[COPY STEFAN] 01 - Mecanismo Visão Geral

[Music] all right so now we're going to move on to unique mechanisms in this section we've covered research r and then mechanisms is the m in rnbc what's cool mechanisms aren't really that complicated but they're really important it's really crucial that you have this component if you want to write the best sales copy or have the best marketing and messaging and everything like that in some respects unique mechanisms are kind of like a unique differentiator or a unique selling proposition or unique value proposition all those sorts of things are kind of tied in to unique

mechanism but let me just kind of read through this with you and then i may extrapolate or expand or expound or pontificate from there right so in a nutshell the unique mechanism explains why our prospect is struggling or suffering to achieve a goal and how they can overcome that problem or overcome their struggles and at the core a unique mechanism always has two parts and it's always a two-part logical connection so there's a unique mechanism behind the problem our prospect faces and there's a unique mechanism behind the solution to that problem and what's really important

is that we identify the unique mechanism behind both the problem and the solution this is where i guess my contribution to this idea kind of comes from is like i didn't come up with the idea of a unique mechanism at all people have been talking about mechanisms behind mechanisms of action mechanisms of problems things like that but it's really the combining of the two that's that's super important and i think that's where people hear about mechanisms but if they don't have this part they're missing this part then this is where they get tripped up um

right so why do we want to do that why do we want to combine both well by showing the unique mechanism behind the problem you get the prospect to understand why they failed in the past and by showing the unique mechanism behind the solution you get the prospect to believe that our product will bring them success when other alternatives have failed and then this part here is pretty uh i'm gonna i'm gonna just kind of verbally talk about it versus read this all to you but basically what this part says and you'll have this as

part of the course is you have to think about it like this by the time a prospect comes to you they've tried other solutions it's very very rare that whatever your solution is it's the first time that they've tried to solve this problem or the first time they've heard of your solution in a broad on a broad sense right because if you are selling dieting or exercise or annuities or income investing or uh gosh like i don't know you know managing for profit um any of those sorts of things whatever whatever it is you're selling

a car you know um whatever it is you're selling like they've been sold that before and they've probably bought things that are similar to your product before as well so there's always gonna be a degree of skepticism right away or a question of like is this similar to what i've tried in the past and if it is why would my results be any different today if i you know haven't had the results i wanted in the past and they haven't had the results they won in the past or they wouldn't be engaging with you whether

it's through your sales letter or a sales meeting or whatever it is like they're they have a pain point but they're looking for something that's going to actually solve the pain point and they're wary or skeptical because they haven't you know succeeded in the past right and so that's why we need to have this unique mechanism we need to differentiate we have to show them well actually with the unique mechanism of the problem we need to show them actually you know here's the real reason why you failed in the past so you've tried these other

solutions but they're all missing this one piece so they all got this one thing wrong right you tried keto but it turns out that here's the one thing about keto that nobody tells you the one problem of keto the one reason keto doesn't work for you maybe it's hormones or your metabolism or really the unique or the better of the which you can find through research and i'm gonna do a bonus module on this from a health perspective and i'm gonna show you some other like mechanism examples here as well um so but yeah you're

like this is like that's like the missing one percent it's like one and you see down here i bold one crucial piece of information right that's super super important because what we want them to understand is like okay you were really close before you maybe that's why you got partial results but not complete results because a lot of times people have um you know you were close before but again there's this one missing piece of information this one percent you had 99 of it but there was one percent you were missing and that's the reason

why you didn't succeed and if we do that and we can show them how our product or service or whatever uh incorporates that missing one percent then we have them in a really good place because if you get them to believe that really this just was one thing they were missing and then you can tell them i will give you that missing one percent either i'll do it for you or you can buy it or whatever it is then as long as they believe really believe you it's easy for them to latch on to the

solution that you're offering them and really believe that it will work which makes it a lot easier for them to buy if they believe that your solution really works they'll buy and that's the the biggest secret of all with copyrighting in general right as if and selling actually period is like if somebody somebody has a pain point and they actually 100 believed it's a bad enough pain point and they believed truly 100 that if they gave you money that pain point would go away then they would do it almost every time right your conversion rates

would be 50 90 70 of the time you would convert doesn't make sense but the truth is they don't a lot of them don't which is why for online with like a you know 50 or 100 price product your actual conversion rate is maybe anywhere from one to five percent so one to five percent of the time through all this copy you can get somebody to believe you enough to buy from you but the the higher you can get that believability factor that the more you can get them to believe you the higher your conversion

rate is going to be and again they've been burned they've seen other solutions so we have to differentiate both the problem and the solution and that's why the unique mechanism is so vital so i hope that makes sense and obviously like i said we gotta look at some examples so let's go ahead and do that we'll jump in and um in the next couple videos i'll be going through examples of unique mechanisms behind the problem and unique mechanisms behind the solution [Music] you