While I’m researching a project, I’m always on the lookout for “the big idea” … “the hook” … or for you English teachers out there – “the theme” – for my package.

     One way I hone in on my big idea is to answer this simple, yet powerful question:

     So what?

     In other words, what’s so great about your product? What makes it unique … desirable … and a MUST HAVE – RIGHT NOW? Usually when I can answer that question, I’ve found my big idea.

     For example …

     A few years ago, when I was researching a Co enzyme Q10 product, I discovered statin drugs drain your Coq10 levels. And CoQ10 is especially critical for your heart. So people taking statin drugs to prevent heart problems were actually DROPPING DEAD from heart attacks! 

     Kapow! Now, that’s what I call an answer to a “So what”!

     This became my big idea which led to this headline:

“The shocking truth about 
cholesterol-lowering drugs”

     Rob Davis, one of my all-time favorite designers, came up with a cover where you see the soles of a man’s shoes while he’s lying on the floor. It was a brilliant design – and the package KICKED BUTT!

     Sometimes you gotta dig really deep to find a powerful big idea. Last year, I worked on a product called “DIM” – a natural hormone balancing nutrient. 

     There was all kind of great scientific research on this product. So I thought I would go with that angle. But …

     … then I started reading the testimonials.

     There was one emotion that just kept rising to the surface: Fear. 

     These folks were scared to death of hormones. They didn’t understand what they were or why their bodies were out of whack.

     Aha!

     If I could find a way to tap into their worries – I would nail my big idea. So I came up with the headline:

“Read this immediately if …
You don’t want to fool around with your hormones …
but need an all-natural remedy for …

• Unwanted weight gain – especially belly fat 
• Prostate problems 
• Low sex drive 
• Hot flashes 
• Vaginal dryness 
• Menopause symptoms 
• Mood swings 
• Dry skin and wrinkles 
• “Man boobs” 
• PMS symptoms 
• Premature aging 
• And much more inside! 

     Nicole Mellot designed the package and found photos of belly fat and “man boobs” – by the way, I LOVE that word “man boobs.” It just gives you an immediate image that’s unforgettable!

     The package was a home run winner and is still kicking butt in the mail today!

     Ok, another example …

     A few months ago, I was hired to go up against a fairly strong control on a product that regulates blood sugar levels. The control was well written and thoroughly researched, but I felt it lacked the raw emotion that people with high blood sugar experience: They want their sugar levels back in the normal range! Simple enough. So I came up with the headline:

What did it?

The remarkable all-natural powerhouse formula that contains 7 stellar nutrients scientifically proven to help regulate blood sugar levels!

     Rob Davis created a design that showed a photo of a glucose monitor with the words: Blood Sugar: PERFECT

     Woohoo! That package BLEW the control out of the water! 

     In all honesty, the guts of the package didn’t say anything new about the product. After all, the nutrients and the scientific studies didn’t change. But by positioning the package with a RESULTS theme – I tapped into the desire of the market – and they responded with a “gotta have this product now!”

     Ok, so are you getting the hang of what I’m saying? The Big Idea is critical to the success of your promotion. So to find your Big Idea – make sure you:

1. Read the research about your product. What makes the product unique? And find a great way to turn that research into actionable information for your prospect! 
2. Carefully review the testimonials – and read “between the lines.” What are these folks really trying to tell you? Tap into their concerns and emotions. Remember, a great testimonial can not only become your Big Idea – it can be your opening copy … or even a headline! 
3. And for goodness sake, ask SO WHAT? Be skeptical of the product and then convince yourself of its value! Only then can you write compelling copy to deliver a winning package. 

Here’s to Creating Success Your Way!

Carline Anglade-Cole
Guest Contributor 

P.S. Ready to take your copywriting to the next level? Join me in my first-ever copywriting “bootcamp on steroids”. For more info, go to: http://www.carlinecole.com/copystar/midjune_2008.htm

Carline Anglade-Cole writes multi-year controls in the alternative health field for clients including Healthy Directions, Health Resources, True Health, Soundview Publications and Sun Chlorella USA.

She publishes CopyStar – Copywriting ideas and tips for stellar response – an e-zine for copywriters and direct marketers.

She is the author of How to Write Kick-Butt Copy: Straight Talk from a Million-Dollar Copywriter, Anatomy of a Kick-Butt Control: How to Create a Winning Promo from Start to Finish and Which One Won? How to Write Kick-Butt Headlines and Boost Response!

Put her 20 years of direct mail experience in mailing list strategies, new product development and creating kick-butt controls to work for your company!

Contact Carline directly by visiting her website at www.CarlineCole.com

Attribution Statement: This article was first published in The Total Package. To sign-up to receive your own FREE subscription to The Total Package and claim four FREE money making e-books go to www.makepeacetotalpackage.com.

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