How to create “the big idea” for your product or service:
No matter what you’re selling, you’re going to continue struggling, if you’re not offering up “a big idea.”
Meaning, something that makes you different, or positions you differently than anyone else.
Some people call this a USP (Unique Selling Proposition), but your buyers don’t understand what this is.
All they know is how something “feels” to them, based on whatever your big idea was.
And it’s either going to feel “right” or it’s going to feel “less than right.” And anything other than “feeling right” isn’t good, so you want to spend a lot of time on this one.
Most campaigns don’t have a big idea. They are far too boring and much more preoccupied with telling you how big the company is, or how they are changing the world, or how cool their logo is.
So how can you come up with your Big Idea:
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Let’s talk about a couple of ways.
The easiest way to go about this is to look at the marketplace and see what everyone else is selling.
So for example, if they are all talking about how calming and relaxing their environment is… then you can talk about different things. Like, your staff… your service differential… your convenient location… easy access to transportation… unusual food and activities… special guest or entertainment…
Whatever’s different from everyone else — and this typically isn’t very difficult to figure out.
Another way of doing this, is to simply speak to your customers, and ask them, “Hey, what do you like about us, or… what have you experienced with us, that you haven’t experienced with other people you’ve worked with?”
This is really easy to do, and the nice thing about it is… you’re very likely to come up with loads of responses, you’d NEVER have thought about on your own.
Spend time on your “BIG IDEA,” because this alone can carry you VERY far… for VERY long.
Now go sell something, Craig Garber
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listening to: Wonderland – The Cult (1991)