“If language is not correct, then what is said is not what is meant; if what is said is not what is meant, then what must be done remains undone; if this remains undone, morals and art will deteriorate; if justice goes astray, the people will stand about in helpless confusion.” Confucius
Clarity is everything
The Chinese philosopher and thinker was right. If there is one single idea responsible for the success of your copy in your promotion , it’s clarity. Clarity is like the hen that lays the golden egg in your promotion. It’s the big C in your copy. Confused prospects rarely buy. Marketing is no doubt both a science and an art. It s an art when the copy is created and a science when the results are measured.
Clear thoughts expressed brings success
The millionaire copy writer Mark Morgan Ford champions this idea a lot. Mark argues that for copy in a promotion to be effective and successful there must be clarity of thought. The clarity idea is argued as the power of one that moves masses to act. Its important to clarify that successful copy is measured not in advertising accolades but in results. The unit for measuring successful marketing promotional copy is in dollars. All else is commentary.
The power of one explained
This entails according to Mark Morgan Ford the following:
One good idea
Too many ideas may spoil the effort of your copy. Confused prospects are not that much predictable you may not want them as your prospects.
One core emotion
People buy based on emotions is not a new concept even though they desire to justify the emotions with logic. Let your copy find that one core emotion that drives the whole campaign or copy.
One captivating story
People love stories to bits. That’s why Hollywood is a billion dollar business. Such is the enormous power of story that Fortune 500 companies hire story tellers to tell their story to their prospects and customers. Of importance is the single but captivating story needed for a successful promotional copy.
One single desirable benefit
In life everyone looks out for what is in it for themselves. But while benefits may be important what many prospects are looking for is the single most desirable benefit. Let your copy in your promotion clearly figure that out to win the readers over.
One inevitable response
As you write your copy whether it be a social media post, an advert even, decide on one desirable response for your business.
What is of significance is that your readers don’t care how much knowledgeable you might be knowing. They want to hear only one idea which benefits them. They don’t want to hear how much you know. At the end of it all they want one useful suggestion for action. One single idea runs deep. Deep is good as it throws off no one and leaves no prospects behind. A left prospect is a lost one.
I also learnt the power of one single big idea even on the pulpit. As I attended one teaching on preaching in the church, one pastor said to me. A good preacher finds one powerful story to tell. A good preacher doesn’t take the congregation through forty years of wilderness but moves fast through the powerful one idea to the promised land, as if it were.
The power of one big idea is universally recognized even by legendary copy masters such as David Ogilvy, Bill Bonner and Mark Ford. Even in a speech full rapport is clearly established when the promotion is based on the power of one.
Find the one big idea for your promotion and test it in your market. If it works continue if not stop and continue to find the big idea.
Written by Aubrey Mavhuli
Chief Copywriter Supervaluecopy