Unique Mechanism Swipe File

© Todd Brown, Inc. ALL RIGHTS RESERVED

 Unique Mechanism Swipe File

IMPORTANT: READ THIS FIRST

The Most Powerful Marketing Strategy To
Have Prospects Quickly View Your Product As
Different & Superior To Every Other Option

From the desk of Todd Brown

Creator of the E5 Method
West Palm Beach, Florida

What you now hold in your hands is a simple, yet unique and
wildly valuable resource…

Because it hands you several examples of Unique

Mechanisms being used in real-world marketing campaigns.

And, today, I can easily say… the Unique Mechanism is the

most valuable marketing asset any marketer can deploy.
Speci cally for differentiating your product or service in a
crowded, competitive marketplace. And for quickly
demonstrating to prospects what makes your product or
service the superior solution amongst all other options.

I rst introduced the online marketing world to the concept

of the Unique Mechanism over a decade ago (roughly 2014). It’s
application within the scope of marketing is an evolution of a
copywriting method pioneered by direct response legend
Eugene Schwartz in the mid 1960’s .

Today, the Unique Mechanism — and its proper application

and use within a marketing funnel — is more valuable, more
important, and more impactful than ever before. And that’s

© Todd Brown, Inc. ALL RIGHTS RESERVED

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because of how crowded and competitive most markets have

become.

Which is why demonstrating meaningful differentiation is

essential today… and why the idea of the Unique Mechanism
has become so popular. And why lots of marketing educators
are now touting the bene ts of the Unique Mechanism.

Unfortunately, though, few of these marketing educators

truly understand what a legitimate and effective Unique
Mechanism is, or how to properly use and present one within a
marketing message.

Today, unfortunately, many marketers have been led to

believe merely slapping a fancy name on an ordinary
mechanism is enough to transform it into a Unique
Mechanism. This belief is wildly misled.

A fancy name on an ordinary mechanism is what we call a

Faux Mechanism. And it’s not at all a true and legitimate
Unique Mechanism. Nor does it bring with it any of the bene ts
of a real Unique Mechanism.

See: When identi ed, named, and used correctly, a Unique

Mechanism is the most powerful tool for differentiation —
showing your prospects what’s meaningfully different about
your product or service.

And, when identi ed, named, and used correctly, a Unique

Mechanism is also one of the most powerful tools for leading
prospects to see why your product or service is the best
solution for them to use right now.

© Todd Brown, Inc. ALL RIGHTS RESERVED

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 Unique Mechanism Swipe File

So, my hope with this Swipe File, along with the

commentary shared throughout, is that it gives you greater
insight into the proper development and use of an effective
Unique Mechanism for your own marketing.

Because… when you do understand how to to use this

incredible marketing asset the right way… your marketing
chops and campaigns will be on a whole other level. And your
sales will follow right along.

Before You Dive In…

Now, before you continue to the Swipe File, it’s critical you
understand what a Unique Mechanism is within a marketing
context, what it does for your marketing campaign, and how
it’s used most effectively.

First, you need to understand: Every product or service which

works to produce its promised result has a mechanism. The
only question is whether you have a common, ordinary
mechanism or a Unique Mechanism.

A mechanism in this context is simply the reason why the

product works.

Now, we can de ne a Unique Mechanism like this:

“A Unique Mechanism is the unique system, process,

framework, method behind your product or service which
produces the result for the prospect. It's HOW and WHY your
product or service is able to better fulfill the promise
being presented. And it’s proprietary and only offered by
you within your product or service.”

© Todd Brown, Inc. ALL RIGHTS RESERVED

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Compare this with an ordinary mechanism:

“An ordinary mechanism is how a product or service

produces a result or outcome. But it is available elsewhere
from other vendors and within other products or services.”

To simplify this even more for you…

A Unique Mechanism is HOW your product or service

works to deliver the promised outcome. And, the “how” is
propriety.

Meaning: the way your product works to deliver the result is

different than the way other competing products or services
work.

And this brings with it a whole host of additional marketing

bene ts:

• With a Unique Mechanism you’re able to differentiate your

product while still promising the same outcome/result as
competitors.

• With a Unique Mechanism you answer the question “Why

should I chose your product over all the others?”

• With a Unique Mechanism your prospects have a

signi cant feeling of hope and excitement in your
product.

• With a Unique Mechanism you can market effectively and

produce consistent sales even within highly-sophisticated
markets.

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 Unique Mechanism Swipe File

• With a Unique Mechanism you can to use highly-valuable,

compliant Education-Based Marketing (EBM).

