Without changing your logo to
a purple cow
Without doing publicity stunts
Without hiring models
Without offering crazy discounts and bonuses.
In the Gary Halbert Facebook private group
a member asked a great question on how to come up with a Big Idea.
David Olgivy said you have to come up with a big idea to make your advertising work.
Smart advertisers are getting that they need it or they will be another plain boring me-too.
So here's how I do it...
The tipping point when they made the decision to change/buy.
This is when something happened, typically unexpectedly, without the influence of advertising.
I have a specific mental movie approach to this.
Been used to sell helicopters, jet lag pills to auto parts.
In the first 2 cases a London ad Agency's creative team couldn't come up with a draft their clients would accept.
I got called in the last few hours before their clients were going to cancel the contract.
It saved their ass.
The other approach is to look what competitors are doing and create a whole new category.
I did it for a carpet cleaner.
Think Positioning by Al Ries and Jack Trout.
A subset of that is putting a penalty on you if the things your clients hate, happen.
I did it for my lawn care biz. Jay Abraham's client did it for pest control.