The Game with Alex Hormozi - The Rule of One | Ep 261

Episode Date: December 25, 2020

Demand through compelling words. Today, Alex (@AlexHormozi) talks about an insightful concept he learned while he was at a mastermind and how to effectively use this framework.Welcome to The Game w/Alex Hormozi, hosted by entrepreneur, founder, investor, author, public speaker, and content creator Alex Hormozi. On this podcast you’ll hear how to get more customers, make more profit per customer, how to keep them longer, and the many failures and lessons Alex has learned on his path from $100M to $1B in net worth.Timestamps:(2:05) - "The Rule of One": find a clear, unique, and compelling message.(4:41) - Have one powerful message that drives action towards you.Follow Alex Hormozi’s Socials:LinkedIn | Instagram | Facebook | YouTube | Twitter | Acquisition

It was so important to me that I wrote it down and I have it right on front of my computer because it applies to almost everything, but especially to communication and sales messages. Welcome to the game where we talk about how to get more customers, how to make more per customer, and how to keep them longer, and the many failures and lessons we have learned along the way. I hope you enjoy and subscribe. What's going on, everyone? I wanted to share the rule of one with you that I learned from Michael Masterson. And if you haven't heard of Michael Masterson, he's the chief growth strategist at Agora Publishing,

which, to my knowledge, is the biggest information seller on the market. They do over a billion dollars a year in revenue. And he is the person who created their entire acquisition machine, which is teams and teams of hundreds of copywriters who generate demand through compelling words. And I think there's something really magical about that because he not only has been able to do it himself and hit home run after home run, after home run offer,

but he's been able to duplicate it in other people and get people who've never sold a thing to writing copy that generates 20 million, 40 million, 80 million plus just from a single letter or message. And in his book, Great Leads, the first concept that he introduces is arguably the most important. And he calls it the rule of one. And I've been, it was so important to me that I wrote it down and I have it right

on front of my computer because it applies to almost everything, but especially to communication and sales messages. And so whenever, he said, the common thing that most copy is, the common thing that most copy is, I'm operators do, or most business owners who are trying to make an offer to be compelling to a marketplace. What they do is they just stack as many different great things inside as they possibly can and then say, well, if that one doesn't work, one of them will work, so I'm just going to throw them all in. And he said, that's the recipe for, he calls toss salad copy, which is just you just jumble everything together and you hope, you know, it's throw everything on the wall,

let's see what sticks. But the reality is, the most compelling messages, and he reviewed the top 100 offers of all times since they worked there, 91 of them all centered on a single concept. And so if you think about what that means, it means that you're looking for the one big idea, the one compelling message that has to be easy to understand, easy to believe, and interesting or unique. And so he said those are the three elements of a one big idea. And so when you're thinking about the sales messaging, and this has been really just, I've been putting this as a forefront of my mind is that when you're writing copy for an advertisement or you're writing copy for a landing page, the sub-bullets should only be bullets that reinforce the singular message or

the singular argument, right? They should be stories, they should be arguments, they should be facts that are presented solely to reinforce the singular concept, right? And so if I said, you know, hey, there's six ways, six ways to, to, you know, wake up earlier or something like that, or six morning strategies. If each one of them was kind of different, that's like, it's a tossed salad. Real quick, guys, you guys already know that I don't run any ads on this and I don't sell anything. And so the only ask that I can ever have of you guys is that you help me spread the words, so we can out more entrepreneurs, make more money, feed their families, make better products, and have better experiences for their employees and customers. And the only way we do

that is if you can rate and review and share this podcast. So the single thing that I asked you do is you can just leave a review. If it's taking 10 seconds or one type of the thumb, it would mean the absolute world to me. And more importantly, it may change the world with someone else. Whereas if I wanted to center it around one big benefits or one core topic, now the six topics that I could have underneath of it are going to still be subpoints of the major one, rather than, you know, 15 crazy headline ideas, right? And so for me, that has been incredibly powerful and if you look at, if you have advertised before and you look at the best converting advertisements that you've ever had, you will probably see that similar trend.

Where the ones that do best are the simplest, the most direct, and the clearest to understand. Now the issue is when you only have to pick one, it forces you to be incredibly tactful on your selection because you're only going to pick one. And so I think what that ends up doing is it forces us as marketers to really think, is this, the, is this the best idea? Is this the most centralized, focused concept that I can point as the tip of my spear of my communication message? Right. And so a lot of these things around, like any kind of unique selling proposition, that's going to be the rule of one, right? You don't want to have 19 selling propositions. You want to have one core one that everyone can immediately understand

is counterintuitive and is believable. Right. And so when you put all three of those things together, then you have a message that's compelling and people will take one step towards you. And so I have now, like I said, I wrote that at the top of my computer and as I've been writing copy and keeping this at top of mind because I can guarantee you that even since I started doing this, just even reading the book, I've gotten the copy that I've been putting out has been so much better and more targeted and crisper because there's one central idea I'm trying to convince the reader or prospect of. And then the sales message that follows is actually very transparent and simple to write. the hard part is figuring out what that one idea is going to be.

But if you're going to think about one thing, then that would be the one to focus on. So anyways, I hope that was value before you. I share this stuff as it comes to me in my journey of marketing and sales. And so I hope you enjoy this. Like, subscribe, all that kind of stuff. And I'll see you the next video. Bye.