What Is A Big Idea In Marketing?

What is a big idea in marketing? What I wished someone told me.

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[CopyThat]

It was great sitting with you at the event, man. At one point while everyone was talking about the 4 Hour Workweek, Jon Benson turned to me and said "Would Mark Ford have called that a big idea? Or is that an emotionally compelling promise." I said to him, "Does it even matter what we call it?" And that's generally how I'm feeling about the big idea at this point in my career. Who gives a crap what we call it so long as the underlying concepts help people write better copy.

Hope we can collaborate on something in the future.

-Sean

[elumedivine]

What Bridges them is a Unique Mechanism (Not Big Idea).

Big Idea is Mostly just to get them to be Instantly curious to want to know more and what's gonna be a Game changer.

The Unique Mechanism shows you HOW.

[thecopyalchemist]

Great video, Peter! It was great to hang out with you at the event. I love your bridge analogy.
~ Pauline

[fractalarbitrage]

This is a great litmus test/analogy you can feel the doubt in the gut with this bridge analogy and that's the objection we want to thwart.

[evantardy]

Brilliant Peter. You're a legend!