Why Every Successful Marketing Campaign Begins and Ends with an “AH-HA Moment”
When it comes to Marketing yourself to your prospects it takes an “Ah Ha Moment” to make them jump in. Want to take a group of mild-mannered, well-adjusted people and drive them into a heated debate to the point where they’re at each other’s throats?
Sounds like fun, doesn’t it?
All you need to do is ask a single, simple question:
“Apple or Android?”
It’s no secret how attached people are to their phones.
Texting, Facebook, those ridiculous filters that give you puppy ears and a snout.
But when I say that we’re attached to our phones, I mean something else entirely.
We’ve reached a point where our phones have become an extension of our own identities
You’re either an Apple person or you’re an Android person.There’s no in-between and that identity is universally understood (after all, in our culture, we express our values through our consumer choices).
It’s funny to think it’s been already been a decade since the dawn of the smartphone.
Feel old, yet?
When the first generation of the iPhone was released in 2007, there were a little over 100 million units shipped worldwide.
Fast-forward to present day where smartphone sales are projected to break over 1.5 billion by the end of the year.
Ten years ago, the smartphone was little more than an idea.
Now, that idea has taken over the world.
The lesson here for marketers is huge.
You have a product.
You know the benefits of what you’re selling and can probably rattle off a laundry list of reasons why your prospects genuinely NEED what you’re selling.
There’s a good chance you’re missing out on one of the most important aspects of selling to your prospects
It’s that “Ah-ha!” moment.The “lightbulb” that goes off in your prospects’ heads.
The hit of dopamine that makes people crave more.
It’s not your product.
It’s the idea behind it.
And if you don’t have a “big idea” to support what you’re selling, you’re going to be stuck thinking small and miss the big picture.
Luckily, you’re going to discover exactly how to come up with a big idea yourself.
The “Big Idea”: a small business’s secret weapon
The concept of the “big idea” in marketing was devised by David Ogilvy, the father of modern advertising.Ogilvy believed that marketing should be BIG and BOLD.
In an era where there’s so much competition in our space and ads are easy to overlook, Ogilvy’s advice is perhaps more relevant than ever.
In fact, Ogilvy once said that any ad that lacks a big idea is going to “pass like a ship in the night.”
But what the heck is a “big idea,” anyway?
The big idea represents the bigger picture beyond your product itself, something that cascades throughout every aspect of your funnel from blog posts and emails to videos and sales letters.
Sure, any given network marketer is selling courses and education.
But what about the idea that we’re selling?
Think about it, it’s the promise of…
A less-stressful life with more freedom, financial security, and an escape from the 9-to-5 grind
That’s the sort of big idea we’re talking about.
We don’t have to bring it up every five seconds because it’s implied.
Ogilvy himself devised a five-point checklist of questions for establishing a big idea for any given campaign:
- Does it make you gasp when you first see it?
- Do you wish you would have thought of it yourself?
- Is it one-of-a-kind?
- Does it fit with what you’re selling?
- Could your ad be used 30 years from now?
To bring things full circle, the first commercial for the original iPhone is a great example of one of these sort of “big idea” ads.
The ad ticks all of the boxes of Ogilvy’s list.
It grabs our attention, eventually resulting in the payoff of the reveal of this new, gasp-worthy gadget.
The ad is clever, unique, and certainly will be talked about for decades to come.
Thankfully, you don’t have to be an Apple ad exec to come up with your own big idea.
In our space, the first point of Ogilvy’s big idea is perhaps the most important to understand.
Creating the “ah-ha!” moment for your prospects
Simply put, you want to write ads that make people go, “Ah-ha!”People love discovering things.
It’s hard-wired into our brains.
It’s like when you understand a subtle reference in a movie or a commercial.
That little jolt of pleasure when you “get it,” you know?
That’s the effect you want to achieve with your ads.
You want your prospects to smile, nod, and feel like a million bucks.
Think about how casinos reel people in…
The bright lights and wacky carpet patterns, the piped-in sounds of constant jackpots, and the allure of loose slots.
Every hand, each and every bit of uncertainty.
There’s always a dopamine hit just around the corner that leaves us wanting more (it is, after all, a clinical addiction).
That’s what people want.
They don’t want what’s predictable, boring, or necessarily “safe.”
They want something unexpected and that’s ultimately going to make them feel, well, good.
When writing ads, this means giving people a big idea and discovery to latch onto.
Once they experience that moment of realization, they’re hooked.
The old-school big idea principles that still work brilliantly today
Let’s take a look at an old-school example from Ogilvy himself:
Now, the product in question here is a Rolls Royce.
The headline is obviously trying to highlight a benefit of the car, right?
So what exactly does this headline communicate?
Well, if the loudest thing in your car is the clock, you’re probably driving a damn nice vehicle.
The headline communicates quality.
It’s not about the loudness of the car or the electric clock: it’s about the fact that the Rolls Royce is a primo vehicle.
Mentioning the clock makes the ad so much more compelling than just saying that the car is “fast” or “high-quality.”
Here’s another classic example from Ogilvy’s library of brilliance:
This is an old-school equivalent of one of those quirky Old Spice TV spots or Dos Equis’ “Most Interesting Man in the World.”
Again, there’s a big idea going on here.
Hathaway is selling much more than a shirt, obviously.
The first line of the copy states that it’s ridiculous for men to couple “cheap, mass-produced” shirts paired with a proper suit.
