When your prospects come across a marketing campaign or advertisement that has the same feel, the same vibe, the same style of messaging as what they’ve encountered before, they instantly recognize it for what it is — a sales message.
They recognize it as a marketing campaign or a marketing piece. So they immediately categorize it as a commercial message and their B.S. detector immediately goes up.
A Big Marketing Idea overcomes that B.S. detector because it serves as a pattern interrupt. It’s not what prospects expect or anticipate.
So it doesn’t get categorized. Which means, it doesn’t trigger the same feelings of skepticism or reluctance. It doesn’t trigger the same sales filter. So it gives your marketing message the opportunity to do its job.
A Big Marketing Idea is so critical today because it’s different.
And bringing something different to your audience is critical to get attention.
A different message > A different angle > A different idea
Remember, better doesn’t always get attention.
Better doesn’t always stand-out.
Different does.
You need to differentiate your marketing message from all the others. You need to differentiate the idea, so your prospects say, “Wow, I’ve never heard that. What’s that about? I want to know more.”
That’s why a Big Marketing Idea is essential today. And that’s what a Big Marketing Idea does for you.
A big idea is an idea that is instantly comprehended as important, exciting and beneficial and also leads to an inevitable conclusion — a conclusion that makes it easy to sell your product.
Breaking that apart, it’s instantaneously comprehendible, it’s important, it’s exciting; it’s beneficial and it leads to a sale.
That sounds a little bit like a fortune cookie, don’t worry as I’ll share with you several examples of 7-8 figure marketing campaigns based on a Big Marketing Idea.
But for now, I thought of giving you another layer of understanding as to why you need to be different in your marketing.
See you in the next module…
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