02 Mechanism Example Olive Oil

[Music] all right so the first unique mechanism example we're going to look at is uh for olive oil and this is a letter that Gary Bena wrote and for M Yuri and it's about how basically an all voil of the month club so this is a great letter I first I'd heard about it actually a couple years back and then Justin go who's my partner in copy accelerator has used it as a teaching example for a variety of reasons and it's really an awesome letter that I love so much why do I love it well

it's just really hard to make olive oil seem super sexy and yet you know Gary found a way to do it so you're going to have a link to the the whole letter and you'll be able to look through this and check it out and it's really great if you look at just the headline right announcing a special offer for friends of Mike giri from the olive oil Hunter if you'll pay just $1 to help cover my shipping costs I'll send you a complimentary $39 bottle of one of the greatest olive oils I've ever discovered

rush to your table directly from the new Harvest at the peak of flavor and nutritional goodness Yours by exclusive arrangement with one of the world's top gold medal winning artisanal Farms available nowhere else in America independently lab certified to be 100% extra virgin ol oil this means you'll never again have to worry about un unwittingly consuming or feeding your family mafia made olive oil yours as a risk-free introduction to my fresh pressed olive oil Club no obligation or commitment to buy anything now or ever RSVP today so you don't miss a special $39 bottle for

a buck offer we have just 240 bottles of the sublime olive oil to give away for just $1 to readers of mik giri if you're reading this message it means we still have some but if you'd like one please don't delay they are going fast and it's first come first serve so that kind of sets up the offer for you in the um the headline and this stuff here and we do have an interesting thing about this old olive oil Hunter guy the the feather in his cap which is always a classic and I'll give

you a bit of the lead too right dear friend of Mike gri a major olive oil opportunity is at hand but if you're interested you must act quickly if you'll pay just $1 to help cover my shipping costs I'll send you with my compliments a $39 bottle of rare fresh pressed olive oil Superior to any other oil you've ever tasted it's normally impossible to find it here in America the freshness flavor and health benefits of this just pressed ol oil will astonish you it will utterly blow away any olive oil you can find in the

US and that's for one simple reason this is fresh pressed Supreme extra virgin olive oil wased here by jet straight from the olive Harvest and is independently certified to be 100% pure extra virgin but what's so special about fresh pressed olive oil direct from Harvest and why can't you find it in US supermarkets or Gourmet stores regardless of where you shop do you know that most important the most important secret of how to choose the best tasting extra virgin olive oil it's very simple olive oil unlike wine does not improve of time just the opposite

it's at its peak of nutritional Perfection and flavor immediately after it's pressed olives after all are a fruit and olive oil is a fruit juice just as of any other fruit juice it's most delicious when fresh pressed and that's when you want to enjoy it but Nally but virtually none of the fresh pressed olive oil from Italy are or any other great olive oil growing country sorry great Olive growing country ever make it to our Shores the reason is because shipping by air is prohibit expensive as a result virtually all the olive oils sent to

the US Travel here by molasses slow cargo ship adding insult injury many oils are shipped months maybe even a year after pressing moreover olive oil is not shipped as a perishable food to save money producers send it in container ships along with scores of manufactured goods cars Machinery whatever and the oils are subject to brutal conditions and worst of all delays there are flavor sapping delays at every port of call on this long ocean Voyage while sitting at anchor in the harbor waiting for Customs inspections and FDA approval before admits then there are further delays

at the docks in trucking transport and in warehouses before eventual distribution to local stores then these oils May sit yet additional weeks months or even years on shelves under florescent lights which also destroy flavor and precious perishable nutrients and now you know why the producers of ordinary olive oils seldom if ever print a harvest date sometimes also called the pressing date on their labels sure they will print a best used by date but not the harvest date I suspect they want to extend shelf life as long as possible they realize that Savvy all Savvy olive

oil lovers prize freshness above all else and they don't want to give you any hint as to how old and stale their oils may be after their tortiously slow Journey from Rees to your shopping cart and there is a piece of proof here right I can prove this to you right now if you have a bottle of ol oil in your kitchen pantry please check the seat if it has a harvest or pressing date on the label in addition to the best used by date if you bought your oil in a supermarket or Gourmet Store

