$300M Company Built On Simple Copywriting Hack
Summary
- I learned the Rule of One from Michael Masterson from Agora Publishing, a company renowned for generating over a billion dollars in revenue with effective copywriting that drives sales.
- The Rule of One states that the most successful sales messages focus on a single big idea that's easy to understand, easy to believe, and unique or interesting.
- In crafting sales messages, I've learned to make sure that all subpoints support the one central idea rather than acting as separate, distinct ideas of their own.
- The directness and simplicity of this approach often result in the most effective advertisements, leading to improved clarity and conversion.
- Using this tactic requires careful selection of the one idea you want to convey, making it the focal point of your message – the "tip of the spear."
- It pressures marketers to reflect and question whether their chosen idea genuinely represents the best and most focused concept they can present.
- The Rule of One also applies to unique selling propositions, emphasizing the importance of having one clear and counterintuitive proposition rather than several.
- By adhering to this rule, I've found my copy to be more targeted, crisper, and effective because there's just one central idea that I'm trying to convince my audience of.
- Determining the single most compelling idea is challenging, but focusing on it is crucial for success in marketing and sales communication.
- I keep the Rule of One at the forefront of my mind when writing copy, and it's made a significant difference in the quality of my work.
Video
How To Take Action
A good way of doing better in sales and marketing is to use the Rule of One. Here's how to make it work for you:
- Choose one big idea for your sales message. Make sure it's simple, something people can believe, and something different. Don't mix up a lot of ideas. Just stick to one that really stands out.
- When you write about your product or service, all the little points should back up your one main idea. Like, if you talk about six morning routines, they should all connect to one big benefit, not be six different things.
- If you're making ads or writing on a website, look at your best ones. The ones that probably worked well were the ones that were super clear and talked straight about one thing. Try to do that again.
- This one big idea needs to be the sharpest point of your message—it's like the tip of the spear. Take time to really think about it and make sure it's the best idea you have. It should be clear, go against what people might expect, and be something people can trust.
- If you're having a hard time finding that one idea, just keep trying. It's hard, but really important.
By always keeping the Rule of One in mind, your marketing will get stronger and you'll be able to convince people better because you're super focused on one main thing. Keep it simple and your message will reach people the way you want it to.
Quotes
"The rule of one… centers on finding the single, compelling message that has to be easy to understand, easy to believe, and interesting or unique"
– Alex Hormozi
<<<
"The most compelling messages… all centered on a single concept"
– Alex Hormozi
<<<
"Whenever you're writing copy… the sub bullets should only be bullets that reinforce the singular message or the singular argument"
– Alex Hormozi
<<<
"The best converting advertisements… are the simplest, the most direct, and the clearest to understand"
– Alex Hormozi
<<<
"You don't want to have 19 selling propositions, you want to have one core one that everyone can immediately understand"
– Alex Hormozi
