Writing Lesson: The Power of One

This classic lesson will improve everything you write, forever [The Writer’ s Life]( August 29, 2023 "Mastery is not a function of genius or talent, it is a function of time and intense focus applied to a particular field of knowledge." – Robert Greene Hi {NAME}, Copywriting is a financially valuable skill that can create numerous revenue streams … give you true freedom in your life … and build real wealth and legacy. And the more time you invest in honing it … the greater your return. No matter how experienced you become, you'll always be learning … Sometimes you'll pick up a new skill, technique, or insight from another copywriter or a project you're working on. Other times, you'll revisit a lesson you learned early on and see it through a different lens … understand it at a higher level … or simply remember to apply it to your writing with intention, the way you did when you were starting out. At the surface, each individual element of good copywriting can seem small. But the impact becomes greater the better you understand each one. And when you add up all the power from the elements combined … well, that's when the true power behind the financially valuable skill reveals itself. Today, I've gone into our "Vault" to share a copywriting lesson from industry giant Mark Ford, which is so iconic, I can still recall the first time I read it. It's a lesson I try to apply everything I write … and find it's often the reason why something "isn't working" when I've forgotten. It's also the most common piece of feedback we give new writers who submit copy for review. I encourage you to review it yourself today and then start applying it to EVERY piece of copy you write. Like I said, it may seem simple on the surface, but it will make everything you write more effective. Our industry is so fortunate to have so many legends like Mark and other A-list copywriters who also happen to be incredible teachers … Of course, with 26 years of history, AWAI has been the gold standard in training aspiring copywriters. And now, you've got a chance to test-drive our core training program, The AWAI Method™ for Becoming a Skilled, In-Demand Copywriter, for only $29. [>> Get the details right here!]( Everything is included … Professional-grade training on the skills you'll need … hands-on writing assignments … experience writing the top five in-demand projects … a professional portfolio … even help landing your first paid writing gig … [Go here now to get started!]( To your success, Rebecca Matter President AWAI FLASH SALE: Test Drive AWAI's Copywriting Program for $29 [ATD Image Spread] If you've ever been curious about copywriting, TODAY is your chance to test-drive our flagship program The AWAI Method™ for Becoming a Skilled, In-Demand Copywriter for just $29. When you master persuasive writing with our industry-leading training, you'll be in big demand in this 3.5 trillion-dollar industry. You can make a good living, choose your own hours, and work from anywhere in the world. [But hurry, this test-drive offer ends soon!]( The Power of One — One Big Idea By Mark Ford [female freelance writer next to image of colorful lightbulb and word Idea] One of the biggest lessons I have ever learned about writing came very late — in fact, more than 20 years after I wrote my first piece of copy. It happened about a year after I began writing Early to Rise (ETR). I was looking over issues I'd written that year and noting which ones readers rated the highest. Without exception, those achieving the highest scores presented a single idea. It struck me that readers didn't want to hear everything I had to say about a topic every time I wrote. They were looking for a single, useful suggestion or idea that could make them more successful. That was one of those "a-ha!" experiences for me. As a reader, I had always most enjoyed stories and essays that tackled one subject effectively and deeply. As a writer, I sensed my readers felt this way too. But it wasn't until I looked at the ETR results that I recognized the power of a narrow focus in writing. I checked to see if this same phenomenon applied to advertising copy. I pulled out my box of "best promotions of all time." While not all of them were on a single topic, most of the very best hit just one idea strongly. It seemed I was on to something. I presented this idea as one "powerful secret to publishing success" when Agora had our first company-wide meeting for publishers in France. Bill Bonner reminded me he'd learned about the Power of One from the great advertising guru David Ogilvy. Ogilvy's concept was that every great promotion has, at its core, a single, powerful idea that he called "the Big Idea." At about that same time, John Forde was rereading the classic 1941 book, "How to Write a Good