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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 “huge thought”. In the event you comply with the guidelines I share on this article on how you can give you huge concepts, you may be capable of craft advertising and marketing campaigns that carry out two instances, 3 times and even 5 instances higher than your present ones.
Whereas an enormous thought may sound apparent, many enterprise homeowners and entrepreneurs miss the mark. So, let’s first outline an enormous thought.
What’s an enormous thought?
An enormous thought makes your provide stand out from the remaining. 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 burden loss trade was disrupted by an enormous concept that promised individuals may take pleasure in chocolate whereas nonetheless shedding kilos. You may keep in mind this idea usually marketed as a “eating regimen revolution.” It capitalized on the rising recognition of darkish chocolate and its potential well being advantages.
Proponents claimed that sure compounds in darkish chocolate, corresponding to flavonoids and antioxidants, may increase metabolism, curb cravings and even support in weight reduction when consumed carefully as a part of a balanced eating regimen. Whereas nutritionists and medical specialists 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 eating regimen plans promising guilt-free indulgence.
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Nevertheless, for those who do that identical thought right this moment, it will not work effectively. Why? As a result of it is not huge, 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 huge thought?
Now, you may be questioning, “Can I write advertising and marketing copy that makes gross sales and not using a huge thought?”
Certain, you may. 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 suggestion producing eight or extra figures in gross sales.
An enormous thought is what takes a marketing campaign from so-so to stratospheric success. Stable 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 huge thought driving insane demand, your outcomes will probably prime out at fairly good relatively than smash hit.
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Understanding the massive thought higher
Within the subsequent part of this text, I am going to share examples of massive concepts. However earlier than that, I needed to point out you one thing that may aid you perceive the massive thought higher.
That is from Evaldo Albuquerque’s e book, “The 16-Phrase Gross sales Letter.” Now, if you have not heard of Evaldo, he is some 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 technique, 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 technique?
In line with Albuquerque, the one most necessary factor you are able to do once you’re crafting a brand new marketing campaign is to make the reader imagine the next: “This new alternative is the important thing to their want, and it is solely attainable by way of my new mechanism.”
In different phrases, this one perception is the massive thought of your marketing campaign. Whenever you concentrate on the one (huge) thought, you eliminate every thing else that is not necessary. This huge thought drives your gross sales copy — be it a gross sales letter, an electronic mail, an advertorial or a Fb advert.
Examples of high-converting huge concepts
That can assist you perceive the massive thought even higher, let’s take a look at some examples.
A couple 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 targeted on a particular “Kratos” method that was the one method to cope with again ache. It was not a nasty thought, but it surely was too difficult to comply with.
So, I got here up with the massive thought for the brand new gross sales letter whereas studying James Clear’s “Atomic Habits.” In one of many chapters, Clear talked about how for those who get higher by 1% each day, you may be 37 instances higher on the finish of the yr. How did I join this concept to the again ache product?
Nicely, I defined that if an individual is dealing with extreme discomfort, it may be exhausting for them to think about doing units of lengthy workouts or half-hour of stretching day-after-day. That is why the movies are damaged down into dozens of fast but efficient 10-second workouts. And since these workouts are so fast and easy, the individual can begin with only a couple and slowly enhance their quantity. In that approach, they’re going to be getting 1% day-after-day.
Do you see how that is actually easy to comply with and perceive? That is how your huge concepts ought to look and sound like.
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Nicely, this new huge thought beat the earlier management and made 20% extra gross sales, which is an enormous revenue bump for an eight-figure model.
Let’s take a look at one other instance to actually drive this level house. To illustrate I used to be employed to rewrite the gross sales web page of a complement firm promoting a brand new joint well being components. The web page highlighted the elements, touted the advantages of improved flexibility and lowered irritation and made the same old guarantees you’d count on. Not a nasty provide, however nothing too groundbreaking both. Gross sales had been respectable however nothing spectacular.
That is why they employed me to give you an enormous thought to revitalize their provide. As an alternative of simply itemizing the elements, I might 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 when you sleep.
All of a sudden, the product has an attention-grabbing story that prospects can visualize. It is not simply one other joint capsule. As an alternative, it is a crew of hardworking restore crews attending to work in your physique’s hinges after clocking out for the day.
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This recent idea resonates rather more powerfully and creates actual demand. In consequence, the brand new “Liquid Restore Crew” huge thought crushes the outdated management and considerably will increase the corporate’s earnings.
As you may see from this hypothetical instance, the primary model was simply okay—a good provide however nothing particular. Nevertheless, the massive thought model may seize individuals’s creativeness and construct urgency across the distinctive night-time restore advantages. That is the distinction a fantastic idea could make.
give you robust huge concepts?
That can assist you nail the massive thought on your promo, here is an inventory of 5 questions you must reply each time earlier than you begin working in your marketing campaign:
- What’s the deep-seated need or drawback my audience is fighting?
- How can I place my product because the recent, NEW answer in a approach nobody else has achieved earlier than?
- What vivid analogy, story or psychological image can I paint to make my huge thought extra tangible and fascinating?
- Does my huge thought make my provide stand out in comparison with the competitors?
- Am I constantly driving house the massive thought throughout all my messaging to create a sense of urgency and exclusivity?
Answering these 5 questions will aid you create a high-converting huge thought that may promote extra of your services or products.
Backside line
Now that you understand what an enormous thought is, you can begin focusing your effort on creating one on your advertising and marketing campaigns.
Simply keep in mind that the massive thought must be each new and straightforward to do. No fancy options or difficult mechanisms.
