THE BIG IDEA

BLUEPRINT!

Copyright © 2020 Andy Mukolo.

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

 Copyright © Andy Mukolo

ALL RIGHTS RESERVED

This material or any portion thereof may not be

reproduced or used in any manner whatsoever
without the express written permission of the
copyright owner and publisher except for the use of
brief quotations in a book review.

Published by ​Nairaroad PRESS

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

 Contents of The Table.

#1:​ T
​ he Secret

#2:​ A
​ PPLE!

#3: 5
​ Important Things!

#4:​ E
​ xamination

#5:​ S
​ .I.N

#6:​ I​ nvisible Variation

#7:​ S
​ imple Examples.

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

 #1
The Secret Behind
The Big Idea Sequence

To be able to take your business to the point where you’re

consistently attracting a steady flow of new customers and clients

You need to…

“Always Present your marketing message as something new,

exciting and beneficial that your prospects have never seen or
heard of before and they will immediately embrace your
message and end up buying from YOU”

But wait,

Why is it important to always present your product or service as

something your prospects have never heard or seen before?

And how is this even possible given you’re probably selling

something other people are promoting?

Let me explain:

You see, these days…

People have been exposed to more and more marketing,

They’ve become more skeptical than ever before.

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

The average human being who has a smartphone and uses the
internet is bombarded every day with thousands of ads and sales
messages screaming bogus claims, and promises.

Many people are now used to the hype of 99% of marketing

messages out there

These days, the typical marketing messages are now dismissed or

ignored at a glance.

Many marketers and copywriters think it’s about screaming bigger,

bolder promises than the competition

Too bad.

That’s why they can’t understand why prospects are NOT buying
from them in droves…

Whereas...

A newbie who understands how to use the Big Idea Sequence

smiles to the bank without having to use all that hype-marketing
approach that is no longer effective.

I feel very sorry for business owners when I see ads and emails
making claims that prospects have already been exposed to over
and over again.

If it feels like something your prospects have heard or seen before,

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

Forget it, they won’t even read what you’re saying.

Why?

They’ve heard it before,

They’ve seen it before,

It’s nothing new.

And the only way you’re going to get the favourable attention of
your prospects is when…

You present your marketing message as new and different.

Think about it:

If you somebody tries to sell you something using the same lines
50 other people have tried to use on you with no success

You’d ignore them in a heartbeat right?

Exactly.

That’s how your prospect feels when you’re using the same
marketing tactics and strategies they’ve seen before

As you might guess,

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

There’s a heightened level of consumer skepticism online
nowadays,

People have been burned again and again by charlatans who

overpromise and underdeliver.

Heck, most times, they overpromise and don’t even deliver at all

That’s why when you see comments under some Facebook Ads,

It’s mostly prospects saying stuff like:

“Scammmmmmm”

“They’ve come again”

“Na so”

Not because everybody who tries to sell something online is a

scam...

But because there’s so much noise and so many people making

the same promises…

SO you can’t be doing what everyone else is doing

It takes even more extraordinary measures to grab attention and

engage prospects.

Your prospects are looking for something new and different

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

They’re tired of same old promises and claims

Even if you have a quality product or service that works, and you
use the same marketing approach everyone else is using…

They’ll ignore you.

That’s why The Big idea sequence is so damn valuable

● IT FIRST gets you the favourable attention of your prospects,

● Brings down their guard towards being sold anything,

● CUTS THROUGH their skepticism,

● Gets them curious about your message,

● And makes them excited about what you have to offer.

Ordinary no longer cuts it.

You have to take it up a notch by doing the opposite of what other

business owners, marketers and copywriters are doing today

When your prospects are exposed to something that they've seen

and heard, they tune out.

They ignore it because they experience something called:

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

Mental Deja vu

You know how you see an ad or a sales letter or an email or

anything at all

And almost immediately, you feel like…

"Nothing new here, I’ve seen something like this before"

OR

“This is not different from what I saw on YouTube.. Facebook…

Twitter… Instagram the other day”

That's how your prospects feel when they see a typical marketing
message

And of course,

The natural result is that they ignore you and continue what they
were doing before they saw your ad or website

You may NOT know it,

But the human brain categorizes information into 2 parts:

● Same Old stuff

● New and Exciting

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

So if your prospect sees your marketing as more of the same old
stuff,

They’re immediately turned off since their brain raises a RED FLAG

Letting them know you’re not any different from what they’ve seen
before, and as such…

You don’t deserve their time and attention

That’s why you should never promote your products and services
with a message that looks sounds, and feels like what everyone
else out there is using to promote a similar business

So the first step in The Big Idea Sequence is:

The Big Idea.

Now this is critical so please pay rapt attention

When I say Big Idea,

I’m not talking about the headline for your ad or sales page or
email

Your headline is there to communicate an idea.

The power of your marketing is NOT in your headline

BUT in the idea your headline represents

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

It is NOT about screaming BIG Promises in your headline

It is…

The idea your headline represents!

The idea your headline represents!!

The idea your headline represents!!!

MOST marketers and Copywriters are simply conveying the same

idea in their headlines without even knowing it

That’s why it very often feels like everybody is saying the same
thing

See:

Changing

“How To Get Rich Online”

to

“How to Make N20Million Online in 2020”

May seem like a more specific claim that will get your prospect’s
attention...

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

Until you test it with COLD Traffic and the conversions show that
merely changing the words doesn’t make the idea behind the
headline better.

When you hear Top marketers and copywriters saying conversions

improved because they changed their headline

What they actually mean is:

“I tweaked my BIG idea so it is expressed in my headline as more

emotionally compelling and more intellectually interesting than
anything else my prospect has seen or heard before”

If I seem to be going on and on about this,

It is because of everything I’ve learned as a Copywriter and

Marketer,

This is by far the most important.

