Hey, What’s the BIG IDEA?
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!
