Another good source of BIG IDEAS is customer testimonials.
When you read testimonials, you get a first hand view of the customers needs and wants--plus how the product or service meets those needs and wants.
Testimonials are so valuable because they are like a "focus group"--you can glean a tremendous amount of BIG IDEAS from them
Some of my clients supply me with pages and pages of testimonial. One client sent me over 400 pages of testimonials on one product--amazing!
For a project called All Day Energy Greens, I came across a testimonial that was so great, I wrote a big WOW! next to it!
In a nutshell, a 63-year-old woman from Pennsylvania wrote that this product (an all-natural "green" energy drink) was so good it made her feel like the Energizer Bunny. Even better, she feels great, takes no medications, has no aches and pains and only sees her doctor...at church.
The last part of her testimonial really hit me.
From the seed idea of "only see my doctor at church" came the BIG IDEA: "62-Cent Green Energizer keeps you OUT of the doctor's office!"
This remarkable "green" drink, rich with 38 all natural fruits and vegetables and guaranteed to exceed five servings of fruits and vegetables a day is making people so healthy, they can stay OUT of the doctors office.
See the cover below.
The results? This piece has been a big success, beating the long-standing control piece and rolling out in very large numbers.
Sometimes, if you look hard enough, one testimonial can spark a Big Idea that becomes a Big Winner!
Thanks for sharing the story of how you came up with this winning headline, Kent. It's a great reminder of how important finding that one "wow" benefit is and the process of turning that benefit into a concept and a headline.
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