Learn Copywriting in 76 Minutes | Harry Dry

[@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.

[@adeshinostanleyademola869]

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. 😊

[@RC_CarRacing]

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.

[@HarryDry]

@@RC_CarRacing “A great line is a good line made shorter”

[@meghnarajpopat5524]

11😅😅😅😅😅😅😅😅😅😅😅😅😅😅

[@meghnarajpopat5524]

11😅😅😅😅😅😅😅😅😅😅😅😅😅😅

[@kashafzaman8436]

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

[@josetorres549]

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]

I am here to appreciate this greate summary.

[@Not_Salman]

Thank you for sharing these. I wrote everything from first to last and had to organize it. You made it easier for me.

[@Trynadrawdawg]

Thank you my friend

[@99baji99]

Nice work - where's the pdf!

[@dineshchippa]

❤❤

[@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.

[@ainsleystewart4844]

Facts

[@lilbrusselsprout8261]

“Just do it” isn’t concrete at all but it’s better than anything this guy will ever do lmao

[@Mu4dDi8]

@@lilbrusselsprout8261 You've seen "just do it" your entire life. And most of the time with cinematic (visual) ads. That's why you remember it. And most important : Slogan is not sale message.

[@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” 🙏

[@Aryan.Biswas]

This was such a good episode. Listening to it again.

[@HarryDry]

@@Aryan.Biswas thanks!

[@DavidPerellChannel]

Thanks for coming on, my man. Was a long time coming

[@sreehari5423]

wow even this comment is a good example lol.

[@kiaorioncreative]

listening for the third time now lol

[@archive9558]

I've never seen this channel before. I got a recommendation from KZbin. I like the vibe I'm getting from it. Straight to the point. No stories that don't help the narrative. Just pure insights.

[@DavidPerellChannel]

Welcome aboard!

[@aliabdaal]

Incredible stuff, need to take Harry’s course 🎉

[@suvendroseal1724]

Link to Harry's course?

[@HarryDry]

@@suvendroseal1724 Coming soon. Will share with the newsletter once done so perhaps sign up there if you like :)

[@DavidPerellChannel]

You guys gotta meet!

[@NirmalKumar31]

Did he have them?

[@roshanhegde]

​@@suvendroseal1724yes was looking for the same

[@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!

[@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.

[@DavidPerellChannel]

Agree! Thanks for tuning in

[@MarketingExamples]

Appreciate this Gareth!

[@nicolasray1571]

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.

[@HarryDry]

thank you!

[@lheurech]

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

[@xiwen9216]

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

[@chanbath8]

brilliant conversation - thank you. subscribed and followed!

[@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 👍

[@syeddaniyalali7788]

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.

[@Real_Matt]

Honestly Dave and Harry - very, very grateful for this. Fantastic content.

[@SerhatOzenerGayrimenkul]

"Copywriting is an art of simple communication." Wonderful 😍

[@matthewlakajev]

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

[@errmmm]

Love your LinkedIn posts

[@errmmm]

Didn't know you had a YT Channel too. Just subscribed! Why do you send us to Loom in your newsletter and not YT?

[@manoharreddyyaram]

This is absolute gold. Glad I came across this video...

[@krisproaffiliate]

Immediately I noticed, This guy makes so much sense, I need to write this down! 😊 Most people online or on KZbin 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 👍

[@HarryDry]

Appreciate it, thank you 💌

[@Kyoto99952]

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!

[@HarryDry]

Appreciate this! thanks for watching :)

[@DAWRAN_KHAN]

PURE CLASSIC... FROM THUMBNAIL TO ENDING...

[@oj4453]

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!

[@HarryDry]

thank you for watching :)

[@DavidPerellChannel]

Gets even better... dude was cooking

[@VickyLashenko]

This is the best interview I’ve ever seen. I love how this was so valuable AND entertaining! I’ve never heard of neither of you as I’m just dabbling into copywriting - and this was truly the best. Two buddies having a very interesting convo. The host was very well prepared as well. I’m super impressed! Subbed!

[@HarryDry]

thanks vicky!

[@rananapier8424]

This was so eye-opening and valuable, like my mind is blown by how easily I understood all of this but also I took notes on everything because nothing felt like a word wasted! Well done~ Thank you

[@JaneNewAuthor]

Not one, but two new channels to subscribe to! Forever grateful for the KZbin algorithm. I'm a writer. You've given me so many ideas for my website and advertising. Thank you!

[@MikeeJ]

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.

[@DavidPerellChannel]

That’s good feedback! Thank you

[@MikeeJ]

@@DavidPerellChannel happy to help! 🙏

[@RC_CarRacing]

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.😄

[@DavidPerellChannel]

"Ogilvy reborn" is quite the compliment

[@RC_CarRacing]

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.

