The Rule of One for copywriting:

You have one reader. One big idea. One promise. And one offer.

Source: unknown person who is no longer alive, probably in advertising and direct response copywriting in the 1920’s.

“You can’t talk butterfly language with caterpillar people.”

Trish Deseine

“Rough layouts sell the idea better than polished ones. If you show a highly polished computer layout, the client will focus on the execution not the idea. Show a scribble. Explain it. Talk through it. Involve your client. Let them use their imagination.”

Optimize for legacy, not empire. Empires die because they’re alone, legacies live because they involve others.

-OH, on building teams and brand communities

If there is such a thing as human perfection, it seems to emerge precisely from how we handle the imperfection that is everywhere, especially our own. – Richard Rohr