| | Remember the "4 Hour Work Week"? Duh. Who doesn't. It's a killer idea that stood out from everything else. Why? Because it’s contrarian. A contrarian idea gets the reader / viewer to think
"Wait, I've been doing it WRONG all this time? And there's a better way that no one else knows about?" It creates “cognitive dissonance” in their mind and makes them start asking questions. They feel compelled to learn more so they can fill the knowledge gap you’ve created — between their previous belief and the new information. That’s why with a really great contrarian marketing message… You don’t even need to list out features and benefits of your product or service. The audience gets so curious they can’t help but check out whatever you’re promoting just to find out WHY you’re making such an unusual claim. Plus, there’s often an implied benefit that this new information will help them improve in some way once they learn what they’ve been doing wrong. My friend, Taki Moore does a phenomenal job at delivering contrarian messages... One of his trainings is called "The Webinar that Doesn't Matter" Contrarian thinking goes against popular opinion. But great contrarian marketing is also authentic. You can’t just say the opposite for the sake of being different... that’s like the boy who cried wolf. However, if you do it right, you can make big money. It's how I made millions with Turbulence Training back in the day. My contrarian message was to never, EVER do slow boring cardio. I believed it. I preached. I stuck to it. It was authentic and my stance was the real deal. Here are a few other examples of contrarian big ideas that catch your attention, stimulate curiosity and make you want to learn more... "Pot stocks are the worst place to invest if you want to make money in the cannabis boom." "Old school sales methods are dead" "Email is Dead." Even Masterclass.com uses this... There's a great opening line in an Annie Liebovitz photography promo where she says:
"People think the job of the photographer is to make people feel at ease. That's wrong." Your turn… What contrarian messages or ideas can you think of for your market? What beliefs do they have that you can challenge with new information related to your business? The more you use contrarian ideas in your marketing, the more you will win. And the tighter you can tie a contrarian idea directly to your product or service, the better this works. Spend some time crafting your contrarian message. Put pen to paper and really think about this… then try one out. You may have to try a few before something really hits. But when it does, the leads and sales will come pouring in. I guarantee it. Success Loves Speed, Craig | | |
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