The Big Marketing Idea Formula
Over the course of six years, I researched and studied the Big Marketing Idea. I analysed and dissected more than 92 million marketing campaigns.
I wanted to find commonalities across all the boards. I was pleasantly surprised to find that there were. These commonalities became the basis of what is today known as the Big Marketing Idea Formula.
E.C. E.C. + U.M. + U.M. + I.I.
It’s terrible, isn’t it? It looks like something from an advanced algebra class.
It’s actually much simpler than that. We’ve covered some of these components in detail, so you’ll already be familiar with them.
Let’s take a quick look at the formula. Next, we’ll go in depth on each part.
E.C. E.C. stands for emotionally compelling.
Emotionally compelling (E.C.). When it is built on a Primary Promise. When that promise is fulfilled by a Unique Mechanism (U.M.) .
I.I. I.I. stands for intellectually intriguing.
Your idea is intellectually intriguing (I.I.). Your idea is intellectually interesting (I.I.) when it sparks your prospect’s curiosity and gives them a sense of discovery.
They’d be interested to hear more even if there wasn’t a Primary Promise (P.P.). or Unique Mechanism (U.M. or Unique Mechanism (U.M.
Combine these two elements — intellectually stimulating and emotionally compelling — and you’ll have an idea that will appeal to your prospect’s heart. Both logic and emotion.
The Primary Promise (P.P.
A marketing campaign’s primary promise is a key element. It tells prospects what they stand for by engaging with your marketing message. It also tells them how their lives will change by reading, listening, or watching your message.
Your prospects are most interested in one thing: “How will this make my life better.” The answer to that question is your Primary Promise.
You must be aware that the Primary Promise is different from your product or service benefits. This does not include all the benefits prospects will receive from your product.
What is the most important thing that will make a difference in the life of your prospect?
Your Primary Promise must be bold, big, and audacious in order to be effective. It should be compelling. It should be exciting enough to make prospects want to learn more. It’s compelling enough to make prospects want to learn more.
Your Primary Promise must be true and believable. Remember that not all things believable are true and not all truths are believable.
First, your Primary Promise must be concrete and specific in order to make it credible. It cannot be general and vague.
A vague promise that you will feel better is one example. Similar to “You will make more money”, “You will be happier”, “You’ll lose weight,” etc. These promises are weak. These vague and general promises are almost impossible to visualize in your mind’s eyes because they are so vague.
A more specific promise is “You will never feel sleepy” and “You won’t wake up every morning with an alarm clock.” Similar to “You will make an additional $5,500 per month” or “You will lose at least 3 pounds every 4 days”. These promises are stronger because they are specific. These promises are something your prospect can visualize themselves experiencing.
As we have discussed, your Primary Promise must be supported by evidence. It is not enough to simply say that you can deliver the promise.
It’s impossible to make a promise without proof. It is simply an unsubstantiated claim.
To make your Primary Promise credible, you must have proof and evidence. You must have evidence that they can experience X if you promise them.
Your Primary Promise should not be greater than the most important proof point that you have. The more proof you have, the greater the promise.
Your goal is to find the most bold, audacious, and ambitious thing that you can promise prospects. This is specific and supported by evidence.
It must promise a return on investment that your prospects will love. They need to hear about the promise of big and exciting transformations.
It cannot be small. It cannot be weak. It cannot be weak. It must be bold, courageous, audacious and true.
Your promise should address the urgent problem that your prospect faces (that your product/service solves). Your promise will be more powerful and valuable the more serious and important the problem is.
Prospects should think of your Primary Promise when they see it. This is the beginning of a new era.
This question will help you get started with your Primary Promise.
It all has to do with the problem you are offering your product or service. What is the most compelling, captivating thing that your prospects desire, and would love to experience?
The Magic Wand Technique can be used to help answer this question.
What would your prospects ask for if you could grant them anything? Any transformation, any outcome or any change in their lives? What would the magic result look like?
Don’t put any limitations on your thinking in this context. It’s not about being true to your beliefs or possible. It’s about what prospects would want if you could grant them any solution to their current problem or situation.
Your prospects will ask for the ideal outcome once you have it. You can then back it up until you have a promise you can keep. Start with what they want. It doesn’t matter how absurd.
The Ideal Client Exercise is another great exercise.
This is where you can imagine your greatest customer or client success story. This is not the most successful story you have. I am referring to a future success story.
What was the outcome of a client who went on to become your greatest success story? What was the result? What was the result? What happened to them? What has happened? Which is the most frustrating or painful thing they aren’t experiencing now? Are there any positive things they are grateful for now?
You can also drill down here. Is there any other life-changing transformations that they have experienced as a result of the core result in their lives? What other benefits are they now experiencing?
This is valuable and important. This is important and valuable because if you think that the above description would be your greatest customer or client success story, then it should be part of the Primary Promise you create.
You just want to ensure you begin with the perfect, perfect result prospects desire, and then go back to reality to prove it.
Once you have identified your Primary Promise (P.P. Once you’ve identified your Primary Promise (P.P.
There’s a critical component, however: the Unique Mechanism (U.M. ?.
The Unique Mechanism, as we have already covered, is the unique part, piece, component, aspect or process that underpins your product or service and delivers the Primary Promise to prospects. It is the part of your product or service that delivers the results to your prospect. It is the reason your product or service does well.
You learned how a Unique Mechanism can be so powerful as it gives prospects hope for your product or service.
They feel hopeful that they might finally experience the results with your product or services. This is a relief from all the disappointment they have experienced with other products and/or services.
They feel that the Unique Mechanism is the only thing missing. This gives them hope. They haven’t tried it. This is the one thing they haven’t tried with all their other products and services.
They feel hopeful that the Unique Mechanism will make things better. They have never used this mechanism before, and it could be their breakthrough product.
Not to be forgotten, a Unique Method also stops your product or service being seen as a commodity. It is not a generic solution. It also prevents what I call the Google Marketing Slap.
If you market a commodity, or a generic solution like a magnesium supplement or a book about five ways to grow larger tomatoes, the product you are selling is a commodity. It’s generic. It is common.
Prospects are compelled to pause their video and go to Google to search for an easier, cheaper way to get the same commodity.
Let’s say, for instance, that you are marketing a fat burning supplement. Imagine that you are marketing and selling a fat-burning supplement. You tell your prospects that your fat burner works because it has the amino acid LCarnitine.
Now you have just presented L-Carnitine as a commodity. They can get it anywhere. It can be found at a VitaminShoppe or Amazon.
Your supplement is a commodity. Nothing special. Nothing different.
They just need to pause the video and go to Google to type L-Carnitine. They’ll see a variety of options to find it faster, cheaper, or any other type of information.
You can see the example below of a message and marketing idea that triggers Google Marketing Slap. You’re giving people the ability to search for all of the information they need. You might also be able to sell your commodity through a competitor or another vendor.
This is why you should never market a generic or commodity solution.
You want to sell and market a unique solution. A Unique Mechanism is what you need to do this.
You can present a unique solution by putting a Unique Mechanism behind your Primary Promise.
Prospects won’t find it elsewhere. It is impossible to find it elsewhere, even if you search Google. The Unique Mechanism that you are presenting is your only product, software, program and vendor. It’s proprietary because of that.
Your product should not be viewed as a generic or commodity solution.
Here’s another formula for the Big Marketing Idea:
E.C. E.C. + U.M. + U.M. + I.I.
This formula should be written in bold capitals so that you can see it every day. It is the basis of the E5 Method’s power.
The next chapter will look at some Big Marketing Ideas and provide a breakdown example to show why they work.