Advertisement" by Victor Schwab — the man Advertising Age called the "greatest mail-order copywriter of all time." In that book, Schwab listed his choice for the "Top 100 Headlines." John found that of those 100 top headlines, 90 were driven by single, Big Ideas. Note how instantly clear and engaging these "Big Ideas" are … - "The Secret of Making People Like You" - "Is the Life of a Child Worth $1 to You?" - "To Men Who Want to Quit Work Someday" - "Are You Ever Tongue-Tied at a Party?" - "How a New Discovery Made a Plain Girl Beautiful" - "Who Else Wants a Screen Star Figure?" - "You Can Laugh at Money Worries — If You Follow This Simple Plan" - "When Doctors Feel Rotten This is What They Do" - "How I Improved My Memory in One Evening" - "Discover the Fortune That Lies Hidden In Your Salary" - "How I Made a Fortune with a 'Fool Idea'" - "Have You a 'Worry' Stock?" At ETR, we made this concept a "rule" for writing. The mandate was clear. Write about one thing at a time. One good idea, clearly and convincingly presented, was better than a dozen so-so ideas strung together. When we obeyed that rule, our essays were stronger. When we ignored it, they were not as powerful as they could have been. Here's an example of the Rule of One as applied to an advertorial taken from ETR: Subject Line: The Easiest Product to Sell Online Dear Early to Riser, Would you be interested in investing $175 to make $20,727? That's exactly what Bob Bly just accomplished! See how he did it below … and how easily you could do the same. MaryEllen Tribby, ETR Publisher --------------------------------------------------------------- Dear Friend, There's no product easier to create or sell online … … than a simple, straightforward instructional or how-to e-book. Why are e-books the perfect information product to sell on the internet? - 100% profit margin. - No printing costs. - No inventory to store. - Quick and easy to update. - No shipping costs or delays. - Higher perceived value than regular books. - Quick, simple, and inexpensive to produce. My very first e-book has generated $20,727 in sales (so far). My total investment in producing it: just $175. Now, I want to show you how to make huge profits creating and selling simple e-books – in my new e-book "Writing E-Books for Fun & Profit." Normally my e-books sell for anywhere from $29 to $79, and later this year, "Writing E-Books for Fun & Profit" will sell for $59. However, to make it affordable for you to get started in e-book publishing, I'm letting you have "Writing E-Books for Fun & Profit" for only $19 today – a savings of $40 off the cover price! For more information … or to order on a risk-free 90-day trial basis … just click here now. Sincerely, Bob Bly P.S. But, I urge you to hurry. This special $40 discount is for a limited time only. And once it expires, it may never be repeated again. Let me explain how the Power of One operates here. In the lift letter (signed by MaryEllen Tribby), Bob asks a question and then tells a single sentence story. The question is an inverted promise. The story validates the promise. The sales letter follows. This, too, is a beautifully simple piece of copy. It leads with a statement that expresses one clear idea: "The easiest way to make money on the internet it to market e-books." That statement is supported by a number of bulleted "facts." Then, Bob validates the statement by mentioning his own experience. The reader is already sold. Bob makes the sale irresistible with a strong, one-time-only offer. Short, sweet, and simple. The Power of One is not only one big, central idea. It's a fully engaging piece of copy with five necessary elements. Using Bob's example: - One good idea: "There's no product easier to create or sell online than a simple, straightforward instructional or how-to e-book." - One core emotion: "It is simple! I bet I can do it!" - One captivating story: Told brilliantly in 11 words: "My very first e-book has generated $20,727 in sales (so far)." - One single, desirable benefit: "Now, I want to show you how to make huge profits creating and selling simple e-books." - One inevitable response: The only way to get this book for $19 is "click here now." To create blockbuster promotions time after time, you must understand the difference between good copy and great copy. The Power of One is the driving force behind great copy. Veteran advertising consultant James Loftus, who's worked with Anheuser-Busch, Holiday Inn, McDonald's, and many other clients, agrees: "Also keep in mind that the more points you try to cover, the less effective each point, and therefore your ad, will be. An effective ad will actually have only one central focus, even if you discuss it from two or three perspectives. If your points are too diverse, they compete with each other, and end