The rule of one

If you use your email and website to promote your online business or personal brand (you should if you aren’t!), then here’s a quick tip to maximize the performance of those channels:

Give them only one job.

Every email or landing page should focus on one specific reader, feature one specific message, make one specific promise and offer one specific signature program.

The moment you ask potential customers to make a decision between choices that don’t lead to the same destination is the moment they’ll stand pat and do nothing at all.

To get noticed and get paid with your online business or personal brand, make it easy for people to say yes by clearly and creatively communicating a single call to action.

Want your reader to do more than thing? Then create an email or landing page for every action.

As my copywriting living legend Joanna Wiebe says: One reader, one big idea, one promise, one offer.