Here’s a Simple Tip To Double Your Marketing Campaign’s Response Rate Using “The H.E.C Effect”
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This little known effect gives you tremendous leverage
And can help you position your product or service
In a COMPLETELY NEW WAY that really stands out from the competitors.
Plus… It can help you convert stubborn, jaded & skeptical prospects
Who think they heard it all before.
Stick with me and I’ll explain how.
The H.E.C Effect is a simple concept but somewhat tricky to pull off.
H.E.C stands for:
Hope + Excitement + Curiosity
It’s every marketer’s dream to trigger this powerful emotional state
Because triggering it will easily
Open the hearts, minds and wallets of your audience.
It is triggered when two brilliant marketing concepts are implemented TOGETHER.
Namely:
A Big Idea + A Unique Mechanism
Now you may or may not have heard about them before
To be honest I’m not sure where they came from.
I’ve heard it talked about talked about by
both David Ogilvy and Eugene Schwartz.
So it’s one of O.G those pieces of copywriting wisdom that’s still works like a charm today.
To explain it to you, allow me to use a simple example.
Let’s take the weight loss niche.
Weight loss is very saturated.
There are lots of products and lots of
Methods you can go about with losing weight.
Whether it’s the Atkins or Keto or Low Carb
There are so many
And everyone claims to have the answer.
Now how do you go to that market and stand out?
How do you get people to respond to YOUR marketing?
You start with a
Hope-giving...
Excitement-building...
Curiosity gripping...
…Big Idea!
The big idea is this unique, interesting
Compelling, idea that drags your prospect
By the neck and makes them say
Yes! This new thing is worth trying out!
And what it does is show you (or the market)
Why you haven’t gotten a solution yet
And the reason why.
Now that’s only half of the equation
In addition to the Big Idea, you’re also going to need
A Unique Mechanism...
A great example of this is P90X in the weight loss space.
You see, P90X is a weight loss product by Beach Body.
Arguably one of the most successful weight loss programs of all time.
Their Big Idea was:
Stop Repeating Your Workouts
Because the reason you were struggling to lose weight was because
You keep hitting PLATEAUS caused by repeating your exercises.
You were not SHOCKING your body enough.
To fix it...
You needed to Confuse Your Muscles.
Muscle Confusion was the Unique Mechanisim
The unique mechanism is the device that gives the result.
The big idea is that:
You can’t lose weight because you’re hitting
Plateaus and you need to confuse your muscles.
The solution is Muscle Confusion
I hope you understand these 2 concepts now.
It’s kind of tricky to come up with
Big Ideas & Unique Mechanisims
The first 3 times I did it
It was completely by accident
And they turned out to be some of my most successful Marketing campagins.
But here are 2 ways you can hack the process
And make it easier for yourself.
1.) Use an analogy to describe your Big Idea
A thousand Songs in your pocket – Apple
The New Railroad Across America That’s Making people rich – Agora
2.) Use a Contrarian Idea
How eating tons of fat can actually melt fat off your body – Keto Diet
It was a revolutionary idea when it came out.
It’s saturated now, so you’ll have to find something else in that space.
If you can really nail the Big Idea and have a great Unique Mechanism.
You will trigger the H.E.C effect.
The holy grail emotional state that will get even the most sceptial prospect to respond to your emails, ads, sales letters....
Or entire marketing campaigns.
This can make a huge difference & be the game changer in your market.
Hope that was helpful
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Honorable Mention:
@BlackHatWizardd did something like this too.
The unique mechanism of
“Personalized Firstline Emails”
Was one of the things that made his sales argument so compelling.
Needless to say, you should be studying his marketing.