The Compelling Power of One
Michael Masterson delivered his final presentation at this year's AWAI FastTrack to Copywriting Success Bootcamp. As in previous Bootcamps, AWAI’s Accelerated Program for Six-Figure Copywriting, and essays, he persuaded us with the copywriting principle known as the “power of one.”
Tony Robbins highlights it and shares a related story in his book, Unlimited Power. "If you're a persuader, you become a trend creator rather than someone who just reacts to the multitude of messages … the job of a persuader is to lead the way, map the terrain, and find the paths that lead to better outcomes."
Meet Sarah Joseph Hale
The mother of five supported herself and her family as a professional writer. In 1827, few women were known to be successful in the profession.
Hale was editor of a ladies' magazine. And her leadership helped make it a major national periodical with a circulation of 150,000.
Her writing skill was responsible for editorial campaigns on behalf of women's colleges, free public playgrounds, and day nurseries. She even wrote the classic nursery rhyme "Mary Had a Little Lamb."
But it was the power of one big idea that leveraged Hale’s writing skills to create a permanent national tradition. It’s still celebrated today.
Hale used her magazine as a tool for influence. For almost thirty-six years, she wrote to persuade presidents and governors.
Her content included tempting menus, stories, and poetry featuring the theme of her big idea. Hale wrote editorial after editorial supporting an annual day of observance.
Sarah Joseph Hale saw opportunity in a problem.
Many falsely think the Thanksgiving holiday has been an American tradition since the Pilgrims first "gave thanks" in October 1621. Not so.
For 155 years, following the Pilgrim landing, there was no unified Thanksgiving celebration in the colonies. The tradition wasn’t recognized even though the War of Independence was celebrated by an entire country.
The third U.S. Thanksgiving was observed after the drafting of the Constitution. President George Washington proclaimed November 26, 1789, a day of national thanksgiving. Yet it wasn't upheld in the years that followed.
Sarah Joseph Hale used the power of one to leverage her cause.
The U.S. Civil War gave Hale the opportunity to ultimately “sell” her idea. In October 1863, she wrote, " … would it not be more noble, more truly American, to become national in unity when we offer to God our tribute of joy and gratitude for the blessings of the year?"
Hale promoted her big idea in a letter to Secretary of State William Seward. He showed it to President Abraham Lincoln. And four days later, he signed a proclamation setting the last Thursday in November 1863 as a national Thanksgiving Day.
The rest is history. Because a woman with one compelling idea used her writing skill to change a nation's perspective.
Like Sarah Joseph Hale, copywriters possess a compelling power.
- The power to persuade with one big idea.
- The skill to leverage our content for change and the greater good.
- The opportunity to solve problems for individuals and businesses hungry for success.
So, in the spirit of Thanksgiving, "Thank you, Michael Masterson, for teaching us the power of one."
This year’s Bootcamp has just ended. If you couldn’t make it, why not start paying for next year’s event – taking place Oct. 24-27, 2012 – now?
The team at AWAI wants to make it easy for you, so you can lock in your 2012 Bootcamp registration for only $179.50, plus $179.50 for the next nine months.
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