What’s the Big Deal about the Big Idea?
When I wrote copy in the financial publishing niche, the Big Idea was king.
In fact, I could not move forward with writing a promotion until my Big Idea was approved by my copy chief and publisher.
Why is the Big Idea so important?
Well, if you get it wrong, your promotion is going to flop. Period. It doesn’t matter how skilled a copywriter you are or how persuasively you write the copy.
On the other hand, if you get the Big Idea right, your response will go right through the roof – even if you’re not the most experienced or gifted writer.
That’s the power of the Big Idea.
So, how do you come up with the one idea that will resonate with your target audience – and send sales soaring?
Research… research… and more research!
If the product is a health supplement, dig into the studies surrounding each ingredient. If it’s a financial newsletter, try to find out everything you can about the industry, the technology, and the stock you’re teasing.
Your main goal is to find…
- Something that the prospect is already thinking – or worrying – about...
- Something new and exciting that the prospect might not know.
- Something that will benefit the prospect and make him healthier, wealthier, or better respected and liked.
Whatever you find must be simple to understand. And it needs to be something easy to tie to the product or service you are selling. The prospect needs to clearly see how the product uniquely solves a particular problem or delivers on a particular promise for them.
But it’s one thing to tell you about the Big Idea…
It’s much more powerful to SHOW you the Big Idea in action!
Take a look at this famous headline…
Want to slash strokes from your game almost overnight?
Amazing Secret Discovered by One-Legged Golfer Adds 50 Yards to Your Drives, Eliminates Hooks and Slices… and Can Slash 10 Strokes From Your Game Almost Overnight!
The Big Idea is front and center. The prospect knows immediately that he will discover how to slash 10 strokes from his game and add 50 yards to his drives.
Is this important? Heck, yeah! What golfer doesn’t want to improve his game and beat his peers next time out on the course?
Is it exciting? You betcha! Imagine the bragging rights your prospect will have after he smokes his opponents. Besides, if a one-legged golfer could do it, your prospect probably can’t wait to see his results with two GOOD legs!
Is it beneficial? Absolutely. It promises right up front to help the prospect dramatically improve his game.
Is it simple and easy to understand? Yep! From the headline alone, the prospect is already thinking he needs this product to improve his game – and show up his golfing buddies.
You can see why this promotion was such a winner!
With the right Big Idea, you can totally hit one right out of the park. And just think of what that could do for your income – especially if you get royalties on the promotions you write.
So, do your research. Come up with multiple “Big Ideas.” Run them by a mentor or more experienced copywriter. And take your time choosing the right one. It could make or break your promotion.