“One message” is part of The Greatest Copywriter: Instruction and Inspiration from His Maximum Persuasion and Matchless Profit.
Long ago, at many times and in many ways, God spoke to our fathers by the prophets . . .
Great and productive copywriting has only one message. That’s much more fruitful than trying to accomplish many things at the same time. People need one, clear, comprehensive message. Copywriting draws a line. In the end there are only two options: accept or reject.
- Consistently target your audience
- Do so in different ways
- Use many “voices”
- Have one specific message
The author of Hebrews gave us a comprehensive description of what God did throughout the Old Testament. He had one overarching message, as stated by the apostle Paul: “The gospel of God, which he promised beforehand through his prophets in the holy Scriptures” (Rom. 1:1-2).
From the moment Adam and Eve sinned, God promised a Savior who would save us from our sins and eternal separation from Him. He consistently communicated that message throughout the Old Testament, doing so in different ways and through many “voices.” He communicated it through prophets, promises, ordinances, job descriptions, His law, real events, stories, symbols, songs, visions, and many other ways. There was only one message, though: “Salvation belongs to the LORD” (Ps. 3:8).
The lesson stated that in the end there are only two options: accept or reject.” We’ll either accept or reject God’s promised Savior—Jesus. In either case, though, we can never say that His “copy” was poorly written or inadequate to persuade us to the right response. The “greatest” copywriters will also have to acknowledge that.