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.
Not aure you'll see this, but what do you think about adding more images. S I am not sure I know some things Harry spoke about. Like books and names of people. A picture will work. By the way, great session. 😊
What do you think about the times when MJ announced 'I quit' and 'I'm back'? I think that makes MJ the best copywriter ever. He wrote those lines himself.
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.
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” 🙏
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.
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!
There were many good ads on display, but some of David's comments missed the point of why the ads worked so well. For example, the Apple ad “1000 songs in your pocket” is not strong just because of simpleness or nice wording, but because of the relevant promise. What had Apple achieved? They radically simplified and downsized media players. Before the iPod, people were walking around with CD players you couldn't do in your pockets. So, it's not just the language, it's the well articulated promises. Another example, the sneaker ad “Models in London ...”. The models stand for high fashion & ladies, internationality and place the brand high in the skies of desirability, way away from "work nice on your feet, don't hurt" etc. However, the “dads” play the other side to this: Comfort, durability, manly, etc. By this, the ad succeeds in fulfilling the dream of every marketeer of sneakers: "for everyone". Normally, such two-sided briefings are rather difficult to fulfill. So, there's a lot of strategic briefing in this ad. Never forget: What moves consumers is relevance.
David please try and watch Rogan podcast and learn ,you get too excited and interrupt your guest, allow them to finish their thoughts, we dont need you to explain, we have ears, just ask the relevant questions,. Besides, this a great episode .
Two hours of Harry and David going through 100s of different printed ads Can I visualize it? "How to Make Unforgettable Ads" Can I falsify it? "How to Make Ads that change Industries?" Can nobody else say it? "How to Create Ads with the World's Best Copywriter" That's a 10 million view video
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 👍
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!
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!
David learned the valuable lesson of the more relevant you are to more people, the less relevant you become to the right people. Brand is given by being committed to your in crowd, and making outsiders want to understand.
@@adaezenancyuche I don't disagree, they are good techniques, and he often employs then well. Watching the talk with the cultural tutor, for example, they flow. But I think the execution here, in contrast with Harry's style and in the way it's edited, makes me feel like he's explaining the joke half the time. All thanks to David, this is lovely work. I hope it's okay to point out that something might not be coming across as he liked to some of the audience, but hey, you seem to enjoy it, so all good :)
Harry is the best example of 'show, don't tell'. Thanks David. I recently discovered copywriting and Ogilvy and I'm loving it. Harry is probably, Ogilvy Reborn.😄
Thanks. Harry is the much needed copywriter teacher for beginners like me. Could you please request him to write a book teaching copywriting? I discovered his website after watching this episode and I absolutely loved it! The book could be just his website, condensed.
When I saw Harry's name in today's newsletter my face instantly went 😮On top of that, I got to see an unexpected Harry Dry face reveal, which is a pleasant bonus! Thank you David for this super insightful collab from two of the best writing newsletters out there.
what a great video! I immediately change the title of this video ua-cam.com/video/bo1_VrLG6mw/v-deo.html from "The risk of viewing AI as a hype" to "Why everyone knows AI is a hype, but keeps investing in it". I'm sure I can do better though.
I've never seen this channel before. I got a recommendation from UA-cam. I like the vibe I'm getting from it. Straight to the point. No stories that don't help the narrative. Just pure insights.
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.
David, any chance you have that tweet/post that showcases Harry's engagement? I'm writing a piece on the importance of replies on newsletters over just opens.
Not one, but two new channels to subscribe to! Forever grateful for the UA-cam algorithm. I'm a writer. You've given me so many ideas for my website and advertising. Thank you!
I absolutely love you David & everything you’re doing for the industry. Small tip: When you’re reiterating what guests are saying - don’t say word for word what they just said but try to summarize it in your own words. Or just let it breath & get onto the next point. Not trying to rip you apart, just know you have a bright future & I’m excited for the future of this show.
Some great ideas here. I have a fish and chip shop and love words (as well as fish and potatoes). My new signage says "Pop in for a Cod" The alliteration kills people.
