Recently, I read a book called How To Find Your Big Marketing Idea by Todd Brown. If you are running you’re own business I HIGHLY recommend you read this book.
Why? Because it will drastically change the way you approach marketing AND it will drastically reduce your cost per lead – which means MORE PROFIT.
The book explains that for you to stand out in any modern-day market, it’s not enough to just advertise – you have to go deeper. Be bolder. Communicate better.
Here’s where it gets interesting… The book outlines a specific formula that, if followed, ensures you go deeper, be bolder and communicate better. If you start building advertising campaigns with this specific formula in mind, you will:
- Make your brand stand out in your industry
- Increase the quality of leads
- Reduce your cost per lead – MORE PROFIT
We took this formula and ran with it and now we’re generating quality leads for our clients on a regular basis – in some cases for less than $6 per lead (read to the bottom for a case study). The formula works!
Here is that formula: E.C (P.P+U.M) + I.I
E.C = Emotionally Compelling
P.P = Personal Promise
U.M = Unique Mechanism
I.I = Intellectually Interesting
I’ll try to sum it up below and anyone who wants to know more can get in touch for a chat.
Your campaign has to fulfil two requirements:
- It needs to be emotionally compelling
- It needs to be intellectually interesting
To be emotionally compelling you MUST promise to solve a specific problem for the customer and in a UNIQUE way. Your unique mechanism becomes your secret weapon – its overall purpose is to make you stand out in your market and to create intrigue.
Your unique mechanism can be something that is legitimately unique to your market, something that you do well or something about your products/services that no one else is talking about (For more clarity – get in touch). Once you have identified that unique mechanism, give it a name – this becomes important in the next step.
To be intellectually interesting is to simply communicate in a way that nobody else in your industry is communicating.Some call this market sophistication.
The language you use is extremely important here, as is the structure of your offer. If everyone in your industry is saying they can help you lose 10kgs in 2 weeks, it’s not good enough to just say you can help them lose weight – you lose that battle because your competition is more specific.
The requirement to be specific will vary from industry to industry, but that’s only the first part of being Intellectually Interesting. The next part is the labelling of the Unique Mechanism.
The name you call your unique mechanism will create curiosity and intrigue. It should have a meaning behind it – a story – it needs to make sense and it needs to be YOURS. This is WHY people will want to work with you.
If you can be emotionally compelling and intellectually interesting in your marketing, your campaign stands a chance at converting.
See below an example of a Big Marketing Idea campaign that I just came up with on the fly…
PEOPLE ARE SHEDDING 15KGS IN 3-WEEKS USING THE HONEY CRUMPET DIET AND YOU CAN TOO… FIND OUT HOW A CRUMPET A DAY CAN MAKE THE KILOS GO AWAY.
The promise? Shed 15kgs in 3-weeks.
The mechanism? The honey crumpet diet.
Here is a real-world example and the exact ad we ran for a hypnotherapist:
We started working with a hypnotherapist and after a bit of digging, we realised that what he does really well is preparing the client for a session. He takes each and every client through a specific process to make sure they get the best results out of hypnotherapy.
Boom. Unique Mechanism identified.
We called it the “Yellow Brick Road Method”, put a story around it, identified a target audience, built a campaign and now generate leads for him on a daily basis through Facebook – current cost per lead is $5.90 AUD. His services are costed in the hundreds, so that made for a happy client.
The Big Marketing Idea is MASSIVE and is proving itself to be incredibly effective. That is why we implement the formula into all of our client’s campaigns and why we have dedicated the last 12-months to become VERY good at it. You NEED to start implementing this too!
If you’re running a business, advertising on Facebook and not making $$$ get in touch with us and we’ll help you uncover your unique mechanism FOR FREE. It will only take a 30-minute Skype call to get there but it will make ALL the difference to your online advertising.