Marketing & Sales · Tip
Harry Dry's 3 Rules for Unforgettable Ad Copy
A three-question filter to make marketing copy concrete, verifiable, and distinctive
This copywriting framework from Harry Dry (Marketing Examples) uses three diagnostic questions to audit marketing copy and headlines. It eliminates vague corporate jargon by testing whether a claim creates a mental image, makes a falsifiable statement, and remains uniquely true to the brand. If copy fails these three tests, it is almost certainly generic fluff.
How it works
Apply these three questions to every sentence of ad copy:
1. Can I visualize it?
- Bad example: "Don't just get a job, change an entire industry." (Too abstract; impossible to picture in your mind's eye).
- Good example: "Worn by supermodels in London and dads in Ohio." (Immediately brings specific, contrasting visual images to mind).
2. Can I falsify it?
- The statement must be capable of being proved true or false rather than an unfalsifiable platitude. Supermodels in London and dads in Ohio literally wear New Balance sneakers; it is factually verifiable.
3. Can nobody else say this?
- If any competitor or brand could make the exact same claim, the copy fails. It must reflect something bespoke to your specific product or brand dynamic.
Scoring:
- Three No's: You've likely written generic fluff.
- Three Yes's: You have strong, memorable copy.
What it's for
- Audit ad headlines before launching marketing campaigns
- Rewrite generic brand slogans into concrete, memorable statements
- Evaluate landing page value propositions for clarity and differentiation
- Train content and marketing teams to avoid unfalsifiable platitudes
Key points
- Test visual imagery: check if a reader can immediately picture the scene or subject in their mind
- Test falsifiability: ensure the statement makes a concrete claim capable of being proven true or false
- Test exclusivity: verify that competitors cannot make the exact same claim
- Three-question scoring: use three 'Yes' answers as a threshold for strong copy
Pricing
Free
Details
- Type
- Tip
- Category
- Marketing & Sales
- Topic
- Copywriting
- Open source
- No
- Platforms
- other
- For
- Copywriters, marketers, and founders writing brand messaging and ad campaigns
- Tags
- copywriting, marketing, advertising, branding, writing tips, frameworks
Why it was saved
- @davidperell: Prevents generic, forgettable corporate jargon by forcing copy to evoke a clear mental image, make a falsifiable claim, and stay unique to the brand.
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Updated