What’s The Big Idea?!

“The Big Idea” is the one thing just about every single ad firm around the world searches for to help nail down a messaging campaign for their client. It’s something that’s unique to a particular brand – big or small – and something that (for the most part) hasn’t been done, yet.

But at the same time…

It’s something that communicates as much as it can about a particular brand, in the fewest words possible. Something simple. Unique. And something that can be communicated across multiple platforms (TV, radio, print, web) to where you – as a client – get to communicate to your audience exactly who you are and who you’re not.

It’s the one idea you can sink your teeth into, that hits your target audience in a way that doesn’t have you standing on the street with some funky sign pointing and shaking it every which way to just get someone into your store (if you even have one) to buy whatever it is you’re selling – with words.

So what is it about you or your company that separates itself from the competition? And how can your copy illustrate this in as few words as possible – while communicating the type of feeling and emotion you want others to experience?

For me, after all the data, research and understanding of a particular brand and its competition comes into play, it always starts with the big idea. It’s the trunk of the tree – to where the branches off of it, become the rest of your marketing.

It’s in who you are (and who you’re not). You decide that. But your audience often dictates it – by what they buy and don’t buy, always nudging you to pay attention to what works and what doesn’t work to where…

You must decide when the right time is to go another direction (or keep doing exactly what you’re doing – because your brilliant ideas are working).

But here’s the thing. You’re either going to go all in with your big idea or just dip your toe into it. Sometimes it’ll work. And sometimes it wont.

For some this is scary. For others, not much is on the line other than being scared to fully embrace who you are in what you do. It’s a coming out party you’ve yet to have with yourself, because of how you feel others might perceive you but…

What’s “the big idea” if don’t have the audacity to share it?

ARE YOU STANDING OUT FROM THE NOISE OR JUST ADDING TO IT? Increase your sales with words – and lose the greasy sales pitch. Help you or your business go from copywrong to copywrite by getting inside tips, tricks and kicks delivered straight to your inbox. It’s free. Cancel anytime you’re bored. Subscribe today (if you haven’t already done so) and receive one-of-a-kind access to any new products, services and more.

From small well-established businesses to large international ad firms & brands, I (Jared Matthew Kessler) have taken on a wide variety of copywriting projects that encompass just about everything in my field. Increasing sales with words, I help companies stand out from the noise (not just add to it).