A big idea sells your marketing campaign

NOT your product

And for context:

A big idea is the idea behind the message you’re presenting to

YOUR prospects

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

You can call it the engine room behind your entire marketing
campaign

If it is weak or more of the same old stuff,

Your marketing campaign will pass like a ship in the night

If it is powerful, interesting and emotionally compelling,

You will make a fortune.

The Big Idea is so effective because it serves as a ​pattern interrupt.

Using a big idea,

Your message feels completely new and different from anything

your prospect has seen or heard before

You’re saying something so intellectually interesting and

emotionally compelling...

It instantly appeals to your prospect's h

​ eart and head

You’re saying something that cuts through the noise in your

market ….

And has immediate emotional impact on your prospect

As such,

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

They’re willing to give you a few minutes of their time

You see…

A big idea, when done right,

Doesn’t trigger the same feelings of skepticism or reluctance that

the common marketing approach triggers

Why?

Because it’s different.

The bottomline is differentiation.

— A new and different message,

— A new and different appeal,

— A new and different mechanism,

— A new and different marketing angle,

— A new and different idea..

Even if you’re selling the same thing everyone else is selling,

You need to differentiate your marketing message from all the

others.

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

You need to differentiate the idea behind your marketing
campaign, so your prospects read or see it and say,

"Wow, I've never heard that before. What's this new message all about?
I want to know more. Please tell me more"

That’s why a Big Idea is very important today.

Sadly, far too many business owners are not even aware that
there’s such a thing as Big Ideas in advertising

And as such,

They’re settling for peanuts when they could be making a fortune.

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

 #2
The Curious Case of Apple:
How One BIG Idea Easily Helps You stand Out and
GRAB Attention With Your Product or Service

What’s the major difference between a ​Macbook Pro​ and a D

​ ELL XPS
13 ​Laptop?

I don’t think there’s a major difference.

Both are very good Laptops that can be a good replacement for
each other.

The ONLY real difference is in how both products are being

presented to the MARKET

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

APPLE is selling their Laptop as a status symbol called MACBOOK
(unique and different)

Whereas…

DELL is selling what everyone else sells, A LAPTOP

When you own a MACBOOK Pro, you’re in a special class

You own something very few human beings have

When people say I have a Laptop,

You’re saying you OWN a Macbook.

Notice how Apple product users never say :

Where's my phone?

Where's my Laptop?

What you'll here very often is:

Please help me get my MacBook

Have you seen my iphone7?

That's a result of Apple's Big idea marketing strategies.

Which really books down to one thing:

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

Differentiation.

Steve Jobs and Apple realised very early on that Marketing is a

business of taking an ordinary and common idea and turning it
into …

Something new, unique, and different.

This is what they do with all their products

That’s why hundreds of millions of people are so crazy about Apple

products

And that’s why they’re a Trillion-dollar company today

Every successful product they launch has a solid BIG idea behind it

And they usually have hundreds of thousands of people lining up

in front of Apple stores even before the product launch

That's the power of BIG Ideas.

It creates a frenzy that makes the market crazy about what you’re
selling even before you launch it!

So how do you find a BIG Idea for your business?

It’s simple, and very shortly,

I’ll show you a few simple steps to coming up with BIG Ideas for
almost anything at all you want to sell…

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

Doesn’t matter whether it’s online or offline

Or whether it’s on Facebook, Instagram, YouTube, Google etc

It’s more about your Big Idea, and less about what platform or
medium you’re using to market your product.

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

 #3
5 Important Things to Consider Before
Deciding on WHAT BIG Marketing Idea Works
Best For YOUR Product or Service...

Before you set out to decide which BIG idea works best for your
product, please understand…

There are a number of boxes every BIG Idea MUST tick

Sometimes, it has to be all of them

Other times, it’s okay to use a big idea that ticks only a number of
those boxes

This depends on a number of things too:

Like the market sophistication and prospect awareness level of

your target audience (which I’ll explain very shortly)

So here are 5
​ characteristics of a solid BIG Idea​ that can make
you disturbing sums of money

No matter how saturated your market is:

1. A Big Idea must have one core promise of change and

transformation that is emotionally stimulating

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

And it must be b
​ elievable

But it should also be…The biggest, boldest, most exciting

promise you can make to your prospect

Please understand:

I’m not talking about the benefits of your product

I’m talking about the BIG final outcome for your prospect,

Prospects WANT to know how what you’re telling them can

transform their LIVES

How will it make them LIVE a long healthy life?

How will it help them retire early and travel the world?

How will it make them a life-changing fortune?

How will it make them experience less pain?

How will it make them enjoy more pleasures?

That’s where your Big promise of transformation comes in

It’s called a primary promise and it has one job:

To inform your prospect that finally,

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

Their desired outcome is possible...

Thanks to something you’ve discovered,

And what’s about to happen...

Please NOTE: Your big promise must be BOLD and believable

at the same time.

If it’s not believable,

Then your message won’t have it’s intended emotional impact

on your prospect

PLUS…

Whatever your BIG promise of transformation or change is…

It has to be ULTRA SPECIFIC

Generic promises do not sell.

Your prospect sees them as vague and hard to believe

But when you’re promising an ultra-specific outcome,

Your prospect tends to believe you more.

Eg: ​I’ll help you make more money this month

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

 OR:

NO TECH EXPERIENCE NEEDED: Here’s how Anyone with a

Smartphone can collect daily commissions of $450 trading tech
Stocks this September… A Retired School teacher claims he’s
pocketed Nothing less than $600 everyday in the last 21-days

Can we do better?

Hell yeah!!

But this is just a small example off the top of my head!

2. A Big Idea MUST Trigger ONE Primary Emotion

NOT 2,

Not 3,

But 1.

