“You will never win fame and fortune unless you invent big ideas. It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. Big ideas come from the unconscious. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process.” David Ogilvy
A BIG MARKETING IDEA COMES FIRST.
It sets the stage.
It establishes the “frame” in which your marketing and selling will play out.
It’s what GETS ATTENTION.
The BIG IDEA is the most important single element of your marketing.
It will set you apart from the crowd.
Paul Hollingshead from AWAI says this:
What makes the prospect want to read your promotion?
The headline and lead? Yes … but most importantly, it’s the idea behind the headline and the lead–the concept around which you wrap the whole package–that gets a prospect interested in your promotion.
And not just an idea, a BIG IDEA.
The Big Idea is the idea that drives the package and sets it apart from all the clutter. It’s a new and interesting way to say what everyone else is saying or has said many times before.
A promotion that contains a Big Idea will make your reader stop, take notice and want to find out more. A promotion that fails to pique your reader’s interest will most likely get thrown in the trash.
And these days your prospects have seen it all. They’re smart, sophisticated and skeptical. Plus, in addition to what they get in the mail, they’re now getting bombarded with sales messages on the Internet.
You can no longer get away with simply stating a powerful benefit in the headline. Every good, experienced marketer does that.
No, if you want to get your promotion read, it needs to be anchored in a strong, unique and compelling Big Idea. Keep those three keywords in mind. Strong, unique and compelling.
A Big Idea has to give the reader something they don’t know. It has to engage the reader and be intriguing enough to draw them into the promotion, while making an implied promise.
And most importantly, it has to jar the reader out of complacency–out of the sense that they’ve seen this all before.
The company that’s probably the best in the world at coming up with big ideas is Agora Financial (the BILLION dollar a year newsletter publisher).
They brainstorm new BIG IDEAS every damn week. It’s their #1 focus. It’s the linchpin that holds together everything they do.
The Real Secret Behind The Biggest, Most Profitable Marketing Campaigns Ever Created!
Legendary copywriter Mark Ford said, a Big Marketing Idea, was the true secret behind how many of the biggest direct response companies and entrepreneurs are able to produce millions of dollars from their marketing promotions.
And… that… it was the one single thing that has created more millionaires and multi-millionaires in direct-response-driven businesses than any other single strategy or tactic. And… that… if we really, truly wanted to make the “big money”…we needed to learn it, master it, and implement it with every marketing campaign we rolled out.
Now, look: Before going any further, I need to make sure you understand something. This is critical. So, please pay close attention to what we’ll cover in the next section…
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