How I Write

Learn Great Copywriting in 76 Minutes | Harry Dry

1573 snips
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.
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ADVICE

Three Rules of Copywriting

  • Visualize, falsify, and make your copy unique.
  • These three rules ensure memorable and effective writing.
ANECDOTE

New Balance Example

  • New Balance succeeded with the tagline "worn by supermodels in London and dads in Ohio."
  • It's visual, true, and unique to New Balance.
ADVICE

Abstract to Concrete

  • To move from abstract to concrete language, zoom in on the words.
  • Repeatedly rewrite and ask yourself, what am I actually saying?
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