I can almost guarantee that it does not have a harvest State and since there's almost never a harvest State on the label of ordinary olive oil ordinary olive oils so many of us Foodies can be seduced by fancy bottles and pretty labels only to bring home mediocre olive oils whose flavors have faded and do and sometimes have even turned rans it so that is I read good out of the copy but what reasons why is because what I just read after the headline is really the mechanism of the problem right because again how do you

differentiate your olive oil from other people's olive oil you're selling olive oil but you it's not you could argue olive oil is a commodity it's on the shelves of every Supermarket maybe there's Boutique olive oil how do you really kind of make your olive oil stand out that's like the big question right so like I said if you look at the mechanism behind the problem it's what I just read that olive oil unlike wine does not improve of time just the opposite it's at its peak of nutritional Perfection and flavor immediately after it's pressed olives

after all are a fruit and olive oil is a fruit juice just as with any other fruit juice it's most delicious when fresh pressed and that's when you want to enjoy it I think that alone I love that whole component of olves are being a fruit and just like with fruit juice is most delicious when fresh pressed that's a great piece of what we call testable proof something that you can do in your head and kind of like think about and be like oh that makes sense the other piece of testable proof that we saw

like I mentioned briefly is the um looking at all oil in your pantry and how it doesn't have a a pressed by date or whatever has like a used by date but not a the date that it was pressed and that's more testable proof that backs up or supports the mechanism so that's what testable proof is so yeah as you look through this right this is what the mechanism behind the problem is what about the mechanism behind the solution well I pulled this from the sales letter and I could have it up but I I'll

just kind of show you guys what it is and again you can look at the sales letter to see but if you go through here you you'll see there's more copy and stuff like that and this discovery story and things we'll talk about later but as far as the unique mechanism behind the solution goes here it is long story short that's how I founded the fresh pressed olive oil Club I realized that if I were willing to break with the tradition of shipping ol oil by slow cargo ship and instead rush it to America by

jet direct from the new Harvest of each Olive o of each Olive growing country I can be the first to bring authentic fresh pressed oil to Foodies here in America all year round four times a year roughly in November February May and August I travel the RO stalking the global Olive Groves to sample hundreds of fresh pressed olive oils right at the peak of their Harvest fresh flavor my trusted sources in these far away Olive Groves established over my years of globe trting include hundreds of the finest Boutique producers in traditional family-owned Estates where oils

are proud local Treasures these oils are normally produced in small exclusive batches and reserved for high-end restaurants and a gourmet clientele and their own locals many are the top award winners in Regional olive oil competitions they are virtually never shipped to the US when I arrive at these harvests the most respected artisanal producers roll out the welcome M for me they know I I represent club members who are the most discriminating olive oil efficient AOS in America and who fully appr appreciate fresh and exquisitely flavorful oils indeed our club's membership consists of many chefs high-end

restaurants and hotels as well as a wide array of gourmet Foodies and healthc conscious individuals from every Walk of Life who insist on enjoying and serving their lucky guests the most flavorful and healthiest olive oils on Earth our clubs demanding reputation precedes me and I usually find myself being treated like a visiting Raja the Region's top artistical producers vay with one another or VI with one another to bring me dozens of their finest fresh pressed oils to make me smile with pleasure such a good copy from these I choose the three brightest most flavorful oils

then I Ras my newfound treasures at the peak of their Harvest flavor in nutritional goodness to the US by jet plane and then right to your front door by Rush delivery the result is that as a club member you get to enjoy what only a tiny handful of Americans ever get to experience true fresh pressed olive oil and all its amazing tastes and health benefits rush to you straight from the latest Harvest so that's mechanism of the solution so do you guys understand how the connection right if the the problem is basically that most olive

oil takes like you know months or years to get to you it's shipped in brutal conditions it's not [Music] fresh it's not fresh I want to make sure I had a um call that interrupted my headphones for a second I got turn my phone on to flight mode but yeah so it's not fresh um anything like that right that's the unique mechanism behind the problem so if that's the problem the solution is to basically break with tradition and rush it to America by jet direct from the new Harvest of each all growing country and again

this is a you know a packaged consumer good and yet it makes so much sense you you totally buy the solution now you have to have the problem of being a gourmet or a food lover or somebody is a lover of olive oil but if you do and you read about the problem then the solution just makes perfect sense to you you're like man I want that too I want the freshest oil and I get it if they're shipping it first of all the quality right he's being more Discerning but then he's shipping it by

jet it gets to you faster so it's really fresh Peak Harvest all these things that's the mechanism of the solution and the one other thing I'll say and I'm going to do some other examples as well but the one thing I'm going to point out here is that you want to what's my point I'm trying to make with this lost my train of thought for a second well if I remember the point I will put it in the next video and I probably will remember that point but um yeah I think this is a a

good explanation so let's look at some more [Music] examples