The unique mechanism is split into 2 parts:
- The unique mechanism behind your PROBLEM
- The unique mechanism behind your SOLUTION
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How To Come Up With UNIQUE MECHANISMS That Sell
(A Thread)
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The unique mechanism is split into 2 parts:
- The unique mechanism behind your PROBLEM
- The unique mechanism behind your SOLUTION
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Imagine that your prospects has 99% of the answer...
And you're selling them the missing 1%.
You're explaining the "Real Cause" of their problem and offering a solution.
Think MICRO. Not macro.
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During your research you find out that one of the ingredients in your supplement helps activate a protein called 'AMPK'.
(AMPK is a protein that plays a role in metabolism)
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CORE problem: Can't lose weight.
UM behind problem: Not enough AMPK in their body
Here's how that would look:
"The reason you can't lose weight ISN'T because of your diet or exercise regimen...
It's actually because your 'Metabolic Switch' isn't active."
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We're selling them that 1% of missing information that they didn't have access to before.
We're saying:
"look, you just need this ONE tiny piece of the puzzle to finally start losing weight."
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This part is self explanatory.
The UM behind the problem is the metabolic switch (AMPK).
Therefore, the UM behind the SOLUTION is your supp, which has an ingredient that supports AMPK - turns on your 'metabolic switch'.
(for example).
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Remember:
Imagine that your prospects has had 99% of the answer...
And you're selling them the missing 1%.
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You can use this framework for ANY kind of copywriting.
I literally just used this framework to write a sales letter for @blackhatwizardd the other day.
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So the cryptocurrency industry has basically two products, one which is relatively benign and doesn't have product market fit, and one which is malignant and does. The industry has a weird superposition of understanding this fact and (strategically?) not understanding it.
The benign product is sovereign programmable money, which is historically a niche interest of folks with a relatively clustered set of beliefs about the state, the literary merit of Snow Crash, and the utility of gold to the modern economy.
This product has narrow appeal and, accordingly, is worth about as much as everything else on a 486 sitting in someone's basement is worth.
The other product is investment scams, which have approximately the best product market fit of anything produced by humans. In no age, in no country, in no city, at no level of sophistication do people consistently say "Actually I would prefer not to get money for nothing."
This product needs the exchanges like they need oxygen, because the value of it is directly tied to having payment rails to move real currency into the ecosystem and some jurisdictional and regulatory legerdemain to stay one step ahead of the banhammer.
If everyone was holding bitcoin on the old x86 in their parents basement, we would be finding a price bottom. The problem is the risk is all pooled at a few brokerages and a network of rotten exchanges with counter party risk that makes AIG circa 2008 look like a good credit.
— Greg Wester (@gwestr) November 25, 2018
The benign product is sovereign programmable money, which is historically a niche interest of folks with a relatively clustered set of beliefs about the state, the literary merit of Snow Crash, and the utility of gold to the modern economy.
This product has narrow appeal and, accordingly, is worth about as much as everything else on a 486 sitting in someone's basement is worth.
The other product is investment scams, which have approximately the best product market fit of anything produced by humans. In no age, in no country, in no city, at no level of sophistication do people consistently say "Actually I would prefer not to get money for nothing."
This product needs the exchanges like they need oxygen, because the value of it is directly tied to having payment rails to move real currency into the ecosystem and some jurisdictional and regulatory legerdemain to stay one step ahead of the banhammer.