Unique Mechanisms

<aside> <img src="/icons/gear_purple.svg" alt="/icons/gear_purple.svg" width="40px" /> Welcome to Unique Mechanisms

In this video, we’ll cover how to create a unique mechanism for your offer. You’ll see what a unique mechanism is, why it’s so critical if you want to differentiate yourself from the competition and make signing clients easy.

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Understanding Mechanisms ⚙️

When a potential customer in your market sees your ad, they’re not coming in as a blank slate.

It’s likely that this person has been trying to get the result you’re promising for some time now and that they’ve tried several things and failed multiple times.

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Human nature is to not blame yourself for our failures but to blame the method for our failure. People usually don’t believe their skills are deficient, the believe the method is deficient.

This allows people to protect their ego and avoid doing the hard thing and looking in the mirror, figure out where they are lacking and then improve themselves.

Most people don’t want to do that. It’s hard.

This is why you’ll hear people say “Facebook ads don’t work” for example. The truth is, they’re just bad at Facebook ads and need to improve but ****they don’t want to hear that.

****So what happens is, over and over a marketer promises them that they have a path to success and they try it and the path doesn’t work. Over time they grow skeptical of claims but the core desire remains—they still want to get to the other side.

So to persuade them to buy your program, you want to show them a shiny NEW bridge to get across to the other side and reach their desired situation.

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This way, they’re unable to say: “well, I tried this before and it didn’t work!” and it gives them hope that this time will be different.

****Here are a few examples:

Make money online → prospect has tried dropshipping, Amazon FBA, remote closing, affiliate marketing and SMMA and has failed every time. We show them “white label passive apps” that make passive income and they now have new hope. You could also do this WITHIN a specific type of bizopp (e.g. new type of dropshipping).

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Weight loss → prospect has tried Atkins, Keto, Paleo, Dukan, Weight Watchers, Pilates, Yoga and various workouts and has failed every time. We show them that the reason these diets don’t work is due to toxins in modern food that slow your metabolism and we have an “enzyme diet” that will detoxify your body and help you lose weight easily.

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Relationships → prospect has tried improving his looks to meet women, he’s tried dating apps, he’s tried social media, he’s tried approaching women in bars and at the mall but nothing’s working (example). We show him an easy way to meet girls by networking with guys who know girls and then creating fun events with them.

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B2B → prospect has tried Facebook ads for their business with limited success, so we offer TikTok ads as our service (worked well 2-3 years ago). Alternatively, you can have a “new way to do Facebook ads” with a really strong guarantee / offer.

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You want your mechanism to do 2 things:

Explain the prospect’s past failures
Explain why this time will be different

You get bonus points here if you can find a common enemy to pin their past failures on. Can be fairly general (school system, teachers, gurus, etc).

“People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions & help them throw rocks at their enemies.”

—Blair Warren

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The Power Of New 🆕

As mentioned before, the most important rule in marketing is knowing your customer. The second most important rule is being NEW and different.

You’ve now seen why. You must not be seen as being the same or similar to something that the prospect has tried before, otherwise they will automatically screen your ads out.

You must NOT allow your customers to think: