A big idea is an idea your prospect has never heard before, that promises to solve the problem that keeps them awake at night, in a unique way.
Let’s break this down…
Never heard before
Most advertisers look where they are going to advertise, see what their competition is saying & assume that it is working, so they copy & paste the same ad, with their own twist.
This is the SAME idea. Your ad should be a different idea. When it’s something they have never heard before, it’s a new idea.
You NEVER want to use the same idea that your competitor is using. If you do, you will split the difference in available traffic. And if you have 10 competitors using the same idea, you will only have the potential to get 10% of the traffic.
You want a new ad, a new idea, something they have never heard before. This way, the other 9 competitors can fight over 50% of the available traffic & you can get 50% of the available traffic to your business.
- Real Estate broker A has an ad that says “I am the best in this city”
- Real Estate broker B copies A’s idea but put his own twist on it and says “I am the best in this zip code”
- Real Estate broker C comes up with a new idea and says “sell for top dollar”
Ideas A & B mean “the broker is great”.
Idea C means “I can make more money”.
2 different ideas. Make sure your idea is always different than your competitors.
Promises to solve a problem
In the broker example above, the prospect is a homeowner. They have a problem. They are trying to sell their house, or at least they are thinking about it. They have some tough decisions ahead of them so they know they have to read some books, put their trust in a broker, call a lawyer or get help some other way, because they are not experts at selling houses and they are likely to make some serious mistakes that could cost a lot of money & time.
So they think & think & think. They lose sleep over this. They are living in a state of anxiety. And this is a problem.
The savvy broker would talk about this in their marketing.
- “3 big mistakes homeowners make when selling their home”
- “Hiring Guide: how to know which real estate lawyer, broker & contractor to hire”
- “Top Dollar Checklist: After selling more than 1,000 homes, I can show you a thing or two about how to get top dollar for your house. I have created a checklist that I use every time I sell a home & I would like you to have it, for free, so that you can sell your home for top dollar, whether you hire me or not”
Any one of these pieces of content would help a Real Estate agent solve a problem in the market…. and this becomes a part of your big idea.
The other concern prospects have is why you?
Now I have your guide, I believe it will help me get top dollar, but why should I hire you?
Why not do it myself or hire someone else?
And the answer is:
Because you have a secret recipe.
You have a recipe, formula, specialized knowledge, rolodex, volume discount or any other reason… you have something that nobody else can offer.
- They have an algorithm that nobody knows
- They have a recipe that nobody knows
- They sell products at a loss & know how to make money anyways
If you were a Real Estate broker…
One way you can go about this is by proving that you are the best advertiser in the market… and because of this, your prospect can sell for top dollar.
They can hire another agent who will charge the same commission, but then they will get less for their house. Or, they can sell it by owner, but then you have to learn all of your advertising tricks AND spend all that energy, money & time on ads, phone calls & negotiations.
Armed with your unique way, you make it a part of your big idea.
You talk about it in your marketing
So now I have your guide, I believe it will help me get top dollar & you explained to me why the only place I can get it is through you…
You now have a big idea.
This big idea informs all of your marketing… or at least all of the marketing for one particular campaign.
Your campaign starts with the big idea.
You reveal the big idea right away, in the headline.
And this works because your competition are recycling the same idea.
Meanwhile, a prospect sees your ad & your competitors ads and thinks to themselves “Wow! This Real Estate broker seems to know what they are doing!”.
You would have to play around with it and massage it to say what you want to say, but here is how that could look as a headline:
Top Dollar Checklist: In the last 26 days, 28 Chicago area homeowners just sold their house for at least 12% more than their neighbors, because of this checklist
And then immediately after your headline, you would elaborate on that promise that your prospect has never heard before, that promises to solve the problem that keeps them awake at night, in a unique way.