This course teaches you how to develop a BIG Idea—something new, better and different—to stand out from your competition. We start by showing you how to choose the right target market. Then, working from a customer-centric perspective, we explain how to uncover the true benefits your customers want, and how to discover new ways to make more money by delivering those benefits. Then we show you how to develop a packaged brand name for your BIG Idea and how to craft an elevator speech that will get more prospects asking you questions about your business. Finally, we show you how to use your newly package BIG Idea to make the transition from selling low-profit commodities to selling high-profit BIG Ideas.
Print out this workbook prior to viewing the lecture videos. You can write in the workbook as you are watching the video.
Lecture B explains how to choose your target customer type, and why it can be extremely profitable to offer two levels of service: fast food and gourmet.
Lecture C shows you how to sell your BIG Idea for 10 times more than your current offerings. It also shows you how to select new value components for your BIG Idea, and how to present to prospects the enhanced benefits your new idea delivers. This lecture will give you specific ideas on dozens of ways that you can provide untapped value to your customers, and thereby make more money.
Lecture D teaches you how to package your BIG Idea with a brand name and an elevator speech. As a bonus, Bill Bishop also gives you a new story to tell your prospects that will completely change in your favor the dynamics of the buyer-seller relationship.
Bill Bishop explains who to use as your beta-test subjects to refine your idea and your story. He discusses the importance of develop a graphic wordmark image for your BIG Idea, and reviews why it is so important to have a BIG Idea if you want your marketing efforts to be successful.
Bill Bishop is the CEO of Bishop Communications Inc., the founder of The Bishop School of Entrepreneur Marketing, and the creator of The BIG Idea Adventure™, an advanced coaching program that helps entrepreneurs grow their business by creating, packaging, and promoting new high-value BIG Ideas.
He is a coach, keynote speaker and workshop leader, and is the author of many best-selling books, including How To Sell A Lobster (now sold in 25 countries in 12 languages), The Problem With Penguins, and his latest book Beyond Basketballs.