You've probably heard me yammer about using "A Mechanism" in your sales and marketing copy
The Mechanism is simply the reason why your product delivers a superior solution.
It's basically an "excuse".
It's a delivery vehicle that works as a form of mental proof that what you're saying is true.
ANYONE who has competition....
ANYONE who offers a product that solves the same problem as other companies...
Simply needs to mechanize their claims, in order for prospects to be able to understand why they should buy YOUR product.
You can also think of The Mechanism as the answer to The Killer Question:
“Why would anyone want to buy from you, rather than your competition?”
-The Killer Question
The only thing is: it takes a little bit of finesse to come up with a mechanism that will work, but that's not to say that it's hard to do.
But rather than WRITE about mechanization, why don't I just show you how it's done in real life?
Check out the YouTube video below and marvel and how amazing this robot lawnmower sounds
Analysis Of The First 44 Seconds:
Claim: Large or uneven lawns do not “stand a chance” against the LUBA 2?
Why? Drives like an RC car to establish perimeter - EASY
Claim: Climbs steep slopes up to 38 degrees
Why: Because it has all-wheel drive and “Enhanced Internal Motors” (neologism) PLUS a visual breaking down the awesome engineering behind the Enhanced Internal Motors.
Claim: Uneven lawns don’t stand a chance
Why: Adaptive suspension ensures a smooth mow. Along with video graphics highlighting the suspension.
Claim: No damage to grass
Why: Patented Dual Purpose Driving System, and omni wheels ensure that.
By this point we’re only 44 seconds into the ad.
Watch the rest and see how EVERY SINGLE CLAIM has an explanation for why the LUBA 2 delivers.
Tell me you don’t trust that mo’fo’ to cut grass like nothing you’ve ever seen before…
Can you honestly tell me you don’t want one of those mowers now?
(If not: Do you even have a lawn?)
There are many ways to answer The Killer Question.
“Why would anyone want to buy from you, rather than your competition?”
-The Killer Question
And one of them (as you saw today) is simply to give your prospects a highly compelling and explicit explanation for why you can deliver such quality.
Compelling and explicit meaning: something the prospect cares about, and something they can relate to.
Hint: 25 years experience is not both compelling and explicit. Mostly that "mechanism" looks self-serving to prospects.
Why?
Because when someone DOES have 25 years experience that person should be able to back up their claims with specific references to some of the awesome things they've done.
And doing that feels way more compelling than simply stating years of experience.
If you have questions about how to stand out then...
Click the link above to see exactly why such a call is NOT going to be a painful pitch fest - but a 100% useful consultation.