The ad communicates that men who buy Hathaway shirts are anything but ordinary.
The gentleman in the ad obviously has some stories to tell; however, men who buy Hathaway also have a keen eye for detail.
Remember: the big idea is implicit.
Hathaway isn’t smacking you over the head by saying, “Hey, our shirts will make you interesting!”
It’s kind of like Hemingway’s “show, don’t tell” principle.
It’s up to your prospects to figure out what’s going on beneath the surface.
Once they do, they feel like they’re “in the know.”
Okay, so what does a big idea in action actually look like in our own space?
Applying the principles of the big idea to your offers
In short, you need to convey more about your own products than the sum of their parts.
A video course needs to be so much more than a video course.
An e-book shouldn’t be just an e-book.
Your prospects want something they can get excited about instead of something they can sleep on.
That’s where your big idea comes in handy.
Ogilvy sums it up like this:
“The idea is instantly identified as important, exciting and beneficial. It leads to an inevitable conclusion that makes it easy to sell your products.”
The keywords there are important, exciting and beneficial.
A new device that makes us rethink the traditional “hello” of a phone call.
The car that runs so smoothly that the clock’s louder than the engine.
A shirt tailor-made for only the most interesting of men.
That’s what we’re talking about.
A few big ideas in action today
Let's say you are a Realtor and trying to close a listing presentation. Where's your ah-ha light bulb moment where the prospect says ” yes I see that you are the one to sell my home.
At Elite Marketing Pro, a Marketing Company Resource Company, we practice what we preach.If you take a look at our own products, you can see how we apply the principles of the big idea to our own stuff.
Take our Attraction Marketing Formula, for example.
We introduce people to an entirely new way of doing business.
Becoming the hunted rather than the hunter, flipping the script on prospecting and lead-generation.
The concept of “hunter vs hunted” is so clear and easy to grasp.
It’s a huge “ah-ha!” moment for members of our audience who might be clueless about prospecting or feel like they’ve hit a roadblock in terms of drumming up new business.
Our method removes the awkwardness of approaching people once and for all, which represents one of the biggest pain points of prospecting to begin with.
The Ultimate List Building System 2.0 is another prime example.
The crux of the product?
“Hey, you can build your list for free, if you know what you’re doing. Heck, you can even get paid to do it, too.”
Again, the product flips the script on what marketers traditionally think about list-building (as terribly expensive).
Sure, there are invaluable videos and templates as part of the product; however, the big idea defines the core offer in a matter of seconds.
In an era where your prospects’ attention is hard to come by…
…having that big idea loud and clear is critical.
Perhaps the best example is our 90 Minute Profit Machine.
Catchy title, right?
Well, it’s all about webinars.
Not exactly the sexiest subject matter in the world (and kinda intimidating too, right?)
The big idea behind the 90 Minute Profit Machine is killer, though.
That is, you can make more money in a single evening than some people make in an entire day…week…month…even year!
Yes, we’ve done many webinars that produced six-figures in revenue.
Think about how this product and its message makes people gasp—after all, it instantly communicates how webinars are one of the most profitable and leveraged ways to monetize your time.
As a quick caveat, you can’t bait and switch people.
You can’t promise millions of dollars overnight, or “push button,” do nothing riches, or anything ridiculous like that.
A little hype is totally fair game, but false promises are not.
Why every marketer needs a big idea in their back pocket
Having a big idea to accompany your products is key to making a killer first impression on your prospects.
If someone isn’t familiar with you or what you’re selling, your big idea is that piece of the marketing puzzle that drives people to want to learn more.
It’s the “special sauce” at the heart of every offer we put out and should be applied to your own offers as well.
At the end of the day, your big idea is what sets you apart from other marketers.
Anything you can do to make your prospects say, “Ah-ha!” or “Eureka!” makes your ads and offers so much sweeter.
You become a magnet for new leads rather than just another marketer on the block.
So make ‘em gasp.
And think “big.”
Say—what’s the big idea, see?
Given how important your big idea is, there’s no doubt that coming up with your own can be daunting.Don’t sweat it.
Sometimes you need to start with something simple, like a title or a tagline.
That’s exactly what we did with our very own 10 Minute Traffic Machine.
Here’s the big idea:
“Tap Into the Most Ultra-Targeted Traffic… Get the Highest Quality Leads… And Make a Ton of Sales… Starting with Only $10 and Just 10 Minutes a Day”
Sounds too good to be true, right?
Well, it’s not.
You see, traffic is often difficult and time-consuming to come-by.
It’s usually expensive, too.
The big idea behind the 10 Minute Traffic Machine is that traffic doesn’t have to be this big boogeyman—in fact, you can put together a profitable ad campaign in just 10 minutes a day with as little as $10 in initial ad spend.
If you know the right steps, that is.
And, in case you’re curious…
Those exact steps will be revealed in a 100% FREE online traffic workshop, hosted by none other than Tim Erway, our co-founder and CEO here at Elite Marketing Pro, who’s responsible for generating over 30 million dollars in revenue online (and counting).
You’ll discover how we turned a $10 test campaign into $141,246.30 in sales.
(How’s that for a “gasp!” moment?)
Simply pick a time and register right here.
Tim doesn’t hold anything back and reveals our entire advertising process, step-by-step.
So if you haven’t registered yet, what are you waiting for?
Until next time, Your Entrepreneurial Friend