2. How to Write Falsifiable Copy

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To write falsifiable copy, focus on providing statements that can be deemed true or false. Instead of subjective descriptors about someone (e.g., 'good-looking', 'intelligent'), supply concrete evidence or criteria that support your claims, making them testable. For instance, rather than stating someone has 'good values', point to specific actions or characteristics that validate this assertion. Using visual examples and facts, like charts or notable figures, enhances credibility. Rather than just talking about a product, visualize data or relatable scenarios that affirm your message — this approach shifts from abstract adjectives to tangible references that your audience can verify. Concrete examples not only foster trust but also encourage readers to take informed actions based on real-world evidence.

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.

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