Thread by @jakevictor_

How to find a big idea for your next marketing campaign 👇

Yes, you heard…

When releasing an offer, it doesn’t always have to be 100% original.

The best thing to do is enter a hungry market…

And hit them with your offer.

So, you get excited.

Rush to prepare an offer…

And launch!

For the first 6 months, only 100 people buy into your offer.

You get frustrated…

You’ve spent too much on ads.

What did you do wrong?

Did your competitors hire some old witch to curse you?

Nope.

You went into the market with the wrong idea…

Made your own version of your competitors’ big idea.

And tried to make the product a little better.

Nothing unique about it.

It failed.

What you need is a big idea.

A big idea is your unique mechanism + primary promise…

How do you find your unique mechanism?

1. Know the market.

• Pick a niche you’d like to serve.

Check the niche market value to see if you can make a lot from it. You don’t want to enter a niche where you make pennies.

• Look into past and current trends in the niche to see if it’s hot right now.

Start from Google Trends.

When you finally settle on the niche…

2. Find where customers in that niche hang out. 

Now, we’re not talking about anyhow-customers. 

Find people that spend money on products in that niche.

Go to groups and forums where they discuss their experiences.

See what products most of these people use. These would be your competitors.

Do the customers have complaints?

What suggestions do they make?

Note everything your customer is talking about.

You can’t find your big idea if you don’t know their deepest problems and desires.

3. It’s time for competitor research.

Go to your competitors' websites. Sign up for their emails.

Head over to Facebook. Like their ads. Click on it to study their entire funnel.

Note their unique mechanism...

• What is their main service?

• What angle do they use to market it?

• Is anything similar in your competitors' unique mechanisms?

4. Find your sauce.

Now, you have info about your competitors.

Your product doesn’t have to be 100% different from that. 

You’re either looking for:

• A brilliant feature nobody is talking about…

• Or a hole in the market that you will fit in with your product.

• A brilliant feature nobody is talking about:

Use this when you’re creating a not-so-different product from your competitors.

Find a feature no one is not using and highlight it.

For instance, 

Claude Hopkins wrote ads for this beer company:

The big idea there is that the beer is pasteurized. It has no germs.

Other brewers considered this fact boring. So, they never used it. 

But they all pasteurize their beer.

Schlitz beer made lots of money because of these ads.

• A hole in the market that you will fit in with your product.

You may not need to fight with your competitors for price or new features.

During your research, if you find an area that no one has touched (but people are clamoring for),

Create a product that covers this.

There you have it!

Your unique mechanism is ready.

When you find a hole in the market, you’re on your lane.

Your competitors are eligible to become partners.

Because although you serve the same customers, you’re solving a problem they aren’t.

Now you have your USP. Make sure:

• It has only 1 idea. No mixed messages.

• It is simple. Nobody has time to understand complex shit.

• It has a strong benefit.

This leads us to your primary promise...

In the Schlitz beer ad, the primary promise is that you get pure beer. 

Other brewers may care about your money only, but Schlitz cares about your health.

Notice that this benefit brings out an emotion from the customers. Trust. Safety.

So, they leave other brewers.

Your big idea must be emotionally compelling.

Dear friend, you now have your big idea.

Start working on your copy or product.

Found this useful?

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https://twitter.com/jakevictor_/status/1431135772174917633?s=21

Merci! 😌