Great copywriting passes three tests: Can you visualize the words? Can you falsify the words? Can nobody else write this?
Ever skim an ad that promises to "change an industry" and feel nothing because your mind cannot grab intangible words?
Copywriter Harry Dry has three tests for every sentence he writes:
First, can you visualize it? For example, it's hard to visualize an ad saying, "Change an entire industry". But it's easy to close your eyes and see what New Balance said in their clever ad: "Worn by supermodels in London and dads in Ohio". Concrete and vivid ideas stick because our brains remember what they can clearly see. If the claim is too abstract, try to zoom in to find a more concrete description. Another example: "Couch to 5k" is way better than "Regain Fitness."
Second, can you falsify it? A claim that can be proved true or false catches our attention more because it's like putting the writer's head on the chopping board. It demands attention. Saying "He looks like Ryan Gosling" invites a check, while "He is handsome" does not. Making your copywriting be able to be objectively checked adds credibility and intrigue.
Last, ensure nobody else can say what you say. If competitors can easily copy your words, your message is too bland. For example, David Ogilvy's famous advertisement for Rolls-Royce: "At 60 miles an hour, the loudest noise in the new Rolls-Royce comes from the electric clock" is unique and perfectly aligned with Rolls-Royce's image. This uniqueness differentiates the message and makes the brand stick in people's minds.