This 1 hour 11 minute masterclass by Harry Dry, founder of Marketing Examples and author of the Writing Examples course, presents a comprehensive, principle-based framework for writing persuasive copy that creates genuine market impact. Rather than focusing on manipulative psychology tricks, Dry demonstrates that exceptional copywriting emerges from applying three fundamental tests to every sentence—rules that separate memorable, effective messaging from forgettable corporate jargon. Through analysis of legendary ads (Apple’s “1000 songs in your pocket,” The Economist’s iconic campaign, Debeers’ diamond engagement ring revolution), Dry illustrates how clarity, falsifiability, and differentiation combine to create copy that influences markets and shapes consumer behavior. The course emphasizes that copywriting is not an optional marketing skill but rather the foundational discipline determining whether products succeed or disappear from memory.