Every Big Marketing Idea must be designed to stimulate only

one primary emotion

Any one of these 12 emotional hot buttons could be the

primary emotion driving YOUR BIG IDEA

Fear,
Greed,
Guilt,

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

Anger,
Salvation,
Hope,
Lust,
Vanity,
Ego,
Survival instinct

Plus…

Revenge: An opportunity to prove naysayers wrong!

Adventure

Once you’ve decided what EMOTIONAL TRIGGER works

best for your BIG IDEA

YOU have to ensure you stick to triggering that EMOTION

throughout your entire marketing message (ad, sales letter,
email, VSL, Webinar Etc

Sure….

In-between your message…

You may tap one or two secondary emotions to further

stimulate your reader’s desires for your product,

But you MUST always bring it back to the ONE Primary

emotion behind your BIG idea.

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

 If the emotional trigger is fear,

Your reader should be scared to death after consuming your

message,

If it is greed,

Her greed glands should be salivating,

If it is lust,

She should be fantasizing about mindblowing sex

If it is revenge,

She should be boiling with anger

Capisce?

Moving ON...

3. A Big Marketing Idea MUST Be About Something That is

Happening NOW, Or Something That is About to Happen

Every Big Idea feels timely and involves an unprecedented

event that is happening right now...

Or an that is about to happen

It’s in the present or near-future and it is exciting because:

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

 It presents a rare, once-in-a-lifetime opportunity for YOUR
prospect to change the entire course of their lives…

I’ve used this several times to penetrate saturated markets

Especially in the information market niche

I’ll show you a few examples much later

4. A BIg Idea MUST Feel New, Unique, and Different (It can
NOT be The same Old Boring Stuff your Prospect Has
Seen Before)

We’ve already established this earlier but I want to use an

analogy you can relate to easily:

How do you feel when you meet someone you like for the
first time?

It’s Love at First sight​ because they’re different from everyone

else you’ve met before right?

More:

How do you feel when you see a new and exciting movie
trailer that’s barely 5-minutes long?

You’re super excited and you can’t wait for the movie to hit
the cinemas so you go watch it right?

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

 Why?

Because from the Trailer alone,

The advertisers of this new movie are letting you know that it
is unlike any other movie you’ve seen before

That’s how your BIG idea should make your prospect FEEL.

“​Wow, this is unlike anything I’ve ever seen before. So something

LIKE this is possible for me? I never knew that. Please tell me
more, show me how this is possible for me, I like what I’m hearing
and I really WANT this”

5. YOUR BIG IDEA MUST be Immediately Easy to Understand

This is where 99% of marketers GOOF!

They assume the more complex the idea is to understand,

The more impressed their prospect will be and thus…

The quicker they’ll want to BUY their product.

They want to impress with big English.

PFFFFT!

Listen:

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Simple ideas are much more believable than complex ideas

The more complex your BIG marketing idea becomes,

The easier it is for your prospect to lose interest in what

you’re saying

Think about it:

Who were your favourite lecturers/teachers in school?

The ones who used BIG Grammar that 99% of the class
couldn’t understand?

Or the ones who tried to bring it down to your level by using

simple English you could relate to?

The more complex your big idea is

The more disinterested your prospect gets

And of course,

The more likely it is that she wont buy from you

Keep your BIG idea simple and easy to understand

If you have to use elementary English to simplify things,

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

Please do so.

GRANTED:

Maybe you’re an expert at what you do.

But your prospects are NOT.

Maybe you’re a neurosurgeon

But your prospect is just a patient who wants that tumor

taken out of her brain for good

She wants to “understand” that the surgery will be safe and

successful

And that she can trust this neurosurgeon

She already has too many problems going on in her life

And she sure as hell doesn’t want to crack her head trying to
understand what you’re saying

If you can’t talk to her in a language she can understand

Then she will have to go somewhere else

A place where they communicate in a language she can easily

understand.

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

My point is:

It is crucially important that YOU communicate in a language

that resonates with your prospect’s level of understanding

As if you’re talking to someone who’s just hearing about the

subject for the first time

PLEASE NOTE:

Don’t insult your prospect’s intelligence by...

TALKING DOWN AT THEM

But don’t overestimate their intelligence either by assuming

they already understand what you’re talking about

Just keep the expression of your BIG idea simple enough for a
10-year-old to understand (Beginner Level)

Expression meaning your headline and how the opportunity

behind your BIG idea is explained to your prospect

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

 #4
The Big Idea Sequence

Many people think the reason behind my monster success is my

ability to write killer Copy that makes prospects take out their
wallets and buy a product

I disagree.

The most important reason for my success is that I study like crazy

I’ve analyzed over 1,000+ blockbuster marketing campaigns

Ads, opt-in pages, sales letters, emails, VSLs, Webinars

And I’ve learned that they all have something in common

A pattern,

A sequence,

A similar structure or flow that makes them pull in hundreds of

millions in pure profits from COLD Traffic

It is from studying these blockbuster promotions,

That I formed the Big Idea Sequence and started using it to create
my own marketing campaigns…

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

Here’s what the BIG IDEA Sequence is all about:

E.C.P.P + U.M + S.I.N = $$

Don’t let that frighten you,

It’s a really simple formula:

● E.C.C.P​ = Emotionally Compelling Primary Promise

● U.M​ = Unique Mechanism

● S.I.N​ = Superior, Irresistible, NO-BRAINER Offer

E.C.P.P
Remember how I told you about the importance of a Primary
Promise when listing the 5 things a BIG idea must have?

And how a primary promise has to be emotionally compelling?

Well, here’s what you need to know…

We are -as human beings- very emotional creatures.

We act purely on emotions (and we can be very very petty)

Our actions and decisions are driven by emotional bias.

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

Even when we’re making seemingly logical decisions,

There’s an underlying emotion driving that decision

So whatever promise you’re making has to appeal to your reader’s

heart immediately

Plus…

It has to have some intellectual appeal too.

