair Of Felix Grays Today

Now you can protect your eyes, experience less headaches, and get better sleep without looking like you’re working with heavy machinery.

[Get your first pair of Felix Grays today.]



I thought doing these sales letters during the holidays would be easy, since I haven’t been doing much client work.

But they’ve actually been some of the hardest days.

I’m at my parents’ house, and for most of the time I’m working on these, I feel guilty for not spending time with my family.

I’m definitely learning that, while work is important, it doesn’t (and shouldn’t) take precedence over time with family.


I wrote about Felix Gray — a company that makes computer glasses that actually look good.

Who is the Customer?

The customer is a millennial living in an urban area who spends most of his/her day on the computer or staring at a smartphone.

Customer Level of Awareness

This customer is unaware. They’ve got a sense that staring at a screen all day is probably not good for their health, but they can’t pinpoint exactly why that is. So, the letter puts a name to that fear and provides the solution to it.

Big Idea + Rationale

The big idea behind this is that our bodies were not designed to stare at screens as much as we do, due to the blue light they emit.

This is something Felix Gray does a great job of highlighting on their site, so credit for it goes to them — not me, unfortunately.

Big Promise + Rationale

The promise is that Felix Gray glasses block 50% of blue light and actually look stylish  — unlike most computer glasses. Again, credit to FG for this one.

Lessons Learned

Research isn’t something that can be improvised. You can’t do most of it day-of and expect for it to enter your subconscious for effective use. If you want to research effectively and be able to use that information, do your research long before you start writing.