Copywriting isn't easy, but you can make it easier for you.
There are 4 things you need to get clear on before you put words on the page. Enter the Rule of One:
Pick one person you want to convert with your copy. Who will benefit the most from what you have to sell?
“But can’t I just keep it more general, so I reach more people?”
Nope! When you’re trying to appeal to everyone, you’ll end up converting no one. Your message will be too watered down to resonate.
This is the “thing” you’re selling. What will your one reader get? It could be your product, software, or just the subscription to your newsletter.
Make this crystal clear to obliterate any confusion or doubt whatsoever.
This is the outcome (ideally measurable) your reader can expect to achieve, and it should match what they actually want.
Beware not to use puffery here, making the promise so big it can’t be true. It has to be believable.
What do you want your reader to do next? Lead your reader towards one action.
Having these 4 things figured out will ultimately let your words flow easier and increase the chances that your reader connects with your writing and takes action.
I've published a more in-depth version of this on my blog here:
The Rule of One: Get clear on this before writing any piece of copy
So, you've got something to sell. And now, you need to write that landing page, the email, or the ad that will hopefully *fingerscrossed* close the deal with your prospects. Where do you start? A blank page is never a good idea. So, here's what to fill your Google Doc with.