What's The Big Idea? - The Big Idea Visualized

My 16 year old daughter, soon to be 17, passed her driving lesson today. You can see that vehicle right there. It's a sedan. It's being followed and surrounded by several police officers. Hello, hello, hello. Welcome, everyone. So we have a guest today, and I'm Rich Sheffrin. That's Jack Wade, the infamous copywriter. And if you're watching this on YouTube, please press the like button. Thumbs up. Please subscribe. Subscribe and comment as you will. Because the more comments you do, the more the algorithm gods reward us. And if you're watching on Periscope, why are you watching on Periscope? Yeah, it's time to move on. Maybe go to Instagram reels or something. And if you're, if you're watching this, please comment, Say hi, let us know where you're watching from. I'm Rich Sheffern. I do these live streams every Tuesday and Thursday, Tuesdays from 2 to 4 Eastern and Thursdays from 6 to 8 Eastern. And as you can tell, today is Thursday and it is between 6 and 8. That's why I'm here and Jack's here because Jack was playing around with a diagram and centered around the big idea and, and came up with some new distinctions that I think will be very valuable for you. And he's actually prepared a presentation, so we'll be diving into that.

Nice. So this is the big idea, maybe visualized. I mean, it is, but we'll see. We'll see how it works out. So first we'll just go over. I'm pretty sure everyone here probably knows what the big idea is, but we'll just define it real quick using David Ogilvy's definition, which he says, you know, you'll never win fame and fortune unless you have a big idea, because it takes a big idea to attract the attention of consumers and get them buy your product. And so unless it contains a big idea, it's going to pass like a ship in the night. So he kind of has five questions. First one is, did it make me gasp when I first saw it? Second one is, do I wish I had thought of it myself? Third, is it unique? Four, does it fit the strategy to perfection? And five, could it be used for 30 years? So the only thing though, as the only thing though is that that's for kind of branding, right? It's kind of, it's a little different because David Ogilvy was on Madison Avenue kind of doing the, the branding big idea and a big idea and information marketing and direct response is a little more different. And that's what Mark Ford says.

Yeah.

So. And it has to be a little more than just catchy or suggestive. And. And Mark says it has to do more. You have to do more to create a big idea, basically, in the information marketing industry. And so Mark's definition is that it's instantly comprehended as important, exciting and beneficial. And it also leads to an inevitable conclusion that makes it easy to sell your product. So basically, it's the big idea is a combination of these three circles right here. And you take your prospect, you take the product, and you take the world and you combine those things and that's your big idea. I think the most complicated part of that is the world, because I think the world is a new concept for people when they look at this diagram. And what it means really is the reason why your product is relevant right now.

The one thing that you guys should really kind of like, get your head around here is that what. And everything that Jack said, I totally agree with that. The, that you should know your product backwards and forward. You should know your prospect backwards and forward. And so the, this concept, right, of using the big idea is really something that was developed at Agora and it's the reason why. It's one of the reasons why Agora is a $2 billion company. And it's very different, right, than the way, at least I've always been trained in copy was not the way Agora trains in copy. And that the, Geez, like I get texts like that. Like I just got a text from my other daughter about a party. At the party, let me just say something and then it will all make sense, right? So at Agora, right, the copywriters could spend, if they have eight weeks on a promo, they'll spend like six weeks just on the idea. And, and then two weeks writing the whole sales copy once they've kind of nailed the idea. Now why is the big idea so important at Agora? Right? It's important at Agora because Agora primarily is either in health or financial. We'll talk about financial specifically here. There's only like X number of ways to make money in the stock market. And when you're creating like a promo a day, you're going to like cycle through those 30 different ways to make money in the stock market quite often. So when you focus on the product, you get, get answers like, this does not apply to me, or I know what this is and it won't work. Or I already have this and, or I've seen this before. I don't think this will work for me or something like that. Right. And generally, they're not that exciting either. So. So you. And so what we are looking for is anything in the world that can create something that is interesting, something that is exciting, and that ties together the prospect to the product.

