What You are Not

Define yourself more clearly

A few years ago, I was helping a friend write a landing page for her handmade jewelry brand.

We wrote all the usual stuff:

• elegant designs,

• crafted with care,

• ethically sourced,

etc, etc…

It was… fine.

But it felt generic. Like it could belong to anyone, any store.

Then I asked her, “What’s something you don’t do?”

Without blinking, she said: “We’re not fast fashion.”

Boom. We put that right at the top.

"Not fast fashion. Never will be."

That one line did more for her brand than all the polished benefits combined.

---

Why This Works

Inspired by Harry Dry’s Marketing Examples, this copy trick is all about standing out by clearly stating

• What you don’t do,

• Who you’re not for, or

• What you deliberately avoid.

Most brands, creators, and products spend all their energy describing what they are.

But clarity sharpens when you also say what you’re not.

• It builds trust.

• It creates contrast.

• And it makes your positioning bold and memorable.

Being something is nice.
Not being everything is magnetic.

Try This Technique: 3 Examples

From Harry Dry’s Marketing Examples

Instead of:
❌ We help startups grow faster and smarter.

Say this:
✅ We don’t work with everyone. Just startups ready to scale, not scramble.

---

Instead of:
❌ I’m a coach who helps people break bad habits.

Say this:
✅ Not a guru. No hacks. Just hard conversations and habit systems that work.

---

Instead of:
❌ Beautiful, affordable websites for small businesses.

Say this:
✅ We’re not the cheapest. We’re the cleanest. Sites that don’t just look good—but also convert.

---

Your Turn

Try adding one line to your bio, landing page, or product description that starts with:
“We’re not…” or “This isn’t for…”

Say,

• What you don’t do.

• Who it’s not for.

• What you deliberately avoid.

It might just be the clearest thing you’ve ever written.

---

Want me to review and edit your copy?

Let me turn your rough draft into a clean, compelling, conversion machine.

Check out my copyediting service:

P.S: Don’t just write. Convert.

P.P.S. Not happy with the edits? You’ll get a 100% refund—no questions asked.