What's
the Big Idea?
Dear
Associate,
I
was just at Jeanine's place to pick up some DVDs of her speeches.
Besides consulting she also runs a non-profit helping women
and children in her native country. Her organization is revamping
its website and I get to tinker with its content.
As
I'm heading out the door I injected, "Think about the
one big idea. The major theme. That all-encompassing thought
or phrase incorporating your dream, your organization's vision
and core value that you want the world to know you by."
She
looked befuddled...
"In
business it's called the Unique Selling Proposition,"
I continued. "The USP distinguishes you from all other
businesses. It's the unique aspect that convinces new clients
to do business with you. It's also the same aspect your dissatisfied
customers will judge you by."
She
started to come around...
Since
I'm helping her with her website I wanted to share a big idea
with her. One she may decide to display on her entire site.
This will automatically give the website visitor the big picture.
I
painted the scene of a crying child and a mother opening her
arms to care for him. Right next to that scene would be the
big idea. And then the mission statement would bounce off
that big idea and declare what her non-profit will do to fulfill
it.
Initially
she was quiet. I suggested that she let it sink in for a bit.
For some people it needs to grow on them. Then I saw her eyes
get misty. I think she likes it. At least, that's the impression
I got.
Here
are three tips for coming up with your USP or Big Idea:
1)
Think big. Just stating "highest quality" or
"lowest price" means you haven't put much thought
or effort into your idea. Fact of the matter is — it's
not big thinking.
Think
of how you want to be perceived by your clients, prospects
and industry. What's the image you want to leave them with?
Do you offer the best guarantee, the most helpful customer
service, or the easiest buying experience? Then phrase it
in a way that outperforms your competitors.
2)
Think original. I remember seeing an ad campaign on a
bus billboard a few years back in Marin County that read,
"Best in the West." I couldn't believe any ad agency
would ever use such an overused, copycatted and ineffective
phrase. Shame on the company that permits this to represent
them.
The
big idea I gave to Jeanine wasn't original at all. It was
a bible verse. But it's a powerful one that encapsulates everything
her organization represents. Although not original, I've never
seen it used in any ad campaign before.
3)
Think benefit. What is the biggest benefit your prospect,
consumer or donor will get? What will they gain? Is it fitting
into her favorite jeans... the best tasting chocolate cake...
or simply the pride of owning your name brand product?
Women
for Women International's big benefit mission statement is,
"Helping women survivors of war rebuild their lives."
That's a monumental task. Good for them for having a big benefit
statement to attract streams of donors, sponsors and supporters.
Don't
ever allow people to guess at what you do or what you represent.
Give them the big idea. Then shout it from the rooftops.
Warm
regards,
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