The Most Important Rule of Copy
How to Get the Right Prospects to Pay Attention and Take Immediate Action
In the world of copywriting, there is one rule to rule them all.
The Rule of One.
A simple rule that states…
Write to ONE reader…
Focus on ONE big idea…
Make ONE promise…
Provide ONE call to action.
Let’s dive in to see how to implement the “Rule of One” in your copy.
1. Write to One Reader (aka The Right Reader)
A common mistake people make (and I’m guilty of this myself) is to write copy that appeals to everyone.
Appealing to everyone is playing it safe. It’s you saying, “I know that the majority of my customers are overworked Dads but I also want to capture the busy Mom.
Copy that appeals to everyone appeals to no one.
Getting hyper-focused—whenever possible—produces “punch-in-the-gut” copy that demands attention from the intended prospect.
First, let’s take a look at an ad where it’s unclear who the reader is:
Now, while there is a woman displayed in the picture, this ad from MoveGB is still playing it safe and trying to attract anyone who wants to be fit and healthy.
The problem is, they are not being specific on the outcome. Will they help you slim down or bulk up. “We’re about to give you the freedom to achieve your health and fitness goals” is their primary promise.
This kind of copy works for bigger corporations because they don’t mind losing money to acquire a customer.
I’m thinking big gyms here.
For the solo fitness entrepreneur, your copy can do a better job of dialing in your target prospect. Write copy that speaks to their specific pain points, struggles, hopes, and dreams.
Your readers should feel like they are having a one-on-one conversation with you.
So try these steps:
Determine who your primary customers are by surveying your list, taking inventory of your past customers, or doing research on certain segments
Create a customer persona to guide you as you write
Make a list of the common objections, pain points, challenges, and hesitations your target customer experiences
Make a list of the clear benefits they will receive
There is nothing greater than a copy that makes your audience feel seen and heard when you customize your message.
Now that you have targeted one Reader, captivate them through one big idea…
2. Focus on One Big Idea
Another common mistake businesses and some copywriters make is throwing in too many benefits and arguments to wow the audience.
In reality, trying to cram all your research and selling points into your copy can distract readers.
For example, A food supplement company bounces back and forth between all 15 different ingredients instead of starting with the most powerful ingredient and providing noteworthy studies to back up the claims.
Focusing on one big idea lets you write stronger arguments. Like a lawyer who makes one clear proclamation at the beginning of the trial, guilty or not guilty, and then proceeds to prove his case.
This is how you keep your reader laser-focused by focusing on one big idea:
Find the most vital idea (benefit, story, promise) behind your product
Build more profound arguments around it...
Repeat the idea over and over again throughout your copy so the idea sticks in your reader’s mind
Add in proof elements whenever possible that make your claims more powerful, like research or testimonials
Sometimes your big idea is a unique promise.
Other times, your big idea is a prediction that affects society at large, and you will still need to drill down and translate this higher-level idea into a more specific promise.
3. Make One Promise
A compelling promise should be tied to what your customer is aspiring for as an end goal. This is the part where you convince your reader how your product or service will make their lives easier.
As tempting as it is to make multiple promises, doing so would make it hard for your customers to believe you.
Take this example from Kris Frondan (the copy was written by A-list copywriter, Kim Krause Schwalm):
One simple yet powerful Promise for women who want to lose weight: be your best figure without the dreaded gym workout.
No more other unnecessary promises that would make it doubtful.
Stick to their deep desires and build a realistic outcome for them.
After creating one strong idea and complemented by one Promise for a specific reader, it's time to seal the deal through your call-to-action…
4. Provide One Call-to-Action
Direct your customer's response through one call-to-action. Have a single purpose only when writing content and induce that outcome through your CTA.
Putting multiple but similar CTAs on your website is okay. But asking them to sign up and buy your product simultaneously will confuse them and won't take action at all.
An excellent example of a CTA is this one from Knockout Fitness:
Make it seem like the next logical step is to press that CTA button.
And that's what a clear and concise message will do for you: hook a prospect, get them to pay attention, and take action at the end.
Need Help Writing a Clear and Concise Copy?
I’m confident that I could help you get some clarity on your copywriting and marketing strategy pretty quickly.
No pressure, no sales tricks.
I love connecting with health and wellness professionals for short calls offering up my expertise to:
Build up my network
See if I can help anyone on a longer-term basis
To just get out there and serve (I’ve found that good things happen to people who put service first)
If you’re interested in having a chat, you can select a time that works for you by clicking here to book your call:
