Make Every Sentence Of Your Copy “Falsifiable”: What Does Harry Dry Mean By This?

Harry killed me with that question, “is it falsifiable?” “Why should I make my copy falsifiable?,” I wondered. “Am I not supposed to make my audience believe me instead?”

Then, the jigsaw began to piece up. The picture is now full and clear.

Of all Harry said in the 76-minute interview, this was the most difficult point for me to digest. So, I believe it is going to be difficult for many people out there too. Therefore, I'm here to help with the much I understood.

As I understand it, it means you should try writing your copy in a way that makes someone want to question your point. As they brace up to question your point, you keep their attention alive as the copy progresses.

In other words, don't say it according to conventions that people are already settled on. This is to say that you should make yourself vulnerable in a way. 

Vulnerable? As Harry put it, “put your head on the chopping block which makes people sit up in their seats”. Give them wide eyes, that is.

Of course, this does not mean you should say outlandish things that nobody can ever believe when you can't back it up - after all, your aim is to persuade people to agree with you. But, it means coming clear out of what everyone knows to be true.

Another way to put it is: Make a clear statement without worrying if your readers would agree. But always show your readiness to defend your point shortly. Be bold about it.

This makes people wonder under their breath, “oh, did he say this? How is he going to make it good?” This way you keep their attention alive all through to the end.

For instance, you can kick off by writing…

“After reading this, your neighbors will beg you to sell them flowers”.

You see, everyone who reads this will wonder, “how could this happen?” Next they brace up, “Okay, let me see what he's got to say next”.

It would be a different ball game if you had said, “whoever you are, you've got neighbors; don't you?” This is as unfalsifiable as it is unimpactful since it only states a fact that is too obvious.

Continuing with the above illustration, you could say the following next…

“But none of the flowers will have a familiar color. This happens as you redo your home with our never-seen set of wallpapers”. It continues.

Can you feel here the suspense that comes with making your points falsifiable?

However, as Harry also said, whatever promise you make, make sure you'd fulfill it. So, it's all about skillful use of words to always anticipate the truth you are about to tell in an unnerving, even questionable way.

To use a more real-life example, I've practiced a bit of this strategy on this article you're reading now, not minding that this is not an ad copy. How?

Look at how I started by saying that “Harry killed me”. It's hard to resist wanting to know more as each reader questions, “he killed you? How?”

Do you understand this? If you still have an issue with it, ask me questions in the comment section. If you'd rather have me write a copy for you based on the knowledge I acquired here and elsewhere, click here to contact me. Bye.