Now, look:

When created and used properly within a marketing

campaign, a Unique Mechanism becomes the reason why your
product is superior to other competing products — because the
way your product or service works to produce the desired result
is superior to the way the others work.

Demonstrating and proving this in your marketing is

accomplished thru the use of a marketing argument which
presents and proves the superiority of your Unique Mechanism
with logic and emotion (i.e. CPB Chunks in the E5 Method).

And, when done properly, this Unique Mechanism/

Argument approach to marketing works like crazy to convert
prospects into eager, excited buyers… especially within
saturated markets exposed to lots and lots of other ads and
marketing messages.

Now, of course, there’s an art and science to developing

Unique Mechanisms and deploying them within a marketing
argument.

But, for now… as you go through this Swipe File of examples, I

just want you to understand the basics of what a Unique
Mechanism is and what it does.

Lastly, I highly, highly recommend you read the commentary

for each swipe. I believe doing so will give you even greater
clarity and understanding about the Unique Mechanism.

© Todd Brown, Inc. ALL RIGHTS RESERVED

 Unique Mechanism Swipe File

Swipe #1: Frog Tape

Unique Mechanism: Paint Block Technology

Marketing Claim: The reason why Frog Tape is superior to other

painting tapes is because it produces much straighter lines
thanks to how the Paint Block Technology works to seal the
tape edges.

Todd’s Commentary: Notice, like all the swipes you’ll see,

they’re not simply claiming their tape is better than others.
They’re giving you a reason why it is. And that reason is the
Unique Mechanism. They’re not merely claiming their tape
produces straighter lines. They have a Unique Mechanism (i.e.
Paint Block Technology). And that’s why Frog Tape produces
such straight and crisp lines.

© Todd Brown, Inc. ALL RIGHTS RESERVED

 Unique Mechanism Swipe File

Swipe #2: Borrowed Bestseller

Unique Mechanism: Borrowed Bestseller Campaign

Marketing Claim: There’s a fast and easy way to grow almost

any business with a new type of marketing funnel called a
Borrowed Bestseller Campaign.

Todd’s Commentary: You can see, this is a new and different

way to generate customers. It’s not a way to improve an
ordinary funnel or existing offer. It’s a replacement. It’s a whole
new way (mechanism) to generate a list of buyers. And, since
nobody else is talking about this method, it’s unique. So, it's a
Unique Mechanism. And, of course, the rest of the page goes
on to present a marketing argument for how and why it works.

© Todd Brown, Inc. ALL RIGHTS RESERVED

 Unique Mechanism Swipe File

Swipe #3: Proactiv

Unique Mechanism: Smart Target Technology

Marketing Claim: The reason why Proactiv is able to better

eliminate acne is because of how it penetrates more benzoyl
peroxide into the pores thanks to the Smart Target Technology.

Todd’s Commentary: Again, not merely claiming Proactiv is

better than the other acne solutions. But, giving a reason why.
And that reason is HOW Proactiv works to get rid of more
bacteria. Notice, Proactiv isn’t claiming their Unique
Mechanism gives additional bene ts the other products on the
market do not. No. They’re claiming Proactiv does a better job
of doing what the other competing products do thanks to
Proactiv’s Unique Mechanism. Same claim as their
competitors, yet still differentiated. That’s one of the beauties of
developing and using a Unique Mechanism.

© Todd Brown, Inc. ALL RIGHTS RESERVED

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Swipe #4: Product Launch Formula

Unique Mechanism: Product Launch Formula

Marketing Claim: The most effective and pro table way to

launch any new product is with the Product Launch Formula.

Todd’s Commentary: Jeff is not merely teaching the steps of

how to launch a product. No. That would be a commodity.
Because there are other people teaching steps and giving tips
on that. Instead, Jeff is teaching you his proprietary
methodology for launching a new product. His system. His
framework. And the reason why his students have been able to
see such fantastic results is not because they merely launched
a product, but because they used his system to do so.

© Todd Brown, Inc. ALL RIGHTS RESERVED

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Swipe #5: Oros Jackets

Unique Mechanism: SOLARCORE

Marketing Claim: “We developed a breakthrough insulation

that is extremely exible, ultra-thin and can warm more
effectively than typical overstuffed down or synthetic jackets.
With SOLARCORE® we’re able to design thinner, more
attering silhouettes that deliver impressive warmth.”

Todd’s Commentary: There’s a double bene t here from the

Unique Mechanism: (1) Their jackets warm more effectively
than their competitors, and (2) Their jackets are thinner than
their competitors… so they look more attering. HOW does it do
it? SOLARCORE, their Unique Mechanism.

