Here’s a scary situation – you work to build a core message that you resonate with. It’s the Big Idea that you think (or know) will resonate with your audience, only to find that 7 days later, a competitor has stolen it. They have taken your message, rehashed it, and copied it across all their platforms – social media, website, and even their sales deck.
Would you be angry? Would you be hurt?
Well, you don’t need to be.
A Big Idea is Not Merely a Copywriting Exercise
The one-line Big Idea is just the wrapper and the packaging of a deeper concept. The Big Idea is your unique perspective on a specific topic, whereas the packaging is how you present this perspective to the world.
While this packaging is important, merely stealing the copywriting will not harm you if you make your idea defensible.
Can You Defend Your Idea?
Do you have evidence or proof that supports your Big Idea? Imagine a stranger visiting your website and the competitor’s website. Even if the copy on the home page looks identical, your prospect can still resonate harder with your Big Idea if you can defend it.
Like I said, a Big Idea is not a copywriting exercise but rather a philosophy that is ingrained in the entirety of your brand.
How can you build this evidence?
Here are a few avenues to consider:
- Content
Have you been creating blog articles, podcasts, or videos on your Big Idea?
- Products and Services
Do your products and services align with your Big Idea? If you say one thing but sell something totally different, it will confuse your audience and weaken your message.
- IP (Methodologies, Frameworks, and Templates)
Are your proprietary methodologies and frameworks a real-world reflection of your Big Idea? The way you work with clients should show that you practice what you preach.
- Case Studies and Testimonials
Can you showcase real client engagements where your Big Idea was instrumental in delivering results? Tangible success stories are powerful evidence of your idea’s merit.
This is not an exhaustive list, of course. But it covers most of it.
The more yeses you have for the above questions, the more defensible your Big Idea is.
Does This Feel Like a Lot of Work?
As you read through the 4 points above, did it feel intimidating? Did it feel like you are miles away from building any defensibility? Okay, yes, this is indeed a lot of work, especially if you are at the start of your journey. But if you think you are starting from zero, you could be wrong…
You Are Sitting on a Pile of Defensibility
When I work with clients, we start with a content audit. This process involves me going through their content to find interesting threads. How often do we find material that can be used to defend this Big Idea?
Every. Single. Time.
Chances are, you have already started your journey towards building this defensibility through your content, products, frameworks, etc.
Sure, you might have a lot of work to do. But you are not starting from zero.
Where Do You Start?
Content is the easiest place to begin. There’s no better way to clarify your thinking, test out different ideas, and develop new frameworks than through a consistent content practice. My preference is writing, but you could consider other mediums as well.
Summary:
To avoid your Big Idea becoming merely a copywriting gimmick, you need to defend it. This means aligning your content, frameworks, client engagements, and other brand elements with your core message. The good news is there’s a high likelihood you’ve already begun this alignment – you just need to recognize it and build upon it strategically.