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Big
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Ideas unless your advertising contains a
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big idea it will pass like a ship in the
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N this was said by David oy many years
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ago and if it was true then it's trer
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now because there was less
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sophistication in the market as at the
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time this was said which implies that
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you're playing in a more sophisticated
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Market people have more access to
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information through their phones and so
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you need a bigger idea more than ever
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before it doesn't matter what you sell
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if it's an e-commerce product or
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products if you have a store or an info
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product or even a service it doesn't
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matter you need to come up with a big
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idea and we're going to do some
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exercises and you'll see some examples
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that will help you come up with big
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ideas is so what is a big idea first of
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all it is one that causes your audience
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to acknowledge a new reality or Paradigm
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and take action based on this new
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belief so big idea is like a
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notar it's the idea behind your campaign
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it's the idea that gives direction to
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what you say it informs the kind of copy
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and language that you use all right so
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this is in addition to things like um
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sophistication and awareness okay so you
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understand the sophistication in your
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Market you've
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selected uh an awareness level you want
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to reach but how do you capture the
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attention of these people right the big
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idea informs you on the strategy to do
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that so let's um look at
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something
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so the first thing you need to do is to
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find the your audience's deepest desires
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and show that it is now possible
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okay you've tried many things in the
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past but now here this is something that
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could work and should work for you I
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just want you to try it out okay so you
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find your deepest desire and show that
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it's now possible now there are four
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types of big idea okay so that means
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there are four buckets of Big Ideas so
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if you bring great ideas they'll fit
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into this four buckets you can pretty
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much sort them into this four buckets so
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we have a new discovery unique
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perspective confirm a suspicion and take
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stand so these are four different ways
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that you can craft the big idea be that
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becomes your notar and helps you to
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build out a campaign that works okay so
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I'll give you examples so that you can
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understand what they look
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like so for new discovery we could say
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meta has changed its ad delivery
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mechanism you have to change your
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strategy now so this is not a headline
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this is just the idea with which you can
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build an entire campaign that sells a
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product okay oh we've recently
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discovered this or there's this peel
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that can do XYZ because it does XYZ okay
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so that's the new discovery something
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new has happened therefore I need your
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attention this was completely different
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in the past and this is something
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new then you also have unique
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perspective where you can say it's
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cheaper to buy luxury
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items okay luxury items we all know it's
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they're all you know expensive High
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ticket and stuff like that and this
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person comes with a unique perspective
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and says well it's cheaper to buy luxury
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items and then that's the underlying
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premise behind the entire campaign that
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this person is about to build okay and
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then he could you know go on with his
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unique perspective and build up and make
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it believable and then sell the products
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and could be used all these methods
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could be used for INF products it could
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be used for e-commerce you just have to
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do some thinking now the next one is
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confirm a
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suspicion now this you're just speaking
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to what people already suspect maybe
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true for instance you could say
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supplements may be killing you right you
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could
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say the government is reaping you off
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here's how to low are your taxes now
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these are things that people already you
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know know they might not put it in that
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exact way in their mind but these are
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things they already know they already
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suspect and then you're just confirming
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the suspicion right you can build a big
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idea out of
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that and then you can take a stand right
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you can say people have been ripped off
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by fake gurus I want this to stop now or
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you can say uh weight loss products as
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scams right you're taking a stand for or
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against something okay um I believe
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Tesla stocks are going to crash or I
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believe here are nine overpriced um here
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are nine
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overpriced stock prices in the market or
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stock stocks in the market right and
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you're just taking a stand for something
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or taking a stand against something now
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how do you come up with a big idea I
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would show you and I I want you to come
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up with four different ideas with which
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you would drive your ad campaigns
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okay so let's look at but first let's
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look at this ad from Dollar Shave Club
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now this guys are selling shaving sticks
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just like every other thing you know
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shaving sticks okay and it's so funny
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you would think it's a difficult thing
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to come up with a big idea for shaving
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sticks and perhaps you're right but
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these guys found a way to do that but
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I'll just let you watch the video and
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I'll you know talk to you about it hi
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I'm Mike founder of
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dollarshaveclub.com what is
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dollarshaveclub.com well for a dollar a
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month we send highquality razors right
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to your
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door yeah a dollar are the blades any
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good
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no our blades are great each razor has
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stainless steel blades an Alo
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lubricating strip and a pivot head it's
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so gentle a toddler could use it and do
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you like spending $20 a month on brand
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name razors 19 go to Roger Federer I'm
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good at tennis and do you think your
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razor needs a vibrating handle a
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flashlight a back scratcher and 10
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blades your handsome ass grandfather had
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one blade and
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polio looking good popup stop paying for
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shave Tech you don't need and stop
