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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.
Numerous that revenue has been thanks to at least one single factor. This “factor” is not a sure phrase, a selected template or perhaps a headline construction. This one factor is the so-called “massive thought”. If you happen to comply with the information I share on this article on how you can give you massive concepts, you may be capable to craft advertising 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 business owners 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 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 an enormous concept that promised individuals may take pleasure in chocolate whereas nonetheless shedding kilos. You may keep in mind this idea typically marketed as a “eating regimen revolution.” It capitalized on the rising reputation of darkish chocolate and its potential well being advantages.
Proponents claimed that sure compounds in darkish chocolate, equivalent to flavonoids and antioxidants, may increase metabolism, curb cravings and even assist 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 tens of millions of shoppers. This resulted in elevated gross sales of specialised chocolate merchandise and eating regimen plans promising guilt-free indulgence.
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Nevertheless, in case you do this similar thought immediately, it will not work properly. Why? As a result of it isn’t massive, new or disruptive anymore. Which suggests it will not have the identical and even related outcomes.
Are you able to write advertising copy with out a massive thought?
Now, you could be questioning, “Can I write advertising copy that makes gross sales with out a massive thought?”
Certain, you possibly can. Many marketers and entrepreneurs make gross sales with out a game-changing idea. However they’re going to 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. 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 doubtless prime out at fairly good reasonably 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 huge concepts. However earlier than that, I wished to indicate you one thing that can enable you to perceive the massive thought higher.
That is from Evaldo Albuquerque’s guide, “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 this planet.
Earlier than he began crafting house run after house run for numerous firms, 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 may be very excessive for even the world’s prime copywriters. So, what’s this 16-word methodology?
In line with Albuquerque, the one most necessary factor you are able to do if 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 way of my new mechanism.”
In different phrases, this one perception is the massive thought of your marketing campaign. While you concentrate on the one (massive) thought, you eliminate the whole lot else that is not necessary. 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 massive thought even higher, let’s take a look at some examples.
Just a few 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 selected “Kratos” approach that was the one technique to cope with again ache. It was not a nasty thought, but it surely 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 in case you get higher by 1% each day, you will 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 arduous for them to think about doing units of lengthy workouts or half-hour of stretching each 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 particular person can begin with only a couple and slowly improve their quantity. In that approach, they’re going to be getting 1% each day.
Do you see how that is actually easy to comply with and perceive? That is how your massive concepts ought to look and sound like.
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Effectively, this new massive 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 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 method. The web page highlighted the substances, touted the advantages of improved flexibility and lowered irritation and made the standard guarantees you’d anticipate. Not a nasty provide, 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 provide. 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.
Abruptly, 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 way more powerfully and creates actual demand. Consequently, the brand new “Liquid Restore Crew” massive thought crushes the outdated management and considerably will increase the corporate’s earnings.
As you possibly can 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.
Tips on how to give you robust massive concepts?
That can assist you nail the massive thought in your promo, this is a listing of 5 questions it’s worthwhile 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 resolution in a approach nobody else has carried out 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 constantly driving house the massive thought throughout all my messaging to create a sense of urgency and exclusivity?
Answering these 5 questions will enable you to create a high-converting massive thought that can promote extra of your services or products.
Backside line
Now that what an enormous thought is, you can begin focusing your effort on creating one in your advertising campaigns.
Simply keep in mind that the massive thought must be each new and simple to do. No fancy options or sophisticated mechanisms.