Don't make this headline mistake

A few weeks ago, I shared the draft of my Persuasive Speaker newsletter sign-up page with my copy chief, Thom Benny. (@copyjistu on X)

His response was short but insightful:

“You need to decide whether it’s the email, or the lead magnet leading the page. It’s a bit mixed right now.”

It was only a few weeks later that I realized what he meant. He was pointing out one of the fundamental principles of direct response copywriting:

The Rule of One.

You see when I initially wrote the headline for my newsletter, I tried to cram everything in at once:

==
“Write & Deliver Persuasive Speeches and Scripts That Win Hearts, Drive Results, and Grow Your Business
Join the Persuasive Speaker DAILY newsletter and get the exclusive "14 Commandments Of Persuasive Public Speaking For Executives" guide for FREE.”
==

It was too bulky. And it violated the Rule of One.

After re-examining it, I simplified the headline to look like this:

===
“Join the Persuasive Speaker 2x Week newsletter and get the exclusive "14 Commandments Of Persuasive Public Speaking For Executives" guide for FREE.”
===

Now I’m not saying this is the best headline version yet. I have to test it first.

But this second version is more focused. It clearly tells readers what they get (the newsletter and the free guide) and how often they get it.

It also follows the cardinal Rule of ONE:

Your messaging should have the following:
One idea.
One reader.
One promise.
One call to action.

So, next time you’re writing headlines or any advertisement, remember the Rule of One. It helps you simplify your message, and clarify to your reader what action to take next.

And if you’d like an expert to review your copy, I’m here to help. Let’s set up a quick, no-obligation 15-minute Copy Review call and pinpoint exactly how to refine your messaging.

Just reply to this email, and we’ll set it up.

PS: I haven’t fully set up my email yet, so if you replied to yesterday’s email, I likely didn’t receive it. Feel free to forward it to [email protected] while I sort this out.