If you are a marketer, you are in the idea business.
Your primary job is to come up with big ideas.
Ideas that shift paradigms, make people emotional & create new markets.
Big ideas have the power to change your company.
Think about Uber…
Uber started as an idea.
Travis Kalanick realized that the taxi industry was behind technologically.
He hated how long it took dispatchers to get a taxi out to him.
But he knew that technology was advanced enough to speed up the process.
Maybe the phones, the offline payment processing & the prejudices of the dispatcher all influenced why this was taking so long… and so maybe technology could eliminate these bottlenecks.
Or, maybe the rider could connect directly with the cabbie & cut out the dispatcher altogether.
He couldn’t think of a reason why not.
So he spent time thinking through all the ways this could work out and he came up with an app that connects a rider to anyone with a car.
They didn’t even need to be a cabbie, because with technology, he could keep a profile on both the rider & the driver.
And if he did a good job of building trust with the market, the riders would trust Uber to send a driver they could feel comfortable with.
Plus, he could process the payments, which means that the rider was comfortable sharing their credit card information.
And because it was a legit company, the driver trusted they would get paid.
This was a big idea.
It was a new idea.
It felt like a revolution.
Same with Amazon.
Same with Google.
Same with Starbucks.
Same with Disney.
Same with Apple.
These were entrepreneurs who were so good at ideation, that the marketing took care of itself.
If you spend more time thinking through the idea of your campaign, you don’t need to be an expert in marketing.
How do you do this? What makes a compelling marketing idea? How can you create a big idea for an ordinary product?
The answer in one word is new.
People love “new”.
People buy the latest iPhone BECAUSE it’s new.
People spend more on a brand NEW car.
People go to the movie theatre because the movie is new.
So what if your product is not new?
You find something about your product that is.
For example, a plumbing company does the same thing day in & day out.
Their products & services are not new… to them.
To the market, they are.
A homeowner who knows nothing about plumbing & doesn’t care to, will consider the following information to be new information:
“just like in the movie Home Alone, thieves look for homeowners to go on vacation because copper is worth a lot of money at the recycling center”.
To you, the plumber, that is common knowledge. You and your peers all know about this.
But your prospects don’t.
So to them, this is a big idea.
You represent someone who cares.
You are someone who is smart.
You are someone who they can trust.
Craft campaigns that talk about big ideas & do it consistently.
Then watch the market fall in love with you & trust what you say… while your competitors keep talking about themselves.