[@tomjackpaul8566]

Invaluable information boys. Thank you!

[@extremeintelligence]

This was amazing, I couldn’t stop watching!

[@simranchopra5407]

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.

[@natalionatalio]

Valuable knowledge from a person who keeps repeating "falsifiable" when he means "verifiable".

[@lukeo.6410]

I think he does it on purpose. 😂 Falsifiable is more memorable

[@jaquelinekist2769]

This is gold! Thank you guys for sharing, best learning piece I've had this year (:

[@Maria-qk1xo]

Omg the this is golden even 3 minutes in - thank you for sharing

[@laurengilchrist]

This is fantastic! I'm going to watch it a second time-so many great takeaways. Thank you, Harry and David!

[@ohaiadit]

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.

[@DavidPerellChannel]

The mask is off for Harry Dry!

[@rahmatillorahmatullayev9059]

There is a lot to learn from this podcast

[@_woo._.]

Harry dry is so good at writing newsletters that he got me to subscribe just from him reading them out.

[@AT-mv2mr]

Couple of things *1.* I use to _hate_ the word copywriting and anything to do with it. *2.* I learned more about "true" copywriting in the first 3 minutes of this video, than I have in my entire life. 3. Thank you YT algo... T h a n k Y o u!🙏

[@Not_Salman]

Not only I went through all of it but I have noted everything in beautiful formatted way. Will be sending you progress. Thank you David. I missed a lot of things because of Accent but it works for me.

[@Nafiseh-f3b]

Genuinely the best thing I've watched on youtube so far😍. Thank you both for the amazingly useful episode.

[@HarryDry]

Thank you for watching!

[@alexrolnik5918]

David hello. I really liked how you asked the questions to Harry, in the way that helps to uderstand the vision and ideas behid it. Also to clarify and to be on the same "page with Harry" Appreciate your work, thank you very much.

[@simoncarter7020]

'The Economist' is written in the typeface of the logo of the magazine. The line is the logo.

[@mrmoeezali]

This is brilliant, I am thinking of taking both of your course after this one! Wow! Incredible value!

[@nightninjx]

this was so insightful, thanks a ton to both of you

[@ekeminios]

Wow! First three minutes and I've already learned a lot about copywriting! Thank you Harry and David.

[@EdmundAlynJones]

This is magic. This is just gorgeous to behold.

[@Publishnowthinklater]

Just discovered Harry. Love his POV on copywriting.

[@usmanraxool]

this is insane... packed with value and that too for free.

[@HarryDry]

thanks for watching!

[@shhthehiddenfiles]

Okay, can we state the obvious... Harry's outfit is on point!!!!

[@MarketingExamples]

thank you paolo!

[@DavidPerellChannel]

Dude’s ready to hang with the lads and march into battle at the same time

[@photorox]

Fantastic content guys. Thanks for sharing !

[@HaydenJWeal]

Such an insightful lesson/interview/Q&A/lecture. Fantastic mediation and summarising from you throughout, David. Thanks for keeping your quality bar high.

[@randyotterbridge]

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.

[@johnpowers3189]

Stunning video. Wow. And the Red Corvette alludes to Prince's song, "Little Red Corvette"

[@HarryDry]

Missed this! Thanks for the context :) And appreciate it

[@LiaGolledge]

Harry, you're amazing! David, you're a great interviewer! 🙌

[@producedbypodcast]

I've been enjoying Harry's content since I discovered him thanks to his newsletter. Great to see him here! 🎙

[@DavidPerellChannel]

Face reveal... until now, he was basically anonymous

[@HarryDry]

Appreciated!!!

[@andreaaracil6604]

So glad I found this channel. Someone is making writing FUN to learn. Thanks David! 😊

[@DavidPerellChannel]

Yep that’s the goal!

[@KiaOrion]

SUCHHH A GOOD EPISODE. dear lord. This is GOLD

[@HarryDry]

thank you! i appreciate it

[@eamonmkeane]

This is masterclass in communication. Has me rethinking an entire presentation even though it is converting well.

[@avigailomichael]

❤Will need to watch this several times!

[@HarryDry]

thanks for watching Avigail!

[@DavidPerellChannel]

Glad you're enjoying it Avigail!

[@Victoriaward]

Wow, what a legend! This was amazing!

[@michallfaiga]

This is brilliant! So happy to live in a time where this information is accessible and free ❤ Thank you was so intriguing to watch

[@BrodesG]

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.

[@khushilunkad5544]

The quality of production is incredible!

[@DavidPerellChannel]

Thank you!

