You’re about to discover what a unique mechanism is and how you can use it to boost online sales.
I want to tell you about a copywriting technique that will do half the work of persuading your prospect.
This technique is rarely used by many copywriters.
And it’s the same technique world-class copywriters like Stefan Georgi use to improve the effectiveness of their sales letters.
That technique is called the Unique Mechanism.
If your product and service can be googled, then you’ll miss out on a lot of sales.
Because after reading your sales letter, your prospect can go on Google to find the answer to their problem.
That’s why you need this simple technique that allows you to quadruple your online sales.
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What’s a unique mechanism?
It’s that one thing that is exclusive to you alone and can’t be found anywhere else.
Even if they tried looking for it, they wouldn’t find it.
This mechanism will do 50% of your job in answering the question, “Why should I buy from you?“.
What the unique mechanism does is that it gives hope.
Because they’ve tried other programs similar to yours that didn’t provide results for them, your new unique mechanism could be the magic key that helps them.
So they give it a shot.
So, if you’re a business owner, what’s your product’s unique mechanism?
Notice, it doesn’t have to be grand.
Just something new and different they’ve never tried before and you’ll be rolling in cash.
The Unique Mechanism Gives Prospects Hope that Maybe This Time, They’ll Get Results
Your product is not the first the prospect is coming across. They’ve seen it all. They’ve seen many angles and they’ve been disappointed… or at best, they’re not satisfied.
This is where your unique mechanism helps. It gives your prospect hope.
So when they see something that’s new and different, they have renewed hope in the promise.
They think to themselves, “Since this is different, maybe I can get the benefits it promises.”
Don’t Market a Me-Too Product
When writing your sales message, don’t focus solely on promoting your product or service to gain buy-in.
Let’s say you’re selling an Iron supplement.
Instead of endlessly talking about the benefits of Iron, focusing solely on research and the endorsements of doctors, which may lead to audience buy-in on the commodity itself, it is better to present a different approach.
This approach involves highlighting your own unique, proprietary mechanism that sets your Iron supplement apart from others in the market.
By showcasing your innovative and distinct approach, you capture the attention of your target audience and differentiate yourself from the generic Iron supplements available on various platforms like YouTube, Amazon, or Google.
You avoid falling into the trap of the “Google Marketing Slap,” where potential customers get intrigued by the benefits of Iron in your marketing but then go off to look for cheaper or more affordable alternatives online.
So, remember, the key is not to market the commodity itself but rather to promote and market your own unique mechanism, one that sets your Iron supplement apart and conveys the added value it offers.
By doing so, you improve your sales message and increase the likelihood of converting potential customers into loyal buyers.
What if There’s no Unique Mechanism?
Now, you might be asking, “What if your product or service does not have a unique mechanism?”
Understanding your customers and tailoring your messaging to their level of sophistication is super crucial when you’re building your website or writing a sales copy.
But here’s the thing: What do you do when you don’t have a Unique Mechanism?
Sometimes, it’s easy to spot that Unique Mechanism in your product.
Take, for instance, a company that cures some type of disease. They can have an amazing and innovative way of curing the disease that no one else was doing.
That’s a clear Unique Mechanism right there.
But let’s say you have a product that doesn’t have that flashy uniqueness, like antibodies or ELISA kits, which are quite common. How do you make your message stand out then?
Well, here’s a trick: ask yourself,
“What common component of my product or service is being ignored by my competitors?”
Even if your product works just like others on the market, it’s important to find that untapped aspect that nobody talks about. That’s where the magic lies.
A fantastic example of this approach is the story of Claude Hopkins, the legendary adman.
When he was hired by Schlitz Beer, he discovered that all beers used purified water, but nobody ever talked about it.
So, he turned it into a big deal in his advertising campaign, positioning Schlitz Beer as the purest choice out there.
This unique angle took them from the eighth position to becoming the top-selling beer in America for a long time.
Sadly, later on, they switched gears and went for the typical Brand Awareness model of advertising, which didn’t work out too well for them.
The lesson in this story is: It’s not always about what’s different about your company, but rather what nobody else is talking about that can make all the difference.
Why Does Unique Mechanism Matter in Copywriting?
So, when it comes to your sales copy (emails, ads, or sales letters), having a unique mechanism is key. And trust me, this mechanism can be a bit misunderstood.
As already mentioned earlier, the mechanism is how you deliver the benefit to your potential customers. It’s the unique approach that solves their problem in a way that stands out from the crowd.
Now, this is super important, especially in competitive markets.
You see, it can be the make-or-break factor between making a sale and losing one.
But here’s the kicker – your potential customers don’t really care about the mechanism itself. They care about the end result and the problem it solves for them.
Let me give you an example.
Imagine you want to lose weight, and there are a million weight loss solutions out there – apps, pills, clubs, you name it. But your main goal isn’t to find a specific app or pill, right? No, what you truly want is to shed that belly fat and feel comfortable in your own skin.
Now, if someone offers you something that seems identical to what you’ve already tried, you’ll probably brush it off without a second thought. You might think, “Nah, that won’t work because I’ve tried something similar before and it didn’t do anything for me.” We all have our own preconceptions based on past experiences or biases.
But here’s where the mechanism comes in and works its magic.
It gives you a reason to consider trying something new.
It basically says, “Hey, give this a shot because we do things differently, and it could be the solution you’ve been looking for.”
