Learn Copywriting in 76 Minutes | Harry Dry

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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00:00:00 Introduction
00:01:57 Harry’s Three Rules
00:03:20 Can I visualize it?
00:06:15 Can I falsify it?
00:08:46 “Imagine you can’t talk you can only point”
00:09:55 Can nobody else say it?
00:10:40 Why learn copywriting?
00:13:55 Fire round!
00:14:15 “They don’t write songs about Volvos”
00:15:15 Athletic Greens is clean
00:16:50 Apple's “1000 songs in your pocket”
00:18:35 We love Volvo’s ads
00:19:40 That legendary Economist ad!
00:20:48 The line that created desire for diamonds
00:21:46 You sit down. You write copy. What’s the process?!
00:22:34 Piece 1 — “Who you’re talking to”
00:24:40 Don’t write it on a Google Doc
00:25:46 Piece 2 — “Having something to say”
00:27:35 Piece 3 — “Saying it well”
00:29:45 Harry writes an ad (with screen sharing)
00:42:25 Harry explains another ad he wrote!
00:44:10 Tesla’s Copywriting is Good
00:45:38 “First line. Second line.”
00:46:30 Facts. Facts. Facts!
00:50:50 Harry’s Newsletter
00:51:40 How’d you write a newsletter
00:53:20 Every example has conflict
00:53:52 Loom’s Positioning
00:54:47 Every paragraph is two lines
00:55:42 “Walk me thought this intro”
00:57:20 How Harry writes simply
00:57:58 Kaplan’s Law of Words
00:58:26 The strength of an idea is inversely proportional to it’s scope
00:59:25 A good paragraph is like a burrito
01:01:15 Structure is wildly underrated
01:04:00 Your standards are your work
01:05:12 How do you create conflict in copy
01:06:25 Why AI can’t write copy
01:10:20 “Silence and action”
01:12:05 Writing example (John Steinbeck)

PODCAST LINKS:

ABOUT THE HOST:
I’m David Perell and I’m a writer, teacher, and podcaster. I believe writing online is one of the biggest opportunities in the world today. For the first time in human history, everybody can freely share their ideas with a global audience. I seek to help as many people publish their writing online as possible.

How I Write is a podcast by Write of Passage // Production by Adam Soccolich

[DavidPerellChannel]

Harry Dry is the best copywriter I know.

He's built a 130, 000-person newsletter teaching people how to do it, and by the end of this interview, you'll be at least a Green Belt in copywriting.

Some of his rules for writing:

1) A great sentence is a good sentence made shorter.

2) Writing great copy begins with having something to say in the first place.

3) Copy is like food. How it looks matters.

4) Since the look of copy matters so much, don't write copy in Google Docs. Write it in Figma (so you can write and design at the same time).

5) Kaplan's Law of Words: Any word that isn't working for you is working against you.

6) You know a paragraph is ready to ship when there's nothing left to remove. It's like a Jenga tower. The entire thing should collapse if you remove something.

7) Make a promise in the title so the reader knows exactly what they're going to get if they click. Then, deliver on the promise.

8) The three laws of copywriting: (1) Make it concrete, (2) make it visual, and (3) make it falsifiable.

9) Make it concrete: Don't be abstract. For an example, say you're writing about habits. Don't talk about "productive routines." That's abstract. Write about "waking up at 6am to write" instead. It's concrete — and much more vibrant.

10) Make it visual: People see in pictures. This is why instead of memorizing card numbers directly, world memory champions memorize cards by turning them into pictures and then back to cards.

11) Make it falsifiable: When you write a sentence that's true or false, you put your head on the chopping block, which makes people sit up in their seat.

12) When has a falsifiable statement resonated? Galileo got sentenced to a decade of house arrest for saying that the earth spins around the sun. That's a falsifiable sentence. But nobody would've done anything if he'd said that the earth has a harmonious connection with a celestial object.

13) Write with the delete key. Using fewer words lets you be more impactful with the words you keep.

14) The job of a sales page is to make a bold claim at the top. Then spend the rest of the page backing up what you've said... with a ridiculous amount of proof.

