What’s your big idea? Photo by Randy Tarampi on Unsplash

Ad fatigue, a symptom of massive sales or marketing exposure, leads to scepticism and inertia, even among children. 

My youngest daughter, when six years old, commented;

“Dad, those people are always having a sale!”

A well-known furniture company was advertising yet another “great sale” on TV, and this was her response to their message. 

For some businesses, their model and positioning revolve around the persona of being a place for bargains. 

Always the lowest prices; almost always having a sale gets burned into the minds of potential customers. 

That positioning may well be their “Big Idea” expressed so clearly and so often that a six-year-old can grasp and remember it.

On the other hand, it could be that market forces have driven some enterprises to that position.

I came across the “Big Idea” concept some time ago.

Big Ideas featured heavily in a series of videos by ad legend David Ogilvy.

It was a way of working he and his colleagues developed when developing advertising campaigns for O & M’s clients. 

The “Big Idea” is a marketing proposition that leads and underpins your sales messaging. 

Your business might already be marketing around “a Big Idea.” 

If not, you’ll find this concept and perhaps one or two of the others outlined in the Quietly Good Newsletter extremely helpful when it comes to building new sales. 

Most six-year-olds won’t find the QGN an exciting read, but for older humans, especially those with businesses to build, it could be just what they need. 

Very best,

David O’Beirne 

Published On: May 21st, 2021 / Categories: Marketing Strategy, Sales, Small Business Marketing, The Quietly Good Newsletter /

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