Immediately I noticed, This guy makes so much sense, I need to write this down! 😊 Most people online or on UA-cam know stuff but don't know how to explain it or teach it to others or even make it interesting but this guy immediately from first few minutes he already explained the simplicity behind his copywriting method and it makes so much sense. Awesome 👍
You can easily pick up 90% of copywriting from lots of sources. Don’t buy a course! Bob Bly's Copywriter's Handbook & Cashvertising is a good start. Other OGs? Guys like Dan Kennedy, Clayton Makepeace, John Forde, Caples, Mike Forde, Eugene Schwartz and Gary Bencivenga are the ones who made copywriting to what it is today. Current A list copywriters: Stefan Georgi, Kim Krause Schwalm, Carline Anglade Cole, Dan Ferrari, David Deutsch, John Carlton, Parris Lampropoulos. Check out their interviews on YT. On youtube, specific copywriting channels are the Copy That channel, Joanna Wiebe, Jacob McMillen and Alex Cattoni.
33:03 cant call him a master copywriter if the reason for writing that copy is just because he liked it. a copywriter is a master when he knows what works and why it works. effective copywriting is not a matter of gut feeling, it is the result of studying human behavior
Harry Dry is Dope! Everytime I read marketing examples, I spend a lot of time taking notes. This interview is the same. Metonomy? Had to GPT it. But when I did the flood gates opened on how to use metonomy for my thumbnails, my book's copy, AND my headlines. Bros, this is a great episode.
Informative, interesting, & humorous-you had me chuckling along Harry. I love how, while educating on the benefits of copywriting techniques, you cleverly and ironically use those very techniques to promote and showcase the product-it’s almost like a meta demonstration.
Masterpiece, i wonder how we all can become billionaires by having such a skill in business and increase consumerism of the masses. What a beautiful world it would be right, people consume consume and consume tirelessly because of your good copy?! Amazing! 🤮🤮🤮
Harry .. Is 'You're going to need a smaller cabinet' also a pun on the classic Jaws line 'You're going to need a bigger boat'. This positions the drink as iconic as the movie .. but doing something more, (clever) by reducing a need in the home. One drink. Does it all.
This is the best 'free' copywriting masterclass. Harry Dry shares his process succinctly and leads by the power of examples. He's made me believe in having a swipe file with good communication that serves as inspiration. And the best was rewriting which is a form of practise. Thank You David, for sharing this wonderful knowledge bank.
Years before, I had noticed this ad where it said how can you make your two months salary last forever and had thought about the person who might have written this .. now I know! 🎉
I loved this episode so please don't take this as a criticism. I am a little confused about use of the term falsifiable though. The typical use of the word is for scientific theories that can be proven to be false. So where something is falsifiable means it can be proven to not be true. However, Harry uses the term to say if something is falsifiable it is true. Am I misunderstanding something or is falsifiable just being used in a slightly wrong context?
He’s meaning: Can you prove a sentence to be true or false? If so, the sentence is falsifiable - and the statement’s goal should aim to be true. Too much copywriting = statements that are just saying things that can’t actually be measured or falsified. “The best tasting chocolate” = weak. “9 out of 10 kids prefer our chocolate” = better. It should be based on an actual study, of course… but validating your statements or finding interesting truths matters.
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.
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.
Not aure you'll see this, but what do you think about adding more images. S
I am not sure I know some things Harry spoke about. Like books and names of people.
A picture will work.
By the way, great session. 😊
What do you think about the times when MJ announced 'I quit' and 'I'm back'? I think that makes MJ the best copywriter ever. He wrote those lines himself.
@@ankitalohote2722 “A great line is a good line made shorter”
11😅😅😅😅😅😅😅😅😅😅😅😅😅😅
11😅😅😅😅😅😅😅😅😅😅😅😅😅😅
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.
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.
I am here to appreciate this greate summary.
Thank you for sharing these. I wrote everything from first to last and had to organize it. You made it easier for me.
Thank you my friend
Nice work - where's the pdf!
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” 🙏
This was such a good episode. Listening to it again.
@@Aryan.Biswas thanks!
Thanks for coming on, my man. Was a long time coming
wow even this comment is a good example lol.
listening for the third time now lol
Incredible stuff, need to take Harry’s course 🎉
Link to Harry's course?
@@suvendroseal1724 Coming soon. Will share with the newsletter once done so perhaps sign up there if you like :)
You guys gotta meet!
Did he have them?
@@suvendroseal1724yes was looking for the same
This guy is gonna be a billionaire.
Which one?
