Hope to forfill the fundamental asspect of copywriting. Looking for new avenue of educating self, in need to learn the basics again. Guest (D Mauritz Karl ) – over a year ago Looking forward to hearing more on the subject. When I do write copy,it won't be over the board, it has to be focused! Ford has reenforced what I've been thinking (for a long time ) Mark Ford's "The Rule of One" must absolutely LOVE > "Schaefer: The one beer to have when you're having more than one." I sure do. It's so effective I don't even have to mention the company's name!! Great article! My favorite slogan of all time is "Just Do It". Comment below and let us all know.ġ1 Responses to “Ignore This Essential Copywriting ‘Rule’ From Mark Ford and Risk the Success of Your Copy” Until then, please let me know what you think of Mark Ford’s Rule of One and if you’ve noticed examples where it has been used successfully. I’ll be sharing one of the biggest ‘lies’ in copywriting. Your promotion will lose focus … and fail. But make your main idea and the big benefit your promotion’s driving force. You can touch on the others later in the promotion - maybe in a sidebar or a P.S. Use that one as the driving force in your promotion. That’s enough to carry your reader to the decision to keep reading … And to buy.Įven if your product has three great major benefits, concentrate on just one. If you’ve picked one strong, main idea - one that touches your prospect’s core complex - that’s all you need. But they really demand in-depth study such as we go into in The Power to Persuade program.īut if you hold onto one core idea from this Writer’s Life, it should be this … There are three other parts to Mark Ford’s Rule of One. How do you think your reader feels when he’s confronted by all of that? His head has to be spinning just as badly.” “When I do all the research and have all those ideas, it makes my head spin trying to make sense of it. a COS member in a Targeted Learning Program I taught - summed up the Rule of One perfectly: If your points are too diverse, they compete with each other, and end up pulling the reader’s attention in separate directions.”Ĭeleste W. An effective ad will actually have only one central focus, even if you discuss it from two or three perspectives. “ … keep in mind that the more points you try to cover, the less effective each point, and therefore your ad, will be. He’s invoked the Rule of One to power his very successful career … Veteran advertising consultant James Loftus has worked with Anheuser-Busch, Holiday Inn, McDonald’s, and many other clients. The other white meat.”ĭon’t let your ideas compete with each other Here are some others that follow the Rule of One: They would have lost this focus with a slogan like “The pause that refreshes and always cool.” You see the Rule of One at work in the most successful advertisements of all time.Ĭoca Cola built a hugely successful advertising campaign around the slogan “The pause that refreshes.” When that slogan grew stale, they switched to “Always Cool.”Įach slogan gives a very clear picture of one central idea. Simply stated, the Rule of One means you use one, big central idea to build your promotion around. The Power of One is the driving force behind great copy.” “To create blockbuster promotions time after time, you must understand the difference between good copy and great copy. This ‘shotgun’ approach to copywriting violates one of Mark Ford’s foundational principles of persuasive copywriting … The Rule of One. They make this common blunder thinking they're providing as many reasons to buy as possible.īut they're really confusing their readers with too many messages … and muddying all the reasons for buying. Then, over the next three days, I’ll give you three other crucial secrets of successful copywriting.Ī common misconception beginning copywriters hold - and many experienced as well - saps all effectiveness out of their writing. So today, I'm going to give you one of Mark Ford's foundations for successful writing of all kinds … a secret we delve into in great detail in The Power to Persuade. The second reason I’m excited is Denise's invitation gave me an idea about what to write this week. I think the members in the class had fun too. I had so much fun last time, I was looking forward to teaching it again. This is the second time I've taught this program. Ignore This Essential Copywriting ‘Rule’ From Mark Ford and Risk the Success of Your Copyĭenise Ford gave me exciting news! She's asked me to teach the next session of the Circle of Success class called “The Power to Persuade.”įirst, I had the pleasure of developing this course a year ago as part of the revamped Circle of Success Targeted Learning Program structure.ĭenise and I felt there was a need to teach essential secrets behind all persuasive writing before launching into the secrets of headlines, leads, and the rest of a successful promotional letter.
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