The rule of one by Michael Masterson

Forums General Forums General Copywriting The rule of one by Michael Masterson

Viewing 5 posts - 1 through 5 (of 5 total)
  • Author
    Posts
  • #2907
    Pernell P
    • Topics - 3
    • Replies - 6
    • Newbie

    Copywriters like Joseph Sugarman and Dan Kennedy have said that copy should have a big idea or concept.

    Michael Masterson agrees, but presents it from a different angle. 

     

    The rule of one asserts that the best way to get a big idea is by focusing on one idra. Otherwise the copy piece loses focus. 

    But once they have an idea it should be strengthened then communicated well. 

     

    Make it clear and easy to read. Masterson recommends grading its readability using the FK score.  The copy should be at a 7.5 or below.

     

    It should be specific and well researched. There should be as little vagueness as possible.

     

    It should make a promise to the reader that is then proven in the copy.

     

    Communicate it through a compelling story.

     

    And it should focus around invoking one emotion and one action from the reader. 

     

    That’s about it. I thought I’d summarize and share what I learned.

    Here’s a link to the video itself!

     

     

    3+
    Community members who liked this post
    avataravataravatar
    #2908
    SARubin
    • Topics - 73
    • Replies - 99
    • Wordsmith
    • ★★★

    Good stuff Pernell,

    Personally, I believe the rule of sticking to one idea at a time is more important now than it’s ever been.

    With all the “Electronically Induced ADHD” in our society these days, staying focused on anything, for any length of time, is challenging enough for most people.

    If our copy can be a beacon of clarity, for even a few minutes, I think we dramatically increase the odds of keeping our audience engaged with our message.

    A good marketer knows how to think like a marketer - A great marketer learns how to think like the customer...
    SARubin - Direct Response Copywriter / Conversion Rate Optimizer

    0
    #2916
    Pernell P
    • Topics - 3
    • Replies - 6
    • Newbie

    Exactly, couldn’t have phrased it better myself. Glad you liked it!

    0
    #3006
    Wordy Wordpecker
    • Topics - 3
    • Replies - 19
    • Member
    • ★★

    This is a great video. Thank you for this!!!

    0
    #3009
    Pernell P
    • Topics - 3
    • Replies - 6
    • Newbie

    Of course, any time!

    0
Viewing 5 posts - 1 through 5 (of 5 total)
  • You must be logged in to reply to this topic.

Forums General Forums General Copywriting The rule of one by Michael Masterson

Skip to toolbar