Unlock the Hidden Secret Behind the 40/40/20 Rule That Transforms Ordinary Writing into Masterpieces

Word Wise: Practical Writing Tips for Freelancers and Solopreneurs

You’ve poured hours into your blog post … article … email campaign … sales page. Finally, you hit “Publish.”

Then … crickets.

Why do some pieces get attention while others flop and disappear into the noise … even after you’ve slaved to perfect it?

The answer is quite simple, dear writing friend.

It’s a hard truth. But grasp it — and your writing will succeed.

Successful writing is only 20% about your words

Like so many of us, you make a deadly assumption: That successful writing is mostly about talent, grammar, or creativity.

Experienced marketers and professional copywriters know differently. Great writing is only part of the equation.

That’s where the 40/40/20 Rule comes in.

It’s a marketing principle. Simply put, a piece of content’s success depends mostly on who you’re talking to and what you’re offering — not just how beautifully you write it.

The 4/40/20 Rule is credited to direct marketing pioneer Ed Mayer (1907–1975), one of the 1960’s original “Mad Men.”

And although the rule’s roots are in advertising, the formula is surprisingly useful for freelance writers, bloggers, nonprofit writers, SEO writers, email marketers, and content creators today. It’s straightforward:

• 40% of your content’s success is from your choice of audience
• 40% of your content’s success is from your offer or message
• 20% of your content’s success is from the writing itself

At first glance, that last number is shocking to writers. Only 20%? Really?

But once you understand how the formula works, it can completely change how you approach successful writing.

The first 40%: Audience