On this episode of 3 in 3, I’m going to dive into my March 2018 issue of the High Impact Marketing Letter and give you three very important tips on why you need a High Impact Marketing Big Idea in your business. So, get ready for 3 in 3!
High Impact Marketing Tip #1
The concept I’m sharing with you today originated with the famous adman, David Ogilvy, who described the critical need for a big idea wrapped around the marketing of your product or service.
In his book, Ogilvy on Advertising, he says, “You can do homework from now until doomsday, but you will never win fame and fortune unless you also 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.”
The important tip is to realize Ogilvy and I are not focused on the big idea of your product or service, but instead on the big idea wrapped around the marketing of your product or service.
I’m not asking you to invent something new, but instead invent a new way to market your product or service that sounds and looks new, different and exciting – a High Impact Marketing Big Idea.
High Impact Marketing Tip #2
These days people have several different defense mechanisms in place to help them combat the growing onslaught of marketing messages bombarding them daily and if your product or service sounds like something they’ve heard or seen before, there’s a good chance it will be ignored.
If you are using the same old marketing message and your results are diminishing, it’s because your target avatar has heard it all before and he or she is bored.
People are not interested in what’s old or more of the same, because of the over-saturation of “me too” marketing messages. They want something new and exciting.
Take some time to look hard at your current marketing and see what you can do to put a new spin on it to make it sound new and different. This takes time and isn’t easy, but if you can figure it out, it will breathe new life and profits into your business.
High Impact Marketing Tip #3
High Impact Marketing Big Ideas have P.O.P. – a Pithy Outcome Promise.
One way to accomplish this is to develop a single sentence (maybe two max) that clearly describes the desired outcome promise your product or service delivers in simple, clear language.
Years ago, I developed this High Impact Marketing Big Idea – CopyDoodles® helps you create great copywriting results, without having to be a great copywriter.
Thousands of people “got it” and this Pithy Outcome Promise made CopyDoodles an amazing success, 11 years and counting.
Your High Impact Marketing Big Idea is like a copywriting headline for your marketing campaign and it should contain a single, powerful idea that is:
- Clearly and convincingly presented to your ideal target avatar
- Emotionally-stirring and wakes him/her up
- Easy to understand
- Obviously helpful to your target avatar
Time invested in the effort of developing a High Impact Marketing Big Idea for your next campaign is time well-spent.
So that wraps up this episode of 3 in 3 with Mike Capuzzi and I hope you enjoyed these three tips on why you need a High Impact Marketing Big Idea in your business.
In a few weeks, I will be conducting an in-depth training on how to develop a High Impact Marketing Big Idea for my members.
If you’re not a High Impact Marketing Club member, my paper and ink newsletter is just one of the many valuable benefits club member get. I invite you to check out www.HighImpactMarketingClub.com.
Until next time, keep on marketing!