Learn The 5 Elements Needed To Make Your 1 Big Idea Irresistible.

Less Is More

What does all good writing have in common? And this applies not only to stories, but more importantly to marketing and sales copy and any other type of promotional writing.

The answer is it has a single idea or topic that runs through the whole piece.

Just one.

I’ll share with you here 5 elements that you need to create your one big idea that makes it strong and convincing. It also helps keep you on point through the writing process.

The list of writers who have used this principle with great success over the years is impressive.?It was an article by Michael Masterson that got me thinking about “The Rule of One” as he calls it.

The list includes names such as Bob Bly, John Forde, Bill Bonner, David Ogilvy and Victor Schwab.

A better endorsement of this principle you could not find.?

“What To Leave In, What To Leave Out”

While driving to an appointment the other day I was turning the “Rule of One” over in my mind. I was struggling with a promotional piece that was due the next day.

I had done the research very thoroughly and had a ton of information.

The struggle was with how to shuffle all the pieces into something that made sense and also got the message across clearly.

As I drove, I had a playlist from my iPhone on the car stereo and up came Bob Seager’s “Running against the wind.”?The words?“ . . . what to leave in, what to leave out . . . ”?caught my attention

“That’s it!” I said, smacking my hand against the steering wheel.

Yes, I admit, I talk to myself sometimes!

I had been focusing too hard on “leaving it all in” and not using the other half of the equation.

That’s exactly what you have to do.

Let the 5 elements I mention below guide you when deciding on the “leaving in” and “leaving out”. What is directly related to your “One Big Idea”? What isn’t? If it’s not, cut it out.

If it is, find every angle that you can to present it in a clear and compelling way.

If you don’t figure this out, you’re always going to be “running against the wind” with your writing.

I’ve done a fair bit of running against the wind. Like leaving in what I should have left out of a proposal to a donor, just too much fluff, yeah, no we didn’t get the funding. And leaving out some critical details for an end of year report, didn’t win me any fans either.

But when it comes to writing copy, I’ve put a lot of time and effort into getting out of the wind, so to speak.

I have learned how to figure out what to leave in and what to leave out.?I have learned how to craft a compelling message that is based on just one big idea.

The Rule Of One

Nothing’s quite as frustrating as a piece of writing, whether it’s a story, or sales copy, that has a whole bunch of different ideas thrown in. It’s hard to keep track of what exactly the writer is getting at.

What point are they trying to make?

What exactly is it they’re selling?

Your task is to take one big idea and write all about that.

And only that. Don’t confuse your reader by throwing in more than that one idea. Get laser focused.

Think and research and write about only that one idea.

Be sure that all your content is directly connected to that one big idea.

So, what is this process and the 5 elements that you need to craft and present your one big idea?

Here they are with some simple examples:

1.???Find one good idea.

“There’s no easier way to prepare for running a marathon than the ‘RunMaster’ program.”

2.???Identify one core emotion.

“It’s super simple, I bet I could do that!”

3.???Share one captivating story.

“I ran my first marathon a week after I completed the program.”

4.???Choose one single, desirable benefit.

“I’ll show you how to get running fit using the ‘RunMaster’ program.”

5.???Ask for one specific, inevitable response.

“You can only get this program for $10 by signing up today, click here now!”

To summarize, you must focus on one single idea for your copy. Make sure you’re not confusing your reader with multiple ideas and an overload of facts.

Identify “what to leave in and what to leave out” – then stick to that.

Be sure to incorporate the 5 critical elements in your one big idea.

If you follow these guidelines, you will have a clear and compelling message that doesn’t confuse your reader.

?Struggling to find and present your One Big Idea? If you’re having trouble identifying what to leave in and what to leave out, I’d love to help you.

If you’re in need of a copywriter, contact me to schedule a discovery call. We will explore your needs and plan a strategy for engaging your customer. You can contact me at [email protected] or connect here on LinkedIn.

?______________________________________________________________

About Bobby Duncan: I’m a full-time freelance copywriter in the Outdoor Recreation space. Originally from Zimbabwe, I now live near Portland, Oregon in the Pacific Northwest. Besides writing, I also enjoy reading and a wide range of outdoor activities. If you need a copywriter with a professional understanding of the industry I’d love to hear from you.