Learn Great Copywriting in 76 Minutes | Harry Dry
How I Write
Creating Compelling and Specific Copywriting
Effective copywriting involves being specific rather than vague, such as describing clothes as worn by supermodels in London and dads in Ohio to create a vivid image. Focusing on details like going from 'getting up off the couch' to 'running a 5k' can result in compelling copy, as seen in the success of the 'Couch to 5k' program. Making statements that are falsifiable in copy can capture attention and engagement because it prompts readers to assess the truthfulness of the content. By presenting information in a way that can be proven true or false, copywriters create a sense of accountability and intrigue for the audience, similar to Galileo challenging the Roman beliefs about the Earth's rotation. Encouraging specificity by only permitting descriptions that are either true or false, rather than subjective, can enhance the effectiveness of copywriting and make the content more engaging and credible.
