What's The Big Idea?

Summary

In the latest episode of Wizard Marketing TV, Tom Wanek delves into the concept of the 'big idea' in advertising. He begins by discussing the importance of creating an impactful opening image in ads to capture attention. Referencing David Ogie, Tom shares a checklist that helps identify a big idea, emphasizing its uniqueness and simplicity. He gives examples of successful big ideas in advertising, like Avis and Old Spice, illustrating how powerful these concepts can be in transforming brand perception and driving profits. He concludes with advice on how to generate big ideas by informing the unconscious mind to spark creativity. Tom encourages viewers to harness these concepts in their own marketing efforts for increased engagement and success.

Highlights

• Tom Wanek talks about the essence of a 'big idea' in advertising. 🎯
• David Ogie's wisdom on recognizing a 'big idea' is shared. 🧠
• A big idea is gasp-worthy, unique, fits strategy, and simple. 📝
• Successful ad examples include Old Spice and Avis. 🚀
• Harnessing a big idea can make your message memorable and impactful. 🌟

Key Takeaways

• The 'big idea' distinguishes impactful advertising by adding richness and dimension. 💡
• Use David Ogie's checklist to identify if you have a 'big idea': gasp-worthy, original, unique, strategic, timeless, and simple. ✔️
• Examples like Avis's 'We try harder' and Old Spice's 'A man your man could smell like' demonstrate successful big ideas. 🚀
• Big ideas come from a well-informed unconscious mind; creativity with a foundation. 🧠
• Employing a big idea in advertising can captivate your audience and boost sales. 💰

Overview

In today’s episode of Wizard Marketing TV, Tom Wanek explores the influential force of the 'big idea' in advertising. He discusses how the right idea can elevate an ad’s impact, making it more memorable and engaging amid the cluttered noise of our over-communicated society. It’s all about standing out with a concept that screams originality!

Tom delves into the strategic insights from advertising legend David Ogie, who provides a checklist to identify a 'big idea.' This involves ensuring the idea is gasp-inducing, something you wish you’d thought of yourself, unparalleled in its uniqueness, perfect for your strategy, timeless, and shockingly simple.

Practical instances of this concept are evidenced through famous campaigns, such as Avis’s ‘we’re number two, we try harder,’ an approach that turned a negative into a credible selling point. Old Spice also hit it big with 'a man your man could smell like,' proving that a strong, memorable idea could drastically transform brand perception and drive sales.

Chapters

• 00:00 - 00:30: Introduction The 'Introduction' chapter of this segment from Wizard Marketing TV features Tom Weck, who discusses the importance of starting ads with impactful opening images. Building on the previous episode's theme of powerful ad openings, this chapter introduces the concept of the 'Big Idea' as a central focus for creating engaging and persuasive marketing content.
• 00:30 - 01:00: The Importance of Impact in Advertising The chapter discusses the crucial role of 'impact' in advertising. It begins by prompting the reader to consider what element can enhance their advertising efforts and cut through the overwhelming noise of today's communication-heavy society. The chapter identifies 'impact' as this key factor. It likens impact to elevating advertising from mono to stereo sound, suggesting that a strong impact can significantly amplify the effectiveness of a message. The emphasis is on creating impactful advertising to capture and hold the audience's attention.
• 01:00 - 01:30: The Concept of a Big Idea in Advertising David Ogie emphasized the critical importance of a 'big idea' in advertising, suggesting that without it, advertising efforts are unnoticed. He expressed that a big idea is essential to elevate advertising. To identify such a concept, Ogie provided a checklist composing five characteristics, though the specifics of the checklist are not detailed in the provided transcript.
• 01:30 - 02:00: David Ogilvy's Checklist for Big Ideas This chapter outlines a checklist inspired by David Ogilvy for identifying 'big ideas' in creativity and marketing. The checklist includes five original questions: 1) Did the idea make you gasp upon first encounter? 2) Do you wish you had created it? 3) Is it unique? 4) Does it perfectly align with the strategy? 5) Could it endure for 30 years? Additionally, a sixth criterion is proposed: Is the idea shockingly simple, avoiding complexity which can detract from effective communication.
• 02:00 - 02:30: Sixth Characteristic of Big Ideas The chapter discusses the sixth characteristic of big ideas, emphasizing that they should not take significant effort to communicate. A truly big idea should be clear and impactful. To illustrate this point, the text uses the example of Avis's advertising slogan, 'We're number two, that's why we try harder.' This candid admission of not being the top brand was unexpected but effective, as it lent credibility to their promise of effort and resulted in increased profits, showcasing the power of a simple, genuine big idea.
• 02:30 - 03:00: Examples of Big Ideas in Advertising The chapter gives examples of iconic advertising campaigns and their creative big ideas. It discusses Old Spice's campaign, 'The Man Your Man Could Smell Like,' highlighting the bold approach of challenging traditional masculine stereotypes by humorously suggesting that men should embody a certain ruggedness. This campaign is noted for its unexpectedness and originality. Additionally, the chapter references Dos Equis’ 'The Most Interesting Man in the World,' a campaign that cleverly uses the allure of mystique and intrigue to elevate the brand's image, illustrating how a powerful narrative can effectively bolster a product's appeal. The chapter concludes by hinting at the process of creating such impactful ideas, quoting advice that big ideas often stem from...
• 03:00 - 03:30: Mastering the Art of the Big Idea The chapter discusses the importance of the unconscious mind in generating big ideas, emphasizing its role in art, science, and advertising. It highlights the necessity of informing the unconscious mind for generating relevant ideas. By filling the conscious mind with information and then releasing rational thought processes, big ideas can emerge that are memorable, attract attention, and persuade audiences to take action. The chapter suggests leveraging big ideas in advertising to captivate and engage consumers.
• 03:30 - 04:00: Conclusion and Call to Action The Conclusion and Call to Action chapter emphasizes the importance of community support and engagement. The speaker encourages listeners to subscribe to the channel and share it widely across YouTube and the internet. They invite the audience to send in marketing and advertising questions to be addressed in future content. The speaker reassures the audience that they are 'in this together' and expresses a commitment to supporting them. The chapter concludes with a promise to see the audience again in future engagements.

