Why Nicolas Appert and the Can Matter to Storytelling

#303 Storytelling | This episode is from Drive 2025, our 2-day in-person event for B2B marketers in Burlington, VT. Harry Dry, creator of Marketing Examples and one of the best copywriters on the internet, shared a masterclass on storytelling, creativity, and writing marketing that actually connects—showing how to find great ideas, turn real stories into memorable campaigns, and make people feel something in the process.

Head over to exitfive.com/drive to join the waitlist for Drive 2026 and be the first to know when tickets go on sale.

Timestamps

• (00:00) - – Intro from Dave
• (02:47) - – Harry’s background + Marketing Examples origin
• (05:07) - – What makes good marketing storytelling
• (08:27) - – How to find and collect great ideas
• (12:52) - – The power of emotion in copy
• (17:37) - – Why simple writing wins
• (22:12) - – Turning real stories into campaigns
• (29:08) - – The role of curiosity in great marketing
• (33:53) - – How to write like you talk
• (39:03) - – Examples of high-performing campaigns
• (44:13) - – Q&A: writing habits, inspiration, and burnout

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