Why Simplicity is Key in Copywriting
When it comes to powerful copywriting, less is often more. Enter the Rule of One—one of the most important principles for writing effective copy. The Rule of One tells us that each piece of copy should focus on a single, clear idea. It’s tempting to cram multiple messages into one article, email, or ad, but every idea you add weakens the others and confuses the reader.
Instead, focusing on one big idea ensures your message is strong, memorable, and effective.
Why does it work?
The human brain is wired to process information in bite-sized chunks. When you introduce too many ideas at once, you risk overwhelming your audience. In a world where attention spans are getting shorter and competition for attention is getting greater, you have just seconds to capture interest. By keeping your copy focused and direct, you make it easier for your audience to absorb and act on what you’re saying.
Clarity above all
Think of your writing like a stage spotlight—brightly illuminating the main character. When you scatter the light in too many directions, you leave your audience in the dark. The Rule of One encourages you to cut through the clutter and give your most important message that ‘main character’ energy. Whether it’s selling a product, announcing an event, or driving sign-ups, make your message crystal clear. Readers should come away knowing exactly what to do next.
One idea, multiple ways
Focusing on one idea doesn’t mean your copy will be bland or repetitive. You can explore your main point from different angles, mix in facts, storytelling, emotion, and benefits to support it. The goal is to reinforce your central message without going off on tangents.
Sticking power
When your copy is focused and concise, your audience is more likely to remember it. Ever notice how simple taglines like “Just Do It” or “Think Different” stick in your head? That’s the power of the Rule of One in action. People are more likely to recall and act on a single, well-delivered idea than a flurry of mixed messages.
Next time you write, ask yourself: what’s the one big thing I want my reader to take away? Remember The Rule of One, Focus on that, and watch your copy come alive.
Expanding the rule of one
One Reader
Write Like You’re Speaking to Just One Person
Great copywriting doesn’t try to appeal to everyone—it speaks directly to one reader. Imagine you’re having a one-on-one conversation. That’s the tone you want to capture. Even if thousands of people see your copy, each person should feel like it’s written just for them. This approach helps build a connection and draws the reader in.
When writing copy, it’s tempting to be broad so you don’t miss out on potential customers. However, if you try to speak to everyone, you’ll connect with no one. The goal is to resonate deeply with your ideal reader—the person who’s most likely to buy your product or engage with your brand. Keep your language simple and conversational. Avoid jargon or complex sentences that alienate your reader.
Your copy should make the reader feel understood. This is where empathy comes in. Show that you understand their needs, pain points, or desires. It’s not about pushing your product or service; it’s about offering a solution to their problem. When you write as though you’re speaking to a single individual, it makes the message more relatable, and people are far more likely to engage when they feel like the copy was written just for them.
One Call to Action
Direct Your Reader to Take One Clear Step
At the end of every piece of copy, there should be one clear next step for your reader to take—this is your call to action (CTA). The most effective copy doesn’t leave readers guessing. Whether it’s making a purchase, signing up for a newsletter, downloading an eBook, or booking a consultation, your CTA should stand out and be unmissable.
It’s crucial that your page has only one call to action. Why? Multiple CTAs create confusion and split the reader’s focus. If you ask them to do too many things, they might end up doing none. A single, clear CTA keeps things simple and direct, making it easy for the reader to take the desired action.
Your CTA should also be action-oriented and benefit-driven. Instead of saying “Click here,” try something more engaging like “Get started now” or “Unlock your free trial.” This approach not only tells the reader what to do but also reminds them of the benefit they’ll receive from doing it.
Remember, your CTA is the ultimate goal of your copy. Everything you’ve written leads up to this point, so make sure it’s strong, clear, and drives your reader to act.