Jul

Selling The Big Idea Online

By Sid

The Big Idea There’s an important question I’ve been asking myself before I dig into a new project, whether it’s an article, a special report, web copywriting, or helping a client with his internet marketing strategy.

It’s a question that on the surface sounds ludicrous. It makes total sense once you dig in, though.

The question: “What’s the Big Idea?“

You’ll usually hear this question when something’s wrong, as in “Hey! What’s the big idea?“

However, with regards to web copywriting, internet marketing, or selling anything online or offline for that matter, it’s the most important question you can ask.

Imagine for a second that you want to create your own internet marketing empire. You’ve got the knowledge and experience to WOW your audience. Your ideas, concepts, and strategies are truly amazing.

You KNOW that you can deliver products that will help your customers achieve their dreams.

You know it… but they don’t.

In fact, they don’t care. They don’t care about you. They don’t care about your expertise. They don’t give one whit for what you think they should know.

That’s where the Big Idea comes in…

What’s The Big Idea?

When selling anything online, what you’re really doing is satisfying an already existing desire within your customer.

They want something. You’ve got it. They buy it from you.

It’s a simple equation, but it’s not always easy to implement. How hard you have to work at the sale depends on a number of factors:

The strength or weakness of their desire. If they really, REALLY want it, the sales job is much easier than if they only mildly want it.
Their knowledge about the “solution.” The iPhone is a no-brainer. But if I’ve got an itch and I’d never heard of anti-itch cream, I wouldn’t know what to look for.
Their knowledge about YOU. iPhone knock-offs won’t sell as well as Apple’s iPhone for the simple reason that Apple is a known and trusted entity.

As an internet marketer, you’ve got to overcome one or more of these barriers to your success. You’ve got to tap into and amplify their already existing desire. You’ve got to ensure they know that a solution to their desire exists. And, you’ve got to get them to know and trust you.

The best way I’ve found to accomplish these three feats is to have a solid Big Idea in place.

If Johnny likes it…

Copywriter John Forde defines the Big Idea as an “idea that can be sorted, absorbed, and understood instantaneously.“

You can state the Big Idea directly, or you can state it indirectly.

For example:

Frank Kerns: “Buy my shit and you’ll get rich and become a beach bum like me…” (explicit)

Eben Pagan: “There’s no magic bullet to success online. It takes hard work, discipline, and the right kind of knowledge.” (Implied: “I’ll teach all of this to you, and you’ll become rich like me”)

Apple: “The popular, cool people are trendsetters who never use copycat products.“

The big idea can also exist in a single word, such as “Hope.” It promises the satisfaction of a strongly-held and already existing desire.

Just look at past political elections, or any product that has gained quick momentum and success. They always have a clear, understandable and instantly absorbed Big Idea.

The Big Idea that works has these elements:

It’s easily understood and instantly absorbed. They read it, and they get it. You don’t even have to say it… you can imply it through everything else you do.
It directly addresses and amplifies an already existing desire. ”Hope.” ”To be popular or cool.” ”To sit on a beach all day.” ”To be loved, adored or cherished.”
It promises a solution to that desire. This is usually implied, but can sometimes be stated directly. You get the message across that “buy this and your desire will be fulfilled.”

Big Ideas are not slogans, taglines or brand images. They’re much bigger than that. They have a deeper meaning… a truly gut-level significance to the reader.

The Big Idea is the foundation for any great marketing campaign. Without it, people can’t connect with you or your product. With it, they get you, get your product, and trust you to satisfy their desire.

Why, for example, did Twitter take off as “The” tool of the past year?

They had a Big Idea: ”Popular, successful, and really cool people let you know what they’re up to… 140 characters at a time.“

It’s an idea that you understand quickly. The implication is that you’ll be left out and ignored if you DON’T use Twitter.