You need something to tie together your product, your benefits, your credibility, and more -- all into ONE easily comprehended message. Something that drives your entire promotion.
And that thing is your Big Selling Idea.
The idea literally makes the sale for you.
In direct response, the single most crucial component of your Big Selling Idea is that it be unexpected.
Why?
Because you could easily argue that the most precious commodity in our lives right now -- even more than time -- is our attention...
And the most obvious way to get your prospect's attention?
You guessed it: Present something he would NEVER expect...
- Clayton Makepeace
Clayton gave 7 questions you can use to find your Big Selling Idea...
(Note: Below each question, I'll give a short explanation to help clarify.)
1. What are the dominant appeals (claims, benefits) in my market right now?
Find your competitors' offers and look for the primary claims and benefits they present to the market.
What benefits do they all have in common?
What claims show up again and again?
2. How are these appeals expressed in the form of an overriding idea?
Look over your competitors' offers and pay attention to how they introduce and explain their main benefits and claims.
How do they show proof they can do what they claim?
What stories do they use to demonstrate their benefits?
3. Even if the appeal of my product is similar to others, is there a way I can present it as radically opposed to them?
When the same benefits get repeated over and over again, they become too common.
How can you say something dramatically different?
What can you tell them that's unexpected and surprising?
4. What's the single most startling, surprising thing you've uncovered about your topic?
Examine the origin story, case studies, and proof elements.
Don't assume the market has experienced what you have.
What most people don't know about xyz is...
5. What is counter-intuitive about your message? Is there something your market would never think is true, that is?
Think back to when you first got started in this market.
In what ways do you think differently now?
What does the market believe, that is actually false?
6. Ask potential prospects, "Of these ideas, which is the most surprising to you?"
It's never been easier to share ideas in the real world.
Test ideas against each other to find the best one.
Which idea is most interesting to your market?
7. Ask yourself, "Is this something I'd be excited to share with others?"
Think about the reaction you'd get after sharing the idea.
Will this idea really grab their attention when they're busy?
Does the idea arouse curiosity immediately?
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You can use these simple steps to help you discover your Big Selling Idea.
In the Scientific Persuasion course, you'll see a Before and After example for a banner ad.
In the Before version, you can see the idea is simply, "You can get more traffic with YouTube".
Not exactly unexpected...
That's what everybody claims.
Now look at how different this Big Selling Idea is...
And it doesn't take a rocket scientist to see which one will grab more attention...
Now, once you've created some Big Selling Ideas, it's really important to test them against each other to find the best one.
It's very easy to do with PPC.
And it's cheap...
If you've never tested Big Selling Ideas with PPC, you can learn how in the Scientific Persuasion course.
You'll learn step-by-step, how to prove which Big Selling Idea is the best.
Using this strategy, you can dramatically increase your traffic and conversion rates for any offer.
This is the very same strategy that Tim Ferris used to create his #1 NYT Bestseller...which launched his entire career.
And you can use it to create ads and offers that are wildly successful too...
Click here for all the details...
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