A common question asked about The Five Lightbulbs is, Which Lightbulb do I emphasize?
That’s the key word: emphasize.
After all, we could say infinite things in our marketing material, but our real estate is limited. Every new idea we inject into our marketing dilutes the potency of the rest.
The Five Lightbulbs helps because it gives you five dials to turn. That’s a good visual, actually.
Imagine each Lightbulb has a dimmer switch. Turn the knob and you increase the wattage of that Lightbulb. Your highest-wattage message becomes the central theme of your ad.
We must constantly ask ourselves:
Which messages do we dial up?
Which messages do we dial down?
Then do that across all five Lightbulbs. And then watch.
