The 5 ONEs Framework For Effective Writing

Before you get super pissed with me... let me ask you a quick question:

What do all the greatest books ever written have in common?

How to Win Friends and Influence People by Dale Carnegie... Think and Grow Rich by Napoleon Hill... The Tipping Point by Malcolm Gladwell... 

What was the one fundamental principle that made each one these modern-day classics so popular?

You see, each one of these books was focusing on a different subject. Each was written for different purposes and each had its own way of educating the reader...

But when you cut through the clutter and look at the core, a pattern emerges... 

 You realize that each one of these books focused on ONE Big Emotionally Compelling Idea.

Not TWO. Not MANY. But just ONE. 

So why is it so important to talk about this?

Remember the last time you wrote something without really focusing on anything. If you're an arrogant writer like me, you must have been like "Yeah, let's just start writing. I'll just let the words flow and things will come together somehow."

And then I start getting creative with what I write. Maybe a little too creative. The result: I lose my reader. 

I call this the writer's urge to walk the reader through his beautiful mind. You could call it the 'shortcut to zero readership'

Think about it for a second - Put yourself in the shoes of your readers.

Most of them are just lazy... Most of them have had a very long day. They're exhausted, and probably sitting on their couches, hoping to be entertained.

There's not a lot that's going to motivate them to read...

In fact, if you're lucky, you'll actually get them to read your headline.

Getting their attention is the biggest challenge here. And having many great ideas isn't gonna cut it. You need something that jumps out. Something that grabs the reader by the collar and says: "Read Me NOW!".

And that's exactly what the One Big Idea does. It compels the reader to read further. as soon as he's done reading the headline.

Sounds pretty simple in theory, right? But it's a whole different ball game when you're actually faced with the blank page...

So how do you take this concept and apply it in your writing?

Here are five steps you can follow to make your content/copy more effective RIGHT NOW:

1. ONE Big Emotionally Compelling Idea: There are many things that could possibly make an idea big. There'll be another post about Big Ideas but here are the few most common characteristics: Fresh, Urgent (related to latest news), Ultra specific and Useful. 

2. ONE Core Emotion: Everything you write should be created around this single emotion.

3. ONE Main Emotionally Compelling Benefit (if it's a promotional piece): There should be a central benefit that you mention in your content. Everything else you say should - in some shape or form - support this primary benefit.

4. ONE Captivating Story: People respond powerfully to stories. There'll be another blog post about this... But just remember that nothing can ever be more persuasive than a well constructed story. Weaving a captivating story into your article can do wonders.

5. ONE Inevitable Result: CLEARLY state what you want your reader to do.

As a writer, it's completely natural to feel the urge to flow into something that might deviate from the original idea.

Acknowledge this urge and focus on the 5-ONEs framework to channel your focus. This framework serves as a filter that allows you to eliminate all the fluff in your writing and leaves you will a juicy, compelling piece of copy/content.

TripWires - This is How You Turn Prospects into Buyers

So you have an excellent lead magnet in place... Now what?

Well not you need to start making people in your list  buy from you. Or, let's just re-phrase that last sentence... you need to start 'conditioning' people in your list to buy from you.

And how do you do that? 

With a extremely low-priced and irresistible offer. Something that's an absolute no brainer to your target audience, called the Trip Wire.

Trip wires serve one primary purpose: They transform CUSTOMERS into BUYERS.

And that's all they are supposed to do.

You see, the moment your prospects buy from you, even if it's just a few dollars, the relationship is no longer the same. They are no longer a prospect, they are a buyer.

And they will not have the same level of resistance the next time you try and sell them something. Because they've already bought something from you!

So how do you go by creating one of these?

Here are three simple things you need to pay attention to...

- Think about something valuable you can offer at a price that is way below it's original price point. 

- Try offering something that would make your prospects go: "Is this for real?" As Gary Halbert, the greatest copywriter of all time said "You want to ASTONISH your audience. ASTONISH them."

-  Like the lead magnet, try making it easy for people. Give them guidelines. Tell them where to go. Tell them where to click, and where to buy. 

As soon as you're ready with an irresistible trip wire, you need to start planning for one of the most crucial steps in the sales funnel. 

It's crucial not because it's super complex, but mostly because you need to get the timing of this step absolutely perfect... 

The timing is what makes the difference between making 1500 sales instead of 520 sales...

More about this in the next post.

Stop Thinking About Traffic & Start Thinking About This Instead...

Too all the marketers spending way too much time worrying about traffic... This post might probably save you a lot of money...

Let's not beat around the bush and get straight to the point:

We're focusing on the wrong problem.

The problem is NOT in your traffic. In fact, one could argue that there never was a traffic problem to begin with. Traffic can bought. There's nothing really complicated about it and it's certainly not the primary reason why most marketing efforts seem to fail.

The primary reason why most of these efforts fail... is because there's a problem in their OFFERS.

Think about it... if an offer as simple as your lead magnet is not good enough, no one's going to opt-in. No one's going to join your list. And it goes without saying that no one's going to see your core offers...

It's sounds completely obvious but not spending enough time on your offers is a costly mistake.

OFFERS are responsible for bringing in new leads. OFFERS decide whether initial prospects become buyers. And OFFERS, are at the core of every successful marketing campaign.

So that's basically it. Having more traffic than anybody else can't hurt. But if your offers aren't good enough. You're not even in the game. You now have two choices: 

1- You could either go on ranting all you want about "not getting enough traffic" and how coming up with new strategies to bring more people to your website will change everything.

OR...

2- You could acknowledge the fact that if you want to attract more prospects... If you want to build a huge email list of loyal customers who trust you and would want to buy everything you offer... If you want to have an endless stream of customers coming back to your website... You'll need start focusing on you have to focus on creating sizzling, irresistible, and downright amazing offers.