I came across a discussion today about thriving in an increasingly crowded marketplace of health and wellness coaches today.
To distinguish yourself from the crowd, you need to know why you and your offerings are unique and position it as such – that is your “Unique Selling Proposition”. You also want to find your “Big Idea” so that you don’t get into a “me too” situation – because “me too” messages are never as unique and strong as “original” messages and ideas.
On the topic of “Big Idea”, I was to share with you a portion of an article by Craig Ballantyne written for the Early To Rise newsletter. These three simple questions will help you find your “Big Idea”:
1. What do you want to be known for?
If you could write just one article or give one presentation for the rest of your life, what is the one message you want the world to know?
2. What is your contrarian idea?
A great example in today’s nutrition world is a method called, “Intermittent Fasting”. This Big Idea goes against the common ideology that breakfast is the most important meal or that you must eat every 2-3 hours, and there is science to back it up. But the experts behind this Big Idea have research to support their thesis. It’s caught on and become so popular that the largest fitness magazines in the world are now featuring this contrarian style of eating. So what do you know, as an expert in your industry, that the masses don’t know, or better, that they believe to be wrong?
3. What is the easy-to-understand particular articulation?
This might be the toughest yet most important part of coming up with a Big Idea. But if you can nail the particular articulation, then you can have a breakthrough hit on your hands. The trick is to keep your Big Idea to as few words as possible. Everyone gets it when you say, “Men are from Mars, Women are from Venus,” or “Insanity Workout,” or “Wheat Belly.” You don’t have to ask too many questions once you hear these names. How can you condense your Big Idea into as few words as possible?
And as a bonus, Big Ideas often contain numbers. Examples that come to mind are, “The 17-Day Diet” or “10,000 songs in your pocket” (the iPod). Can you include a specific number in the particular articulation of your Big Idea?
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