It has to have the ‘WOW FACTOR!”

It has to make your reader feel like she’s about to learn something
entirely new and unique...

There's a section where you'll see several examples of what a good

Emotionally compelling primary promise looks like…

But for now,

Let’s look at the next layer of the BIG Idea Sequence

U.M
Now that you’ve hooked your prospect with a primary promise
that is both emotionally compelling and intellectually interesting

The NEXT thing your prospect is asking is…

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Okay, I like what I’m hearing, but what’s the unique process, technique,
strategy or secret behind this that makes your promise possible for
me? How is this different from other opportunities out there?

That’s where your unique mechanism comes in.

The Unique Mechanism is the unique process, technique, system,

part or strategy behind your product or service that is responsible
for helping your reader experience your Primary Promise.

How important is a unique mechanism?

Very important, when done right.

You see…

Once you have a powerful unique mechanism that cannot be

found via a simple Google search or anywhere else…

Your prospect feels a renewed sense of hope that finally…

They can achieve their desired outcome because of this new

technique or strategy or process that promises a quicker, faster
solution than anything else they may have tried before

One thing to keep in mind about having a unique mechanism is:

You need to let your prospect know that it is the very thing they’ve
been missing,

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The very thing no other product out there has…

And as such…

That’s why they’ve still not gotten the results they seek even after
trying numerous products...

Until NOW!

Thanks to your unique mechanism

Please understand:

Whatever unique mechanism you come up with CANNOT be

something your prospect can easily find on Google

A while ago I tweeted that whatever you’re offering your prospect

should be unGOOGLEable and there was a serious backlash

People saying it’s a good thing for your prospect to find you
through Google

Of course, it’s a good thing for your prospect to find you via as
many platforms as possible

But they missed the point

What you’re offering your reader cannot be found anywhere else

outside your website via a simple Google search

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

Sure, they may find a similar product

But whatever they find should never be the same as what you’re
offering…

So if I can find this thing elsewhere at a cheaper price,

Why should I buy from you?

Why not get it cheaper elsewhere?

Are you catching my drift?

You may be tempted to think people are lazy and won’t bother
checking Google to see if your unique mechanism is as unique and
different as you say it is…

But a real prospect who’s really interested in what you’re saying

will go any length to make sure you’re not bullshitting them

And if they can find what you’re saying anywhere else on GOOGLE
or Social media,

Then how is it unique and different?

Moving on:

How do you find the right unique mechanism for your product or
business?

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

There are 3 simple ways….

And try to illustrate how all 3 can be used effectively

Depending on WHAT you’re selling

And your prospect’ awareness level

We begin:

Back in the early 1990s, Legendary Copywriter Gary Halbert

launched his book, M​ aximum Money in Minimum Time

Even though the book was packed with value,

Gary wasn’t really saying anything new about Copywriting and

marketing that hadn’t been said before

But to make his book stand out,

He came up with a unique mechanism and called it…

The Remote Control Selling System.

Done.

Multiple Millions in sales.

If he had simply said I want to teach you how to sell,

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

Nobody would have listened to him.

This is a classic example of how you take an ordinary principle,

process or technique and transform it into an extraordinary
unique mechanism for your own product

NEXT Example:

Sometimes you think your product doesn’t have anything different

from your competition’s product and as such…

There’s nothing there to be used as your unique mechanism

But if you look around your market,

There’s usually something your product has, that other products

may have but no one else is talking about….

FOR EXAMPLE:

When Ronald Nzimora, my mentor and friend, was about to

publish his second book on marketing…

He knew there were other marketers out there already saying

some of the things in his book…

And that if he simply said the same thing everyone else was saying,

He wasn’t going to get the kind of attention he needed to stand out

and GRAB attention…

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

So he did something very clever…

He condensed everything he had learned about marketing and

gave it a unique mechanism called:

TRIANGLE OF PROFITS!

Triangle = The Market, The Media, The Message

In fact, he made it the name of the book.

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

As you might guess,

The book was an instant hit.

This is just a small example of how you can come up with a unique
mechanism even if everybody else’s product has the same features
and benefits.

Just put on your thinking cap,

Do some research to see what everyone else in your market is

saying…

Then figure out the right unique mechanism for your product.

Here’s another example:

Many many moons ago,

When Schlitz beer invited Legendary ad man Claude Hopkins to

help them create an ad that would drastically improve their
bottomline of new customers…

He was on a tour in their main brewery when something caught

his attention and he stopped to ask:

Wait, what are they doing to those bottles over there?

Then, his tour guide began to explain:

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"Claude, all our schlitz beer bottles go through that sterilization
process before we put any beer in there. It helps maintain the purity
and quality of our beer so our consumer has the best beer experience
possible“

Then, sensing an opportunity for a killer unique mechanism,

Claude asked:

"​Okay, is there a reason you’re NOT talking to your prospects about

this unique sterilization process behind the quality of Schlitz Beer?"

His tour guide responded saying that since their competition also
used the same sterilization process,

They didn’t think it was worth talking about

"But nobody's talking about it. This is the kind of information your
consumer needs to make a buying decision that favours you”

So, Claude put on his thinking cap, and created an entire

marketing campaign around Schlitz’s sterilization process

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And it pulled in hundreds of millions for Schlitz beer for one simple
reason:

Prospects started buying based on their belief that the sterilization

process behind Schlitz made it fresher, safer, and purer for
consumption

Of course, after a while…

The competition noticed the reason behind Schlitz’s new

advertising breakthrough and of course…

Every beer manufacturer started talking about sterilization.

But the good thing is,

Before they caught on, Schlitz had already captured a large share
of the BEER market.

