How I Write

Learn Great Copywriting in 76 Minutes | Harry Dry

Jul 17, 2024

Harry Dry, a master copywriter and educator renowned for his work with Marketing Examples, shares powerful insights into the art of copywriting. He emphasizes the importance of clear, engaging language and specific messaging. Harry discusses 'The Three Rules' of effective writing, analyzes successful ads versus failures, and reveals how emotional resonance shapes compelling marketing. He also highlights the role of authenticity and factual precision in storytelling, making copywriting accessible for all aspiring marketers.

01:16:05

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Episode guests

Harry Dry

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Highlights

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Episode notes

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Quick takeaways

Visual and concrete elements make copy more memorable.

Falsifiable statements engage readers and create curiosity.

Unique positioning and leveraging facts enhance copywriting.

Deep dives

Visual and Concrete Copywriting Principles

When writing copy, it's crucial to prioritize visual and concrete elements. Copy that can be easily visualized, like mentioning an Irishman, a pitbull, or a leg of lamb, tends to be more memorable. By focusing on making abstract concepts more concrete, the copy becomes more engaging and impactful.

Three Rules for Every Sentence

01:18

Simplicity in Writing: Embrace Rewriting

01:08

Unique Advertising and Differentiation

00:39

Analyzing an Ad Copy

01:33

Intro

5min

The Art of Effective Copywriting

9min

The Art of Copywriting: Analyzing Effective Ads

2min

Mastering the Art of Copywriting

23min

The Art of Authentic Copywriting

4min

Reframing Copywriting: Efficiency and Impact

2min

The Art of Persuasive Copywriting: Engaging Through Precision

2min

The Art of Engaging Communication

23min

The Art of Simple and Sensory Writing

5min

Harry is a master copywriter — and that’s not hyperbole. With Marketing Examples, he’s taught over 100,000 people how to write copy that rips. And guess what? You’re next.

Copywriting is the wrapper of success for every company. It’s the difference between Snickers, the bestselling chocolate bar in the world (“You’re not you when you’re hungry”) and a chocolate bar that looked and tasted just like Snickers, but went out of business in 2006. (Ever had a Fuse bar? Yeah, neither have we.)

Good copywriting burns into your brain, seeps into your guts. And in this episode, you’re going to learn how to write it.

Harry and David get down-and-dirty with the most important principles of copywriting. You’ll learn “The Three Rules” of good copy. You’ll compare ads that worked with ads that didn’t. You’ll get an inside look into how Harry writes his copy, down to his favorite software and tea of choice.

If you want to grow your marketing skills, this is your Harry-sent solution. Come learn the art of masterful copywriting.

SPEAKER LINKS:

Website: https://marketingexamples.com/

Newsletter: https://marketingexamples.com/newsletter

Twitter: https://twitter.com/harrydry

Instagram: https://www.instagram.com/marketing_examples/

LinkedIn: https://uk.linkedin.com/in/harrydry

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PODCAST LINKS:

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