If you don’t have a big idea, you simply fade into the background like every other ‘me too’ product or service. With our world being busier than ever, people usually don’t have time to explore absolutely everything about a product or service.
The more clearly you can distinguish your product or service, the better you’ll do in the crowded marketplace.
Working on your big idea is critical. What follows are five major things I keep in mind when coming up with a big idea or hook.
1. Give them the fish
People are lazy; cater to it. Everyone knows the saying: “If you give a man a fish, you feed him for a day, but if you teach him to fish, you feed him for life.” People want the fish handed to them on their plate, grilled perfectly with a side of seasonal vegetables.
I’ve had big success with this, including my first online product, www.InstantSalesLetters.com. The whole hook is in the headline on the site: “In only Two Minutes You Can Quickly and Easily Create a Sales Letter Guaranteed to Sell Your Product or Service. . .” That hook has been responsible for my first million-dollar idea with a little $40 to $50 product.
2. Make your promise specific
Specifics are important but usually completely overlooked because it’s easier to make a generic promise. A specific promise or target market makes your marketing more powerful.
One of my winners has been an e-book called 33 Days to Online Profits. I believe that brand has been kept alive because of the very specific hook in the title. Each day you are given a homework assignment, so it’s a day-by-day course for 33 days. At first we’d planned to call it 30 Days to Online Profits, but decided on ‘33’ because it was specific and credible.
3. Go in the opposite direction
I don’t suggest being different just for the sake of being different, but there’s a lot to be said for zigging when others zag.
My best example of this is the ‘underground’ online seminar concept I developed. Every year I bring in unknown speakers who are succeeding online, not the usual suspects seen at other seminars. And each year the event has sold out weeks in advance.
Think about when Volkswagen Beetle first came to the US with its ‘Think Small’ campaign in 1960. It was the era of big cars, but the VW Beetle quickly became a blockbuster because it went in the opposite direction.
4. Move to a new application
Many times you can create a great hook by simply taking one successful hook and using it elsewhere. For example, the time-shares concept has been successfully applied to private jets, exotic cars, luxury second homes, yachts and even vineyards.
5. Be first
Sometimes the most important thing you can do is to simply be the first. Time-shares and Club Med were the very first in their category.
If you start thinking about these points for creating the big idea, you’ll begin to notice ideas everywhere. Plus, you’ll see how successful products and services are often takeoffs on other successful concepts.