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Brand, web & content

What are the rules of good marketing copy?

Harry Dry's three: make it visual (words people can picture), make it falsifiable (specific claims a competitor couldn't copy-paste), and make it unique to you. Vague, safe copy is invisible copy. Write like you're talking to one real person, not addressing a market.

Go deeper

2 resources, 1 link-checked.

📄 Article
✓ Link checked Free Intermediate

Julian Shapiro's deeply practical framework for landing pages, including the desire-minus-friction conversion model, a canonical growth resource.

How to build a landing page (Startup Handbook)

From julian.com by Julian Shapiro 25 min read

  • Purchase rate = desire minus (labour plus confusion)
  • The hero header must be fully descriptive; visitors have short consideration spans
  • Show the product in action and test copy on both outsiders and insiders
Open julian.com →

People also ask

How do I write copy that explains what my product does clearly? 2 → How do I write a headline / value proposition that grabs attention? 1 → How do I find the exact words my customers use to describe their problem? 2 → How do I structure a message so customers care (story / framework)? 2 → How do I learn copywriting quickly without a marketing background? 2 → How do I write the copy for my landing page hero section when I have three different types of customers using my product? 3 →

Also in D2C

The same ground, over in Build your online store, our D2C track.

Which AI tool should I use to shoot clean product photos without renting a studio? 4 → Which Shopify theme should I pick for my store, and how much should I customize it? 3 →

Also in How Founders Use AI

How founders actually use AI for this, over in Content Creation.

Why use AI for blogs, newsletters, and social posts, and how do I avoid sounding like AI? 20 → How do top founders build content engines with AI (repurposing one idea into ten formats)? 18 →

Also in GTM

The same ground, over in Own the story, our GTM track.

What does category actually mean in go-to-market, and why does everyone keep telling me to pick one? 3 → Should we create a new category or just say we are a better version of something that already exists? 5 →
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