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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.
Lots of that revenue has been thanks to 1 single factor. This “factor” is not a sure phrase, a selected 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 the right way to provide you with huge concepts, you may have the ability to craft advertising campaigns that carry out two instances, thrice and even 5 instances higher than your present ones.
Whereas a giant thought may sound apparent, many business owners and entrepreneurs miss the mark. So, let’s first outline a giant thought.
What’s a giant thought?
An enormous thought makes your supply stand out from the remainder. It is one thing nobody’s ever heard of or used earlier than of their marketing.
For instance, round a decade in the past, the burden loss trade was disrupted by a giant concept that promised folks might take pleasure in chocolate whereas nonetheless shedding kilos. You may keep in mind this idea typically marketed as a “food 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, akin to flavonoids and antioxidants, might enhance metabolism, curb cravings and even assist in weight reduction when consumed moderately as a part of a balanced food regimen. Whereas nutritionists and medical consultants met these claims with skepticism, the interesting notion of “having your cake and consuming it, too” resonated with tens of millions of customers. This resulted in elevated gross sales of specialised chocolate merchandise and food regimen plans promising guilt-free indulgence.
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Nevertheless, should you do that similar thought right this moment, it will not work properly. Why? As a result of it is not huge, new or disruptive anymore. Which implies it will not have the identical and even related outcomes.
Are you able to write advertising copy and not using a huge thought?
Now, you could be questioning, “Can I write advertising copy that makes gross sales and not using a huge thought?”
Certain, you’ll be able to. Many marketers and entrepreneurs make gross sales and not using a game-changing idea. However they will by no means hit a real advertising 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 lots. With out that huge thought driving insane demand, your outcomes will doubtless high out at fairly good slightly than smash hit.
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Understanding the massive 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 allow you to 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 one of the vital profitable non-native English-speaking copywriters on this planet.
Earlier than he began crafting house run after house run for numerous 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 high copywriters. So, what’s this 16-word technique?
In response to Albuquerque, the only most essential factor you are able to do while 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. While you deal with the one (huge) thought, you eliminate the whole lot else that is not essential. This huge 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 huge concepts
That can assist you perceive the massive thought even higher, let us 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 centered on a particular “Kratos” method that was the one method to cope with again ache. It was not a foul thought, however it was too sophisticated 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 should you get higher by 1% every day, you may be 37 instances higher on the finish of the 12 months. How did I join this concept to the again ache product?
Effectively, I defined that if an individual is dealing with extreme discomfort, it could be onerous 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 improve their quantity. In that manner, they will 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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Effectively, this new huge 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 example 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 substances, touted the advantages of improved flexibility and lowered irritation and made the same old guarantees you’d anticipate. Not a foul supply, however nothing too groundbreaking both. Gross sales have been first rate however nothing spectacular.
That is why they employed me to provide you with a giant thought to revitalize their supply. As an alternative of simply itemizing the substances, 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.
Instantly, the product has an attention-grabbing story that prospects can visualize. It isn’t simply one other joint tablet. 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 recent idea resonates rather more powerfully and creates actual demand. In consequence, the brand new “Liquid Restore Crew” huge thought crushes the previous management and considerably will increase the corporate’s earnings.
As you’ll be able to see from this hypothetical instance, the primary model was simply okay—a good supply however nothing particular. Nevertheless, the massive thought model might seize folks’s creativeness and construct urgency across the distinctive night-time restore advantages. That is the distinction an amazing idea could make.
Methods to provide you with sturdy huge concepts?
That can assist you nail the massive thought in your promo, this is a listing of 5 questions it is advisable reply each time earlier than you begin working in your marketing campaign:
- What’s the deep-seated need or drawback my audience is scuffling with?
- How can I place my product because the recent, NEW answer in a manner nobody else has finished 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 supply stand out in comparison with the competitors?
- Am I persistently driving house the massive thought throughout all my messaging to create a sense of urgency and exclusivity?
Answering these 5 questions will allow you to create a high-converting huge thought that can promote extra of your services or products.
Backside line
Now that you recognize what a giant thought is, you can begin focusing your effort on creating one in your advertising campaigns.
Simply do not forget that the massive thought must be each new and straightforward to do. No fancy options or sophisticated mechanisms.
