Copy That Works
Harry Dry is this generations Don Draper.
He just did a 76 minute pod sharing everything he knows.
This is the framework he uses to write every ad.
3 questions.
Visualise = Point to it. The graph of gold going up and to the right. The 6'5 wall-street broker.
Falsifiable = You can say its true or false. The sky is green = false. Leek soup is the best… depends whose saying it.
Be the only one who can say it = Never write an ad a competitor can sign. Worn by supermodels in London and Dads in Ohio.
Authors:Kale Panoho and Rhys Jeffery