LESSON #6 of 7:
"How They Identify, Develop, and Deploy Game-Changing Unique Mechanisms"
From: Todd Brown
West Palm Beach, Florida

Missed any of the prior Lessons? 

If so... 

Lesson #5

Onward with our story.

It's around 12:30 PM or so...

We're not even halfway thru the Copy Legends Lock-In.

We are getting close to lunch time though. 

But, before we break for our catered Mediterranean feast, the copy legends dive deep into how they identify, develop, and deploy Unique Mechanisms. 

Side note: As I said in our prior lesson, I believe this is one of the most critical topics in all of direct response marketing and copywriting today.

The Unique Mechanism is, arguably, the most effective method for differentiating your product or service. It shows prospects how your product or service works uniquely to deliver the result/outcome they want. 

And, in the process, gives your prospects a tremendous sense of hope and belief that your solution could the answer they've been looking for. The rest of the copy is then designed to prove this is, in fact, the case.
Peter Kell kicked-off the discussion...
"I like to think about it as a kindergarten simple pitch," Peter said. "What's the problem they have? What's the root cause of that problem? How does our product work to fix that root cause problem? Again, I just want it to be absolutely brain dead simple." 

"Okay," I said, "but are they any criteria you look for in a Mechanism? Like, what do you consider to be a good Unique Mechanism compared to one that's like meh, or just not good enough from a promotional perspective?"

"For me," Peter said, "it just needs to be so simple anyone can understand it. It has to make sense, it has to be instantly understandable, and it has to easily show how and why the product works to solve that root cause problem. Again, kindergarten level stuff; Trump level speech. No linguistic gymnastics or anything."

Jon Benson then chimes in...
If you don't know Jon, he's the actual creator of the video sales letter. Yeah. He's the guy who pioneered the medium and format of one of the most popular marketing formats used online today. Not too mention, his copy and his copy chunks have been used to generate in excess of a billion dollars in sales. Thats billion with a B. 

"I want my Unique Mechanisms to meet two criteria," Jon said. "It has to deliver a dream result, but it also has to be believable. And you need both."

Jon goes deeper explaining what he means and how he does this... 

Then he shares his thinking about naming Unique Mechanisms.

"I like to use two words the prospect already knows. So, I'm not trying to brand the Unique Mechanism as much as I am trying to make sure it's something the prospect can understand, feel comfortable with, and see immediately how it works to give them the dream result."

I jump in to share my two cents...
I then noticed Tony Flores wanted to add something...
"We always start by asking 'Is this a compelling new diagnosis'," Tony said. "Then our Mechanism is always an extension of that. So, for us, the fundamental question is 'How compelling is this new diagnosis to their problem?'"

This, of course, led into more discussion about what makes for a compelling diagnosis and how to use that to identify and position the Unique Mechanism.

Needless to say, the copy legends went on for another half hour or so sharing more insights about this topic.  

It was absolutely incredible.

Once about 1:15 PM hit, it was time for lunch.

Everybody went out back to enjoy some good eats, some gorgeous weather, and a relaxing pool view.
About 2:30 PM we gathered all the copy legends back at our table in the main room.

Everybody was reenergized, refreshed, and ready to roll. 

So, it was time to get back to work for the second half of our day -- so many more copy techniques to cover. 

We got right down to business.

At the urging of Justin Goff, I had the copy legends share their approach today to creating compelling offers.

We started with a doozy...