Hi friends,

I’m back again with your Saturday scroll of copywriting and marketing examples.

Finding inspo for your copy can be a tedious task. At least for me it was. (now, ofc I’m building Write & Attract.)

A bunch of websites to go through. A countless number of examples.

But I always go back to marketing examples from Harry Dry.

So today I picked one example and I'm breaking it down here.

Enjoy the read.

Copywriting Example

Colgate (Harry Dry Edition)

On the left: "Introducing the new and improved Colgate." (That's just "We made stuff. Look at it.")

On the right: "Smile like you've never smiled before." (That's "Here's what you get to FEEL.")

Same brand. Same product. Totally different results.

Why it works:

The first one is all product-first: "Look at our toothpaste!"

The second speaks to YOU: "Look at YOUR smile!"

This pulls on a simple but powerful rule: sell the benefit, not the feature.

Nobody buys toothpaste for the formula. They buy it for confidence. For getting close to someone. For that perfect smile in family photos.

Quick takeaway: Product copy isn't about what you built - it's about who they get to become.

Marketing Secret

The Region-Beta Paradox

Have you stayed in a job you hated longer than you should have?

Or kept using a tool that bugs you just enough to complain but not enough to switch?

That's the Region-Beta Paradox (fancy name from psychologist Daniel Gilbert).

It means people bounce back faster from major problems than from small annoyances. Wild, right?

In simple terms: Mild discomforts keep us stuck.

Someone with a broken leg gets a wheelchair and heals. Someone with a sore ankle? They limp for weeks because they never deal with it.

I see this in marketing everywhere:

→ People won't switch from "meh" toothpaste. → They won't change their slow internet. → They stick with clunky CRMs that drive them nuts.

I use Apple Mail on my iPhone and I hate it; still, I don’t switch.

It’s not because I love it. But because it’s "not bad enough" to fix.

So how do you get someone to take action?

Make the pain crystal clear. Then make your alternative look amazing.

I hope it was worth the scroll.

Talk to you on next Saturday.

Alen