Copywriters Forum

Copywriters like Joseph Sugarman and Dan Kennedy have said that copy should have a big idea or concept.

Michael Masterson agrees, but presents it from a different angle.


The rule of one asserts that the best way to get a big idea is by focusing on one idra. Otherwise the copy piece loses focus.

But once they have an idea it should be strengthened then communicated well.


Make it clear and easy to read. Masterson recommends grading its readability using the FK score. The copy should be at a 7.5 or below.


It should be specific and well researched. There should be as little vagueness as possible.


It should make a promise to the reader that is then proven in the copy.


Communicate it through a compelling story.


And it should focus around invoking one emotion and one action from the reader.


That’s about it. I thought I’d summarize and share what I learned.

Here’s a link to the video itself!

Good stuff Pernell,

Personally, I believe the rule of sticking to one idea at a time is more important now than it’s ever been.

With all the “Electronically Induced ADHD” in our society these days, staying focused on anything, for any length of time, is challenging enough for most people.

If our copy can be a beacon of clarity, for even a few minutes, I think we dramatically increase the odds of keeping our audience engaged with our message.

Exactly, couldn’t have phrased it better myself. Glad you liked it!

This is a great video. Thank you for this!!!

Of course, any time!