I've Sold More Than $18,000,000 in Products and Services Using This "Big" Marketing Strategy

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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.

Loads of that income has been thanks to at least one single factor. This “factor” is not a sure phrase, a specific template or perhaps a headline construction. This one factor is the so-called “huge concept”. When you observe the information I share on this article on find out how to give you huge concepts, you may have the ability to craft advertising and marketing campaigns that carry out two instances, 3 times and even 5 instances higher than your present ones.

Whereas a giant concept may sound apparent, many enterprise homeowners and entrepreneurs miss the mark. So, let’s first outline a giant concept.

What’s a giant concept?

An enormous concept makes your provide stand out from the remaining. It is one thing nobody’s ever heard of or used earlier than of their advertising and marketing.

For instance, round a decade in the past, the load loss trade was disrupted by a giant concept that promised individuals might take pleasure in chocolate whereas nonetheless shedding kilos. You may keep in mind this idea usually marketed as a “food regimen revolution.” It capitalized on the rising reputation of darkish chocolate and its potential well being advantages.

Proponents claimed that sure compounds in darkish chocolate, reminiscent of flavonoids and antioxidants, might enhance metabolism, curb cravings and even assist in weight reduction when consumed carefully as a part of a balanced food regimen. Whereas nutritionists and medical specialists met these claims with skepticism, the interesting notion of “having your cake and consuming it, too” resonated with hundreds of thousands of customers. This resulted in elevated gross sales of specialised chocolate merchandise and food regimen plans promising guilt-free indulgence.

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Nonetheless, should you do that similar concept at the moment, it will not work properly. Why? As a result of it isn’t huge, new or disruptive anymore. Which suggests it will not have the identical and even related outcomes.

Are you able to write advertising and marketing copy with out a huge concept?

Now, you could be questioning, “Can I write advertising and marketing copy that makes gross sales with out a huge concept?”

Certain, you may. Many entrepreneurs and entrepreneurs make gross sales with out a game-changing idea. However they’re going to by no means hit a real advertising and marketing dwelling run — a proposal producing eight or extra figures in gross sales.

An enormous 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 huge concept driving insane demand, your outcomes will probably prime out at fairly good quite than smash hit.

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Understanding the large concept higher

Within the subsequent part of this text, I am going to share examples of massive concepts. However earlier than that, I wished to indicate you one thing that can provide help to perceive the large concept higher.

That is from Evaldo Albuquerque’s e-book, “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 planet.

Earlier than he began crafting dwelling run after dwelling run for numerous corporations, his success ratio was 20-30%. Nonetheless, 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 prime copywriters. So, what’s this 16-word technique?

In keeping with Albuquerque, the only most necessary factor you are able to do if 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 large concept of your marketing campaign. Once you deal with the one (huge) concept, you do away with every part else that is not necessary. This huge concept drives your gross sales copy — be it a gross sales letter, an e mail, an advertorial or a Fb advert.

Examples of high-converting huge concepts

That can assist you perceive the large concept even higher, let’s take a look at some examples.

A couple of 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” approach that was the one technique to cope with again ache. It was not a foul concept, however it was too difficult to observe.

So, I got here up with the large concept for the brand new gross sales letter whereas studying James Clear’s “Atomic Habits.” In one of many chapters, Clear talked about how should you get higher by 1% every day, you will be 37 instances 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 dealing with extreme discomfort, it could be exhausting for them to think about doing units of lengthy workout routines or half-hour of stretching on daily basis. 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 particular person can begin with only a couple and slowly improve their quantity. In that method, they’re going to be getting 1% on daily basis.

Do you see how that is actually easy to observe and perceive? That is how your huge concepts ought to look and sound like.

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Nicely, this new huge concept beat the earlier management and made 20% extra gross sales, which is a giant revenue bump for an eight-figure model.

Let’s take a look at one other instance to essentially 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 components. The web page highlighted the components, touted the advantages of improved flexibility and lowered irritation and made the same old guarantees you’d anticipate. Not a foul provide, however nothing too groundbreaking both. Gross sales have been first rate however nothing spectacular.

That is why they employed me to give you a giant concept to revitalize their provide. As a substitute of simply itemizing the components, I might 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.

Abruptly, the product has an attention-grabbing story that clients can visualize. It is not simply one other joint tablet. As a substitute, it is a staff 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 way more powerfully and creates actual demand. In consequence, the brand new “Liquid Restore Crew” huge concept crushes the previous management and considerably will increase the corporate’s earnings.

As you may see from this hypothetical instance, the primary model was simply okay—a good provide however nothing particular. Nonetheless, the large concept model might seize individuals’s creativeness and construct urgency across the distinctive night-time restore advantages. That is the distinction an incredible idea could make.

give you robust huge concepts?

That can assist you nail the large concept to your promo, this is a listing of 5 questions it’s essential to reply each time earlier than you begin working in your marketing campaign:

What’s the deep-seated need or downside my audience is combating?How can I place my product because the recent, NEW answer in a method nobody else has executed earlier than?What vivid analogy, story or psychological image can I paint to make my huge concept extra tangible and fascinating?Does my huge concept make my provide stand out in comparison with the competitors?Am I persistently driving dwelling the large concept throughout all my messaging to create a sense of urgency and exclusivity?

Answering these 5 questions will provide help to create a high-converting huge concept that can promote extra of your services or products.