Marketing Examples
Author: Harry Dry (founder, Marketing Examples) URL: https://marketingexamples.com/
Summary
Harry Dry built Marketing Examples to 130K+ email subscribers as a one-person content business. The entire site does exactly one thing: publish short, specific, copy-and-design case studies. No jobs board, no community, no SEO content farm. The distillation of content-led growth: be the best resource in a very tight niche. His three copywriting rules (visualization, falsifiability, uniqueness) and his “newsletter first, one channel big” strategy are a complete playbook for bootstrapping a media business.
Key Claims
- One great article is worth 50x more than 10 average articles
- Be the best resource in a very tight niche — don’t spread across topics
- The newsletter is the only channel you own — everything else is rented
- Go big on ONE channel rather than spreading across five
- Twitter → newsletter flywheel: post thread after publishing article, embed link in email, ask readers to like the thread
The Three Copywriting Rules
- Visualization: Specific, concrete language that lets the reader picture the outcome. “Shaved a week off onboarding” beats “improved onboarding efficiency.”
- Falsifiability: Claims should be verifiable. “Ask Sarah at Acme” is better than “customers love us.”
- Uniqueness: Copy should only make sense for YOUR product. New Balance’s “Worn by supermodels in London and dads in Ohio” is uniquely theirs.