15) If your competitor could've written the sentence, cut it.

16) Good copy is differentiated. Here's an example: Elon Musk shouldn't write "The Cybertruck is the world's best truck." Ford or Dodge can write that sentence. But only Elon can write: "The Cybertruck is tougher than an F-150 and faster than a Porsche."

17) Some days, the writing comes easily. Some days, it takes sweat. The reader doesn't care if you wrote for two minutes, two hours, or two days. The ink looks the same.

18) Great copy reads like your customer wrote it. Talk to them.

[kashafzaman]

i just love that real masters of their craft don't gatekeep

[josetorres]

Here's a framework based on the info. Great interview, sign up for the newsletter.
1. Visualization
Ask: Can I visualize it?
Purpose: Make your audience see the imagery in their minds. If they can see it, they can remember it.
Application: Use concrete, tangible words that create vivid mental images. Abstract ideas often get lost, so zoom in on specific details to make your message memorable.
2. Falsifiability
Ask: Can I falsify it?
Purpose: Make statements that can be proven true or false. This builds credibility and engages your audience by making them think critically.
Application: Avoid vague, subjective claims. Instead, use specifics that can be validated. For example, instead of saying “good values, ” describe the actions or behaviors that demonstrate those values.
3. Uniqueness
Ask: Can nobody else say this?
Purpose: Differentiate your message by saying something that only you or your brand can claim.
Application: Focus on what makes your product or service unique. Avoid generic statements that competitors can easily copy. Instead, emphasize your distinctive features, benefits, or approach.
4. Conflict
Purpose: Introduce tension or opposition in your messaging to make it more engaging and memorable.
Application: Frame your message around contrasts (e.g., before vs. after, problem vs. solution). This helps your audience understand the value of your offer by highlighting what’s at stake.
5. Simplicity
Purpose: Keep your language clear, concise, and to the point. Simplicity aids understanding and retention.
Application: Write short, straightforward sentences. Remove unnecessary words or jargon. Each sentence should be easy to read and contribute directly to your message.
6. Pacing and Structure
Purpose: Control the flow of your copy to guide the reader’s experience.
Application: Use punctuation and sentence length strategically to create rhythm and emphasis. Vary the pace to keep the reader engaged and to highlight important points.
7. Engagement Through Storytelling
Purpose: Use narratives to connect with your audience emotionally and intellectually.
Application: Start with a relatable scenario or problem, build up with conflict or tension, and resolve it with your product or service as the hero. Make your copy feel like a personal letter rather than a generic advertisement.
8. Use of Facts
Purpose: Ground your copy in reality with precise, verifiable information.
Application: Start with a fact or statistic to anchor your message. Use these facts to build credibility and context before introducing your solution.
9. Iteration and Refinement
Purpose: Achieve excellence through continuous improvement.
Application: Write, review, and rewrite. Don’t settle for the first draft. Keep refining until every word serves a purpose, and the message is as clear and compelling as possible.
10. Audience-Centric Approach
Purpose: Always consider who you’re speaking to.
Application: Tailor your message to resonate with your specific audience. Consider their current mindset and the desired outcome, then bridge the gap with your copy.

[delamberty]

My takeaway. You don't remember what you don't visualise. Make them see it, they will remember it. Use concrete words, they will remember.

[MarketingExamples]

Thank you for the call up, David. Never seen so many lights, cameras, varnished wood. One of the funnest days of my year :)

Edit: This is nearly at 100k now. Wow! I'm flattered. Appreciate you all watching, if you find it useful would love a “thumbs up” 🙏

[grandmanoor]

Harry talks way more and with clarity and sharpness of mind for a person who is brief on paper. Love it!

[garethjhancock]

Everyone -- from the business owner trying to sell products, to the bloke in the corner of the office who wants to ask for a raise, to the mum selling her kids' old toys on Facebook -- can benefit from this episode. Top work, chaps.

