s the of ig Idea
you got it right. Or you can get a certified technician who will come, do a diagnosis, and install it. But somewhere, you want to find it or create it if you can. If you look at a lot of products, the big idea is in the story. Look at the My Pillow ads for the sheets. The story is about where the cotton comes from. It only comes from the Egyptian Nile, and it was only used in super quality shirts and so on. So, there’s a product story there with differentiation in it. But one way or another, this is what you are going to have to work with because it makes it infinitely easier to do really good advertising. Don’t miss the FINAL Magnetic Marketing live event of 2021 on Oct. 13 in Nashville. Reserve your ticket to our Red, White, and BBQ event in Nashville, where Dan Kennedy will launch his newest book, “Why Advertising Fails & How to Make Yours Succeed.” He, along with an A-list lineup of direct response experts, will share strategies, tips, and secrets to creating advertising that works. Get your tickets today at WhyAdvertisingFails.com/keap. We only have about 100 seats remaining in the room, and more than 50% were sold at our most recent event. Get your ticket before we’re sold out!
So, if you go back to the early years of Domino’s, the “fresh hot pizza in 30 minutes or less guaranteed’’ was a very big idea. Nobody was really advertising delivery. They certainly weren’t advertising it within a guaranteed period of time, and that literally built the company. You can find, both historically and contemporarily, examples like that, where there is some big differentiation. There is some “fit on a bumper sticker” reason this business exists that is different from all others. And that is a very powerful thing in advertising. When you don’t have it, people resort to comedy, characters, slice-of-life stories, etc. The reason they’re doing that is there is no big idea about what they do. Some products give us big ideas. They are inherent in the product, and that makes advertising a lot easier. When it first came out, the Keurig was a big idea product: You don’t have to make a pot of coffee. You don’t spill stuff. You could have 56 different flavors to choose from. It’s freshly brewed. You just stick this thing in here, and bam! You have a cup of coffee. So, in and of itself, it gave us the big idea. Sometimes, a guaranteed risk reversal is where you find the big idea, as Domino’s did. Sometimes, it is the price, which always comes with hazard. Sometimes, it’s in the services that are attached to the product. Sometimes it’s a profound quality advantage. Who do you want to get this from? You could get it from the hardware store, go home, install it yourself, and hope
or more in 15 minutes or less,” but they couldn’t protect them. So, the copycat effect happens, and by and large, now none of the mass advertisers of home and car insurance have any kind of a big idea. They’re a blur of sameness. They’re all saying we can save you money one way or the other. They’re saying we can save you about $500 a year, and you should bundle your car and house insurance together because that way, you save more. That’s really about it. There is no big differentiation here between Allstate, State Farm, Geico, etc. That is okay for them. They’re all getting their share. It’s a big pie. They’re also supporting sales agents and so forth. But again, for many businesses, that’s not a great strategy. The opposite is that when you have a big idea, at least for a significant period of time, it will allow you to stand out, stand apart from, and hopefully stand above all the noise, clutter, and competition.
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