Quick Copy Tip: The ONE Thing

Want a quick copywriting tip?

Copywriters strain themselves too much.

They tirelessly hunt day and night for every available weapon they can use to ensure their copy converts:

• The perfect headline

• The perfect bullet points

• The perfect call to action

But honestly?

This stuff is all secondary and basically futile compared to THIS…

Sometimes?

All it takes is just focusing on the “ONE thing.”

What exactly is the “one thing?”

It’s what makes your client’s product/service different from the competition.

If you’re ever unsure of what this is, then ask yourself:

“What’s the one thing we can say about our product/service/company that no one else on earth can say?”

(And if you still aren’t sure, then ask this question to your client).

Then, focus on that ONE thing over and over again in your copy (bonus tip: if you have more than one thing, then don’t be shy to show those off too as long as it doesn’t distract from the main thing).

Here are a few examples of the ONE thing in action:

Number One: Apple iPod

Remember when the iPod came out?

Okay I may have just dated myself…

Back in 2001, they released their famous ad “1,000 songs in your pocket.”

Why did they use this line?

Because at the time, everybody had CD players and MP3 players that could only hold a couple dozen songs max.

When the iPod came on the scene, they obliterated the competition when it came to personal music devices.

Nobody else even came close to that level.

So they used that in the copy. And they sold those OG iPods like hotcakes.

Number Two: Dominos Pizza

In Dominos pizza’s early days, they had a crazy guarantee that pushed them to the top of pizza franchises.

You know what it was?

“You Get Fresh, Hot Pizza Delivered to Your Door in 30 Minutes or Less—Or It’s Free”

They knew they weren’t going to compete with local pizza restaurants who were serving top quality pies.

So instead of competing on quality, they competed on convenience.

And they won.

Number Three: 30 Day Copywriter

In my 30 Day Copywriter course, my ONE thing is that ~70% of my students who have taken this training have got a client in one month.

There isn’t another copywriting program on earth that can say that.

But I’ve also got another ONE thing: You get a 365 day money back guarantee with my course. That means you can try it risk free for an entire year. And if you don’t think it’s worth 10x the price one year later, I’ll give you your money back.

You won’t find any other copywriting course on earth that offers that. Mine’s the only one.

So, make sure to find the one thing before writing your copy.

And if you can’t find it, ask your client. And if they can’t find it, then hunt for it together.

And it might not always be a blockbuster THING like Apple’s “1,000 songs in your pocket”…

It might be “We’re the number one rated moving company in X city 5 years in a row” or “We’ve been serving X county/region/city for 40 years” or “We’re the only organic dog food company in Belgium.”

Just remember…

Find the one thing… and you’ll find more conversions.

-Brandon “that’s your copy lesson for the day” Storey

P.S. Check out the only copywriting program on earth that has ~70% of its students landing their first client in 30 days (and comes with a 365 day money back guarantee).