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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.
A number of that revenue 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”. In case you observe the information I share on this article on methods to provide you with large concepts, you may be capable of 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?
A giant thought makes your supply stand out from the remaining. 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 folks may take pleasure in chocolate whereas nonetheless shedding kilos. You may bear in mind this idea usually marketed as a “weight loss program revolution.” It capitalized on the rising reputation of darkish chocolate and its potential well being advantages.
Proponents claimed that sure compounds in darkish chocolate, corresponding to flavonoids and antioxidants, may enhance metabolism, curb cravings and even assist in weight reduction when consumed carefully as a part of a balanced weight loss program. Whereas nutritionists and medical consultants met these claims with skepticism, the interesting notion of “having your cake and consuming it, too” resonated with hundreds of thousands of customers. This resulted in elevated gross sales of specialised chocolate merchandise and weight loss program plans promising guilt-free indulgence.
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Nonetheless, if you happen to do this similar thought at present, it will not work effectively. Why? As a result of it is not large, new or disruptive anymore. Which suggests it will not have the identical and even related outcomes.
Are you able to write advertising copy with no large thought?
Now, you is likely to be questioning, “Can I write advertising copy that makes gross sales with no large thought?”
Positive, you possibly can. Many marketers and entrepreneurs make gross sales with no game-changing idea. However they will by no means hit a real advertising residence 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 doubtless 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 wished to indicate you one thing that may assist 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 crucial profitable non-native English-speaking copywriters on the planet.
Earlier than he began crafting residence run after residence run for numerous corporations, his success ratio was 20-30%. Nonetheless, after he started following his 16-word gross sales technique, 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 technique?
In line with Albuquerque, the only most necessary factor you are able to do while 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 via 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 do away with all the pieces else that is not necessary. This large 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 large concepts
That can assist you perceive the massive thought even higher, let’s take a look at some examples.
A number 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” 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 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 is likely to be laborious for them to think about doing units of lengthy workout routines or half-hour of stretching on daily basis. 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 improve their quantity. In that approach, they will be getting 1% on daily basis.
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 residence. 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 diminished irritation and made the standard guarantees you’d anticipate. Not a foul supply, however nothing too groundbreaking both. Gross sales have been respectable however nothing spectacular.
That is why they employed me to provide you with an enormous thought to revitalize their supply. As an alternative of simply itemizing the substances, I would 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.
All of a sudden, 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 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. Because of this, the brand new “Liquid Restore Crew” large thought crushes the outdated management and considerably will increase the corporate’s income.
As you possibly can see from this hypothetical instance, the primary model was simply okay—a good supply however nothing particular. Nonetheless, the massive thought model may seize folks’s creativeness and construct urgency across the distinctive night-time restore advantages. That is the distinction an amazing idea could make.
The best way to provide you with robust large concepts?
That can assist you nail the massive thought to your promo, here is an inventory of 5 questions that you must reply each time earlier than you begin working in your marketing campaign:
- What’s the deep-seated need or downside my audience is scuffling with?
- How can I place my product because the contemporary, NEW resolution in a approach nobody else has finished 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 persistently driving residence the massive thought throughout all my messaging to create a sense of urgency and exclusivity?
Answering these 5 questions will assist you to create a high-converting large thought that may promote extra of your services or products.
Backside line
Now that you recognize what an enormous thought is, you can begin focusing your effort on creating one to your advertising campaigns.
Simply do not forget that the massive thought must be each new and straightforward to do. No fancy options or difficult mechanisms.
