📖 AI Marketing Playbook: The One Reader Rewrite

Goal: Rewrite generic copy for one specific person and discover why narrowing your audience expands your reach.
Time: 10 minutes.
Difficulty: ⭐⭐⭐ Medium (requires out-of-the-box thinking).
Outcome: A sharper message and a new instinct for who you're actually talking to.

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Marketing advice says, "speak to your ideal customer." But ideal customers are abstractions, and abstractions write abstract copy.

The One Reader Rewrite forces you to pick a real person you know, then write exclusively for them. Their objections. Their vocabulary. Their Tuesday afternoon.

When you stop addressing "ambitious professionals aged 28-45" and start addressing Sarah from your co-working space, something clicks. The copy gets warmer, more specific, more human.

And paradoxically, it starts working on people who aren't Sarah at all.

Step 1: Grab your generic copy

Find something you've written that feels... fine. A landing page headline, an email intro, a product description. The kind of copy that technically says the right things but doesn't grab anyone.

Step 2: Pick your “One Reader”

Choose a real person you know who could plausibly be your customer. Not a persona you or someone else from a marketing team created, a human. A REAL one. Someone whose face you can picture, whose objections you can predict, whose Tuesday you can imagine.

Step 3: Start creating for them

Open Claude/ChatGPT and copy the following prompt:

Here's a piece of marketing copy I wrote:

[PASTE YOUR COPY]

I want to rewrite this for ONE specific person. Here's what I know about them:

Rewrite my copy as if I'm speaking directly to this one person. Make it feel like a message, not a broadcast. Keep the core offer, but make every word choice feel like it's meant for them specifically.

Step 4: Compare the two versions

Read your original out loud. Then read the rewrite out loud. Notice where the new version feels more alive. That's not an accident. That's the residue of writing for a real human.

Step 5: Extract what was transferred

Identify 2-3 specific changes that made the rewrite stronger. These usually work even when you scale back up to a broader audience.

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Generic copy hedges. It tries not to offend anyone, so it resonates with no one. When you write for one person, you're forced to make choices: about tone, about specificity, about which benefit to lead with. Those choices create texture. And texture is what makes people feel like something was written for them, even when it wasn't.

The One Reader isn't a limitation. It's a decision-forcing function that produces copy with edges.

Specificity is a magnet, not a filter. When you write "for everyone," you're writing for the average, and the average doesn't get you what you want.

When you write for one, you create something vivid enough that others recognize themselves in it. The details that feel too narrow are often what make strangers lean in.

Be careful, though, don’t offend your target group by choosing to write for the wrong person or making irrelevant statements. ALWAYS stick with your product/service. That’s the key.

The Objection Flip:
My One Reader's biggest objection is [X]. Rewrite my copy so it addresses this objection in the first line without sounding defensive.

The Voice Match:
Rewrite this copy in the exact way my One Reader would explain this product to a friend over coffee.

The Context Anchor:
My One Reader would see this copy right after [specific moment: e.g., closing a frustrating spreadsheet]. Rewrite the opening line to meet them in that moment.

The Reversal Test:
Now write a version for someone who is the opposite of my One Reader. What changes? What stays the same?

Run the exercise twice with two very different “One Readers”. Say, a skeptical CFO and an overworked junior marketer. Compare the two rewrites.

Where do they overlap? That overlap is your true core message, the thing that matters regardless of who's reading.

Where they diverge shows you which benefits flex based on the audience. You've just reverse-engineered your own value proposition.

Broad targeting feels safe but produces vague copy. Narrow targeting feels risky but produces vivid copy.

The One Reader Rewrite proves that resonance comes from commitment, not coverage.

Pick someone. Write for them. Then watch as strangers start to feel like you're talking to them too.

Questions? Just write a comment below. I read all the comments and respond to them.