The 1:1:1 Rule (One Person, One Problem, One Solution)

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Purpose/Objective

Kath Clarke’s 1:1:1 principle is a framework designed to help you simplify your messaging and create more effective connections to a cold audience.

Use the 1:1:1 Principle in your marketing messaging and even product/program creation, to avoid creating generic products or communications that sound like everyone else in the marketplace.

It is all about focus. When you try to serve everyone, you serve no-one. So start with:

  • One Product

  • One Person

  • One Solution

What you will learn

  • You will learn how to:

    • Think of your target market as one person, not a group of people.

    • Identify the one person you want to serve, the biggest problem they face and the most valuable solution you can offer

    • Identify key messages to use to attract the ideal avatar you want to serve

    • Learn a quick and simple system for your business as a whole, or specific advertising messages to help you create solutions directly aligned to key problems your avatar is experiencing

Before You Start

  • Download the 1:1:1 Rule Template

  • We recommend having watched the “Scale of Readiness” training, in order to really understand and apply the 1:1:1 Principle.

How To

Quick note: Some of these resources were recorded a while back, so you might notice slightly different interfaces or terms than what you see today. But don't worry - while tech changes, good strategy doesn't! The principles and frameworks are as solid as ever.

Print out the 1:1:1 Rule Template above and watch the video below

If the video doesn’t load, Click Here

Example

1 Person

Sharon, Female, 38, Mother of one toddler, Melbourne, Australia, Professional Services

1 Problem


Exhausted and doesn’t have the energy to keep up with her toddler, working and being a wife. Knows her problem is she hasn’t been taking care of herself, and her nutrition and exercise have fallen by the wayside. Uses time as an excuse not to address the problem

1 Solution


Cost-effective and simple ‘done for you’ nutritional meal prep program, delivered to the door that takes less than a few minutes to prepare, and a simple fitness routine designed around playing with your toddler.

What Success Looks Like

  • You can picture the person you want to serve (your avatar)

  • You have a new sense of understanding as to how your avatar lives and the key relevant problem they are experiencing

  • You know how you can help them and the value you can offer them

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