Short on marketing time? Try this repeatable framework for your marketing copy.
By Adam Mohrbacher
As any busy title agency knows, finding sufficient time for marketing campaigns can be an uphill battle—even if it is critical to your long-term goals. One thing that can be a real timesaver is using copywriting templates. The 1:3:1 rule is a particularly powerful template for quickly generating messages that will register with audiences who are skimming or scrolling. Here’s how you can deploy it quickly.
Why the 1:3:1 rule?
The 1:3:1 deserves a place in your marketing toolkit for two big reasons. First, it’s fast. Once you master it, you’ll cut campaign development time significantly. What’s more, you’ll create messaging more tailored for how people consume online content today. Last month, I wrote a piece about how your marketing must adapt to the needs of distracted audiences, and the 1:3:1 rule is a terrific strategy for doing so.
Your 1:3:1 playbook
So, how do we put the 1:3:1 rule into practice? It’s a wonderfully simple copywriting formula that involves three main components:
- Begin by crafting your hook. This part of the rule should be about 15-20 words and quickly and clearly cover 1.) what people are going to get, 2.) how fast or easy they will get it and 3.) hint at the additional proof points you will offer further down the line.
- Next, offer your proof points—short, simple, declarative sentences free from jargon that back up your hook.
- End your copy with a strong, enticing call to action (CTA) that’s clear and invites your audience to take the next step. You want this to be as short and punchy as possible.
Avoid these common pitfalls
To use the 1:3:1 rule effectively, avoid a few common mistakes. First, always remember that outcomes trump adjectives. Don’t describe your products or services’ qualities; describe what they can actually do for your customers. Next, try to adhere to the word limits I have outlined here as much as possible. I can’t emphasize enough how much people skim rather than read these days when browsing online. If you create a bunch of bulky copy, I can guarantee you will lose people. And then finally, you must make your CTA count. Make sure it ties directly to your proof points and initial offer. Be descriptive, but not wordy. Whatever you do, avoid generic CTAs like “Learn More.” Tell people what will happen when they decide to give you a click.
Faster more effective marketing
One to hook, three to sell and one to close: that’s the way to faster and more efficient marketing. In a world of endless tasks but finite time, using templates like the 1:3:1 rule can be a lifesaver. They ensure you can push out important marketing messages, avoid bogging down your team and turn skimmers into clickers all in one fell swoop.
