Got a special discount on surf lessons or a brand new wetsuit model about to drop?
An important part of getting the word out is how you present your offer.
Ideally, you want to inspire and prompt people to action. You want them climbing over their friends, whipping out credit cards and bookmarking your posts so they don’t miss a thing.
Where do you start though?
Generally, with a blank page… which can be intimidating to say the least.
This is where the Rule of One comes in.
What is the Rule of One?
The Rule of One is a copywriting technique that can bring incredible clarity to your writing.
(not to be confused with the Rule of Three)
It allows you to write like a pro… even if you’re suffering from a crippling creative block.
It ensures you never run out of things to say.
And it keeps your message consistent and cohesive.
In a nutshell, the Rule of One refers to the strategy of only ever speaking to one person, making one offer, promising one transformation and writing in one tone of voice throughout your copy.
I’ve broken down each element of the Rule of One with examples so you can see what I mean.
ONE Person
Whenever you write a blog article, newsletter, social media post or any other form of copy, always keep one person in mind.
Who are you speaking to? What do they care about? How can you connect with them on a personal level?
For surf business owners, you’re going to target other surfers. That’s great, but where great becomes incredible (and profitable) is when you really niche down.
“But Lac… shouldn’t I write for a general audience in order to appeal to more people”?
DEFINITELY NOT!
The more specific your target audience, the more deeply you can speak to their needs, wants and desires.
For example, instead of writing for all surfers in general, you could target surf parents who want to introduce their kids to the sport. You might also target university students on vacation who want to learn how to surf.
The more you know about your one reader, the more specific and compelling your writing can be.
PRO TIP: Build a profile by stalking (in a non-creepy way) the Instagram profiles of past customers or guests. Then, write your copy as if you were speaking directly to them. You’ll find that this approach creates a more personalised and authentic connection with your target audience.
ONE Offer
What is the one product, service or location that you’re selling? This is your offer.
It might be that you’re promoting the area around your surf camp. Maybe you’re running a 30-day money back guarantee for wetsuit purchases. You might even be offering a free trial lesson for beginners.
Whatever it may be, you need to make sure your text is crystal clear on what you’re offering.
This brings clarity to your message and ensures that you get your point across when it comes to converting readers into customers.
PRO TIP: There are many ways you can frame an offer, but always remember to create urgency. The fear of missing out is a powerful motivator. Offer limited quantities, a deadline or an exclusive time-limited deal for your readers.
ONE Promise
This is the outcome that you promise your reader if they buy into your product or service.
It’s where you highlight the transformation they’ll undergo and how your offer will make them a better person.
When it comes to the promise, it’s important to keep features versus benefits in mind. Remember, features are the technical aspects of your product, while benefits are what your reader will gain from it.
For example, a feature of your surf camp might be that you offer luxury accommodation, but the benefit is that by staying in luxury quarters, surfers can rejuvenate after a long day in the water so they can surf again the next day feeling fresh and relaxed!
Of course, finding out what your one big promise is can be tricky.
Most products and services have multiple benefits, but the key is to choose one that stands out as a powerful motivator for your target audience.
For example, if you’re pushing a new beginner surfboard that is easy to carry, durable and stable, you could list all three of these benefits in dot points but only focus on one overarching benefit as your main promise i.e. it makes the learn to surf experience easier.
You can further enhance your promise with facts, statistics, testimonials or personal anecdotes to make it more believable.
ONE Voice
Copywriting bridges the gap between where your reader currently is in their life and where they want to be.
To move them along, you need to hard sell your product, service or location using a tone of voice (emotional inflection in your writing) that resonates with your one reader.
For example, if you’re targeting busy working professionals who need a break from the hustle and bustle of city life and want to try surfing, your tone might be more calming and rejuvenating.
On the other hand, if you’re targeting adrenaline-seekers looking for a new activity to try, your tone might be more energetic and adventurous.
Whatever tone you choose, make sure it’s consistent throughout your copy.
This helps to establish trust with your reader and keeps them engaged with your message.
Final thoughts
Whether you’re writing a social media post or a sales page for your surf business, keep the Rule of One in mind.
By focusing on one person, offer, promise and tone of voice, you’ll create a more effective and cohesive message that connects with your target audience. This will not only help to establish credibility, but also inspire action and lead to better results for your surf biz!