5 Mistakes Marketing Executives Make by Ignoring the ‘Power of One’ Copywriting Hack

Top Copywriter Michael Masterson was once quoted as saying;

“Good writing is good thinking clearly expressed.”

Expressing themselves clearly in their marketing campaigns can prove problematic for Marketing Executives everywhere at times. 

Fortunately, however, Marketing Executives don’t have to suffer from a lack of clarity in their messaging once they master the ‘Power of One’ technique. 

That’s what you’ll learn about here. 

Specifically, you’ll learn how to stir one core emotion. You’ll also find out how to emphasize one good idea. And you’ll even discover why telling one universal story in your copy is enough and whose story the customer wants to hear.  

So, without further introduction, let’s jump in with a discussion of how to... 

Stir ONE core emotion 

One of the biggest reasons Marketing Executives fail at stirring one core emotion is that their copy is too frou, frou. Too posh, or they use too many in-house technical words and acronyms that the reader will never understand. Leaving her frustrated at worst and confused at best.  

One company that speaks their customers’ language is Nike.  They have that unique ability to inspire their audience via clear yet powerful language. Their slogan, “Just Do It,” is a perfect example.  

In words that couldn’t be any simpler, it speaks to a universal need: to achieve your dreams—make a difference if we just did it. If you want to tap into your readers’ emotions, you have to start by speaking their language. 

Another way Marketing Executives fail to stir ONE core emotion is by not correctly...

Using trigger words wisely

Something every Marketing Executive needs to know is to use trigger words sparingly. Far too often, marketing campaigns confuse the reader because they trigger too many emotions at once or trigger highly explosive words they have no place triggering or even saying—privately and especially not publically.  

In an article, I wrote called: What one FBI hostage negotiation technique can teach you about connecting with your customers, I mention how PepsiCo president Brad Jakeman had the bright idea of getting reality star Kendall Jenner to settle a BLM standoff between protestors and police by giving a police officer a can of Pepsi-Cola. 

The campaign brandished certain trigger words in the campaign that sent shock waves of horror and disgust into the marketplace. The campaign backfired so badly, PepsiCo president Brad Jakeman had no choice but to bite the bullet and resign.  

We all know trigger words that move our loved ones to fall into our arms and other trigger words that send them through the roof. So too in the marketplace. 

Marketing Executives who do not know their marketplace as well as they know their nearest and dearest are missing a trick—the chance to connect with their audience on a deeper level.

Another mistake Marketing Executives make is not... 

Crafting Headlines with the greatest of care

Savvy Marketing Executives know they are fighting for attention in an oversaturated marketplace full of white noise. Attention spans are dwindling by the nanosecond.  In fact, one study has it down to eight seconds.  

Jim Rohn once said: 

“Don’t wish it were easier; wish you were smarter.”

Savvy Marketing Executives who follow this mantra get that their headlines need to hit their target audience with truth, intrigue while emotionally connecting.  

An average site visitor will read, at most, 28% of a page’s content before moving elsewhere—though it is even likelier that they will consume just 20%. 

Knowing this, Marketing Executives feel the pressure to create compelling copy.  They learn from their early story writing days, a case for a compelling story is often made right in its title.  

While the title is, of course, not everything, it offers the perfect opportunity to use emotion to connect with your audience. 

AWAI (American Writers & Artists Inc.), taught me four powerful questions to ask when drafting emotionally compelling headlines:  

I ask, does the header...? 

Express Urgency? Does your headline give the reader a real reason to want to buy your product or service right now? 

Express Usefulness? Does your headline communicate something of value to the reader? Not what you think is valuable but what they know to be valuable to them. 

Express Uniqueness? There is a lot of #METOO copy out there and copy that is just, well… plain dull. Powerful headlines suggest you are offering something highly unique, are you? 

And last but not least, does the header… 

Express itself Ultra specifically. Clarity is king. Avoid vagueness at all costs. Is it ultra-clear?

Asking these questions will give any savvy Marketing Executive a chance to test whether the headline is doing the job it’s designed to do, i.e., grab the reader and move them through the copy. 

