Harry Dry’s Copywriting Examples

In the world of copywriting, the difference between engaging and losing your audience often comes down to small details. Here, we’ll explore some of the core principles from Harry Dry’s copywriting examples, highlighting both the “Bad” and “Good” approaches to writing compelling copy.

1. Talk Less About Your Product

Bad: “Introducing the new and improved Colgate.”

Good: “Smile like you’ve never smiled before.”

The best way to engage your audience is by sparking their curiosity and inviting them to discover more about what you offer.

2. Write With Your Eraser

Bad: Long-winded descriptions that leave the audience confused.

Good: Concise, clear, and to the point.

When writing copy, every word should serve a purpose. Trim the fat to improve clarity.

3. Speak With Conviction

Bad: “Our team can support you in reaching your goals.”

Good: “Our team is here to help you make your goals a reality.”

Confidence in your copy empowers the reader and makes them believe they can achieve the desired results.

4. No One Cares What You Can Do

Bad: Over-describing features without explaining their benefit.

Good: Focus on what your product or service can do for the customer.

Customers don’t want to know every detail; they want to know how it will make their life easier.

5. Think “Call-to-Value,” Not “Call-to-Action”

Bad: Basic, uninspiring calls like "Sign up now."

Good: An enticing offer that communicates value—“Create your website!”

Calls-to-action should make the reader feel they are getting something valuable, not just completing a task.

6. Don’t Exaggerate

Bad: “This car fits up to 10 people!”

Good: “This car comfortably fits your family.”

Honesty builds trust. Avoid stretching the truth to maintain credibility.

7. Don’t Kill Your Personality

Bad: “We offer professional services…”

Good: A more personable, slightly humorous approach.

Your brand’s personality should shine through, helping you connect with your audience.

8. Write How You Talk

Bad: “The service is an ideal solution for your specific needs.”

Good: “Here’s how we can help.”

Using a second-person point of view makes your writing more relatable and accessible.

9. Your First Line Is Crucial

Bad: “This product can help improve your daily life.”

Good: “What if you could change your routine in one simple step?”

Grab your reader's attention from the start with something intriguing.

10. Avoid “Landing Page Words”

Bad: Overly formal or corporate language.

Good: Real, conversational words that feel familiar to the reader.

Your writing should sound natural, not robotic.

11. More Periods, Fewer Commas

Bad: Sentences that are long and difficult to read.

Good: Short, punchy sentences that are easy to digest.

Too many commas can slow down the reader. Break up your content into manageable pieces.

12. Get Specific

Bad: “Save a lot of money!”

Good: “Save up to 30% on your next purchase.”

Specific details answer the questions your audience is thinking, minimizing frustration.

13. Write Scannable Copy

Bad: Dense paragraphs with no clear structure.

Good: Bolded text and short sentences that make key points stand out.

Most readers skim; make sure your copy is easy to scan.

14. Kill Adverbs and Adjectives

Bad: “Extremely fast and highly effective.”

Good: “Fast and effective.”

Get straight to the point without unnecessary embellishments.

15. Fence Sitters Don’t Buy

Bad: Vague or wishy-washy language.

Good: Strong, confident copy that clearly states what the product or service does.

A clear message encourages action.

16. High-Impact Writing

No introduction.

Short sentences.

Short paragraphs.

Plain English.

Fast points.

No wasted words.

Clarity above everything.

When writing for maximum impact, less is more. Prioritize clarity and simplicity.

17. You’re On a Speed Date

Bad: Jargon-filled descriptions that confuse.

Good: Clear, concise, and to the point.

Your copy should be engaging enough to keep the audience interested in just a few seconds.

18. Write for One Reader

Bad: Using “we” or generalizations that don’t speak to the individual.

Good: Use “you” to make the reader feel personally addressed.

Personalized writing creates a connection with the reader.

19. Don’t Persuade

Bad: Generic, uninspiring descriptions.

Good: Create intrigue by describing a product’s unique features.

Show, don’t tell—engage readers with compelling details.

20. Clarity Above Everything

Bad: Ambiguous or confusing language.

Good: Straightforward and transparent copy that’s easy to understand.

Your copy should leave no room for confusion.

21. Stories Make You Memorable

Stories help your message resonate and make your brand stand out.

Good: Share real customer experiences or brand stories.

22. Find the Tension

Bad: Basic copy that doesn’t spark interest.

Good: Copy that creates tension and leads seamlessly to a call-to-action.

Effective copy should build up to a resolution.

23. Avoid “Contained” Titles

Bad: Boring, unimaginative headlines.

Good: Use titles that provoke curiosity, like questions or bold statements.

An interesting headline will compel readers to keep reading.

24. Use Your Customers’ Words

Bad: Corporate jargon that doesn’t connect.

Good: Direct quotes or expressions from customers that feel authentic.

Authentic language resonates more with potential buyers.

25. Customers Buy Outcomes, Not Products

Bad: Focusing on features rather than results.

Good: Highlight the personal benefits and transformations your product provides.

Make it clear how your product improves the customer’s life.

26. Don’t Write At The Reader

Bad: Tone that feels distant or authoritative.

Good: Friendly, approachable writing that invites conversation.

Create a connection by writing as if you’re speaking directly to the reader.

27. Call Out the Type of Customer You Serve

Bad: Overly broad and generic language.

Good: Use specific language that appeals to a particular audience.

Targeted language builds trust and credibility.

28. Memorable is More Important Than Likeable

Bad: Safe, forgettable copy.

Good: Bold, interesting copy that sticks with the reader.

Aim for your message to be memorable, even if it’s not universally liked.

29. Write for Humans, Not Algorithms

Bad: Overly optimized, robotic writing.

Good: Authentic, human-centered writing that resonates with readers.

Focus on the reader’s needs, not just search engine rankings.

30. Avoid the Passive Voice

Bad: “A stupid person has to make sure it is kept simple.”

Good: “Keep it simple, stupid.”

Active voice is clearer and more direct, helping your message land more effectively.

31. Copywriting is Selling

Bad: Boring, unmotivating copy.

Good: Engaging, actionable writing that leads to a clear call-to-action.

Copywriting’s ultimate goal is to drive action—make sure your CTA is clear and enticing.

In conclusion…

By adhering to these principles, you’ll create more engaging, impactful copy that speaks directly to your audience and drives action. Whether you're crafting web copy, sales emails, or social media posts, following these guidelines will help you cut through the noise and deliver messages that resonate.