up pulling the reader's attention in separate directions." When challenged with an advertising assignment, most writers conjure lists of features and benefits, then mention as many as possible. Their thinking goes, "I wonder which of these benefits will really push the buttons I want? I'll throw them all in. That way if one doesn't work, another one will." This is B-level copywriting. It's not the way to create breakthrough advertising. The Power of One is commonplace now at Agora … it's taught by AWAI … and you'll see that most top copywriters follow it. You can use the Power of One to create your own blockbuster copy. Ask yourself: "What is the Big Idea here?" "Is this idea strong enough to capture the hearts of my customers?" Or "Are my ideas all over the place?" The challenge is to find that one good idea the reader can grasp immediately. And stick to it. So the idea has to be strong, easy to understand … and easy to believe. Put the Power of One to work for you in all your communications. You'll be amazed at how much stronger — and successful — your copy will be. Learn more valuable lessons like this when you test-drive our foundational program, The AWAI Method™ for Becoming a Skilled, In-Demand Copywriter. Sign up for this test-drive today and you'll … - learn to write effective copy and content … - get hands-on experience with five in-demand projects … - build a portfolio of professional samples, and … - even land paying assignments … All for just $29! This program has everything you need to get started. [Check it out for yourself here.]( What's Hot at AWAI … 👉 TODAY: [Test-drive the AWAI Method™ for just $29!]( ✔️ [The "GOMP" Framework for choosing the best writing opportunity for you.]( 🤔 [How to achieve copywriting success as an introvert.]( 🙌 Mark Ford: [Heisting Hall of Fame headlines for copywriting success.]( 🤩 [From driving limos to writing with legends.]( Top Sales Star Breaks Free: How Cindy's 'Why' Reshaped Success [AWAI Member Spotlight Cindy Cyr] From tough times to total triumph! Cindy Cyr's journey took her from a job that wouldn't give her a break to living her dream as a freelance copywriter. Find out how she cracked the "why" code and turned it all around. [Get ready to be inspired!]( Have your own story to share? Email us at mysuccess@awai.com, or [post it over in the Facebook group](, so we can celebrate your win too! CLOSING: Now Accepting New Members
 Your new life as a well-paid and in-demand writer is just one click away … A life that offers freedom, lots of fun, no more money worries, and so many unique, high-paying writing opportunities. But the clock is ticking … The discounted new-member pricing disappears in a matter of hours! [Get it before midnight tonight!]( Free Event: How to Make Passive Income with AI … Without a Single Client On Friday, September 1, at 11 a.m. ET, digital copywriting pioneer Nick Usborne is going to break down the step-by-step method he's using right now to make money with the help of AI — LIVE. You won't want to miss this … [Grab access instructions here.]( Featured Jobs You can find these jobs and thousands more on [WritersWanted.com](: --------------------------------------------------------------- Senior Copywriter (Experience Design) — ECCO Select Contractor, Chicago, IL Create and execute campaigns and creative work that delivers impact for our clients. --------------------------------------------------------------- Copywriter — Prudential Financial Full-time, Newark, NJ Brainstorm, strategize, and create content that promotes products and services for PGIM and Prudential. --------------------------------------------------------------- Senior Copywriter (On-Call) — ICF Part-time, Reston, VA Write copy for a wide range of media, including social, web, print, radio, and video. --------------------------------------------------------------- Trouble viewing this email? [View in your browser, here](. For questions or requests: [contact us online](. --------------------------------------------------------------- ©2023 American Writers & Artists Institute Do you know of someone who would benefit from reading The Writer's Life? Simply direct them [here](. --------------------------------------------------------------- --------------------------------------------------------------- American Writers & Artists Institute 220 George Bush Blvd, Suite D Delray Beach, FL 33444 Ensure your subscription delivery. AWAI Whitelisting info available [here](. --------------------------------------------------------------- You are subscribed to this newsletter as {EMAIL}. To unsubscribe from any future issues of The Writer's Life, please click here: [Unsubscribe from The Writer's Life](. To unsubscribe from all AWAI broadcasts click here. [I want to permanently unsubscribe from all AWAI emails](.