A Masterclass on Copywriting (from Harry Dry)

_{[Read time: 5 minutes]}

I put my earbuds in.

I hit play.

Cranked up the playback speed to 1.75x.

(2 minutes and 25 seconds pass)

I hit pause.

I drag the play bar back to the beginning.

Turned the playback speed back down to 1.0x.

The video restarts.

(another 76 minutes and 5 seconds pass)

I press play again.

This time, I ran to grab a notebook.

I’m the type that watches (or listens) at 1.5x to 2.0x speed:

• videos

• podcasts

• audiobooks

I‘ve even tried 2.5x once — but that was too much.

They sounded like they injected helium.

So when I play something at a normal pace (of 1.0x), I know it’s something special.

Last Wednesday, I stumbled across a YouTube video.

The title was Learn Great Copywriting in 76 Minutes.

Putting my ego aside…copywriting was one of the skills I lacked most.

I’ve done something about it, though. It’s the skill I’ve invested in most since January 2023.

• $2.400.00 in coaches

• $3,122.85 in courses and communities

I’m confident I’ll hit $10,000 by the end of this year…while actively practicing it.

While copywriting is often viewed through the lens of advertising, it applies to many other aspects of business: email subject lines, pitch decks, social media, headlines, and sales pages (among others).

I’ve learned (the hard way) that talent doesn’t matter if you can’t get potential customers to watch, read, or listen.

• Your first job is to earn attention

• Your second job is to deliver on your promise

Copywriting is that differentiator.

Peel back the layers of every business, and you'll realize very few are truly unique. I don’t just mean the small ones (like mine and yours) — even the biggest in the world. As Harry puts it (in the video):

Apple and Samsung both

• take great pictures

• built an app store

• have great tech

But 17 out of 20 American teenagers choose Apple.

Why?

As David Ogilvy says, “It isn’t the whiskey they choose, it’s the image.”

That’s copywriting.

That’s why I’ve invested in it.

Today, I’m sharing my notes from the YouTube video so you can improve your copywriting skills and earn one more sale.

All credit goes to Harry and David — I’m just the messenger.

First, let me introduce Harry Dry.

Harry founded marketingexamples.com to teach people how to write copy with…practical, real-world examples.

He breaks down why it works with frameworks and principles.

Plus, he has a newsletter with 130,000+ super-engaged fans.

Harry’s 3 rules for writing (and reviewing) copy:

1. Can I visualize the words?

2. Can I falsify the words?

3. Can nobody else write this?

Let’s break those down.

Rule 1: Can I visualize the words?

It’s about making words memorable.

We remember what we can visualize.

• Abstract words and phrases are hard to remember

• Concrete words and phrases are easy to remember

Here are examples of each:

Your job is to make the words as concrete as possible.

How do you turn something abstract into concrete? Harry says, “Keep zooming in.”

He handwrites the word or phrase at the top of a paper. Then, he rewrites and rewrites until he can visualize the words.

By the time he gets to the bottom of the paper, he’s transformed abstract into concrete.

Rule 2: Can I falsify the words?

Write a sentence you can prove true or false (i.e., falsify).

When your writing is subjective, it’s hard for the reader to visualize (going back to rule 1).

A classic example of this is to describe your single friend to a man or woman at the bar (to get them a date).

Your job is to stop using adjectives and start making the words true or false.

How do you make words more falsifiable? Harry uses the “pointing test.”

You can’t physically point at adjectives; you can only point at true or false things.

• You can point to the charging pitbull coming your way

• You can point to your rainbow-glittered sneakers

• You can point to your single friend

Rule 3: Can nobody else say it?

It’s about being unique (which is memorable — remember rule 1).

And you’re memorable when you can make the customer think you are the only 1.

Not 1 of 1,000,000.

“Never write an ad your competitor can sign.” (Jim Durfee)

This is an example of an advertisement that only New Balance can say:

Nike can’t say this.

Reebok can’t say this.

Adidas can’t say this.

How do you say something no one else can say? Experience and experiments.

Understand what you do, why you do it, and how you do it. And pay attention to the subtle nuances of your product and services.

While it’s hard to be purely original, it only takes something small to be unique.

Find it.

And shine a bright light on it.

Copywriting is about “doing more” with words and images — to get your customers to buy what you're selling.

I recommend watching this masterclass on copywriting. I promised myself I’d stick to one framework (otherwise, it might have been 4,000 words).

But there is so much more I didn’t share:

• How to write simply

• How to create conflict

• Harry’s writing process

Want more? Click the video below. Enjoy it. Learn it.

Seriously. It’s incredible.

Thank you for reading.

See you next week.

— Peter

P.S. This letter was a bit different than my previous 73 letters. While I usually share a lesson (or framework) I’ve applied, this time, I’m sharing a lesson as I learn it.

• Did you like it?

• Did you hate it?

Click on the poll below to let me know. Or, if you’re bold enough, reply to this email and tell me what you think.

I’d love to hear how I can make this the letter you can’t wait to read each week.

P.P.S. Harry, if you’re reading this — keep doing the good work. And thank you.

Tell me what you think in just one click.