💙🧡💚💙
Hey look, it's the shovel seller.
i just love that real masters of their craft don't gatekeep
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.
Agree! Thanks for tuning in
Appreciate this Gareth!
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!
Came here from Harry's newsletter. One of the best 76minutes I spent learning this year!
This content is free? Just Wow. Thank you so much!
There were many good ads on display, but some of David's comments missed the point of why the ads worked so well.
For example, the Apple ad “1000 songs in your pocket” is not strong just because of simpleness or nice wording, but because of the relevant promise. What had Apple achieved? They radically simplified and downsized media players. Before the iPod, people were walking around with CD players you couldn't do in your pockets.
So, it's not just the language, it's the well articulated promises.
Another example, the sneaker ad “Models in London ...”. The models stand for high fashion & ladies, internationality and place the brand high in the skies of desirability, way away from "work nice on your feet, don't hurt" etc. However, the “dads” play the other side to this: Comfort, durability, manly, etc. By this, the ad succeeds in fulfilling the dream of every marketeer of sneakers: "for everyone". Normally, such two-sided briefings are rather difficult to fulfill. So, there's a lot of strategic briefing in this ad.
Never forget: What moves consumers is relevance.
David please try and watch Rogan podcast and learn ,you get too excited and interrupt your guest, allow them to finish their thoughts, we dont need you to explain, we have ears, just ask the relevant questions,.
Besides, this a great episode .
'The Economist' is written in the typeface of the logo of the magazine. The line is the logo.
I've felt as if Gary Halbert was alive.
Two hours of Harry and David going through 100s of different printed ads
Can I visualize it?
"How to Make Unforgettable Ads"
Can I falsify it?
"How to Make Ads that change Industries?"
Can nobody else say it?
"How to Create Ads with the World's Best Copywriter"
That's a 10 million view video
Haha. One can hope JD!
@@MarketingExamples where can I find your course pls. Could you please share the link?
“So confident in my copywriting I leave my pants at home “
Bro please add subtitles. It's kinda annoying how a UA-cam channel with an international audience lacks the awareness of adding captions.
Am I the only Nigerian here that heard I Said What I Said having a doubke entendre 😂😂
This guys enthusiasm makes me want to write - it’s infectious.
Love your LinkedIn posts
Didn't know you had a YT Channel too. Just subscribed! Why do you send us to Loom in your newsletter and not YT?
He’s the oldest, wisest young person I’ve ever seen.
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 👍
Here's a Golf fact: "Golf is a game where you win by playing the least." Aurora... haha
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!
thank you for watching :)
Gets even better... dude was cooking
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!
Appreciate this! thanks for watching :)
This is the must useful video I've watched in years (not a joke)
thank you!
David learned the valuable lesson of the more relevant you are to more people, the less relevant you become to the right people.
Brand is given by being committed to your in crowd, and making outsiders want to understand.
One of the best copywriter s in Spanish is Isra Bravo making 200K a month from copyrighting.
David explaining or anedocting everything Harry *just said* really lags the talk. Other than that, brilliant.
It's a conversation, though. Repeating and explaining things is one way to show you understand what the other person is saying.
It's great feedback for the speaker, and helps him know if he should carry on or reiterate.
@@adaezenancyuche I don't disagree, they are good techniques, and he often employs then well. Watching the talk with the cultural tutor, for example, they flow. But I think the execution here, in contrast with Harry's style and in the way it's edited, makes me feel like he's explaining the joke half the time.
All thanks to David, this is lovely work. I hope it's okay to point out that something might not be coming across as he liked to some of the audience, but hey, you seem to enjoy it, so all good :)
Valuable knowledge from a person who keeps repeating "falsifiable" when he means "verifiable".
I think he does it on purpose. 😂
Falsifiable is more memorable
Wow, what a legend! This was amazing!
Harry is the best example of 'show, don't tell'.
Thanks David. I recently discovered copywriting and Ogilvy and I'm loving it. Harry is probably, Ogilvy Reborn.😄
"Ogilvy reborn" is quite the compliment
Thanks. Harry is the much needed copywriter teacher for beginners like me. Could you please request him to write a book teaching copywriting? I discovered his website after watching this episode and I absolutely loved it! The book could be just his website, condensed.
Invaluable information boys. Thank you!
