You need a BIG IDEA

Your Big Idea.

What is it and why do you need one?

The big idea is the thing that grabs the attention of your wealthy prospect and presents your solution in a new or perhaps even unusual way.

The reason this is important is that the affluent have heard just about every promise under the sun and it’s likely they’ve been disappointed in the past.

We’ve got to stand out.

Now, please don’t do what most people do.

They try to stand out by being louder. Making their claims bigger and more outlandish. It’s just silly, but lots of people try.

The best way to come up with your BIG IDEA?is by asking yourself a series of questions

1) What is the solution I offer my clients?

2) How do I deliver that solution in a way that’s different from what they are used to hearing?

3) What is my clients greatest desire? What do they want to achieve or eliminate?

4) What is a unique way I can communicate that desire so that it gets attention.

Frank Kern gave me this example.

He had a client who sold reputation management services to Chiropractors. His solution was that “he would teach the Docs how to get consistent good reviews from their patients.”

OK-but not great.

He sounds pretty much like everyone else who sells that service.

So Frank drilled down and got him to talk about how the service is delivered, and how it is different.

What was uncovered was that the focus was on implementing an automated follow up system that ensures customers leave a good review.

The term they came up with was “Predictable Evangelism”.

Thus, in the conversation when the Doc discusses his frustration in not getting the quantity of great reviews he desires, our guy can now say, “Well, what you need is Predictable Evangelism.”

Say what?

Curiosity is turned on.?

The BIG IDEA is Predictable Evangelism, which is followed by…”Here’s how it works”

The door is now open. The prospective client is curious and engaged.

Here’s another example from perhaps the most competitive market out there…weight loss.

Remember the ads for P90X? They ran everywhere for years and years.

Because they worked.

Why was P90X successful when so many “get in shape/lose fat/gain muscle” programs hit the trashcans?

Because of the BIG IDEA.

Which was…Muscle Confusion.

That’s how you get in shape, lose fat and look like you always wanted to.

Muscle Confusion?

Never heard that before. Sounds intriguing. Tell me more.

The premise is that your body quickly gets used to your traditional workout. The gains slow down to a mere crawl. You need to shock the body and Here’s How To Do That.

Look at that infomercial (easy to find on YouTube). It follows the BIG IDEA of Muscle Confusion to the letter.?

Big Idea= Muscle Confusion

Here’s How= Educate the customer on how and why it works

The Promise/Solution = Lose weight/get ripped

If we had started with the solution without the benefit of the Big Idea, the message would have been lost. Our prospect’s brain would instinctively say, “Oh no-not this again.”

This is particularly true if our prospective client is wealthy.

So go back to those questions I posed a few minutes ago to find your big idea.

Remember, this takes time.

It doesn’t necessarily have to be just a catchy phrase-an intriguing summary also works great.

My first Big Idea…”Get more new clients with no cold calling or hard selling”…took me 4 months to distill down.

It came about because I knew that what my clients hated the most was being perceived as a “sales guy”. They loathed that. And the worse kind of “sales guy” is one who Cold Calls.

Now, none of my prospects were ever going to cold call, but by stating that it wasn’t required, triggered a positive psychological reaction.?

“That sounds good. Tell me more.”

My more recent Big Idea came about as a result of my research for my latest book, The Affluent Marketing Blueprint. It went to #2 on Amazon the first week it came out, and if you haven’t read it, you really should. Get a copy HERE

In the process of interviewing dozens of successful business leaders who sold products and services to the wealthy, it became clear that…

The Affluent Do Business With 3 Groups of People

1) Those they know

2) Those who are referred to them by those they know

3) Those who are recognized experts in their field

Naturally this makes people curious about how they can get into one or more of those three groups.

All of my subsequent content is focused on one or more aspects of that Big Idea.

Keep in mind the the Big Idea just opens the door. It’s what gets attention, and gives you a platform for all your future communication.

Your Big Idea is ultimately what you get known for.

And that is what breaks you through the clutter.

Onward!

Mark

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