Why do most marketing campaigns fail?
No BIG IDEA.
Remember There’s no greater S.I.N in marketing than not having a BIG IDEA.
Look at this headline:”How to lower your blood pressure without drugs”
That’s an ordinary ideaIt’s a promise your prospect has heard again & again & again
Nothing new to be excited about.Think of how to come up with big ideas that feel new and different to your prospect.
Here’s an example of how to come up with your BIG IDEA?
There was a client who wanted a package on CANCER. The package would sell an information report.
For that report, he wanted one BIG idea — not a bunch of small ones.
So, the A-list writer he hired set to researching, looking high and low for something that would work as the Big Idea.
What he found first is that oxygen is very beneficial against cancer.
And while that was interesting, it didn’t make him want to tell anyone about it.
Instead of giving up and continuing to search for other ideas, he looked for a connection.
He asked himself, “Who has used oxygen as a cancer therapy?”
He also asked, “What therapies are other countries using that aren’t available in the U.S.?”
Those questions led him to uncover the fact that, unknown to most people, Ronald Reagan underwent cancer treatment WHILE serving as President of the United States.
That certainly would have been front-page news if it had not been hushed up at the time.
AND Ronald Reagan went to Germany for treatment — turning his back on American therapies.
By following the chain of connections — oxygen therapy to Ronald Reagan to Germany — the writer came up with a Big Idea he knew would resonate both for his client and his target audience.
The Big Idea: People in the know go outside of the U.S. for cancer treatment — this has been kept quiet by the media — and you need to know about it.
And his winning headline : President Ronald Reagan’s Secret Victory Over Cancer.
So maybe for blood pressure example cited above, you can use something like this (do your research)
GROUND BREAKING DISCOVERY: “How A Secret Indian Recipe made a 50-year-old hypertensive man lower his blood pressure in just 90 days…Made him feel 10 years younger…And 5 times stronger in bed”
“The BRITISH ROYAL FAMILY secret for lowering blood pressure instantly …( recently uncovered documents reveal a powerful protein extract which is being used by the royals to….)
A BIG idea must offer
– A major benefit
– Appeal to a single emotion
– Tell a story
– Nudge the reader to perform a single action
According to AWAI ( American Writers & Artists Institute) which has produced 1000’s of 7-8 figure copywriters
These 3 elements are the most important to get success in marketing…
Big idea = 30%
Headline = 25% ( derived from BIG idea not “your creativity” or “your head”)
Lead = 25%
Everything else = 20%
A solid big idea has to be:
- Emotionally stimulating
- Easy to understand
- Urgent &