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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.
Numerous that revenue has been thanks to at least one single factor. This “factor” is not a sure phrase, a selected template or perhaps a headline construction. This one factor is the so-called “large concept”. In case you observe the information I share on this article on learn how to provide you with large concepts, you would possibly be capable to craft advertising campaigns that carry out two occasions, 3 times and even 5 occasions higher than your present ones.
Whereas a giant concept would possibly sound apparent, many business owners and entrepreneurs miss the mark. So, let’s first outline a giant concept.
What’s a giant concept?
A giant concept makes your provide 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 load loss business was disrupted by a giant concept that promised individuals may bask in chocolate whereas nonetheless shedding kilos. You would possibly keep in mind this idea typically 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, akin to flavonoids and antioxidants, may enhance metabolism, curb cravings and even assist in weight reduction when consumed sparsely 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 shoppers. This resulted in elevated gross sales of specialised chocolate merchandise and weight loss program plans promising guilt-free indulgence.
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Nevertheless, for those who do this similar concept right this moment, it will not work properly. Why? As a result of it isn’t large, new or disruptive anymore. Which implies it will not have the identical and even related outcomes.
Are you able to write advertising copy with no large concept?
Now, you is perhaps questioning, “Can I write advertising copy that makes gross sales with no large concept?”
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 dwelling run — a suggestion producing eight or extra figures in gross sales.
A giant concept is what takes a marketing campaign from so-so to stratospheric success. Stable copy can transfer the needle. However a disruptive idea is the catalyst for these once-in-a-blue-moon blockbuster launches that captivate the lots. With out that large concept driving insane demand, your outcomes will doubtless high out at fairly good fairly than smash hit.
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Understanding the massive concept higher
Within the subsequent part of this text, I will share examples of massive concepts. However earlier than that, I wished to indicate you one thing that may assist you perceive the massive concept higher.
That is from Evaldo Albuquerque’s ebook, “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 earth.
Earlier than he began crafting dwelling run after dwelling run for varied corporations, his success ratio was 20-30%. Nevertheless, after he started following his 16-word gross sales technique, the success ratio skyrocketed to 60-80%, which could be very excessive for even the world’s high copywriters. So, what’s this 16-word technique?
In keeping with Albuquerque, the one most vital factor you are able to do once 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 need, and it is solely attainable via my new mechanism.”
In different phrases, this one perception is the massive concept of your marketing campaign. While you concentrate on the one (large) concept, you eliminate every thing else that is not vital. This large concept drives your gross sales copy — be it a gross sales letter, an electronic mail, an advertorial or a Fb advert.
Examples of high-converting large concepts
That will help you perceive the massive concept even higher, let’s take a look at some examples.
Just a few 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 targeted on a selected “Kratos” method that was the one option to cope with again ache. It was not a foul concept, but it surely was too difficult to observe.
So, I got here up with the massive concept for the brand new gross sales letter whereas studying James Clear’s “Atomic Habits.” In one of many chapters, Clear talked about how for those who get higher by 1% day by day, you will be 37 occasions higher on the finish of the yr. How did I join this concept to the again ache product?
Nicely, I defined that if an individual is going through extreme discomfort, it is perhaps laborious for them to think about doing units of lengthy workout routines or half-hour of stretching daily. 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 individual can begin with only a couple and slowly improve their quantity. In that approach, they will be getting 1% daily.
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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Nicely, this new large concept beat the earlier management and made 20% extra gross sales, which is a giant revenue bump for an eight-figure model.
Let us take a look at one other instance to actually drive this level dwelling. As an example I used to be employed to rewrite the gross sales web page of a complement firm promoting a brand new joint well being system. The web page highlighted the components, touted the advantages of improved flexibility and decreased irritation and made the same old guarantees you’d count on. Not a foul provide, however nothing too groundbreaking both. Gross sales had been first rate however nothing spectacular.
That is why they employed me to provide you with a giant concept to revitalize their provide. As a substitute of simply itemizing the components, 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.
Out of the blue, the product has an attention-grabbing story that prospects can visualize. It is not simply one other joint capsule. As a substitute, it is a workforce of hardworking restore crews attending to work in your physique’s hinges after clocking out for the day.
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This recent idea resonates rather more powerfully and creates actual demand. Because of this, the brand new “Liquid Restore Crew” large concept crushes the previous management and considerably will increase the corporate’s earnings.
As you possibly can see from this hypothetical instance, the primary model was simply okay—a good provide however nothing particular. Nevertheless, the massive concept model may seize individuals’s creativeness and construct urgency across the distinctive night-time restore advantages. That is the distinction an incredible idea could make.
The right way to provide you with sturdy large concepts?
That will help you nail the massive concept in your promo, here is an inventory of 5 questions you should reply each time earlier than you begin working in your marketing campaign:
- What’s the deep-seated need or downside my target market is combating?
- How can I place my product because the recent, NEW resolution in a approach nobody else has achieved earlier than?
- What vivid analogy, story or psychological image can I paint to make my large concept extra tangible and fascinating?
- Does my large concept make my provide stand out in comparison with the competitors?
- Am I persistently driving dwelling the massive concept throughout all my messaging to create a sense of urgency and exclusivity?
Answering these 5 questions will assist you create a high-converting large concept that may promote extra of your services or products.
Backside line
Now that you understand what a giant concept is, you can begin focusing your effort on creating one in your advertising campaigns.
Simply do not forget that the massive concept needs to be each new and straightforward to do. No fancy options or difficult mechanisms.