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

So your job as a business owner or marketer or Copywriter is to
always ask yourself:

What’s the unique strategy, process, technique or system part of

my product or service that’s responsible for delivering the Primary
Promise to my prospect?

And is anybody else talking about it already?

If NO, then you need to use that as your unique mechanism until
your competition wakes up from their slumber and realizes how
you’re making a killing talking about something they’ve been
ignoring for long…

If yes, then you need to think about a unique mechanism you can
come up with for your product or service

For example, This guide is a unique mechanism in itself

The Big Idea Sequence.

I knew you could easily find Big idea via a simple Google search

As such, I had to develop a unique mechanism that was unique to

the offer for The Big idea Blueprint.

If YOU Google ​The BIG Idea Sequence

You won’t find nada!

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

If you could easily find it on Google,

You wouldn’t be interested in this guide would ya?

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

 #5
THE Examination Stage
(PART 1)

This is extremely important.

There are a number of reasons a marketing campaign fails…

Even if you’re selling a product people WANT desperately.

Here’s a few…

● A message too amateurish for the market sophistication of

prospects

● Targeting the wrong audience

● No big idea

● The wrong big idea

● Poor market positioning

● Poor sales argument

● No emotional appeal

● Too many claims, little/no proof

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

 ● Saying same old boring stuff

● Weak offer.

The biggest problem may very well be number #1.

Promoting a product/service with a message that your prospect

has outgrown.

It’s like giving breast milk to a 76-year-old man who just wants to
be left the hell alone

Let me give you a small example so you see what I mean:

5 Layers of The Customer’s Maturity!

1. Doesn’t even know she has a problem and as such, telling

her your product can solve her problems is a bloody
waste of her time…

Eg: A newly wed who hasn’t even realized that she may NOT
be fertile enough to conceive…

If you make a promise to this woman saying you can show

her how to conceive,

She won’t take you seriously because she doesn’t yet know
that she has a problem…

So what you can do at this stage,

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

 Is tell a story of someone who almost went barren because
she didn’t know a deadly virus was eating up her WOMB

But she was lucky to discover it when she went for her
monthly routine check up

After which she discovered a permanent solution that put her

womb back in shape ….

Bla bla bla…

Or you can share valuable content that raises your prospect’s

level of awareness to the point where ..

She’s now aware of her problem and she’s hoping she can
find a long-lasting solution

Then, you position your product as that solution.

2. Prospect Already Knows She has a Problem

Here, your job is a bit more straightforward

YOU can easily use the Problem-Solution approach

State the problem and offer the solution.

EXAMPLE:

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 How to conceive your first child before November 30th (And
deliver without complications when you’re due)

At this stage,

Your prospect is only just getting aware of the problem she

has..

And as such...

If you have a valuable product that actually delivers your

primary promise..

All you have to do is make a simple primary promise and

provide proof to your prospect that what you’re selling works

Could be a testimonial or a review, or a certain scientific study

or just something solid that shows you’re not lying to her

3. Now she’s aware of her problem and she’s aware there’s

a solution OUT there for her problem… BUT too many
marketers/Copywriters are making the same promises
and she’s NOW skeptical…

This is where you need a unique mechanism.

So instead of saying…

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

How to conceive your first child before November 30th (And
deliver without complications when you’re due)

You can develop a unique mechanism and say.…

This ​“I​ mmaculate Conception Pill” has been banned on Facebook

and Instagram…. But if you can get your hands on it, You’ll join a
small group of once-barren women who are now enjoying the
joys of motherhood

Off the top of my head.

We can definitely do better

But as you might guess..

The Unique mechanism here is the “​Immaculate Conception

Pill”

NOTE: Whatever name you give your unique mechanism,

You MUST be able to explain it to your reader in simple

English

What I mean is….

Tell your reader how you discovered it and why it’s so

different from what she may have tried in the past

How does it work?

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

 How fast does it deliver results?

3x faster than anything else?

Is it also without any side effects?

These are questions your prospect will be asking in her head

And it is your job to answer them satisfactorily!

4. YOUR prospect has Probably Heard it ALL at This

POINT….. Everybody is making the same claims and using
similar Unique Mechanisms

But there’s a simple solution:

EXPAND YOUR Primary promise and Expand your Unique

Mechanism..

EG:

“The Immaculate Conception PILL cleans and resets your WOMB

in 72-short-hours, paving way for his semen to fuse with your
eggs and form a Zygote which makes you Pregnant at Long Last!

Of course, we can do better

But that’s just an example of how you expand your promise

and your unique mechanism to stay ahead of your

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

 competition…

5. She’s FED UP!

AT this point, no matter how much you expand your promise

and your unique mechanism

Your prospect has become sophisticated with any kind of

marketing promise or unique mechanism you can use…

SO what you can do, is make a shift from making

benefit-driven primary promises and unique mechanisms to

Talking about your reader’s desired experience

IT’s called future pacing…

And it’s super powerful when done right because...

It uses the power of imagination to make your reader see

herself enjoying her desired outcome

Want to sell a fertility pill?

Focus less on talking about the fertility pill (20%) and focus
more on making the reader picture that desired outcome
she’s always wanted..

Eg:

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

Dear soon-to-be-mother,

How would you like to celebrate the first birthday of your

newborn child?

Maybe you’ll do a thanksgiving in Church and invite your closest

friends to celebrate with YOU…

And perhaps, you’ll even open a savings account for your baby so
you can start putting some money in there for her education and
welfare…

Bla bla bla…

Just an example.

Here, you’re starting your message by talking about her

desired experience

Women don’t want to have children for the sake of having

children

Nay, they want to be able to experience the joy of

motherhood, watching your own child grow

Singing her a lullaby to make her sleep

Watching her try to walk

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

Taking pictures with her and saving them for when she’s old
enough to go through them herself

Answering her questions on a wide range of topics

Watching her do a number of things you did while you were

younger and just laughing inside because you know she’ll
eventually outgrow it

And so on

The bottomline here is:

Always find out what level of awareness your customer is at

before even thinking about coming up with your BIG idea.

