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Question 1
1/15You're writing copy for a fitness app. Which headline is most falsifiable and visual?
The only app that works while you rest.
Redefine your limits.
Built for champions.
From couch to 5K in six weeks.
Question 2
2/15What's the problem with the line: "Don't just get a job—change an entire industry"?
It's not falsifiable.
It uses negative framing.
It's too short.
It's not memorable.
Question 3
3/15What makes a great headline, according to Harry Dry?
It appeals to as many people as possible.
It makes a bold claim without proof.
It uses rhyme and rhythm over clarity.
It's short, visual, and passes the One Mississippi, Two Mississippi test.
Question 4
4/15Which CTA (Call to Action) rewrite would Harry prefer?
Submit your resume.
Start your journey today.
Hit the gas. Get hired.
A better way to apply.
Question 5
5/15Which of these would Harry most likely not approve as strong copy?
Looks like Ryan Gosling. 6'2. Reads on the tube.
A diamond is forever.
The future of finance.
3.1 seconds: the time it takes to read this ad and for a Model S to go 0-60.
Question 6
6/15You're pitching why copy matters. What captures Harry's idea behind "The difference between 1% and 2% is 100%"?
More features, more conversions.
In branding, every percent counts.
Small copy wins can drive double the results.
One strong headline = one huge campaign.
Question 7
7/15According to Harry, why should great copy be falsifiable?
It keeps writing short and powerful.
Readers trust what they can prove or challenge.
It invites curiosity through skepticism.
It adds SEO-rich terms.
Question 8
8/15Which of the following pen taglines satisfies all three of Harry Dry's copy tests: Can I visualize it? Can I falsify it? Can nobody else say this?
Transform your future today.
Unleash your potential.
Built for success.
The only pen designed by aerospace engineers for chefs.
Question 9
9/15Which of the following taglines would Harry Dry likely reject for violating all three copy tests?
Tested by astronauts in zero gravity.
Better ingredients. Better pizza.
Built like a tank, fits in your pocket.
Empowering the next generation.
Question 10
10/15Why does Harry write copy directly in the final design tool (e.g., Canva, Figma or Photoshop)?
It ensures the writing fits the reader's context.
It saves time formatting later.
It's easier to print.
It avoids spelling errors.
Question 11
11/15A brand wants to highlight how their product replaces multiple items in a morning routine. Which option best "points, not talks"?
Athletic Greens: You're going to need a smaller cabinet.
Fuel your best life.
One drink to replace them all.
Your body. Your boost.
Question 12
12/15Why is "worn by supermodels in London and dads in Ohio" considered strong copy?
It uses rhyming and alliteration.
It's concrete, falsifiable, and only New Balance can say it.
It's aspirational and trendy.
It's humorous and includes celebrities.
Question 13
13/15What did Harry Dry mean by "you can't talk, only point" when describing someone for a blind date?
Use specific, observable traits over vague praise.
Speak like a journalist.
Avoid emotional language.
Highlight their deepest values.
Question 14
14/15What's Harry's favorite rule for cutting fluff in your copy?
Simple is always better.
Kaplan's Law of Words.
Less is more.
Write like Hemingway.
Question 15
15/15What does Harry recommend to turn vague phrases like "regain fitness" into sticky, concrete copy like "from Couch to 5km"?
Use emotional adjectives.
Replace it with a catchy rhyme.
Add visual metaphors like fire or energy.
Zoom in on the real-life scenario to find the specific.