Information overload is the #1 complaint among Internet users in survey after survey. That is understandable, there is so much information out there that it can be confusing and even overwhelming.
But this is not a new problem by any means. Consider this …
- In the 3rd century BC there were routine complaints about too many books being published. How was one to read them all?
Way back in 1964 the term “information overload” arrived on the scene, and then gained widespread popularity in 1970’s Future Shock by Alvin Toffler.
It has been the catchphrase of many a haggard information worker ever since.
But here’s something interesting. In the years since 1964 huge brands have been born and prospered.
From Apple to Zappos, big brands have come into the market, prospered and employed many. Little companies have too.
What did they have in common?
One thing they had in common is that they had a big idea.
Do you have a big idea?
Do you have that one thing that you can say to customers that let them know what it is you offer, how they will benefit, and why they should buy from you?
To be clear, you don’t have to be an Apple to develop a big idea. You don’t even have to own a company to use a big idea.
Big ideas, clearly communicated, work for affiliate marketers, entrepreneurs and companies of all sizes.
In today’s fast paced, information-addicted society, being able to clearly state what you offer, quickly, creates big benefits.
So how can you do that?
By developing a core message and then letting that core message run like a ribbon through everything you do.
- Include it in your advertising.
Make it part of your logo.
Put it in your business name.
Tweet about it.
Pin images about it.
Include it in articles.
Add an email signature that reinforces your big idea.
You can’t go wrong being known for your big idea. And being identified by your big idea will help you sell more products to more people more easily.
And that’s a good thing.
So how do you develop your core idea? I can’t cover all of the steps in one article, but here’s a great place to start.
Write down what your business or product is all about. Do this using the fewest possible words.
“We help newbies succeed online” is better than “we provide tools and training designed to help beginners understand what they need to do to succeed in business.”
See the difference?
Here are a few ideas to get the juices flowing. What are you all about?
- Sharing wisdom
Solving specific problems
Working with experts
What you are all about might not be on this list. But reviewing this list will help get the ideas flowing, and help lead you to that three or four word description that fits what you do best.
Once you have that three or four word description you will have your big idea in raw form.
Now continue on by refining and developing it into short sentences.
You will eventually come to the place where you have one short sentence that clearly summarizes what you are all about, and how customers will benefit from doing business with you.
When you have that you will have your core message. Then you can begin weaving that message into everything you do.
This is work. Hard work. Brain work. But if you do it you will develop something everyone will be attracted to, and that is congruency.
When your messages are congruent, when you are saying the same things over and over again, and supporting that with your actions, you will begin to build a brand.
And brands last a very long time indeed.