Harry Dry’s Post

“The future of content is AI” Okay :)

Three ways to add warmth to your CTA

Ten years ago Dave Trott drew a triangle on a flipchart and said “every ad needs three things”. - Impact: “You've got to get noticed” - Communication: “You've got to tell me what” - Persuasion: “You've got to tell me why” Most ads just do the “communication” part. - “We're a brand agency” - “No s***. I just googled that” Look what happens when you do all three. Jesse from Bou tells me it's their best performing ad.

The biggest mistake I see is writing sentences that say nothing. To stop writing them, you've got to spot them. So I've devised a game. Below are eight sentences about cars. Six say nothing. Two say something. Spot them. P.S. Test your coworkers

Start with the elephant in the room.

One of these videos has three million views. Take a guess?

There’s ONE way to buy Athletic Greens. You go on their homepage, you buy the welcome kit. Free shaker, free scooper, free delivery. Everything you need. One button to press. Idiot proof. But options are harmless, right? You'd rather a choice. Let me remind you of Trout & Reis's first immutable law of branding. “The power of your brand is inversely proportional to its scope.” Imagine AG1 mango. Or strawberry kiwi. Different sizes. Stick packs. “Let's make a bar”. Now it's just another nutrition company. But when Huberman et al. say “Drink AG1” it sticks. Today, valued at $1.2Bn. Don't make me think.

Nearly all copy you write will benefit from more conflict

best readers in the world 😳

I love The Guardian's donation copy. “You're not selling... you're constructing an argument”