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Question 1
1/15You're writing copy for a fitness app. Which headline is most falsifiable and visual?
Built for champions.
The only app that works while you rest.
Redefine your limits.
From couch to 5K in six weeks.
Question 2
2/15A brand wants to highlight how their product replaces multiple items in a morning routine. Which option best "points, not talks"?
Your body. Your boost.
Fuel your best life.
One drink to replace them all.
Athletic Greens: You're going to need a smaller cabinet.
Question 3
3/15Which of these would Harry most likely not approve as strong copy?
3.1 seconds: the time it takes to read this ad and for a Model S to go 0-60.
The future of finance.
A diamond is forever.
Looks like Ryan Gosling. 6'2. Reads on the tube.
Question 4
4/15What 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 5
5/15Which 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.
The only pen designed by aerospace engineers for chefs.
Unleash your potential.
Built for success.
Question 6
6/15What's the problem with the line: "Don't just get a job—change an entire industry"?
It's too short.
It uses negative framing.
It's not falsifiable.
It's not memorable.
Question 7
7/15You're pitching why copy matters. What captures Harry's idea behind "The difference between 1% and 2% is 100%"?
One strong headline = one huge campaign.
Small copy wins can drive double the results.
More features, more conversions.
In branding, every percent counts.
Question 8
8/15Why does Harry write copy directly in the final design tool (e.g., Canva, Figma or Photoshop)?
It avoids spelling errors.
It ensures the writing fits the reader's context.
It's easier to print.
It saves time formatting later.
Question 9
9/15What does Harry recommend to turn vague phrases like "regain fitness" into sticky, concrete copy like "from Couch to 5km"?
Add visual metaphors like fire or energy.
Zoom in on the real-life scenario to find the specific.
Replace it with a catchy rhyme.
Use emotional adjectives.
Question 10
10/15Which of the following taglines would Harry Dry likely reject for violating all three copy tests?
Better ingredients. Better pizza.
Empowering the next generation.
Built like a tank, fits in your pocket.
Tested by astronauts in zero gravity.
Question 11
11/15According to Harry, why should great copy be falsifiable?
It invites curiosity through skepticism.
It keeps writing short and powerful.
Readers trust what they can prove or challenge.
It adds SEO-rich terms.
Question 12
12/15Which CTA (Call to Action) rewrite would Harry prefer?
A better way to apply.
Hit the gas. Get hired.
Submit your resume.
Start your journey today.
Question 13
13/15What's Harry's favorite rule for cutting fluff in your copy?
Write like Hemingway.
Kaplan's Law of Words.
Simple is always better.
Less is more.
Question 14
14/15Why is "worn by supermodels in London and dads in Ohio" considered strong copy?
It's humorous and includes celebrities.
It uses rhyming and alliteration.
It's concrete, falsifiable, and only New Balance can say it.
It's aspirational and trendy.
Question 15
15/15What makes a great headline, according to Harry Dry?
It makes a bold claim without proof.
It uses rhyme and rhythm over clarity.
It appeals to as many people as possible.
It's short, visual, and passes the One Mississippi, Two Mississippi test.