What’s Your Big Idea?
January 28th, 2010 |
I was just at Jeanine’s place to pick up some DVDs of her speeches. Besides consulting she also runs a non-profit helping women and children in her native country. Her organization is revamping its website and I get to tinker with its content.
As I’m heading out the door I injected, “Think about the one big idea. The major theme. That all-encompassing thought or phrase incorporating your dream, your organization’s vision and core value that you want the world to know you by.”
She looked befuddled…
“In business it’s called the Unique Selling Proposition,” I continued. “The USP distinguishes you from all other businesses. It’s the unique aspect that convinces new clients to do business with you. It’s also the same aspect your dissatisfied customers will judge you by.”
She started to come around…
Since I’m helping her with her website I wanted to share a big idea with her. One she may decide to display on her entire site. This will automatically give the website visitor the big picture.
I painted the scene of a crying child and a mother opening her arms to care for him. Right next to that scene would be the big idea. And then the mission statement would bounce off that big idea and declare what her non-profit will do to fulfill it.
Initially she was quiet. I suggested that she let it sink in for a bit. For some people it needs to grow on them. Then I saw her eyes get misty. I think she likes it. At least, that’s the impression I got.
Here are three tips for coming up with your USP or Big Idea:
1) Think big. Just stating “highest quality” or “lowest price” means you haven’t put much thought or effort into your idea. Fact of the matter is - it’s not big thinking.
Think of how you want to be perceived by your clients, prospects and industry. What’s the image you want to leave them with? Do you offer the best guarantee, the most helpful customer service, or the easiest buying experience? Then phrase it in a way that outperforms your competitors.
2) Think original. I remember seeing an ad campaign on a bus billboard a few years back in Marin County that read, “Best in the West.” I couldn’t believe any ad agency would ever use such an overused, copycatted and ineffective phrase. Shame on the company that permits this to represent them.
The big idea I gave to Jeanine wasn’t original at all. It was a bible verse. But it’s a powerful one that encapsulates everything her organization represents. Although not original, I’ve never seen it used in any ad campaign before.
3) Think benefit. What is the biggest benefit your prospect, consumer or donor will get? What will they gain? Is it fitting into her favorite jeans… the best tasting chocolate cake… or simply the pride of owning your name brand product?
Women for Women International’s big benefit mission statement is, “Helping women survivors of war rebuild their lives.” That’s a monumental task. Good for them for having a big benefit statement to attract streams of donors, sponsors and supporters.
Don’t ever allow people to guess at what you do or what you represent. Give them the big idea. Then shout it from the rooftops.
Tommy Yan helps business owners and entrepreneurs make more money through direct response marketing. He publishes Tommy’s Tease weekly e-zine to inspire people to succeed in business and personal growth. Get your free subscription today at http://www.TommyYan.com.
If you’re a speaker, trainer, coach, or a consultant, the major challenge you face is connecting with your audience. You talk, shout, or recite your message while they are dreaming about dinner.
Their eyes are glossy, their minds’ elsewhere, and their bodies ready to bolt. You don’t have a lot of time, so you’ve got to grab their attention fast. Or else, you’ll die wrestling against audience resistance.