Another mistake Marketing Executives make is not… 

Emphasizing ONE big idea

Master Copywriter David Ogilvy was the first to discover the big idea. 

In his bestselling book “Ogilvy on Advertising,” he writes: 

“You will never win fortune and fame unless you create a big idea.  It only takes ONE big idea to attract the attention of your customer. Unless your marketing campaign contains ONE big idea, it will pass unnoticed.” 

“Big ideas come from the unconscious mind.  This universal truth is captured in art, science, and marketing campaigns.  Although your unconscious has to be well-informed, or your idea will get ignored.  Stuff your conscious with information, then release your rational thinking.” 

Ogilvy also explains how to see that ONE big idea in others. (In this way, you get to figure out if your big idea will pass muster.) 

Ogilvy instructs… Just ask yourself: 

• ·        Did I stop in my tracks when I first saw it?
• ·        Do I wish I had the idea first?
• ·        Is it unique?
• ·        Does it fit the strategy to perfection?
• ·        Can it be used for 30 years?

 “When you enjoy a ‘fantastic’ conversation … read an ‘amazing’ book … or watched an ‘awesome’ documentary … what grabs your attention?  Is it the litany of small details? Or the golden thread that unites them all? 

“For most of us, it’s the ONE big idea that we walk away with.” 

“And the more you ‘get’ the ONE big idea behind a story … is, the more memorable is the message.” 

“This is just as true in copywriting.” 

“One message, well developed, has more impact than ads—short or long—that are overloaded with competing ideas.” 

Genius Copywriter David Ogilvy says it all. Just ONE idea at a time. 

Another mistake some Marketing Executives make is not ... 

Telling ONE captivating story

The greatest lesson I’ve learned about using the Power of One is sticking to one overarching story throughout the copy because...  

No-one can resist a good story.  Like money, stories make the world go round. We cannot exist without stories. Stories are wired into our DNA. We come into the world hearing stories from our parents, from the books they read to us.  

Then there are the stories we tell ourselves. Stories build beliefs that create unconscious decisions, which in turn dictate our life choices. We tell ourselves what we believe we can and cannot do (whether true or not) and live by that constant inner narrative.  

Stories are everywhere. Hollywood has made millions producing stories for us to escape into for 80 to 120 minutes. One of the stories I love is the Lord of the Rings Trilogy. I love the deep connection between Gandalf, Frodo, and the rest of the Fellowship.  

Doing whatever they could to ensure Master Frodo threw the ‘ONE ring to RULE them all’ into the fiery lake at Mount Doom.  

I am especially captivated by the battle between Gandalf and the Balrog of Morgoth on the bridge of Khazad-d?m and Gandalf’s fall.  

In this scene, Gandalf boldly shouts those now infamous words at the ferocious Balrog, 

“You. Shall. Not. PASS!”

 A mighty battle ensues. The Balrog loses and falls into the abyss.  

All seems well until, at the last second, Balrog’s whip of fire curls up, and, like a cobra, it wraps itself around Gandalf’s ankle, hoisting him down into the blackness.  

But before he disappears, Gandalf grabs onto the cliff face, locks eyes with Frodo, and whispers... 

“Fly, you fools!” 

This scene gets me every time.  Someone grab me a tissue! 

I believe the big idea in this story is the hero’s journey—a staple in many a story and one we cannot resist watching as it’s so universal. 

That’s the power of a good story. Storytelling is the most potent tool Marketing Executives can use to influence, teach, and inspire their customers.  

Storytelling forges deep, lifelong connections between people and ideas. Stories convey the culture, history, and values that unite us all.  

Savvy Marketing Executives who carefully express the zeitgeist in their reader’s life then weave their solution to their problem with style and grace wins the sale. 

Building lifelong relationships are never easy.  But if Marketing Executives stir one core emotion, emphasize one good idea, and tell one fantastic story, theirs not yours… they will reap incredible rewards, long term. 

So the next time you design a marketing campaign, think in the power of ONE.