"Copywriting is an art of simple communication." Wonderful 😍
When I saw Harry's name in today's newsletter my face instantly went 😮On top of that, I got to see an unexpected Harry Dry face reveal, which is a pleasant bonus!
Thank you David for this super insightful collab from two of the best writing newsletters out there.
The mask is off for Harry Dry!
THIS IS GOLD!
what a great video! I immediately change the title of this video ua-cam.com/video/bo1_VrLG6mw/v-deo.html
from "The risk of viewing AI as a hype" to "Why everyone knows AI is a hype, but keeps investing in it". I'm sure I can do better though.
A chinese pijamas it does make Copy to?
I've never seen this channel before.
I got a recommendation from UA-cam.
I like the vibe I'm getting from it.
Straight to the point.
No stories that don't help the narrative.
Just pure insights.
Welcome aboard!
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.
This is brilliant, I am thinking of taking both of your course after this one! Wow! Incredible value!
David, any chance you have that tweet/post that showcases Harry's engagement?
I'm writing a piece on the importance of replies on newsletters over just opens.
Not one, but two new channels to subscribe to!
Forever grateful for the UA-cam algorithm.
I'm a writer. You've given me so many ideas for my website and advertising. Thank you!
I absolutely love you David & everything you’re doing for the industry.
Small tip: When you’re reiterating what guests are saying - don’t say word for word what they just said but try to summarize it in your own words. Or just let it breath & get onto the next point.
Not trying to rip you apart, just know you have a bright future & I’m excited for the future of this show.
That’s good feedback! Thank you
@@DavidPerellChannel happy to help! 🙏
Holy shit this is good. I loved the storytelling you did with my first million. But 10 min in and I’m hooked
Some great ideas here.
I have a fish and chip shop and love words (as well as fish and potatoes).
My new signage says "Pop in for a Cod"
The alliteration kills people.
Love the sign, perhaps assonance more than alliteration, what's the shop that's a fun example, would love to take a look!
Okay, can we state the obvious... Harry's outfit is on point!!!!
thank you paolo!
Dude’s ready to hang with the lads and march into battle at the same time
AI: Taking notes
Harry dry is so good at writing newsletters that he got me to subscribe just from him reading them out.
Fantastic information!!
I just know this is going to be a banger. Thanks in advance haha!
Enjoy it!
Immediately I noticed, This guy makes so much sense, I need to write this down! 😊 Most people online or on UA-cam know stuff but don't know how to explain it or teach it to others or even make it interesting but this guy immediately from first few minutes he already explained the simplicity behind his copywriting method and it makes so much sense. Awesome 👍
Appreciate it, thank you 💌
I've been enjoying Harry's content since I discovered him thanks to his newsletter. Great to see him here! 🎙
Face reveal... until now, he was basically anonymous
Appreciated!!!
Amazing stuff!
Can someone link to the blog Harry wrote for David 1:01:58
docs.google.com/document/d/1hBTdN6W_eNDvEnnf3M0gN4_d3tRX3lXBQrYGJRJ5xno/edit?usp=sharing
You can easily pick up 90% of copywriting from lots of sources. Don’t buy a course!
Bob Bly's Copywriter's Handbook & Cashvertising is a good start.
Other OGs? Guys like Dan Kennedy, Clayton Makepeace, John Forde, Caples, Mike Forde, Eugene Schwartz and Gary Bencivenga are the ones who made copywriting to what it is today.
Current A list copywriters: Stefan Georgi, Kim Krause Schwalm, Carline Anglade Cole, Dan Ferrari, David Deutsch, John Carlton, Parris Lampropoulos. Check out their interviews on YT.
On youtube, specific copywriting channels are the Copy That channel, Joanna Wiebe, Jacob McMillen and Alex Cattoni.
❤Will need to watch this several times!
thanks for watching Avigail!
Glad you're enjoying it Avigail!
33:03 cant call him a master copywriter if the reason for writing that copy is just because he liked it. a copywriter is a master when he knows what works and why it works. effective copywriting is not a matter of gut feeling, it is the result of studying human behavior
Harry Dry is Dope! Everytime I read marketing examples, I spend a lot of time taking notes. This interview is the same. Metonomy? Had to GPT it. But when I did the flood gates opened on how to use metonomy for my thumbnails, my book's copy, AND my headlines. Bros, this is a great episode.
