The Three Rules of Copywriting: Insights from Harry Dry

In a episode of the “How I Write” podcast, David Perell interviewed Harry Dry, a master of copywriting known for his practical and highly effective frameworks. Harry is the first person David calls whenever he needs help with copywriting because of his skill and his ability to teach the craft.

Let’s explore Harry’s approach to writing copy that resonates and dive into why copywriting is important for anyone looking to market a product or idea effectively.

Why Should People Learn Copywriting?

According to Harry Dry, copywriting is the number one skill in marketing. Harry’s philosophy can be summarized in the phrase:

“Write copy that can’t be copied.”

He emphasizes the importance of clarity and uniqueness in messaging. In the podcast, David Perell talks about how Harry’s ideas were instrumental in building the Write Passage curriculum.

Harry’s frameworks have helped countless people distribute their ideas effectively, ensuring their message stands out.

The Three Essential Rules of Copywriting

Harry Dry uses three fundamental questions to evaluate every piece of copy he writes:

1. Can I visualize it?
2. Can I falsify it?
3. Can nobody else say this?
   

If the answer to all three is “yes,” then the copy is on the right track. These questions are powerful filters that ensure the messaging is clear, impactful, and unique.

Rule 1: Can I Visualize It?

Harry explains the importance of visualization with a simple exercise. He reads out six words and asks which ones people remember:

• Seamless transition
• Charging Pitbull
• Musly Irishman
• Better Way
• Leg of Lamb
  

Most people remember Charging Pitbull, Musly Irishman, and Leg of Lamb. Why? Because these are visual, concrete images. The others are abstract and harder to picture.

“If you can’t visualize it, you won’t remember it,” says Harry.

Visual content sticks in people’s minds, while abstract concepts tend to fade away. Concrete imagery makes a more significant impact and is more memorable.

To illustrate this further, Harry shares an example:

• Abstract: “Don’t just get a job, change an entire industry.“
• Concrete: “New Balance: worn by supermodels in London and dads in Ohio.”
  

The second example is far more effective because it paints a clear picture that people can visualize. Harry’s advice for moving from abstract to concrete is to zoom in on the details. He suggests using a simple exercise:

• Draw a line down a sheet of paper, write “abstract” at the top and “concrete” at the bottom.
• Start with an abstract concept and rewrite it until you reach a concrete, visual phrase.

Rule 2: Can I Falsify It?

Why does falsifiability matter in copywriting? Harry explains that when you write something that can be proven true or false, it engages the reader more deeply. It’s like putting your head on the chopping block; people sit up and take notice.

“When you write a sentence which is true or false, it’s like as a writer you’re putting your head on the chopping block.” — Harry Dry

Harry gives the example of Galileo, who got in trouble with the Romans for saying, “The Earth spins around the Sun,” a statement that could be proven true or false.

In contrast, saying, “The Earth has a harmonious connection with celestial objects” wouldn’t have raised eyebrows because it’s too vague to be falsifiable.

To make your copy falsifiable, Harry suggests focusing on specific details. Instead of using adjectives like “good-looking” or “intelligent,” point to concrete facts:

• “Looks like Ryan Gosling.”
• “6’2″, reads on the tube.”
  

These are statements that can be verified or disputed, making them more engaging and credible.

Rule 3: Can Nobody Else Say It?

This rule is about ensuring your messaging is unique to your brand. Harry mentions a quote from Jim Ducharme:

“Never write what a competitor can say.” – Harry Dry

To illustrate this point, Harry shares a classic ad from Volkswagen:

• “Your car has five numbers on the speedometer. Volvo has six.”
  

This simple statement does three things:

• Visual: It paints a clear picture.
• Falsifiable: You can check the speedometer to verify the claim.
• Unique: Only Volvo could make this claim.
  

By focusing on what makes your product or service truly unique, you force yourself to look deeper and find the real differentiators. This leads to more compelling and original copy.

Why Copywriting is Important?

Harry shares a compelling analogy to highlight the importance of why copywriting is important. He compares two chocolate bars:

• A Snickers bar with the slogan, “You’re not you when you’re hungry.”
• A Fuse bar with the tagline, “Only to be eaten wearing rubber-soled shoes,” which was eventually discontinued.
  

Both bars might taste the same, but one became the best-selling chocolate bar in the world, while the other faded into obscurity.

The difference was the messaging, which played a crucial role in the success of Snickers.

“Startups and businesses are like these two bars. You strip away the wrapper, the copy, the branding—they do kind of the same thing.” — Harry Dry

Harry also shares a story about Dave Kitson, a former soccer player. Kitson wasn’t a star athlete like David Beckham or Steven Gerrard, but he managed to sell more copies of his book than both of them.

How? He positioned himself as “The Secret Footballer,” offering behind-the-scenes stories and insights into the world of soccer that only someone on the inside could share.

Key Notes and Final Thoughts

• Copywriting is about clarity and uniqueness: If you can visualize, falsify, and ensure nobody else can say your message, you’re on the right track.
• Concrete over abstract: Use vivid, specific language to create mental images.
• Falsifiability engages readers: Make statements that can be proven true or false to draw in your audience.
• Find what makes you unique: Focus on your unique selling points that set you apart from competitors.
  

Harry Dry’s approach to copywriting is a masterclass in clarity and effectiveness. By adhering to his three rules—visualization, falsifiability, and uniqueness—you can craft copy that stands out and resonates with your audience.

Whether you’re marketing a product, promoting an idea, or telling a story, these principles will help you communicate more powerfully and effectively.

Harry’s advice is clear: don’t just write copy; craft it. Make sure it sticks in the minds of your audience, stands up to scrutiny, and offers something only you can provide.

With these guidelines, you’ll be well on your way to becoming a better copywriter, capable of creating messages that truly resonate.

(Source: “How I Write” Podcast with David Perell and Harry Dry)