Over the course of my 12-months journey researching and studying the Big Marketing Idea, I analyzed and dissected over 37 million-dollar-plus marketing campaigns.
My goal was to see if there were any commonalities across the board. To my astonishment, there were.
Those commonalities later became the foundation of what, today, is known as the Big Marketing Idea Protocol.
Here it is:
E.C. (P.P. + P.S.) + I.I. = Big Marketing Idea Protocol
Looks complex, right?
Like something out of an advanced physic class. Fortunately, it’s so much simpler.
Let’s quickly go through the formula. Then we’ll cover each piece in-depth.
E.C. stands for emotionally compelling.
Your idea is emotionally compelling (E.C.) when it’s built on a Primary Promise (P.P.), and when that promise is delivered by a Proprietary Solution (P.S.).
I.I. stands for intellectually interesting.
Your idea is intellectually interesting (I.I.) when it piques your prospect’s curiosity, gives them a feeling of discovery, and makes them feel as if they’ve just stumbled on something newsworthy.
Something… they’d be interested in hearing more about even if there was no Primary Promise (P.P.) or Proprietary Solution (P.S.).
Combined — emotionally compelling (E.C.) and intellectually interesting (I.I.)— and you have an idea which appeals to both the heart and head of your audience. To both emotion and logic.
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