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It was so important to me that I wrote it down and I have it right on front of my computer because it applies to almost everything

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But especially to communication and sales messages

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Welcome to the game where we talk about how to get more customers how to make more

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Processor and how to keep them longer and the many failures and lessons we have learned along the way

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I hope you enjoy and subscribe

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What's going on everyone? I wanted to share the rule of one with you that I learned from Michael Masterson

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And if you haven't heard of Michael Masterson

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He's the the chief growth strategist at agora publishing which to my knowledge the biggest information seller on the market

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They do over a billion dollars a year in revenue and he's the person who created their entire acquisition machine

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Which is teams and teams of hundreds of copywriters who generate

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Demand through compelling words

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And I think there's something really magical about that because he not only has been able to do it himself and hit home run after home run

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Offer but he's been able to duplicate it and other people and create and get people who've never sold a thing to writing copy that generates

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20 million 40 million 80 million plus just from a single letter or message

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And in his book great leads

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The first concept that he introduces is arguably the most important

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And he calls it the rule of one and I've been I it was so important to me that I wrote it down

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And I have it right on front of my computer because it applies to almost everything

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But especially to communication and sales messages

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And so whenever he said the common thing that most operators do or most business owners who are trying to make an offer

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To be compelling to a marketplace what they do is they just stack as many different great things inside as they possibly can

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And then say well if that one doesn't work one of them will work

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So I'm just going to throw them all in and he said that's the recipe for he calls toss salad copy

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Which is just you just jumble everything together and you hope you know, it's throw everything on the wall

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See what sticks

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But the reality is the most compelling messages and he reviewed the top 100 offers of all times since they worked there

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91 of them all centered on a single concept

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And so if you think about what that means it means that you're looking for the one big idea the one compelling message

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That has to be easy to understand easy to believe and interesting

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Or unique and so he said those are the three elements of a one big idea

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And so when you're thinking about the sales messaging and this has been really just I've been I've been putting this as a forefront on my mind

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Is that when you're writing copy for a for an advertisement or you're writing copy for a landing page

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The sub bullets should only be bullets that reinforce the singular message or the singular argument right they should be stories

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They should be arguments. They should be facts that are presented solely to reinforce the singular concept right

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And so if I said you know, hey, there's six ways six ways to to

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To you know wake up earlier or something like that

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Um or six morning strategies if each one of them was kind of different. That's like it's it's a toss salad

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We'll click wise you guys already know that I don't run any ads on this and I don't sell anything

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And so the only ask that I can ever have are you guys that you help me spread the word so we can not more entrepreneurs

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Make more money feed their families make better products and have better experiences for their employees and customers

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The only way we do that is if you can rate and review and share this podcast

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So the single thing that I have to do is you can just leave review but take 10 seconds or one type of the sub

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The absolute world to me and more importantly it may change the world or someone else

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Whereas if I wanted to center it around one big benefit or one core topic now the six topics that I can have any of it are gonna

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Still be sub points of the major one rather than uh, you know, 15 crazy headline ideas right uh

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And so for me that has been incredibly powerful and if you look at if you if you have advertised before and you look at the best

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Converting advertisements that you've ever had you will probably see that similar trend where the ones that do best are the simplest

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The most direct and the clearest to understand now the issue is when you only have to pick one it forces you to be incredibly

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Uh

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Tactful on your selection because you're only going to pick one and so I think what that ends up doing is it forces us as marketers

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To really think is these the is this the best idea is this the most centralized focused concept that I can point as the tip of my spear of my communication message

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Right and so uh a lot of these things around like any kind of unique selling proposition

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That's going to be the rule of one right you don't want to have 19 selling propositions

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You want to have one core one that everyone can immediately understand is is counterintuitive and uh is believable

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Right and so when you put all three of those things together then you have a message that's compelling and people will take one step towards you

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And so um I have now like I said I wrote that at the top of my computer and as I've been writing copy

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And keeping this atop of mind

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Because I can guarantee you that even since I started doing this just even reading the book

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I've gotten the the copy that I've been putting out has been so much better and more targeted and crisper

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Because there's one central idea I'm trying to

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Convince the reader or prospect of um and then and then the sales message that follows is actually very transparent and simple to write

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The hard part is figuring out what that one idea is going to be

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But if you're going to think about one thing then that would be the one to focus on

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So anyways, I hope that was valid before you I share this stuff as it comes to me um in my in my journey of marketing and and sales

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And so I hope you enjoy this like subscribe all that kind of stuff and I'll see you in the next video. Bye

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You