As you know, I’m a big fan of frequent, high value emails. For me, the point of writing regularly to your email list is to prospect for big ideas.
There are a few things you should know about big ideas:
- Big ideas are ones that stand the test of time, because they contain some fundamental truth
- Big ideas take a while to emerge. Don’t expect to find one every time you write
- Big ideas don’t hang around in plain sight. You’ll find them in unexpected places, usually unrelated to your regular line of work. You have to keep your eyes peeled for them at all times
- You’ll usually have to roll a big idea round in your head for a while, before it becomes really useful
One big idea I’m rolling around at the moment came from the world of diet. (For me, big ideas never come from marketing books…)
Whatever your guiding belief system about food, you should make time to listen to episode 210 of Howie Jacobson’s Plant Yourself Podcast, with Josh LaJaunie. Josh explains that whenever he puts food in his mouth he asks: what is the naturally attainable quantity of this food?
The implications go WAY beyond diet, and I think you’ll find what Josh has to say fascinating.
Are there marketing implications to this? Probably. I’ll let you know when I’ve figured it out.