What's The Big Idea? Transcription

• 00:00 - 00:30 hey mister what's the big idea Tom Weck here and you're watching wizard marketing TV where business owners learn persuasive tools and techniques to spark miraculous growth last episode we talked about opening your ads with fire opening your ads with a first mental image that has a megga ton of impact well in today's episode I want to expand on that concept and talk about your big idea I'll see you on the inside
• 00:30 - 01:00 [Music] [Applause] [Music] what's the one thing that will add richness and dimension to your advertising the one thing that will pierce the Clutter of our noisy over-communicated society and grab the attention of your customer if you guessed impact then you guess right impact takes your advertising from mono to Stereo Sound and the best way to elevate the impact of your message is
• 01:00 - 01:30 through the creation of a big idea David Ogie warned us unless your advertising contains a big idea it will pass like a ship in the night well if David Ogie says you and I need a big idea to kick our advertising into high gear then we had better listen but how do you go about identifying a big idea again let's turn to the wisdom of David Ogie who defined the characteristics of every big idea here's his checklist of five
• 01:30 - 02:00 questions that will help you recognize when you have discovered yours one did it make me gasp when I first saw it two do I wish I had thought of it myself three is it unique four does it fit the strategy to Perfection and five could it be used for 30 years now I'm going to add a six characteristic to David OG's list is your big idea shockingly simple complexity is a killer if your big idea
• 02:00 - 02:30 takes effort to communicate then it's not really a big idea at all it's a rats nest so what does a big idea look like in advertising you might recall avis's we're number two that's why we try harder admitting that you're not the number one brand in your industry Unthinkable are you crazy yeah crazy like a fox this startling emission lent credibility to avis's claim of trying harder and as a result the company's profit soore
• 02:30 - 03:00 how about old spices a man your man could smell like shocking right A man should smell like a man so don't lather up with all that fufo stuff and everybody loves dos ekis the most interesting man in the world this character who admits that he doesn't always drink beer Ed the power of Mystique to build the doi's import brand of beer now in case you're wondering how to master the art of the big idea Olie went on to advise Big Ideas come from
• 03:00 - 03:30 the unconscious this is true in art in science and in advertising but your unconscious has to be well informed or your idea will be irrelevant stuff your conscious mind with information then unhook your rational thought process Big Ideas are memorable Big Ideas attract and hold the attention of your audience and get them to buy from you doesn't it make sense to harness the power of a big idea in your advertising now marketing Wizards did you like this video then do
• 03:30 - 04:00 me a big big favor please subscribe and share it with your peeps all across the YouTubes and the interwebs and let me hear from you send in your marketing and advertising questions hit me up at Tom atomic.com and I'll give you an answer right here as always we're in this together I've got your back I'll see you real [Music] soon
• 04:00 - 04:30 [Music] [Music] [Music]