That unique advantage, whether it’s the way the product is built or how it delivers the benefit, sets it apart from all the other stuff you’ve tried and failed.
It’s like a signal saying, “Yeah, those other things didn’t work, but we’re not like them – we’ve got something fresh and exciting here.”
For instance, let’s say every supplement out there claims to have Garcinia Cambogia, but this one supplement claims to have some rare fruit from the Amazon.
You might not be sold on the fruit itself, but it intrigues you because it’s different, and that’s what makes you want to give it a shot.
So, you see, it’s these subtle differences that can make a world of difference in capturing the attention and interest of your customers.
Just focus on delivering the benefit in a unique way, and you’ll be on your way to standing out in the crowd.
You know how people come with their own preconceived notions about what works and what doesn’t? Well, if your solution fits into their existing prejudices, they’ll just toss it aside without a second thought.
It doesn’t matter if other people did it wrong, if other solutions actually work, or even if the prospect is just stubborn and biased. You don’t want to seem like something they’ve already tried and failed, or something they believe will fail based on flawed information.
That’s where the magic of using a mechanism comes in – it’s how you do things to create a specific outcome, showing that you’re different and unique.
Let’s talk about your USP – the unique selling proposition.
It’s both a marketing term and a practical one.
From a marketing standpoint, it’s simply how you stand out in the market by answering this formula: “We help (target market) achieve (desired outcome) through (unique mechanism) / without (common problem).”
But your USP is also about how you run your business.
If you can produce goods at 50% less cost, that’s your USP.
Maybe your prospects don’t know or care about that fact, but it sets you apart and gives you an edge in achieving their goals while keeping costs low.
So, why is all of this important?
Because your mechanism not only helps you convince people that you’re different, but it’s also something real and tangible.
It’s the way you deliver results in the most efficient and cost-effective way for your customers and your own business.
What if You Have a Physical Product?
If you have a physical product, it still doesn’t matter because you can position your product as a new product by pointing out something different about it that other similar products don’t have.
This way, you can say your product is also new.
People like new things.
Therefore, if you can position your product or service as the latest new thing, you’ll have no problem converting your readers into buying customers.
Market Sophistication and The Unique Mechanism
One thing you must keep in mind when researching your unique mechanism is the sophistication level of your target audience.
What is the sophistication level of your target audience?
Yes, you know your target audience. But is that enough? No.
Knowing the sophistication level of your target audience could make or break your marketing campaign – even your business.
Many businesses use this market sophistication level concept. Those businesses have been successful. But the businesses who didn’t use this concept wonder why their efforts are not fruitful… despite working so hard.
What is Market Sophistication?
Market sophistication is the level of awareness your target market has concerning your products or services.
Let’s put this into perspective:
Imagine you’re in the weight loss industry and you develop a tea for weight loss.
If you’re the first and ONLY company that develops a weight loss tea, you don’t need any major marketing campaign.
All you need to do is have a simple ad that says “Weight Loss Tea”. This is enough to attract your customers. This is the first stage of market sophistication.
Stage one market sophistication
This stage is where your product is new enough. And all you have to do is place your product out there and your market will find it.
With the magic words above, “Weight Loss Tea“, you can get the attention of many people.
But as competitors enter the market, those words won’t be enough to entice your prospect.
You’ll have to be one step ahead by showing the benefits of your weight loss tea. This is the second stage.
Stage two market sophistication
This is where you differentiate your product from the competitors by expanding on your original claim of weight loss.
You could add a timeframe. For instance; One-Week Weight Loss Tea. Here, you’ve added something else to strengthen your original claim.
Stage three market sophistication
Here, this is where you find out what makes your product special from the competitor. What’s your unique mechanism?
Knowing this, and communicating it to your customer will be the major difference in your marketing campaign.
For example, Tanzanian Moringa Tree Bark Proven to Boost Your Metabolism and Lose Weight in Just 7 Days!
The main difference here is your unique metabolism, which is the Tanzanian Moringa Tree Bark (others don’t have that) which helps increase metabolism.
Your unique mechanism is your secret weapon that can attract and convert your prospects. What this basically means is that it shows how unique and special your product is… not just different – but uniquely different.
What’s Your Level of Market Sophistication?
It’s no longer enough to just know your target audience. You should also know their level of market sophistication. Knowledge of this will massively help your marketing.
If you’re in stage one… awesome.
Stage 2? It’s nice you know about unique mechanisms.
If you discover that you’re heading toward the third stage, it’s time to let go of those bold promises. They won’t really attract anyone anymore.
Find and create your unique mechanism… NOW!
How to Figure Out Your Unique Mechanism
When trying to figure out the unique mechanism for your product or service, ask yourself these questions:
1. What is the one thing that makes your product unique?
Some answers might be: Scientifically proven processes that work. Rare historic ingredient. A new framework for businesses, etc.
If you have an answer to number 1, then you can move to number 2. If not, keep searching.
2. How will you state this unique mechanism in your marketing?
You can have more than one mechanism. This just gives you more materials to test in your marketing. Just make sure it’s really unique and real.
You can use the different mechanisms in your campaign and use the one that works.
Warning: Don’t use exaggerated claims and promises. Or else, no one will believe you.
Add a Unique Mechanism to Your Campaign
So, when writing a sales copy, ensure to always add a unique mechanism that shows that your product is new and different from the other products in the market.
That’s how you can easily triple your income in no time.
If you need help with your sales copy from a unique mechanism, click here.