[@neftalylopez1578]

This was great. I wish it was longer. 💎

[@PatrickHerberts]

This is probably the single most jam-packed full of value, and interesting insights that I think I have ever listened to and I mean that not as hyperbole. I was already on Harry's list but this has me going back to read every email I've missed from him now and I'm subbing to your channel and diving into other interviews from you. This is fantastic stuff.

[@ceciliabosire]

I took notes like it was my first day in an exciting class. Thank you. “What you consume as a writer is important” I will live this statement going forward.

[@HarryDry]

Good luck Cecilia!

[@DavidPerellChannel]

Dig it!

[@IdinSabahipour]

This is the must useful video I've watched in years (not a joke)

[@HarryDry]

thank you!

[@Thenerdzzz]

I enjoyed everything about this

[@azeezhajee2777]

Amazing Value. This is the definition of Knowledge is power✍️🏽💎

[@DavidPerellChannel]

Thanks for tuning in

[@ummimukhtar173]

Thank you so much. I have never heard someone break copywriting and writing more vividly than you and Harry did.

[@sardarikram8975]

Don't know either of you before. Now I know. Whole episode cosists of 100 of copies of great value. Thanks❤

[@HarryDry]

thanks for watching!

[@craigleblanc]

This guy is an absolute beast. Subscribed to his newsletter and I'll be referencing his work often moving forward!

[@HarryDry]

appreciate you watching craig!

[@DavidPerellChannel]

A beast he is

[@seyi.taylor]

This might be the best one yet. Second watch. Thanks David and @HarryDry

[@HarryDry]

Second watch 🙏

[@DavidPerellChannel]

Thanks! I'm a fan of your Twitter feed... put a smile on my face to see that you like the pod

[@Theebesttttt]

One of the few youtubers who's providing valuable content for free.

[@DavidPerellChannel]

Thank you!

[@Movieswithfood]

I am so glad that I clicked on this video. This is such an amazing video which actually talks about the art of great copywriting. Can't wait to use the methods, and techniques in my own work!! Thanks a lot 😊

[@ncpelareja]

THIS IS GOLD!

[@MatthewMusgrave]

Liked, subscribed, and now commenting so that YT shows me as much of this as possible in my algorithm. 👏

[@HarryDry]

Haha. Thanks Matthew!

[@DavidPerellChannel]

Thanks for that!

[@michaelzanquila6582]

Incredible Value. Thank you for this talk. Truly precise

[@vineethmenon7087]

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! 🎉

[@thepotatoist]

The amazing part is that Harry kept mentioning football terms and that was fun to listen to. Playing Trippier at LB 🤣

[@kayefc5]

Hold up! I'm halfway through watching this amazing interview and I've just realised you have implemented such theories into your headline. Haha😅 or rather I've just realised how affective your strapline was as it swayed me in watching content from your channel for the first time! Kudos!!!

[@NomadOverNormal]

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.

[@brendanloscar]

Brilliant. Words build worlds.

[@bajajsalil]

this is such a solid video. already shared with relevant folks.

[@DavidPerellChannel]

Thanks for sharing (and watching)

[@radleywilks9371]

Wow amazing! So much value QUESTION: in the facts section ironically I didn’t understand how you can implement that into writing can someone please explain this to me like I’m 5.

[@HarryDry]

If you're going to try and persuade me to do x, start with a list of facts about x. Facts persuade.

[@toninavarromk]

Top notch episode, Harry is a legend 👏

[@DavidPerellChannel]

Yessir. He's the guy I go to whenever I need help with copy

[@HarinderSingh-sv7hc]

Never Think Of This Way, Thank God YT Recommended me this. I'm a Brand Designer, Really Helpful for me.

[@HarryDry]

Thanks for watching!

[@KennethMartinII]

This is the writing content I've been looking for!

[@jaimecastaneda9878]

Fantastic information!!

[@dattrax7]

So good. Thank you ❤

[@Tatumnscottt]

Pure Gold 🌟 Thank you for sharing!

[@alexander8590-x3z]

This is incredible.

[@MrInsider33]

Wanted to watch this on the side. Decided not to, there are too many knowledge bombs, I gotta make this a dedicated evening to learn all this. That this is free is unbelievable

[@HarryDry]

Haha. Thank you 🙏

[@Marlonorellana]

Holy shit this is good. I loved the storytelling you did with my first million. But 10 min in and I’m hooked

[@jessechuks5270]

Imagine in the ad he wrote, he used the cooperate way header. Then he outlined the long list of things to do. And at the end he said "throw money and pray".. That may have been cool yeah?

[@singularityvc]

This is pure gold, well executed all around and THANK YOU

[@DavidPerellChannel]

Appreciate you

[@brad-smith]

Fantastic video guys thank you 🙏

[@ЛюбовьКим-с1т]

OMG it's such a value ❤. Thank you

[@exotiknuella]

I enjoyed listening and learning. Thanks.