The one thing that makes your copy stronger

In their book, Great Leads, Michael Masterson and John Forde talk about the “Rule of One.”

Also called “The Big Idea,” by advertising legend, David Ogilvy.

Meaning…

The best results come from writing that presents a single idea

Now… I know in my emails I’m “Mr Sidetrack.”

But that’s OK. Because it’s not a hard-and-fast rule. At least, I don’t take it that way… so there’s plenty of wiggle (and experimentation) room.

And how you write depends on the audience. And all sorts of things really.

Daily emails are, of course, a unique animal unto themselves.

Plus, sidetracks are kinda me!

If you meet me in person, you’ll know I interrupt myself to share tangents all the flippen time!

I tell you what… I’m WAY more focused in my emails.

So count yourself lucky you’re reading about this topic. šŸ˜œ

So, after that… err… sidetrack…

The “Rule of One” is one of those solid gold rules to try and live by when writing copy for your business. Or for clients.

It means your writing is more likely to be…

  • Clearly understood
  • Enjoyable to read… because it’s a smooth ride
  • Remembered by readers

The Great Leads book points out that having one simple idea makes the copy stronger… and the writing becomes so much easier.

Knowing your audience, and being laser-focused, is key.

Believe it or not… I value this approach too.

And do actually have a single idea around most emails. (The sidetracks eventually wend their way back to the main thread!)

But, like I said, it depends on the type of writing.

And daily emails… by their nature of being more about building relationships… through being engaging and relevant to the audience… are a bit different to a sales letter, for example.

At the core, Masterson says that a great “big idea” is (and I’m quoting him directly)…

  • Big (enough to stir interest)
  • Easy to understand
  • Immediately convincing
  • Clearly useful (to the reader)

I find it very useful to remember this, especially when writing sales copy for my business.

It helps give it clear direction. And with a big idea in my mind… it helps save time from unnecessary sidetracks.

And the more time saved. The more time for other important things in your business.

Like lunch! šŸ„Ŗ

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Chris Milham