Master Copywriting, or Anything

Once in a while, a tweet strikes a chord. This is a conversation between Harry Dry of Marketing Examples and David Perell of Write of Passage on a single copywriting assignment. Dry goes over his creative process from start to finish; it's a great conversation that I would encourage you to watch.

It's going a bit viral, though, and it usually takes more than good copywriting advice to do that. So what makes this particular conversation exceptional?

I believe it's because you get an overwhelming feeling of true mastery. Much like seeing a master of any craft at work, we perceive a tangible difference in how Dry approaches the copywriting process. You can feel the difference in quality in every aspect of his method.

Here are a few things I think demonstrate mastery:

1. Copying: If you notice, Dry uses an old ad for inspiration. The old saying is that "good artists copy, great artists steal." The best artists, and business people for that matter, do not start with a blank slate. They are inspired by other great work and seek to iterate on it. "Copying" is critical.

2. Relentless Focus on End Result: Although the conversation is about the process, you will notice that Dry creates a finalized work to start and then continually improves it. He keeps thinking about the final output and perfecting the end—not getting caught up in iterating endlessly over the small details along the way. This is a somewhat counterintuitive concept that could take time to discuss. But notice how he talks about using the same tool for writing as the end product (whether Figma, a newsletter, etc.). He continually focuses on the final delivered package.

3. Multi-Element Approach: Notice that he is not just writing but also thinking visually; again, envisioning the end product as a cohesive experience. The final product is a design, a sound of words read, a feeling, and an action or conversion. He seems to incorporate every element of the sensory experience into his process.

4. Developed Conceptual Framework: Throughout his process, Dry has a well-developed sense of conceptual framework. He tries to develop a yin/yang dualism and competitive tension between the two sides of the graphic—but the important thing is that he has an overall idea framework guiding him. This is not the same as the desired creative expression of the finished product but rather a way to frame the project itself.

5. Care: Mastery itself may boil down to a sense of care, which is highly apparent throughout the process. Care about the final product, the little details, and every element of the user experience. Your average contractor or employee has very little care—a supreme sense of care is the critical element for mastery.

In the end, what sets this conversation apart is not just the insights into copywriting mastery but the demonstration of true mastery in any field. Harry Dry’s approach reminds us that excellence is rarely about a single, brilliant stroke of genius. It’s about dedication to every step of the process, relentless focus on the final product, and deep care that goes into crafting something truly exceptional.

Whether you're writing copy or pursuing any other endeavor, these principles are universal—and embracing them can elevate your work from good to great.