All right, here we go. What does the prospect need to accept your product? I think this might be in Todd Brown's Big idea training, and it's something that Mark Ford says a lot too. One big promise. So that's similar to a lot of what you guys are saying, but that's what you need. At the end of the day, one big promise is essential to the big Idea. So basically, for your prospect to accept your product, they need that promise. And it has to be a promise that they. That they actually desire. And that's why it's in between the prospect and in between the product, because they have to desire it for it to be even a good. A good promise. Boom. So we'll go to the next one. What's found within your product that originates from the world? All right, so what. How does the product fit with the world, and how does the world kind of interact with that product, too? Well, some people. Some people guessed it, some people got it right. So what is found within your product that originates from the world? It is. Drumroll As I get the cursor, I'm excited.

Like, this is like, you know, you.

Got to capture, like, how do I get over here? I can't back. Like this. It is. Boom. The unique mechanism. Rich is doing kettlebells in the background because we're about. Oh, I spelled it wrong. Oh, no. But, you know, we're getting hyped over here, guys. You know, we're working out, we're revealing new things here. Everyone get excited. So.

So my belief is, is that when you come up with a unique mechanism, what you're doing is you're now erasing all the past failures that that prospect might have had because they could not have failed with this new method, because this is new. A unique mechanism. It's something. It's a unique new way to get the outcome right. So most prospects, at least in most areas of information, right? And info publishing, especially as it relates to consumers, or even somewhat B2C in the sense of not B2C, B2B. Continuous problems, like ongoing frustrations, those kinds of things, you know, like, for example, let's just look at procrastination. But you can apply this to a lot of things. Odds are, is if you sell a procrastination Product. The people buying your product did not all, like, enter into the market looking for a procrastination product yesterday, which means that many people had bought things to overcome procrastination in the past, and yet they're still procrastinating. In fact, the majority of people in that market and in any market are people who have been in that market for a period of time.

All right, that's missing piece number two. So that leaves the last one. Everyone in the green, everyone listening right now, everyone watching. Look at the diagram here. We need your input right now. What is the last missing piece of the big idea diagram in front of you? And what must you give your prospect so they accept the premise that you illustrate in the world? It was kind of confusing. I tried to write that sentence in the best way possible. I hope it's not too confusing. But basically, like we said, the world is the external world. What's going on outside, what's going on right now? What's the reason why people should pay attention? Why is this important right now? It could be a discovery. It could be a misconception. Is a big thing like what everyone thinks this thing, but really that's the wrong thing. They should be doing this. That's the world. So what do you need to give the prospect so they understand that world that you illustrate? Everyone put in your answer now. What are you gonna put inside the green? Just imagine yourself. You have to write a sales letter in one week, and you gotta fill in that green right now. The clock's ticking. What's it gonna be? What's it gonna be? I like all the answers. They're pretty. You know, no one guessed the exact term that I used, but some people got kind of close. Here is the answer, everybody. What is in the green? It is. It is. One second, Rich. How do I do this epiphany? So, like I said there, it's for your prospect to accept the premise of the world, you have to induce an epiphany so they realize the new truth that you are kind of presenting them. Anything you want to touch on that?

I've done a lot of research on epiphanies, primarily because I've been thinking about epiphanies since 2006, when I started writing reports. And I want you to think about for a second, like when you get an epiphany, how it feels. There's a mental charge. There's actually a connection. A new connection is being made in your brain. That's what is going on. There's a surge of dopamine and serotonin. It feels good, right? Like you just felt like you figured something out. When I'm presenting and I can see people like nodding their head, like when I'm doing it live with in front of people, that's when I know, right? Like, the reason why the the COVID of the Internet Business Manifesto had the U diagram on it is that when I presented in like from a stage and I asked people, like in the application to my coaching program, at what point in the presentation did you decide you needed to apply for this program? 95% said, like the U diagram. And so, like when 95% of the people that are applying for your program, like in, you know, our prospects, right. Tell you that a specific graphic was the thing that got them to apply, then you know that you will have the seats of a big idea right there, right? So with that said, I'll see those of you who join me on Tuesday from 2 to 4 Eastern. And until then to higher profits beyond Jack and Rich or Jack and Rich signing off. And if you haven't gone through this month's Steal Our Winners, make sure to do that. We've got some great strategies in there. And until I talk to you guys again, adios.