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  Rule of One - Engineer consistently great copy

If you follow The Rule of One, your copy will be good. It just will.

Here's what The Rule of One means: you're always writing for ONE.

One reader.

One big idea.

One promise or outcome.

And one offer.

Not two readers. Not two ideas. Not two promises or two outcomes. And not two offers.

One. Just one.

As soon as you try to communicate two big ideas or communicate one big idea to two readers, you dilute the strength of your message.

As soon as you try to convince the reader to take you up on more than one offer, you dilute the strength of the one offer.

Write the page with one reader in mind.

This makes it very hard to write a home page.

It makes it very easy to write targeted landing pages - and it makes solutions like LeadPages, Unbounce and Kickoff Labs really great because you can easily duplicate and modify landing pages with them.

So there's no reason not to make multiple landing pages instead of driving a bunch of diverse traffic to a single catch-all - or catch nothing - page.

Write the page with one big idea in mind.

What one happiness-inducing thing will your prospect get out of taking you up on your offer?

It's not saving time and saving money; it's either saving time or saving money.

You can't write a page that tries to convince the prospect of both. You need to go hard on convincing the prospect of one.

And, naturally, you need to know which one matters most to them.

This is why we research, and this is why we target.

Write the page with one promise or outcome in mind.

This is a measurable thing against which they can score you.

If you go with a Save Time Big Idea, what measurable outcome can you promise or claim?

If you can't promise anything, your page weakens considerably.

As soon as you promise something, your page strengthens considerably.

The better the promise, the stronger the copy.

And finally write the page with one offer in mind throughout. Only one.

One reader.

One big idea.

One promise or outcome.

And one offer.

On one page. Or in one email.

That's the Rule of One.

Rule of One - 10XLP.pdf