Growth Newsletter #202

Harry’s three fundamental rules for good copy  ‌ ‌ ‌ [Demand Curve]( [Read on demandcurve.com]( The Growth Newsletter #202 Harry’s three fundamental rules for good copy Today, we talk about why this classic ad was so effective.  This ad from 1958 increased Rolls Royce's sales by 50 to 100% with only a $50,000 advertising budget—just 2% of Cadillac's.  Let's dive in 🚙  – Neal Brought to you by [North Star Inbound](—content marketing & SEO experts.  BigRentz's traffic increased by 186% (85k), adding 1,950 conversions in the first 12 months.  Self Financial's traffic increased by 50k/month, adding 685 new customers in the first year.  Lastly, Preply's monthly traffic increased by 86,000. North Star's content makes up 2% of their blog but drives 10% of the traffic.  North Star Inbound SEO strategies earn leads, conversions, and revenue. Get your site at the top of Google for the keywords that matter.  [Book a call]( for a free content audit and 10% off any engagement. Want to be featured in front of over 101,000 founders and marketers? [Learn more here](. Harry’s three fundamental rules for good copy Insight from [Harry Dry’s interview](.  [Harry Dry]( is my favorite copywriter.  He obsesses over brevity and clarity.  And leverages visuals to enhance both.  Here are Harry’s three fundamental rules for good copy: - Can you visualize it? - Can you falsify it? - Can nodody else say this?  As Harry says: “If you have three no’s, you’ve probably written a lot of rubbish. If you have three yes’s, you’re on to something” Let’s dive into each.  But first, here's an ad that does all three: Rule #1: Can you visualize it?  If you can’t visualize it, you won’t remember it.  The more concrete and specific the visual, the better.  For example, most companies write copy like this: - Worn by everybody - Get fit again - 32GB storage capacity You can’t visualize the first. The second is ambiguous. The third is too broad.  Here are better examples of each: - Worn by supermodels in London and dads in Ohio - Couch to 5K - 1,000 songs in your pocket Rule #2: Can you falsify it?  Can your words be proven to be true or false?  This weeds out meaningless copy like this: - Revolutionize an industry - Quality you can trust - Next-generation technology - World-class service - To do this, point at concrete facts and examples. Don’t just describe.  Let’s illustrate with an example:  You’re setting up a date for your best guy friend. Most people say things like: - Smart - Funny - Good values - Tall and attractive  Those are all subjective descriptions that don’t tell you anything about him. But instead, if you say: - Reads every day - Has made me pee myself laughing - Volunteers with seniors - 6’2” and looks like Ryan Gosling  Now they have a real idea of who your friend is, what he'd be like to be around, and whether he might be someone they’d be interested in.  Just like Heinz can prove that people put competitor’s ketchups in Heinz bottles: Rule #3: Can nobody else say it?  Draw a line in the sand and say something unique to you  That makes someone buy your product instead of your competitors.  For example, Volvo points to their uniquely six-digit odometer: Note: Volvo used “speedometer” because, at the time, “odometer” was an uncommon word.  Chevrolet points out that Corvettes are the fuel for countless songs: Next time you’re writing copy, pass it through this test - Can you visualize it? - Can you falsify it? - Can nodody else say this? - Keep re-writing until you get three yes’s.  I highly recommend watching the [entire interview]( with Harry Dry on How I Write.  And if you want to get more of Harry’s copywriting tips directly from the man himself, subscribe to his newsletter, [Marketing Examples](. It’s one of my faves.  What did you think of today's newsletter? 😍 Loved it: Forward to a friend, or reply—a simple 😍 will do! It really helps. 🤷‍♀️ Meh: You can unsubscribe [here](), or manage your subscription [here](. 🤔 I'm new here: You can join the party [here](. 🤩 Give me more: Check out all previous growth tactics in our [Growth Vault](. Something fun  I love Land Rover’s reaction to Rolls Royce’s iconic ad.  Car companies used to draw a line in the sand. Today, they all sell all types of cars and write copy that breaks all three of Harry’s rules. How we can help you grow - Read our free [playbooks](,[ articles](, [growth guide](, and [teardowns](—we break down the strategies & tactics used by fast-growing startups. - Need help running ads? We’ve built [the]([ ads agency]( for startups. - Looking for a growth freelancer or agency? [We’ll match you]( with a vetted partner for free. - Get in front of 101,000+ founders by [sponsoring]( this newsletter. Thanks, everyone! May the owl image haunt your dreams. [Neal]( [Neal O'Grady]( [Grace]( [Justin Setzer]( [Grace]( [Nick Costelloe](   © 2024 Demand Curve, Inc. All rights reserved. 4460 Redwood Hwy, Suite 16-535, San Rafael, California, United States [Unsubscribe]() from all emails, including the newsletter, or [manage]( subscription preferences.