o matter what kind of writing you do, copywriting will be part of your work. It’s part of the job even for writers who aren’t financially driven. Think of the back cover of any book, or the title and subtitle. That’s copywriting.

Many writers have an aversion to copywriting. Maybe you’re one of them. Maybe you don’t want it to contaminate your craft. Or maybe you’re averse to learning about it because you see it as a notoriously slimy industry that’s polluted with hucksters and charlatans who will compromise their integrity to earn a quick buck.

Copywriting can be an art form though. The New Balance ad shows it. Mechanically, why does it work so well?

Harry Dry says there are three questions to ask whenever you analyze a piece of copy. They are: (1) Can I visualize it? (2) Can I falsify it? (3) Can nobody else say this?

Let’s analyze it across all three dimensions:

1. Can I visualize it?

Imagery makes your copy more memorable. With the NB ad, you can visualize the supermodels in London and the dads in Ohio. The copy is much more compelling for mentioning those places too. They give us four things to visualize instead of two — and those images are also specific. “Worn by supermodels and dads” simply doesn’t have the same ring to it.

2. Can I falsify it?

This ad is funny because it’s true. You wouldn’t expect a shoe to simultaneously attract Grade-A stunners and ordinary suburban dads.

3. Can nobody else say this?

Converse can’t because their brand is all about being classic. Prada can’t because dads in Ohio don’t wear it. Reebok can’t because supermodels don’t wear it.

If you can look at a piece of copy and answer “yes” to all three questions, chances are you’ve written something pretty good.

Visual writing works because people are so much more likely to remember what they see; falsifiable writing works because it puts your head on the chopping block, which makes people's ears perk up; and distinctiveness works because it differentiates you from your competition.