Welcome to day 8 of the crash course!

 

In this video...

 

...I'm going to conclude the topic of big ideas and hooks by delving into the underlying component of the message and offer the big idea and/or hook is based on.

 

If you put enough time and effort into developing this component of your message and offers...

 

...it'll set you apart from your competition and convince people your offers will finally deliver their desired result where other offers have failed.

 

This component is how you actually deliver on the promise of a big idea and/or hook in your message and offers

 

(therefore justifying its use in the first place)

 

There has to be a component of your message and offers that makes the big idea and/or hook possible in the first place...

 

...or else the big idea and/or hook is based on an empty promise.

 

This component of your message and offers is known in the direct marketing world as the mechanism

 

(ideally, a mechanism that's unique to your message and offers (aka a unique mechanism)

 

The unique mechanism is the proprietary component of your message and offers that differentiates it from similar messages and offers in the marketplace

 

(that people have likely been exposed to before coming in contact with your message and offers)

 

The unique mechanism is the "how" of it all.

 

And...

 

...this unique "how" is what gives people hope this time will be different

 

(than the failure and disappointment they've experienced before in other offers that didn't deliver their desired result)

 

For example:

 

The weight loss market is full of people who've tried and failed numerous times to lose weight and/or to keep the weight off they've lost.

 

They've purchased numerous products and have tried numerous approaches to losing weight and/or keeping it off to little or no avail.

 

So when an advertiser, marketer, and/or salesperson has a unique mechanism (that their prospects haven't heard of before) tied into a weight loss product they're advertising, marketing, and/or selling...

 

...it renews their prospects' hope that this time will be different.

 

Where other products failed...

 

(whether that's actually the reality of the situation or not)

 

...prospects feel this new product...

 

(with a unique mechanism they haven't heard of before)

 

...will be the thing that finally gets them their desired result.

 

In their minds...

 

...they're not the reason for past failure; they just weren't privy to this "mysterious new Amazonian rainforest herb" until now.

 

Or they think:

 

"It wasn't me; it was my genes all along! With this new gene activator formula, I can finally lose the weight I was struggling to lose all along!"

 

(and advertisers, marketers, and salespeople are more than happy to play into peoples' denial of responsibility for their actions and outcomes in the presentation of their unique mechanism, which isn't necessarily a bad thing to do. As long as the unique mechanism is what the advertiser, marketer, and/or salesperson says it is and as long as it can truly benefit any serious and motivated person, then there's nothing wrong with playing into their delusions a bit in order to sell them on it)

 

Now that you know what a unique mechanism is and what its purpose is...

 

...I'm going to point out the unique mechanisms...

 

(that I personally discovered and developed)

 

...that fulfills the promise of my "binary plan loophole" hook, the "earn while you learn" big idea, and my "medieval monopoly secret" hook.

 

Let's start with the unique mechanism the "binary plan loophole" hook is based on.

 

(demo starts at XX:XX)

 

P.S.