[SamHornIntrigue]

What I really respect about this interview is that both Harry and David are coming from integrity. Their intent is to CRAFT LANGUAGE THAT CONNECTS - which makes this honorable and humane vs. huckstering hype. Kudos to both of you for genuinely caring about the impact of language and for showing how to use words in win-win ways. You are a breath of fresh air in this community and Industry. - Sam Horn, author of POP!

[aliabdaal]

Incredible stuff, need to take Harry’s course 🎉

[xiwen]

Came here from Harry's newsletter. One of the best 76minutes I spent learning this year!

[nicolasray]

This is the BEST copywriting video I've watched. It's not pedantic, or dry, or self-serving. Just great strategies all the way through.

[ShekaranJagadeesan]

no matter how much you learn, you need the "feel factor" to execute it... and that's why this whole setup is amazing. On the left, you have the teacher who is constantly trying to make things tangible and on the right, we have the amplifier who is continually giving emotional feedback on how the "first instinct" feels. Amazing content 👍

[archive]

I've never seen this channel before.

I got a recommendation from YouTube.

I like the vibe I'm getting from it.

Straight to the point.

No stories that don't help the narrative.

Just pure insights.

[lheurech]

This content is free? Just Wow. Thank you so much!

[matthewlakajev]

This guys enthusiasm makes me want to write — it’s infectious.

[oj]

I'm 10 minutes in and absolutely loving this so far. The passion Harry has for copywriting is palpable and he's just shooting out one gem after the other! I wish all podcasts were this insightful!

[Kyoto]

What a coincidence. Today I was thinking ''I need to watch a video about the process of copywriting itself as a craft and skill, but all these copywriter talk about their business, their successes, whole life story since birth, abstract marketing philosophizing. As an aspiring copywriter, that does nothing for me.'' And then this is the first video that I clicked on!!! Super great concept. Indeed you saw a gap in the podcast field and dove right in. Well done. And not just copywriting by the way. Everyone is copying Joe Rogan trying to have a conversation with the guest as a buddy being entertaining, without making sure to give viewers something USEFUL. Thanks!

[TusharGDM]

00:01 Copywriting is the number one skill in marketing.
02:04 Visualizing is key to effective copywriting
06:03 Writing copy that is falsifiable makes it engaging and impactful
08:05 Copywriting is about pointing to concrete, visual, and falsifiable things instead of just talking.
11:51 Dave Kitson's successful book strategy
13:46 Effective storytelling can outsell superior products.
17:30 Copywriting is about using metaphors and visuals to make messages more impactful
19:01 Marketing to people who inherited brains instead of wealth
22:32 Understanding your audience is crucial for effective copywriting.
24:18 Writing copy that instantly resonates
27:33 Copywriting is about creating memorable and persuasive messaging.
29:27 Copywriting is about having something to say and saying it well.
32:38 Learn to write and increase Landing page conversions
34:18 Simplify landing page message for better conversion
37:31 Enhancing ad effectiveness through design
39:13 Copywriting is the art of simple communication
42:26 Marketers spend 22, 000 hours writing in their career
44:23 Comparing new products to familiar ones for clarity and impact.
47:42 Using facts as grounding in storytelling
49:12 Utilize facts for precise communication
52:43 Effective newsletter writing involves 3 unique strategies
54:28 Emphasizing on short paragraphs for effective copywriting
57:46 Words impact your message. Simplify to strengthen impact.
59:37 Refine writing by testing sentences individually
1:02:59 Importance of maintaining high quality standards
1:04:41 Creating natural flow and conflict in writing
1:08:11 Importance of gaining different kinds of experiences for good writing
1:09:58 Surround yourself with excellence for inspiration
1:13:18 Steinbeck's writing comes alive with sensory descriptions and deliberate pacing.
1:15:10 Sequencing adds suspense and intimacy to writing.

[NafisSadekeen]

This video's title is another great example of a great copy! The video appeared in my suggestion almost a month ago; today I am watching it and the reason I still remember the video is the title! The '76 Minutes' got stuck with me.

[syeddaniyalali]

I am not even a copywriter but I would love to see more examples of Harry's copywriting process. This was just gold for ANYONE who wants to improve their short-form writing in any medium.