It’s not about your product.
It’s about your story.
Of course, you need to have a great product that delivers a solution for a desperate problem.
But no one will find out how great your product is until you get their attention.
That’s where your BIG IDEA comes in.
What’s newsworthy about this?
In most markets you’re going to have dozens of competitors who started before you.
Why should someone pay listen to your story when dozens of bigger, more well-known competitors already have their attention?
You can’t just overwhelm the prospect with benefits and power words.
You need a story that stands out in an oversaturated market.
I often put on my interviewer hat when helping a client improve their website copy.
It can almost sound like an interrogation.
Who is this product for?
Why did you choose this audience?
Is there anyone pulling the strings behind the scenes of the problem?
Did you experience the problem? How did you solve it?
What’s different about your solution?
Why is that important?
How did you come up with that idea?
Who else was involved in it?
Here’s one of my favorite questions…
“With all the solutions already available in your overcrowded marketplace, why did you decide to release yet another solution?”
All of these questions are designed to uncover the hidden story.
Eventually one of their responses makes me exclaim, “Wait, what did you just say?”
There’s the story.
It stopped me in my tracks and we had to dig deeper.
What about when you’re coming up with website copy for your own product or service?
You have to put yourself in the interviewer’s shoes. Ask yourself the questions.
In today’s crowded marketplaces, it’s not enough just to have the same benefits as the next website.
You need a story that stands out.
It becomes a shortcut to a buying decision, because it illustrates why someone should choose you over every other option.
That’s why when Doberman Dan and I put together the 60-Minute Copy Cure.
We didn’t just include 20 copy templates of our most successful promotions, we also took the time to analyze all 20 of the Big Idea stories.
Plus, we included a step-by-step formula to help you discover your big idea…and know when you have all the pieces of the puzzle for attracting red-hot buyers even in overcrowded markets.
And we included 9 of our favorite Big Idea story starters.
The 60-Minute Copy Cure includes “fill-in-the-blanks” copy. AND — as if that’s not already easy enough — we show exactly what to put in the “fill-in-the-blanks” parts.
There’s no other possible way to make this any simpler or any easier for you!