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forgetting to buy your blades every
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month Alejandra and I are going to ship
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them right to you
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we're not just selling razors we're also
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making new jobs Alejandra what were you
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doing last month not working what are
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you doing now working I'm no Vanderbilt
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but this train makes
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hay so stop forgetting to buy your
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blades every month and start deciding
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where you're going to stack all those
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dollar bills I'm saving you we are
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dollarshaveclub.com and the party is on
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I don't ever slow up no I don't take
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I got no love for the fness if you
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want to play T and want to hate this
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allthough show up I don't never slow up
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no I don't take I got no love for f
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if andte this stick ad if you would
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agree with me that was a fantastic ad
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now he uses all the elements I just I I
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just told
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you sorry he he uses all the elements I
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just told you about a new discovery
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unique perspective it confirms suspicion
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it takes a stand it says well you're
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spending so much for shaving sticks you
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shouldn't be spending this much because
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you're pay for shaving Tech that you
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don't need shining lights and stuff like
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that you just need one blade your
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grandfather had one so why you doing why
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using all that he's confirming a
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suspicion he's taking his stand he he
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offers a unique perspective that you
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know you don't need all those you know
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Tech you just need one stuff that works
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for you and will deliver to you every
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month and you'll save a lot of money in
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the process you know and then they end
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the ad by talking about you
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know how they provide jobs and how
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they're helping people okay and that's
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like taking a stand too okay
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so as you can see that's an example of a
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an e-commerce ad that includes many of
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this different things that we've talked
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about already okay so you want to have
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that notar and build that
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into all of your campaigns so I'll show
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you how to come up with this and we can
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continue if you are looking for the ad I
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think it's called um our Blades of f
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grade on YouTube so you could just go
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search for it it's from
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dollarshaveclub.com and watch it watch
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it more than once and see what you can
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learn jot down what you learn from it
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all right so let's move to the formula
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okay so we begin with the design
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and we'll move to the promise and then
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we find out the the mechanism the big
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idea and then the premise and
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positioning so these are you know six
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things that we need to consider when
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generating our big idea okay so let's
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begin with a very nice example so let's
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assume that we want to sell an info
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product like this one okay that shows
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people how to get better results with
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your ads now now what is their ultimate
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desire right their deepest desire is not
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to run ads your deepest desire is to
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make more money from ads is to stop ads
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from wasting their money people run out
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because they want to make money now what
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is the
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promise that we are making to them we're
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saying discover how to make more sales
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with the same ad spend okay and then
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what is the mechanism we say it's
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creative targeting and optimizing
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feedback loops so what is the big
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idea an example of a good big idea would
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be you know overcome Advantage Plus
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targeting bug issues right and what
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would be the premise the premise would
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be meta has recently made changes to the
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way they show ads most advertisers can
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no longer get consistent results because
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the algorithm doesn't show their ads to
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the right people now here's our position
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in statement okay we say by enhancing
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our creatives and optimizing feedback
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loops we can force the machine to
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deliver our ads to the Right audience
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without targeting at
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all so now we're going to distill this
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whole thing we've come up with now
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into creating four different Big Ideas
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okay so we start with a new discovery
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what's new well well meta has changed
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it's a delivery me method and you need
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to change your strategy too that's you
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know the new discovery what has changed
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recently and then we'll talk about the
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unique perspective well we could just
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say you're better off not targeting any
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interest in your ads at all that's a
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unique perspective people were saying
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you know you need to do narrow targeting
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you need to click switch to original
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audience options and stuff like that
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there a new you know perspective and
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then we could confirm a susp we say well
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are bugs clicking your ads why are sales
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low of course bugs for the most part are
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not clicking the ads and if they do
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Facebook is going to issue a refund
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but sorry I meant a Bots not bugs bogs
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well a bog make Bots to click ads right
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so it makes all the sense but I I
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actually did intend to say are Bots
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clicking your ads why a sales flow so
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some people feel Bots are clicking your
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ads because they just can't understand
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why they not getting results even from
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pages and you know product pages that we
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converting in the past so that's
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confirming a suspicion and then you know
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I'm I want to take a stand and say stop
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narrow targeting you know switch to
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Broad targeting and that's me taking a
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stand and I can do that because I'm
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considered as an authority in the niche
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so you see how just this little simple
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you know question and answer about my
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product has helped me come up with a
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number of you
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know really interesting Big Ideas that I
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can build my ads around my email copies
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around I could build it's like the not
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start driving the whole campaign right
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although I'm going to have one main big
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idea right which I would use to drive
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the overall campaign but I could mix
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match that with all these four different
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ideas that I've come up with and they
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will inform all my ads my email copies
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and things like that and help me get
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better results at the end of the day all
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right thank you for watching and I'll
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see you in the next video
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