06/09/2019
It’s not that your product sucks, your big idea does.
Why is it that people could have a great marketing strategy, a great product, but still fail and not make any significant sales? Have you wondered what the main ingredient that really determines the success or failure of any marketing campaign? I believe when comes down to the first step, it’s all about the big idea. What is the big idea behind the entire campaign, the one that dictates the marketing strategy?
When it comes to books, as an example, Timothy Ferriss’s ‘The 4-Hour Work Week’. It was the number one bestseller according to the New York Times for a really long time. If this book was called ‘Outsourcing Secrets,’ with the exact same content, this book would’ve never been number one.
Why?
It’s because you’ve realised that even though the entire book is about outsourcing and hiring writers in the Philippines, hiring freelancers who will work for a dollar an hour, the title “Outsourcing Secrets” is too primitive for a mature audience.
It could even be the book “Rich Dad, Poor Dad” by Robert Kiyosaki. This book is about passive income, but if it was called “Passive Income Secrets” it wouldn’t have done nearly as well. It’s because of the big idea behind it.
What big ideas can you create in your market so that it separates and differentiates it from every other product out there, and make the angle exciting again? Many years ago, when everybody was talking about working from home, I created a product called “Work From No Home” This product was basically internet marketing and how you can run a business from your laptop with an internet connection. It’s the same thing, but again - if it was called “Online Business Secrets” or “Work From Home Secrets” - it’s the same boring message.
What I did was that I went on a 29 day journey across the United States, a different city everyday and documented that. That was my sales video. “Work From No Home” but basically working from home, online marketing - but it’s all about the big idea behind it.
Right now, the question is what is the big idea that will separate and differentiate your message from all the other boring, mainstream ones out there? That will be used as the messaging and copy for your entire marketing campaign.
Read any sucky messaging lately? I don’t think so. Comment below with the best messaging you’ve read recently.
