Write Copy That Converts: Master Harry Dry's 12 Writing Rules with Real Examples
How to Write Copy Like Harry Dry: 12 Rules to Make Your Words Hit Hard
Let's dive deeper into Harry Dry's copywriting principles. I’ll unpack the core ideas and show how you can apply them, with richer examples to really solidify the concepts.
1) A great sentence is a good sentence made shorter.
Every word in a sentence should earn its place. When you shorten a sentence, you force yourself to focus on the core message, making it more impactful. Here’s a more detailed breakdown:
Before: “The software provides a highly efficient method of managing time, helping users to easily keep track of their tasks in an organized manner.”
After: “The software helps users manage tasks efficiently.”
The longer version says the same thing but feels sluggish. The revised version is sharp and to the point. Less filler, more meaning.
Practice:
Try writing a sentence, then challenge yourself to cut it in half without losing meaning. It’s like trimming the fat from a steak—what remains is pure, flavorful content.
2) Writing great copy begins with having something to say in the first place.
You can’t create compelling copy if you don’t have a clear message. Think of this as your starting point. It’s the difference between fluff and substance.
Weak: “Our service is designed to help improve customer experiences.”
Strong: “Our service reduces customer wait time by 50%.”
The first example is vague—what kind of experience? The second example is specific and valuable. To write great copy, know your value proposition and communicate it clearly.
How to apply:
Before you write, ask yourself: What’s the one thing my audience should take away? Write with that goal in mind.
3) Copy is like food. How it looks matters.
The appearance of your copy influences how it’s read. No matter how great the content, if it’s presented in a big, unreadable chunk, people will skip it.
Imagine a product page for a new phone:
Unformatted: “The phone features a 12MP camera, 5G connectivity, and a powerful A14 chip, providing users with an incredibly fast and efficient experience with the latest technology.”
Looks like a wall of text, right?
Formatted:
12MP Camera
5G Connectivity
Powered by the A14 chip for blazing fast speeds
By simply breaking up the text, the information is digestible. Your brain can now process each feature independently.
Design tips:
Use short paragraphs, bullet points, and headings to create visual breaks.
Avoid large blocks of text—space out ideas for clarity.
4) Don’t write copy in Google Docs. Write it in Figma (so you can write and design at the same time).
Google Docs is great for drafting, but when you’re creating web copy, context matters. In Figma, you can write and see how your copy flows with design elements like images, fonts, and layout.
For example, when creating an ad for a clothing brand:
In Google Docs: You might write a paragraph about the product’s features.
In Figma: You can see how that paragraph looks beside the product images, adjust the length to fit a clean, balanced look, or break it into bite-sized captions.
Figma helps you marry design and copywriting, ensuring your words look as good as they sound.
5) Kaplan’s Law of Words: Any word that isn’t working for you is working against you.
Each word should serve a purpose. If it’s not adding value, it’s distracting or diluting your message.
Flabby: “We offer a wide range of different kinds of services to meet your various unique needs.”
Tight: “We offer services tailored to your needs.”
In the first sentence, words like “various,” “different kinds of,” and “unique” don’t add anything new. The second sentence is clear, focused, and stronger for it.
How to apply:
Go through your writing and question every word. Ask, “Does this word contribute?” If not, cut it. This ensures only the most effective words remain.
6) You know a paragraph is ready to ship when there’s nothing left to remove.
This is about trimming everything down to the essential. Think of sculptors—they start with a block of marble and chip away until only the masterpiece is left.
Before: “Our app is designed to help you track your habits with ease, while also giving you the ability to analyze your performance and adjust your routines as necessary.”
After: “Our app helps you track habits and improve routines.”
Cutting unnecessary words makes the final sentence more concise and impactful.
Test your copy:
Read your paragraph aloud. If it sounds wordy, look for sections you can remove without sacrificing clarity. When a paragraph is as lean as possible, it’s ready.
7) Make a promise in the title so the reader knows exactly what they’re going to get if they click.
Headlines are promises. They tell the reader, “Here’s what’s in it for you.”
Weak: “How to Be More Productive.”
Strong: “How to Save 10 Hours a Week Using These 5 Simple Productivity Hacks.”
The second example makes a specific promise—you’ll save time and learn actionable tips. This motivates readers to click because they know exactly what they’ll gain.
How to apply:
When crafting a headline, think: What’s the specific value I’m offering? Build your title around that promise.
8) The three laws of copywriting: Make it concrete, make it visual, make it falsifiable.
Let’s break each of these down further:
Concrete: Avoid abstract words like “improve” or “enhance.” Be specific.
Abstract: “This app will improve your life.”
Concrete: “This app will help you manage your budget, track spending, and save money.”
The concrete version paints a clear picture of how the app improves your life.
Visual: People remember visuals better than abstract ideas.
Abstract: “Our alarm clock is easy to use.”
Visual: “Our alarm clock has a single oversized snooze button that you can hit even in your sleep.”
The visual description gives readers something they can picture—and relate to.
Falsifiable: A falsifiable statement can be proven right or wrong, making it more credible.
Vague: “This diet will help you lose weight.”
Falsifiable: “Lose 10 pounds in 30 days or your money back.”
By putting your claim on the line, you build trust with the reader.
How to apply:
Go through your copy and ask: Is this concrete? Is it visual? Can it be proven? If not, revise it to meet those standards.
9) Make it concrete: Don’t be abstract.
Concrete language is what sticks with readers. When you’re specific, your message becomes tangible and memorable.
Abstract: “Start your day productively.”
Concrete: “Start your day by waking up at 6 AM and exercising for 30 minutes.”
The second sentence is something the reader can actually see and potentially do.
10) Make it visual: People see in pictures.
Use words that help people create mental images. This makes your copy more memorable and engaging.
Vague: “Our blankets are soft.”
Visual: “Our blankets are like wrapping yourself in a warm, fluffy cloud.”
In the visual example, the reader doesn’t just think “soft”—they can almost feel the blanket.
11) Make it falsifiable: When you write a sentence that's true or false, it stands out.
Falsifiable statements challenge readers. They stand out because you’re putting your credibility on the line.
Vague: “Our product helps improve productivity.”
Falsifiable: “Increase your productivity by 20% in 7 days—or we’ll refund your money.”
The second statement makes readers perk up because it’s bold and measurable.
12) Falsifiable statements resonate.
The reason Galileo’s statement about the earth orbiting the sun hit so hard is because it was falsifiable. A bold claim like this forces people to pay attention because it can be tested.
This is why falsifiable statements are so powerful in copy—they’re bold, concrete, and force the reader to think, “Is that true?”
These are the deeper insights into Harry Dry’s copywriting rules. If you focus on making your writing concrete, visual, and specific—while cutting fluff—you’ll create copy that’s hard to ignore.