Mike Pavlish

How To Find A Great “Big Idea”​ For Your Direct Response Sales Letter or Video

Everyone knows you need a powerful “Big Idea” for your sales letter or video to be a big winner.

It has to be VERY STRONG for it to scale on cold traffic and make a lot of money.

But I’d say 90%+ of the sales letters I see have a WEAK Big Idea.

It is NOT strong enough to be the basis of a successful sales letter.

So how can you tell if your big idea is powerful or not?

Here are 6 questions to ask yourself:

1. Has the prospect heard about the idea before?

2. Is their a lot of curiosity in the idea?

3. Is it interesting if you were to explain it to a stranger?

4. Does it make logical sense?

5. Does it explain why the other traditional solutions the prospect has tried have not worked?

6. Do you have a lot of proof to show this idea is true and that it works?


Let’s look at each point.

(1) If the prospect has heard about your big idea before, there’s a good chance he will not read your sales letter because he thinks he already knows about the topic or he’s already bought a product or service based on this idea.

(2) The lead copy for the most successful sales letters almost always have two things in common: curiosity and a customer benefit. Without a curiosity element, there’s much less interest or intrigue to read your sales letter.

(3) Self-explanatory. The idea can’t be boring or the prospect will stop reading it.

(4) The big idea has to be acceptable to the logical brain, and even if its new or revolutionary, a good way to make it more logical is to use analogies, similes and metaphors,

(5) By the time the prospect gets to reading your sales letter, he has most likely tried the conventional solutions for the problem. Your big idea should smack with, “Wow, I didn’t know this” and “Oh, now I see why the other things didn’t solve my problem but this will!”

(6) The more proof you have in the form of studies, case histories, examples and testimonials, the higher your conversion rate will be.

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