The Big Idea
‘The Big Idea’ fits into the smallest parts of your marketing.
See, a lot of smart marketers talk about ‘The Big Idea’. And it’s a great way of communicating a grand vision to your prospect.
But it’s easy to get stuck in the worldview that this is somehow only applicable to your overall big picture.
Something that only gets implemented at your quarterly meetings, or project kickoffs.
The best campaigns have ‘Little Big Ideas’ all through them.
Like the way I mix in a super-personal-looking email into my ‘Engagement Funnel’ model – something that creates a ton of engagement and helps this model do up to $1.2M a year on autopilot.
Or behavioral post-webinar emails – where we send out different sequences to peeps based on whether they showed up to the call or not.
Narrowing down even more, it could be a narrative that’s woven into a sequence of emails that makes your reader eagerly await tomorrow’s email.
Your ‘Little Big Idea’ is something that can focus the attention of your prospect on to a very specific thing – such as, if you offer a guarantee, make it a ballsy and unusual one.
Like Gary Halbert’s guarantee for Tova Borgnine’s Facelift In A Jar goop – “If your friends don’t actually accuse you of having a facelift, send the empty jar back for a refund”.
What you’ll find is that one of these ‘Little Big Ideas’ will often rise up to become a full-fledged Big Idea in itself.
Then you’ve got yourself an edge that your competition doesn’t.