Today’s writing secret comes from a famous British ad writer by the name of Harry Dry.

He’s got:

• A skin-tight buzz cut
• Wears wiry 70s style glasses
• Sounds like he could be a House DJ

So? He was born to be a copywriter.

And whenever he writes any ad, Harry asks himself 3 simple questions (and if you want to make British DJ type money with your ads, then I suggest you do the same.)

Question #1:

Can I visualize it?

Great copy creates a mental image.

If you can’t picture it, it’s too abstract…

“1 billion dollars” is vague and unrelatable.

“Enough money to spend $1,000 every day for 36 lifetimes” is specific and visceral.

If you can’t see it…

Neither can your reader.

So unless you’re a billionaire selling to other billionaires…

Question #2:

Can I falsify it?

Great copy takes a stand.

It draws a line in the sand, and forces you to pick a side.

“We’re the fastest growing rental car company” is unfalsifiable and therefore forgettable.

"We're the number two rental car company, so we try harder” takes a stand and can be proven wrong.

If you want the best?

Go with the other company…

If you want the one who will go above and beyond because we're fighting to be the best?

Go with us.

The worst thing you can do when copywriting is make your reader feel indifferent.

Plant your flag… ignore the haters… and let your true believers come to you.

Question #3:

Am I the only one who can say it?

If anyone can say it...

Nobody will hear it.

Anyone could have said “portable music player.”

Nobody could have said “1,000 songs in your pocket."

And that’s why Apple has sold 450 million iPods, while its biggest competitor at the time (The Creative Nomad Jukebox), whose ad copy read, and I quote, "6GB Hard Drive", faded into irrelevance.

Words are crazy, man.

-Sven “write something only you can say in a visual and falsifiable way” Slattum

P.S. It’s time to vote on next week’s topic. Your fellow AI-FREE Writers Club members have been sending me secrets all week. These are my 2 favorites. Now, the fate of next week's newsletter lies in your hands...

As always — If you have a writing secret to share with the club, please send it to my email: sven@aifreewritersclub.com

I will pick my favorites, and then put them in next week’s poll.

If your secret wins the vote?

• I’ll send you a free AI-FREE Writers Club hat
• You’ll get a free shoutout and/or advertising for whatever writing project (or non-writing project) you’re working on right now
• And your name will go on the AI-FREE Writers Club Wall of Fame… FOREVER.

Talk to you next Friday.

Write on!