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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 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 “large thought”. If you happen to observe the guidelines I share on this article on the right way to give you large concepts, you would possibly be capable to craft advertising and marketing campaigns that carry out two instances, thrice and even 5 instances higher than your present ones.
Whereas an enormous thought would possibly sound apparent, many enterprise homeowners and entrepreneurs miss the mark. So, let’s first outline an enormous thought.
What’s an enormous thought?
A giant thought makes your supply 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 an enormous concept that promised individuals might bask in chocolate whereas nonetheless shedding kilos. You would possibly bear in mind this idea usually marketed as a “weight-reduction plan revolution.” It capitalized on the rising reputation of darkish chocolate and its potential well being advantages.
Proponents claimed that sure compounds in darkish chocolate, comparable to flavonoids and antioxidants, might increase metabolism, curb cravings and even support in weight reduction when consumed sparsely as a part of a balanced weight-reduction plan. 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 weight-reduction plan plans promising guilt-free indulgence.
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Nonetheless, if you happen to do this similar thought in the present day, it will not work properly. Why? As a result of it is not large, new or disruptive anymore. Which implies it will not have the identical and even comparable outcomes.
Are you able to write advertising and marketing copy with out a large thought?
Now, you could be questioning, “Can I write advertising and marketing copy that makes gross sales with out a large thought?”
Positive, you’ll be able to. Many entrepreneurs and entrepreneurs make gross sales with out a game-changing idea. However they will by no means hit a real advertising and marketing dwelling run — a proposal producing eight or extra figures in gross sales.
A giant 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 large thought driving insane demand, your outcomes will probably prime out at fairly good fairly 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 indicate you one thing that may make it easier 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 probably the most profitable non-native English-speaking copywriters on the earth.
Earlier than he began crafting dwelling run after dwelling run for numerous firms, his success ratio was 20-30%. Nonetheless, 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?
Based on Albuquerque, the one most vital 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 my new mechanism.”
In different phrases, this one perception is the massive thought of your marketing campaign. If you deal with the one (large) thought, you eliminate all the pieces else that is not vital. This large 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 large concepts
That will help 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” approach that was the one technique to cope with again ache. It was not a foul thought, but it surely was too difficult to observe.
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 if you happen to get higher by 1% day by day, you may be 37 instances higher on the finish of the yr. 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 arduous for them to think about doing units of lengthy workout routines or half-hour of stretching each 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 method, they will be getting 1% each day.
Do you see how that is actually easy to observe and perceive? That is how your large concepts ought to look and sound like.
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Effectively, this new large thought beat the earlier management and made 20% extra gross sales, which is an enormous revenue bump for an eight-figure model.
Let us take a look at one other instance to essentially drive this level dwelling. 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 method. The web page highlighted the elements, touted the advantages of improved flexibility and diminished irritation and made the standard guarantees you’d count on. Not a foul supply, however nothing too groundbreaking both. Gross sales have been respectable however nothing spectacular.
That is why they employed me to give you an enormous thought to revitalize their supply. As a substitute 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 whilst you sleep.
Immediately, the product has an attention-grabbing story that prospects can visualize. It is not simply one other joint tablet. As a substitute, it is a staff 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 rather more powerfully and creates actual demand. Consequently, the brand new “Liquid Restore Crew” large 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. Nonetheless, the massive thought model might seize individuals’s creativeness and construct urgency across the distinctive night-time restore advantages. That is the distinction an amazing idea could make.
Methods to give you sturdy large concepts?
That will help you nail the massive thought to your promo, here is a listing of 5 questions it’s essential to reply each time earlier than you begin working in your marketing campaign:
- What’s the deep-seated need or downside my target market is fighting?
- How can I place my product because the contemporary, NEW resolution in a method nobody else has achieved earlier than?
- What vivid analogy, story or psychological image can I paint to make my large thought extra tangible and fascinating?
- Does my large thought make my supply stand out in comparison with the competitors?
- Am I constantly driving dwelling the massive thought throughout all my messaging to create a sense of urgency and exclusivity?
Answering these 5 questions will make it easier to create a high-converting large thought that may promote extra of your services or products.
Backside line
Now that you realize what an enormous thought is, you can begin focusing your effort on creating one to your advertising and marketing campaigns.
Simply keep in mind that the massive thought must be each new and simple to do. No fancy options or difficult mechanisms.