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

 THE Examination Stage
(PART 2)

There’s something else I need you to keep in mind

It’s called the ONE Belief

There’s usually ONE thing your prospect desperately wants to

believe and if you can somehow wrap your BIG idea around that…

You’re going to be making a lot of money for yourself.

Here’s a few questions your prospect will definitely be asking in

their head when your BIG idea has gotten their attention:

1. What’s in it for me?

2. How is this unique?

3. Is it new, exciting and different from everything I’ve

heard before?

4. How do I know if this is real?

5. How does it work?

(Is this breakthrough without stress?)

6. Why should I trust you?

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

 7. Is it worth my time and money?

8. What do I have to LOSE if I don’t act now?

They are looking for a reason to believe that what your big idea
promises is possible for them

It’s called the ONE belief.

That is, they want to believe ONE thing and ONE thing alone.

That the idea you are selling them is really genuine.

If you can answer the above questions to the satisfaction of your

prospect…

You’ve hit the jackpot.

You can print out those questions and put them somewhere you
can always see them when you’re trying to promote any product

************************

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

 #6
S.I.N: The Devil’s Proposal

“It is the deal….. The offer….. The proposition you are making…..
That is the heart and soul of great copywriting”
-Gary C. Halbert - Legendary Copywriter

In the direct marketing pyramid,

Your offer is considered the #1 most important thing in your sales

letter

Second only to your BIG idea

Your offer is the very thing that influences your Customer’s buying
decision more than anything else

If your offer is strong, and you have a solid Big idea,

You can still get a lot of sales in spite of an average sales copy

But if your offer is weak,

And you have the biggest idea behind a killer copy

You’ll probably not make any sales.

Many world class marketers and Copywriters say an Irresistible

offer is the difference that makes all the difference in marketing.

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

That’s true,

But what if everybody has an irresistible offer for the same

prospects?

Well, what you can do is reframe your offer as:

Superior. Irresistible. No-brainer (S.I.N)

It’s not just about having the best price

It’s about the appeal behind your offer.

Let me explain:

It begins first, with how you create your offer

Many people make the mistake of writing the entire copy first

Then, when they’re satisfied with the copy,

Then try to throw a few bonuses together and present it as their

offer

Pfttttt!

After creating your BIG idea, you need to start asking immediately

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

What’s the best possible offer I can make to my prospect to make
her consider buying from me a no-brainer?

What’s the competition offering?

And how can I offer something superior?

The first step is, look at what your competition is offering

Mostly, everybody is offering the same thing without evening

knowing it

Same products,
Same bonuses,
Same guarantees,
Same price margins

The prospect even already knows what to expect at this point

So what you do is:

You do something different.

Write a LIST of 5 or 10 things YOU believe your prospect will really

need after buying your product

Or just anything she may struggle with

Then come up with bonuses that address that

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

99% of offers out there are offering bonuses that the prospect
doesn’t even WANT or Need

If you’ll offer a bonus, it has to be doing either of the following:

● Help your prospect solve or eliminate a problem that they

may be struggling with NOW

● Speed up the results she gets from using your product

● Make it super easy for her to implement or use the product

● Compliment the already amazing product you’ve sold her

And so on

So let’s say your prospect is buying a TESLA model Electric CAR

from YOU…

What else does a new owner of a ​TESLA Model S​ need?

Or what else do you think they’d really appreciate as a gift?

Put differently,

What are some of their biggest concerns about buying an electric

car?

Here’s a few..

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

 ● Difficulty finding a mechanic
● Limited Driving Range
● Takes too long to charge
● Hard to find a charging station

So we can easily create 4 bonuses

Each one addressing one concern

Here’s how you could do it

● Concern:​ Difficulty finding a mechanic

BONUS to address concern​: Private access to an auto

Mechanic directory where you can have a mechanic with you
with the click of a button

● Concern:​ Limited Driving Range

BONUS to address concern: a ​ 10x mileage accelerator that

helps you go 10x the distance most electric cars can’t go

● Concern:​ Takes too long to charge

BONUS to address concern:

In​ a
​ ddition to the NEMA 14-50 charger originally built for this
TESLA S Model, you also get the all NEW NEMA 120-240 which
allows you to charge your TESLA S to 100% capacity in
45-short minutes. This way, you don’t have to wait for 10

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

 hours for your car to charge.

● Concern:​ Hard to find a charging station

BONUS to address concern: V ​ IP access to the TESLA club

where you’ll have a mini-charging station installed right there
in your home or any location of your choice.

And once you’re done addressing concerns.

You check and check again to make sure there’s nothing else your
customer may be concerned about that you’ve not addressed in
your offer or your sales message!

This is important.

Please keep it in mind whenever you’re trying to create offers or

sell anything.

Now that you’ve constructed your offer.

How do you present it so it appeals to your prospect and makes

her see how she’s getting the best possible deal?

Well, at this point , it’s simple…

How to Present your Offer

So it makes sense to your prospect
{Mock-up TESLA Offer Presentation}

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

So how much does this amazing TESLA S cost?

I’ll tell you in a minute, and as you’ll see,

It’s never been easier to own a TESLA S

But first, I know you probably have some concerns

And I’ll try to address them to your satisfaction

For one, you’re probably concerned that you may have difficulty
finding a mechanic when your TESLA S has any issues or needs to be
serviced

I get it, and you have nothing to worry about because...

In addition to getting a brand new TESLA S at a ridiculous bargain

today, you’re also getting private access to the TESLA-GOOGLE auto
Mechanic directory where you can have a mechanic with you with the
click of a button

This comes at no extra cost.

