Do you ever wonder why your marketing is not working? Well, it’s probably because your approach is not sophisticated enough.
Rather than insult you, I want to introduce you to a “BIG IDEA” that will help you create kick-ass, high-converting advertisements. In the book, Breakthrough Advertising, by Eugene Schwartz, Schwartz discusses the concept of marketing sophistication, which completely changed my mindset on the way I create advertising. 
Let’s take the fitness industry, for example. When the first fitness ads came out, a fitness professional could create ads that made simple claims, such as “lose weight.” These ads would convert simply because there wasn’t much competition at the time. Once more and more fitness professionals created similar ads, it forced marketers to get more sophisticated. As time moved on, ads made bolder claims like, “lose weight in seven days!” This ad is more specific compared to “lose weight.” As the market got even more sophisticated, ads began to make even bolder claims such as, “lose weight while eating anything you want!” This is a huge claim, but it appeals to more people than “lose weight” does. As your market gets more and more sophisticated, so does your advertising. Did you notice that the “BIG IDEA” of“lose weight while eating anything you want” is very appealing, but also has a mystery factor to it?
Now, a “BIG IDEA” that works really well is “lose weight by reducing your blood sugar.” By simply reducing your blood sugar, you will lose weight. That is easy to understand and simple to do. So, the “BIG IDEA” is this: When your blood sugar is high, you gain fat. When your blood sugar is low, you lose weight. So now, you must lower your blood sugar throughout the day, and you will lose all the weight that you want. It’s a simple, logical concept for people to digest, and it’s a bit counter-intuitive. What does one’s blood sugar have to do with weight? When you explain it logically, then people will grasp it and will start nodding their heads. At this point, you explained the “BIG IDEA” of how to “lower your blood sugar to lose weight.” Now it appeals to even more consumers. Next, you would offer a product, such as a pill that lowers blood sugar. A successful marketer must include examples, such as testimonials, from people who lowered their blood sugar. These people will basically claim that this “ONE thing” caused them to lose weight. 
I want you to think about a big idea for your product. You want to be able to narrow the idea down into one sentence that is very simple, logical, and easy to implement. Next, the best thing to do is to test your “BIG IDEA.” Example: Create a Facebook post that asks, “Would you be interested in losing weight by eating a bean that reduces blood sugar?” People would most likely respond. Most would probably say “yes, absolutely!” By testing your idea, you can see if the “BIG IDEA” will work for your business. A good example of this concept is Dr. Oz’s green coffee bean extract. It is a “BIG IDEA.” In my opinion, anyone that believes that green coffee bean extract is the solution for weight-loss is a fool; however, they’ve been brainwashed by this “BIG IDEA.” Strategic marketers backed the idea with logical benefits, and then sold the green coffee bean extract for boatload of money. 
Millions of these products have been sold over the last several years–mainly supplements and weight-loss strategies. Think about your own business. What “BIG IDEA” could you create? It doesn’t have to be a supplement or a product–it could be a technique. Remember, your idea has to be the closest thing to a magic pill as possible. 
Follow the steps below in order to successfully sell your own product or service:
1. Come up with a “BIG IDEA.” 2. Support the logical benefits of why the “BIG IDEA” works. It’s ideal to find scientific studies to back it up. 3. Offer your service as the way to fix the problems of the target audience. Remember, we are a part of a very sophisticated market. In order to stay afloat, you need to play the game. Create a unique counter-intuitive “BIG IDEA” that people will never expect, logically back it up with evidence, and then offer your “BIG IDEA” at a cost.Of course, you want to do it in an ethical way, please do not use this powerful marketing strategy for evil purposes. You need to come up with a “secret sauce” that your competitors have not thought of using.
Once you get the “BIG IDEA” dialed in, your marketing will take off like a Rocket!
