In today's Early to Rise newsletter, copy writing expert Michael Masterson writes about the importance of focusing on ONE IDEA in your ad, book, essay, etc.
He says he's gotten the best feedback from essays that have this singularity of focus.
And, that when he's written essays of the "Top Ten List" variety, the results have always been "disappointing".
On the flip side of this, one of my favorite internet time wasters is the humor site Cracked.com. Recently Cracked made the editorial decision to switch to list format for 100% of their daily articles, "Seven Reasons the 21st Century is Making You Miserable", for example.
Traffic and activity in the comments section "exploded" after this switch.
One wonders if Stephen Covey would have gotten even better feedback had he written seven books with one habit each, rather than one book with all seven.
That's not a joke. I'd be interested in seeing the results of that split test. Hard to imagine better results than what he got, but you never know without a test...
Most of the "free reports", white papers, or autoresponder email campaigns that I've written have been of the "list" variety. But I'm thinking that next time I'm writing one of these, a good split test would be...
"The One Secret of..." vs. "The Seven Secrets of..."
Anybody tried this?
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