Big Promise

If you could wave a magic wand and give your prospects any results, an outcome that would
drive them crazy, what would that be?

Early days = Lose fat. Or take this pill and lose fat
Now = We have to expand. Take this pill and lose seven pounds.

A Unique Mechanism
How is that promise being fulfilled and delivered to the prospect?
A unique mechanism is a unique way that your product or service fulfills that promise

A (unique) Mechanism delivers the promise.

It’s unique because they can’t just search it up on Google to get it.

Almost all courses would use:

A Transubstinated mechanism
This is where the ordinary is turned into extraordinary.
You take your methodology, take your approach, and give it a name. You would give it a title.
You would name what you do, your system, your approach, your framework, and your
methodology.

Others include:

An Actual Mechanisms
The unique algorithm, unique bodyword, unique recipe for the cake, unique formula of
nutrients and herbs and vitamins.

Unspoken Mechanism
An aspect, an element, a piece of a component that’s major but the competitors are not
talking about
The best example = the Schlitz beer

Giving hope
"Well, maybe that's why I failed before. Maybe that's why all exercise programs haven't
worked, or my other diets haven't worked, or no other fat burners work because they were
missing this mechanism. Maybe this is the answer

The [product] [delivers big promise] because of/ it is/it has/it uses/it’s the only [unique
mechanism]

The frog tape prevents paint bleeding with its exclusive paint block technology
The P90X gets you in the best shape of your life because it leverages muscle confusion
Conversion Fly gives you accurate tracking because of its “Losseles Tracking”
Other important things:
Expanding the Mechanism – How, and why the mechanism works
Establishing the Root Problem –

Examples in Courses
Product – Campaign Conqueror

Primary Promise – Possessing my exact email campaign blueprint in Campaign Conqueror

can INSTANTLY make you one of the most effective (and possibly later, one of the most in-
demand) email copywriters in the world!

Unique Mechanism = He is the unique mechanism because it’s his method that
“My Blueprint in Campaign Conqueror”
“I’ve used the exact blueprint in Campaign Conqueror”
“YOU practically every secret I have learned from every single campaign I’ve ever written.”

How is this a Unique mechanism? Why can’t they get it anywhere else?
People are buying into Daniel Throssell’s expertise here. They know of him, he’s given the
social proof.
He’s the guy who’s outsold A-list copywriters. So, all the other courses by all the other gurus
are already disqualified.
People care about his secrets and his blueprint because of the social proof.

Market Detective
Product – Market Detective. A market research course

Primary Promise – for doing market research on any freelance copywriting job.
In short, you will have the confidence to turn in your copy on any freelance copywriting job
KNOWING that it’s good — AND that the client will like it.

Unique Mechanism = Market Detective is my original, five-step, graded system

How is this a Unique mechanism? Why can’t they get it anywhere else?
It’s his ORIGINAL five-step graded system that focuses on diminishing their pain points of
knowing when to stop researching

Email Celebrity
Product - Email Celebrity. A course on building an email list (for copywriters)

Primary Promise – Email Celebrity is unashamedly for copywriters who would like to build a
profitable email list to supplement (or replace) their client income.
Unique Mechanism — Email Celebrity is the world’s ONLY (end-to-end list-building
framework) designed specifically for copywriters.

Core Campaigns
Product Name – Core Campaigns. A course containing “must have” email campaigns and
how to integrate them.

Primary – to increase sales & engagement for practically any business ‘on demand’

Unique Mechanism
These are a handful of “must-have” campaigns for any business.
This unique mechanism has been Transubstinated to just give it the name of “core
campaigns”

Agency Navigator (VSL)

Product Name - Agency Navigator. A course on how to run a social media marketing
agency

Primary Promise
(used to be) Make a doctor’s salary.
Now is From Zero To $10,000/Month With Your Own ROI Marketing Agency…

Unique Mechanisms
4 step plug and play

This is very similar to Tyson’s 4d

4D Academy
Product – 4D Copywriting Academy. A course for beginner to intermediate copywriters
Promise – Master & Monetize High-Paying Skills so you can become a highly-paid
freelancer.

Unique Mechanism
The Copy Trifecta Method

How is this a unique mechanism

It’s a 3 step process to mastering copywriting. It’s a Transubstinated mechanism

https://porterandcompanyresearch.co/aiks/?
_ef_transaction_id=c2e02d30aa5b4a3b8505a77f944dec21

Product – A briefing
Primary Promise
Getting rich in the AI revolution

Unique Mechanism
The secret AI Keystone

How is this a Unique Mechanism? Why can’t I get it anywhere else