What is the difference between these books?

One sold 1.3 million copies

The other? Probably not much...

What& #39;s the difference?

Both are about outsourcing.

Tim Ferris took the "ordinary idea" of outsourcing and expanded it into a Big Marketing Idea... The 4-Hour Workweek

What is the difference between these books?

One was #1 on NYT and Wsj

The other? Probably not much...

What& #39;s the difference?

Both are about Focusing.

How To Focus is an ordinary idea. We& #39;ve all seen it many times

Keller expanded this idea into something new and different

Here& #39;s another example

Both books are about "Habits"

Clear took the ordinary idea of "Change your Habits" into something new, unique, and extraordinary.

Ordinary: Change your habits

Extraordinary: Atomic Habits

What& #39;s an atomic habit? Nobody had heard it before. What is it?

When I say “Big Marketing Idea”…

I’m NOT talking about the typical marketing “hook”, “promise”, “premise”, “theme, or “benefit-driven headline”.

No. Those are all valuable. Sure.

But those are not responsible for why the major difference in results in the books above

When legendary copywriters were asked what was the single most important thing behind their most profitable campaign

Here’s what they answered…

Almost all said, it wasn’t their copy… their headlines… products… or offers. No.

Guess what it was?

“Big Marketing Idea”

If you want to learn more about how you can find a big idea for what you’re selling

Here’s an article that might help you https://maxime-s-school-1482.thinkific.com/courses/big-marketing-idea-protocol">https://maxime-s-school-1482.thinkific.com/courses/b...