But that’s not all

As you probably already know, most electric cars have a Limited

Driving Range

And that sucks doesn’t it?

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Not being able to go as far as you want with your electric car

I get it, and that’s why, in addition to the TESLA_GOOGLE Auto

Mechanic directory,

You’re also getting (at not extra cost) a hot new 10x mileage
accelerator that helps you go 10x the distance most electric cars can’t
go

Plus, y​ ou won’t even have to bother about your TESLA S taking too long
to charge because, in​ a​ ddition to the NEMA 14-50 charger originally
built for this TESLA S Model,

You also get the all NEW NEMA 120-240 which allows you to charge
your TESLA S to 100% capacity in 45-short minutes.

This way, you don’t have to wait for 10 hours for your car to charge.

And in addition:​ You never have to worry about scarcity of charging

stations because, once you send in your order today...

You’ll be one of only 15 TESLA S owners to enjoy VIP access to the

TESLA ELITE Club where you’ll have a mini-charging station installed
right there in your home or any location of your choice.

Now, the question you’re probably asking is:

HOW much do I have to invest today to get in on this deal?

Well, on any other day, a brand new TESLA S 2020 goes for $68,000

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

And the upfront payment limit is $40,000 without any added perks or
accessories

However, today, you can own a TESLA S (latest model) for just $20,000

Starting with an initial upfront payment of $5,000 and you can spread
the balance over a period of 6 months

If you think we’re crazy for doing this

Well, maybe you’re right

But there’s a reason we’re making this kind of seemingly crazy offer

You see, we won’t be doing any black friday sales this year because of
the pandemic and the economic recession

And we wanted to make up for that by creating an exciting deal for

TESLA lovers like you who have always wanted to enjoy the experience
of owning and driving the world’s most exciting electric vehicle, A TESLA
S!

But as you might guess, we can only do this for a few people

Truth is, we’re only doing this for 20 TESLANS!

So if you really want in on this deal, it helps to act now

The first step of course, begins with clicking the RED button below

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

And if you get your TESLA S, and everything else we’re sending you
through this exclusive deal and you drive it for 30-days and you’re not
satisfied…

Please reach out and ask for a REFUND of your initial $5,000 deposit

You’ll get your money back.

And You can sell the car and keep the money if you like.

Worst case scenario, you experience what it feels like to drive a TESLA S
and still get your money back (plus money from selling the TESLA S) if
you’re not satisfied

So go for it, you have nothing to lose

********

Did you read and feel like it was a NO-brainer?

Like, damn, this is a steal, it’s too good to be true

But then, I have nothing to lose so I might as well take the chance

That's how your prospect should feel when she sees your offer.

You need to put in a lot of thought and time into your offer.

That’s where the buying decision is made.

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

And if you read through the TESLA offer again (both the creation
and presentation) …

Notice how we’re not trying to convince the prospect which one he
should choose.

We’ve simply created the illusion that he’s in control of his

decision-making process.

Without being OR sounding needy.

That’s how you want to close your offer

PLUS, as you read through that example again,

You’ll get a feeling that I put a LOT of thought into creating tha
offer , I didn’t just slap a bunch of bonuses together

SO the next time you want to create your offer,

You won’t just slap a bunch of bonuses together,

You’ll do things a LOT differently

And the results will marvel you.

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

PLEASE NOTE:

What most entrepreneurs, marketers, and copywriters don't fully

understand, is your offer... and the presentation of your offer...
goes beyond your product and the bonuses

It's all about “HOW” you’re presenting an offer that is so

loaded with benefits and value, it makes it more difficult for
the prospect to say no than to say yes.

The value and benefits of your offer is really what you're marketing
and selling your prospect on.

Here's what I mean by the whole offer:

● The benefits of the product itself

● The benefits of the guarantee
● The benefits of how quick they get everything
● The benefits of the pricing and payment terms
● The benefits of the whole package

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

The whole process builds-up the value of the offer to make the
price feel insignificant compared to all the benefits the prospect
can experience.

And then you trivialize the price so it looks like an insane

bargain for your reader.

And remember:

Every offer you present must include some sort of money-back

guarantee.

You need to help your reader overcome that fear of …

“What if this doesn’t work”

We're humans.

We all want to be sure we're not getting screwed when we buy

something.

And above all.

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

Don't forget the importance of urgency and or scarcity

There always needs to be a reason for your reader to buy ASAP.

● Some inducement for immediate action.

● Sometimes it's a limited quantity.
● Sometimes it's a deadline.
● Sometimes it's a special premium.

Whatever it is, it has to make sense to your reader

It has to feel genuine and real

It can not seem made up.

And this:

If you’re telling your reader there’s a deadline

There has to be an actual deadline

After the said date, that page should no longer be available

It should have a message that says something to the effect of:

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

“​Sorry, The XYZ offer is no longer available, but if you’re interested in Q,
or D or F, get more information here.”

So when the prospect visits your page after the deadline

They know you mean business

And as such, the next time you tell them there’s a deadline,

They’ll take you seriously

Many people make the mistake of using a countdown timer

Then, the time elapses

And the countdown timer is still there showing 00-00-00

Makes you look like a scummy human being

Avoid it entirely.

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

 #7
The secret of invisible variation

There are very few marketers in the world who know how to
do this

MOST people continue using one sales letter even when it

stops converting

YES, if it’s converting, don’t fucking touch it.

However, once you notice that conversions are beginning to

drop

Don’t even waste a single second

Tweak your big idea.

Reframe your headline.

Rewrite your lead.

Let me give you an example:

Sometime in April 2020 I launched a writing program for

freelance writers.

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

It was designed to teach them how to get foreign clients

The headline read:

Now, Africa’s Top Copywriter says, STOP chasing broke

clients and start EARNING Bigger fees using….

