There's an underlying reason behind every piece of successful copy you read.
And it's probably not what you think.
Most copywriting gurus focus on templates, scarcity, and other copywriting tricks.
But here's what you need to focus on:
The big idea.
In a world of decreasing attention spans, clickbait videos, and negative headlines, you need a big idea to stand out.
But here's the thing...
Most copywriters have no idea how to successfully use a big idea.
In the words of David Ogilvy:
"A big idea is an idea that is instantly comprehended as important, exciting, and beneficial. It also leads to an inevitable conclusion, a conclusion that makes it easy to sell your product. Furthermore, it will be exciting for a long time."
Let's break this down.
Firstly, your big idea must be important.
However, not important to you, but the customer and what you're selling.
The end of the world might be a big idea, but who cares when you're trying to sell a supplement?
Secondly, your big idea must be exciting.
Here you need to think outside of the box.
You're not going to excite anyone by reciting what every other copywriter is saying.
Entice the reader with some new research/ discovery that makes them keep reading.
Thirdly, your big idea must be beneficial.
Excitement is a great hook, but how does the exciting discovery benefit the reader?
Make sure this directly links to what you're selling and isn't just clickbait.
And lastly, your big idea must lead to an inevitable solution.
This solution needs to be simple to understand, but enough to get your reader intrigued.
You want the reader to be so invested that they want to buy before you even mention what you're selling.
Let me give you an example.
I recently sent an email for a client selling omega-3 supplements.
I started with the subject line:
"Your Omega-3 fish oil might be rotten"
This subject line introduces a new problem that will impact anyone who already takes omega-3 supplements.
I followed up with a story about the current supply chain, during which over 30% of all omega-3 oil rots by the time it gets to the consumer.
I then introduce my client's supplement, which uses a different supply method.
This is highly beneficial for the reader and gives them a solution.
It ticks all four boxes for a big idea.
And, as the supply chain isn't going to change, the idea has a long term impact.
If the reader doesn't change the brand, they're going to take rotten supplements.
Learning how to craft and implement a big idea is one of the best ways to stand out in an increasingly competitive market.
The better your ideas, the better your results.
Have a great week,
Copy "use big ideas" Maverick
