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Since 2018, my copy has generated greater than $18,000,000 in gross sales in niches from health to journey and from survival to well being.
Loads of that income has been thanks to 1 single factor. This “factor” is not a sure phrase, a specific template or perhaps a headline construction. This one factor is the so-called “massive thought”. For those who observe the guidelines I share on this article on find out how to give you massive concepts, you would possibly be capable of craft advertising and marketing campaigns that carry out two occasions, 3 times and even 5 occasions higher than your present ones.
Whereas a giant thought would possibly sound apparent, many enterprise homeowners and entrepreneurs miss the mark. So, let’s first outline a giant thought.
What’s a giant thought?
An enormous thought makes your provide stand out from the remainder. It is one thing nobody’s ever heard of or used earlier than of their advertising and marketing.
For instance, round a decade in the past, the load loss trade was disrupted by a giant concept that promised individuals might take pleasure in chocolate whereas nonetheless shedding kilos. You would possibly bear in mind this idea typically marketed as a “food plan revolution.” It capitalized on the rising recognition of darkish chocolate and its potential well being advantages.
Proponents claimed that sure compounds in darkish chocolate, reminiscent of flavonoids and antioxidants, might increase metabolism, curb cravings and even help in weight reduction when consumed sparsely as a part of a balanced food plan. Whereas nutritionists and medical consultants met these claims with skepticism, the interesting notion of “having your cake and consuming it, too” resonated with thousands and thousands of customers. This resulted in elevated gross sales of specialised chocolate merchandise and food plan plans promising guilt-free indulgence.
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Nevertheless, if you happen to do this identical thought at the moment, it will not work effectively. Why? As a result of it is not massive, new or disruptive anymore. Which suggests it will not have the identical and even related outcomes.
Are you able to write advertising and marketing copy and not using a massive thought?
Now, you could be questioning, “Can I write advertising and marketing copy that makes gross sales and not using a massive thought?”
Positive, you possibly can. Many entrepreneurs and entrepreneurs make gross sales and not using a game-changing idea. However they’re going to by no means hit a real advertising and marketing house run — a proposal producing eight or extra figures in gross sales.
An enormous thought is what takes a marketing campaign from so-so to stratospheric success. Strong copy can transfer the needle. However a disruptive idea is the catalyst for these once-in-a-blue-moon blockbuster launches that captivate the plenty. With out that massive thought driving insane demand, your outcomes will probably prime out at fairly good quite than smash hit.
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Understanding the large thought higher
Within the subsequent part of this text, I will share examples of massive concepts. However earlier than that, I needed to indicate you one thing that can enable you perceive the large thought higher.
That is from Evaldo Albuquerque’s ebook, “The 16-Phrase Gross sales Letter.” Now, if you have not heard of Evaldo, he is one of the profitable non-native English-speaking copywriters on the earth.
Earlier than he began crafting house run after house run for varied corporations, his success ratio was 20-30%. Nevertheless, after he started following his 16-word gross sales methodology, the success ratio skyrocketed to 60-80%, which could be very excessive for even the world’s prime copywriters. So, what’s this 16-word methodology?
In response to Albuquerque, the only most essential factor you are able to do whenever you’re crafting a brand new marketing campaign is to make the reader consider the next: “This new alternative is the important thing to their want, and it is solely attainable by my new mechanism.”
In different phrases, this one perception is the large thought of your marketing campaign. Once you concentrate on the one (massive) thought, you eliminate every part else that is not essential. This massive thought drives your gross sales copy — be it a gross sales letter, an e mail, an advertorial or a Fb advert.
Examples of high-converting massive concepts
That can assist you perceive the large thought even higher, let’s take a look at some examples.
A number of years in the past, I needed to rewrite a gross sales letter for a video course on assuaging again ache. The earlier gross sales letter centered on a particular “Kratos” approach that was the one option to take care of again ache. It was not a nasty thought, nevertheless it was too difficult to observe.
So, I got here up with the large thought for the brand new gross sales letter whereas studying James Clear’s “Atomic Habits.” In one of many chapters, Clear talked about how if you happen to get higher by 1% each day, you will be 37 occasions higher on the finish of the 12 months. How did I join this concept to the again ache product?
Nicely, I defined that if an individual is going through extreme discomfort, it could be onerous for them to think about doing units of lengthy workout routines or half-hour of stretching every single day. That is why the movies are damaged down into dozens of fast but efficient 10-second workout routines. And since these workout routines are so fast and easy, the particular person can begin with only a couple and slowly enhance their quantity. In that means, they’re going to be getting 1% every single day.
Do you see how that is actually easy to observe and perceive? That is how your massive concepts ought to look and sound like.
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Nicely, this new massive thought beat the earlier management and made 20% extra gross sales, which is a giant revenue bump for an eight-figure model.
Let us take a look at one other instance to actually drive this level house. For instance I used to be employed to rewrite the gross sales web page of a complement firm promoting a brand new joint well being system. The web page highlighted the substances, touted the advantages of improved flexibility and decreased irritation and made the same old guarantees you’d anticipate. Not a nasty provide, however nothing too groundbreaking both. Gross sales have been first rate however nothing spectacular.
That is why they employed me to give you a giant thought to revitalize their provide. As an alternative of simply itemizing the substances, I would place the complement because the “Liquid Restore Crew” that goes to work in a single day, flushing out built-up gunk and lubricating your joints whilst you sleep.
Instantly, the product has an attention-grabbing story that clients can visualize. It is not simply one other joint capsule. As an alternative, it is a group of hardworking restore crews attending to work in your physique’s hinges after clocking out for the day.
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This contemporary idea resonates far more powerfully and creates actual demand. Because of this, the brand new “Liquid Restore Crew” massive thought crushes the outdated management and considerably will increase the corporate’s income.
As you possibly can see from this hypothetical instance, the primary model was simply okay—a good provide however nothing particular. Nevertheless, the large thought model might seize individuals’s creativeness and construct urgency across the distinctive night-time restore advantages. That is the distinction an ideal idea could make.
The right way to give you sturdy massive concepts?
That can assist you nail the large thought on your promo, here is an inventory of 5 questions you have to reply each time earlier than you begin working in your marketing campaign:
- What’s the deep-seated need or drawback my target market is scuffling with?
- How can I place my product because the contemporary, NEW answer in a means nobody else has achieved earlier than?
- What vivid analogy, story or psychological image can I paint to make my massive thought extra tangible and fascinating?
- Does my massive thought make my provide stand out in comparison with the competitors?
- Am I persistently driving house the large thought throughout all my messaging to create a sense of urgency and exclusivity?
Answering these 5 questions will enable you create a high-converting massive thought that can promote extra of your services or products.
Backside line
Now that you already know what a giant thought is, you can begin focusing your effort on creating one on your advertising and marketing campaigns.
Simply do not forget that the large thought must be each new and straightforward to do. No fancy options or difficult mechanisms.