The $3,000 Foreign Client Blueprint!

Now here’s a little marketing secret for you…

This sales letter was a variation of…

***

“​While The World is on Lockdown and Social Distancing Becomes

The NORM, you can now…

GET Paid $3,000 Dollars to Write Good News From Home

Thanks to what’s happening in $2.3Trillion writing industry, and

the March 20th announcement by the CBN Governor”

The first was going to a warm audience

People who already knew who I was, and how lucrative

Copywriting is as a skill.

The second was going to COLD Traffic (Cold Audience)

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

People who had never heard of me before

People who probably had no clue what Copywriting is

And as you can see, I used current events to structure my

BIG idea so it made sense to my target audience

What I’m trying to get at is:

It is important to think about the awareness of your

audience and “vary” your sales message accordingly

PLUS>>>

Once you notice conversions are dropping

You need to come up with a new idea

Something fresh from maybe another angle

FOR Example:

Once the COVID-19 lockdown started phasing out gradually

Conversions from that cold TRAFFIC letter started dropping

So I quickly came up with fresh idea and rewrote the

headline and the lead as:

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

IT’S still the same course

Still the same offer

Heck

80% of the copy is still the same thing

What changed?

The BIG idea, the headline and the lead.

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

Now, for context, the Lead is actually the first ⅓ or ¼ or ⅕ of
your sales message

It is by far the most important part of your message

It is driven by your BIG idea

And it is the very component of your message that

determines whether or NOT your reader will continue
reading

As such

You have to put a lot of thought into your lead

● It cannot be weak
● It cannot be normal
● It cannot be ordinary
● It cannot be boring
● It cannot be confusing
● It cannot be difficult to believe!

So what’s the criteria for a good lead:

Well, it seems to me that if you want people to pay attention

to whatever it is you are saying

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

The first quarter of your message has to hit them where they
live

● It must be emotionally compelling

● It must be interesting to read

● It has to give your reader something to look forward to

● Something to be curious about

● Something to be excited about…

The lead includes your headline.

It starts from your headline, down to the point where you

start explaining what the opportunity is all about.

Some leads are LONG, some are short

It all comes down to the Copywriter’s prerogative and what

he thinks will work best

Here’s a small example of a G

​ OOD LEAD:

***

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

 “How to Use your Time on Facebook to Make An Extra N200,000
or More Every Month…”

(Up to N2.4 Million Naira Per Year Or More,

Plus Bonus Money You Never Thought Possible….)

Dear “Fed-up” Nigerian,

Give me just a few minutes of your time,

And I’ll show you how to turn the time you’re already spending on
Facebook into as much as ​₦200,000 or more every month.

That's at least ​₦2.4 Million Naira per year,

For as long as you need or want it.

Whether you’re working a full time 9-5…

Or you're currently job hunting…
Or you'd like to leave your current job for good in 2020.

Up to N70,000 Every Week,

If You Want It…..

And you could make much more …

Up to ​₦70,000 per week, (₦280,000/Month) working from home,

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

Doing almost the same thing you’re probably doing anytime you log on
to Facebook.

In just a moment, I’ll explain exactly how this works.

But first, let’s get one very important truth out in the open.

*******
Then, you can state an obvious fact they’ll easily agree with (like the
economy is a mess right NOW)

Or just start explaining the opportunity (There’s never been a higher

demand for [Facebook Experts] in Nigeria)

Got it?

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

 EXAMPLES OF BIG IDEAS
THAT WERE A HIT!

STEM CELL RESEARCH!

Sold out the entire batch of products in less than 4-months

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

STEM CELL/2

A VARIATION of the first ad, this ran in 2013 and 2014

It was also a BLOCKBUSTER,

Although, from a different company!

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

Silver SHOT!

Over $50Million ​from hundreds of thousands of New subscriptions!

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

CBD

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

FOUNTAIN Of YOUTH

A Killer from ​Agora Financial.

It was selling a financial newsletter.

I’m NOT sure exactly how much it pulled in,

But it brought thousands of new subscribers on the front-end.

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

LAS VEGAS VACATION!

O​NE helluva offer.

The slots filled up in DAYS!

What’s​ the big idea?

A free vacation to Las Vegas.

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

THE GREAT DEPRESSION OF 2020!

What I love about this BIG IDEA is how TIMELY it is!

The only disadvantage is, it can’t run beyond 2020

Even then, all you have to do is:

Change 0 to 1 (2021) or 2 (2022) or 3 (2023)

Depending on how long you want to run it.

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

The Lazy Man’s Way to Riches

This​ ad sold out 3 Million Copies of Joe Karbo’s book “​The Lazy Man’s
way to Riches”

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

It was a big idea at the time

Today, it’s NO longer a BIG idea

David Ogilvy!

This​ ad sold out the entire U.S inventory of a new Rolls Royce car.

It was mostly educative

Why?

Because the target audience was mainly Upper class America.

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

The rich and wealthy.

Plus, the ad was selling a CAR!

And when you’re selling a CAR

You need to give your reader ALL the information she needs to know
about the car

That’s how people buy cars.

They want to know everything there is to know.

It’s high ticket

Lots of money

So you better answer all their questions satisfactorily.

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

NEW Copywriting Course LAUNCH!

This Copy brought in N6-Million between April and August

The offer was killer because it was timely!

After August, the Big idea had to change because the Covid-19 feeling
was beginning to wear off.

****

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo

I hope you got value from all of this

I hope you learned something new that you can apply to your business

But you know…

You actually have to implement to get results

That’s how you make progress.

DO you have something to say about this material?

You can send me a DM via Twitter (@andy_mukolo)

Or an email via ​aabstractalgebra@[Link]

Stay frosty

A.

COPYRIGHT ​© ​2020 , The Big Idea Blueprint, Andy Mukolo