The rule of one: how to focus copy and convert more

Executive overview

Most copy fails because it tries to say too many things to too many people. The rule of one fixes this by forcing every piece of copy to speak to one reader, make one offer, and deliver one value proposition.

It sounds simple. It isn't — it requires research and discipline.

Focus your copy on one reader, one offer, and one value prop, and your reader will always know why they should care.

The three parts of the rule of one

• One reader — not a single demographic, but the overlap of all your segments; find the shared qualities, desires, and anxieties across groups and write to that person
• One offer — the offer optimised to be irresistible to that one reader; treat it as something to be refined, not a fixed given
• One value proposition — the single highly desirable and unique thing the reader gets when they take up the offer; a strong value prop is inherently big, intriguing, and specific (e.g. "milk chocolate melts in your mouth, not in your hands")

Extending the rule beyond the core framework

• One verb per sentence
• One adjective per noun
• One sentence per paragraph
• One metaphor per piece — extend it throughout, never mix
• One powerful scene instead of several forgettable ones
• Every element gets one job: a subject line gets the email opened; a headline moves the reader to the next line; a button gets clicked

Classic example: "They laughed when I sat down at the piano"

• One reader: a person who wants to be admired but feels overlooked
• One offer: a free booklet and demonstration lesson to learn any instrument
• One value prop: learn any instrument from home, without a teacher, even without owning one