The amazing part is that Harry kept mentioning football terms and that was fun to listen to. Playing Trippier at LB 🤣
Informative, interesting, & humorous-you had me chuckling along Harry.
I love how, while educating on the benefits of copywriting techniques, you cleverly and ironically use those very techniques to promote and showcase the product-it’s almost like a meta demonstration.
Masterpiece, i wonder how we all can become billionaires by having such a skill in business and increase consumerism of the masses. What a beautiful world it would be right, people consume consume and consume tirelessly because of your good copy?! Amazing! 🤮🤮🤮
First ever video on UA-cam I watched at 0.75x
Hahahaha
Harry .. Is 'You're going to need a smaller cabinet' also a pun on the classic Jaws line 'You're going to need a bigger boat'. This positions the drink as iconic as the movie .. but doing something more, (clever) by reducing a need in the home. One drink. Does it all.
Hi David, this video has too many UA-cam ads making it very difficult to watch. 😢
But the conversation was great.
Great content - just one question. Is Harry a supermodel or an Ohio dad? (Spoiler: He's wearing the shoes from the first ad.)
"Cross both your fingers." I am not a native English speaker, but don't Englishmen have more than 2 fingers as well as other human beings?
this is insane... packed with value and that too for free.
thanks for watching!
"Copywriting? - A simple argument."✅
I thought l was the only one who writes so many versions until l don't know which is better.
you and me both walter!
dope
awesome
This is fantastic! I'm going to watch it a second time-so many great takeaways. Thank you, Harry and David!
brit copywriters should unite with The Fix + Alex Myatt
Awesome info. WTF is he wearing tho.
His outfit is dope
He’s a copywriting sensei.
It's something close to called kurta
Pure Gold 🌟
Thank you for sharing!
@38:59 - Does anyone know what kind of illustrations he used for this ad? I would like something in a similar style for my landing page
This is the best 'free' copywriting masterclass. Harry Dry shares his process succinctly and leads by the power of examples. He's made me believe in having a swipe file with good communication that serves as inspiration. And the best was rewriting which is a form of practise. Thank You David, for sharing this wonderful knowledge bank.
Years before, I had noticed this ad where it said how can you make your two months salary last forever and had thought about the person who might have written this .. now I know! 🎉
I love facts
He : what ?
Me : what's shocking u bro
I enjoyed listening and learning. Thanks.
I loved this episode so please don't take this as a criticism. I am a little confused about use of the term falsifiable though. The typical use of the word is for scientific theories that can be proven to be false. So where something is falsifiable means it can be proven to not be true. However, Harry uses the term to say if something is falsifiable it is true.
Am I misunderstanding something or is falsifiable just being used in a slightly wrong context?
He’s meaning:
Can you prove a sentence to be true or false? If so, the sentence is falsifiable - and the statement’s goal should aim to be true.
Too much copywriting = statements that are just saying things that can’t actually be measured or falsified. “The best tasting chocolate” = weak. “9 out of 10 kids prefer our chocolate” = better. It should be based on an actual study, of course… but validating your statements or finding interesting truths matters.
Never Think Of This Way, Thank God YT Recommended me this. I'm a Brand Designer, Really Helpful for me.
Thanks for watching!
Harry, Bro, If you need a wingman
Sign me up.....
Fantastic video guys thank you 🙏
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.
Thanks!
This is a complete course tbh
the actual course is *this* on more steroids than lance armstrong injected
Yep
Genuinely the best thing I've watched on youtube so far😍. Thank you both for the amazingly useful episode.
Thank you for watching!
OMG it's such a value ❤. Thank you
writing examples and write of passage is not working
Please send me the links that work
Lol who wears dorky socks like that and a weird Chinese shirt.
Valueeee
Harry, you're amazing! David, you're a great interviewer! 🙌
Amazing Value. This is the definition of Knowledge is power✍️🏽💎
Thanks for tuning in
The quality of production is incredible!
Thank you!
Just discovered Harry. Love his POV on copywriting.
Don't know either of you before. Now I know. Whole episode cosists of 100 of copies of great value. Thanks❤
thanks for watching!
Red and blue is not conflict it's contrast.
This is incredible.
I shouldn’t be laughing but when Harry’s explaining the New Balance ad, it zooms out & shows he’s wearing NB himself 🤣🤣😂😂
🤣🤣🤣