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1 Copywriting Tip

2 Examples

3 Tactics on how to use it for your business.

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1 Copywriting Tip

Tip: Write Falsifiable Copy

I did nothing the entire day yesterday but I’m glad. Because I watched a podcast of someone I admire tremendously in the copy world: Harry Dry.

Today’s tip is solely credited to him and I seriously think you folks should check out his hour-long conversation because it is a thing of beauty.

Now onto the tip…

Something Harry said in the podcast (that he read in a Reddit thread) really stuck with me. 

“You can’t talk. You can only point.”

And that, ladies and gentlemen, is 100% of what copywriting is.

Presenting your ideas in an interesting way that points to the pro-selling argument of your product, brand or customer.

So where does falsifiability come in?

Wait. Let’s rewind first.

What does it even mean?

Aha, good question. I see you’ve been reading quite interestingly up until now.

Very good.

So here’s the thing…

The ability of a claim to be proven wrong is what falsifiability is. But if your claims are abstract and vague, nobody would even bother to read it. Sorry, but that's how it is.

But…

Good copy is falsifiable.

Meaning it presents information in a specific, measurable and truthful way.

Which, in turn, allows the reader to verify the truthfulness of the statement. That builds trust with your audience by providing concrete, believable information.

When writing a great headline, your goal should be to write something so truthful and authentic that nobody can claim against it.

But it still seems brittle enough that there’s a chance to verify against it.

Think about it…

Is it easier to sell gold with the messaging “This shiny thing appreciates in value over time” or “Gold has appreciated in value by an average of 12% yearly for the last 50 years so what makes you think you’ll lose money?”

The second sorta messaging is falsifiable and that's why it works.

Now onto the examples.

2 Examples

1. Speed Queen Laundry

It’s simple. It’s truthful. And it’s relatable.

There’s no reason why you wouldn’t believe it.

Write your copy with a “they not wrong tho” vibe and you’ll be sorted.

Full credit to the copywriter who did this.

2. AppSumo

I love how emotional yet simple this headline is.

Not only is it 100% truthful but also justifies the how in the subheadline.

It's not about the hottest deals in tech. It's about never paying full price for software again.

3 Tactics for You

1. Maintain Transparency

If you're allowing the customers to have a naked AF look inside your business, product or brand, you will appear truthful.

And that'd make writing falsifiable copy damn near automatic.

2. Be Specific

When presenting facts or figures, make it visual, emotional and descriptive. 

That AppSumo headline says so much with so little. 

3. Set Clear Parameters

Timeframes, quantities, comparisons or anything else that makes you "the only" is a good way to start.

If you're "the only", it's easier for people to believe your truth.

Well, that’s all I have for you today 🤝

What do you think about falsifiable copy and today’s newsletter?

Hit reply & let me know your thoughts, !

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