The Day You Become a Better Storyteller with Harry Dry (Founder of Marketing Examples)

Nov 13, 2025

Harry Dry, founder of Marketing Examples, shares his expertise as a copywriter and storytelling guru. He dives into the art of conflict-driven narratives and emphasizes the importance of emotion in marketing. Harry explains how simple writing can create powerful connections, illustrating his points with real-world examples. He outlines key storytelling principles and explores how unresolved tension can redefine a brand. With practical tips and engaging anecdotes, he reveals how compelling stories resonate with audiences and drive effective marketing strategies.

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INSIGHT

Stories Shape Decisions More Than Facts

People think they decide on facts, but they actually respond to the shape of a story.
If you can't wrap your idea in a compelling narrative, nobody will care.

ANECDOTE

Basecamp’s Storybeat Big Ad Budgets

Basecamp spent far less than Asana yet achieved similar customer counts by learning to write and tell their story.
Jason Fried sold a million-copy book and earned attention instead of buying huge ad budgets.

ADVICE

Introduce Conflict Deliberately

Add unresolved tension or conflict to your writing to create a story.
Use diametrically opposed elements to spark interest and make copy memorable.

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#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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