© Todd Brown, Inc. ALL RIGHTS RESERVED

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Swipe #6: VitalSleep Snoring Device

Unique Mechanism: Accu-Adjust System

Marketing Claim: “VitalSleep’s patented Accu-Adjust System

enables you to adjust the mouthpiece’s lower tray to open the
airway for maximum effectiveness based on your snoring
intensity.”

Todd’s Commentary: Most anti-snoring devices have become

commoditized. There’s nothing meaningfully different about
them. Here, we’re given a reason why VitalSleep’s device is able
to better “open the airway” and produce “better breathing and
quieter sleep”. And, you can see… they’re still promising the
same result as competitors, but they’re separating their
product from the others by HOW their device works better to
produce that result. Again, this is yet another example of how a
Unique Mechanism allows you to differentiate your product
from others, demonstrate what makes it superior, yet at the
same time, still make the same promise of outcome as
everyone else in the market.

© Todd Brown, Inc. ALL RIGHTS RESERVED

 Unique Mechanism Swipe File

Swipe #7: Underground Fat Loss

Unique Mechanism: Carbon Unlocking

Marketing Claim: The most effective way for regular people to

shed body fat and get lean, without restrictive dieting, is by
using Carbon Unlocking to trigger your body’s inherent
biological process for shrinking fat cells.

Todd’s Commentary: The weight loss market is a tough space.

Lots of skepticism. Rightly so. That’s why the use of a Unique
Mechanism has become so critical. It’s also why you must have
a legitimate Unique Mechanism — one that allows you to
present an argument… with evidence and support… for how
and why your Unique Mechanism works to produce the
promise being presented. And that’s why the full sales letter for
this product is long. A lot of copy. Because it presents a
comprehensive argument for Carbon Unlocking.

© Todd Brown, Inc. ALL RIGHTS RESERVED

 Unique Mechanism Swipe File

Swipe #8: General Motors

Unique Mechanism: Stabilitrak

Marketing Claim: GM vehicles have superior handling and give

greater control to drivers because of our driver-assistive system
Stabilitrak.

Todd’s Commentary: Lots of automobile manufactures today

have a proprietary system for improved handling. So, ideally, in
GM’s presentation of their Unique Mechanism, they would be
able to explain what makes Stabilitrak superior to the others.
Like, “GM vehicles are the only ones on the market with
Stabilitrak. And what makes Stabilitrak superior to the other
systems for improving your control and handling is
[argument]. So, what that means for you is [bene ts].”

© Todd Brown, Inc. ALL RIGHTS RESERVED

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Swipe #9: Lead Generation Bootcamp

Unique Mechanism: Lead Laundering

Marketing Claim: The only way to build a big email list while
getting paid upfront to do it.

Todd’s Commentary: This is a great little offer from Perry

Belcher. I dig it. Because he’s not merely offering you tips or
techniques for generating more leads. He’s not telling you how
to improve your lead generation or list building approach. No.
He’s offering a new and unique method for building a list. A
system. And that system is Lead Laundering (i.e. the Unique
Mechanism). Something nobody else is offering or talking
about. And the Unique Mechanism also happens to include an
additional bene t - getting paid upfront as your list grows.
Note: Sometimes the Unique Mechanism is also the name of
the solution. Like, with Product Launch Formula, the ASK
Method, the E5 Method, and here, Lead Laundering. Not always
though, as you can see in many of swipes in this le.

© Todd Brown, Inc. ALL RIGHTS RESERVED

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Swipe #10: Traders Edge Network

Unique Mechanism: Money Press Method

Marketing Claim: The simple and easy way for anyone to

generate a consistent weekly income from stock market.

Todd’s Commentary: This is another brutally tough market.

Tons of claims. Tons of competitors. Tons of solid copy. Yet, this
is crushing it. They’ve been running this offer consistently on
SiriusXM and in nancial pubs for well over a year now. Notice,
this isn’t presenting tips on how to get better returns in the
market, or speci c stock recommendations, or a commoditized
method of investing like options or dividends. No. It’s
presenting a unique system and approach (i.e. Unique
Mechanism) which is what produces all the results shown.

© Todd Brown, Inc. ALL RIGHTS RESERVED

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Swipe #11: Renewal By Anderson

Unique Mechanism: Fibrex

Marketing Claim: “For replacement windows - Pick a

performance metric: ef ciency, strength and durability,
maintenance, beauty…whichever factor is most important to
you, Fibrex material can make a difference in every instance.”

Todd’s Commentary: Notice how the Unique Mechanism

answers the question, “Why your windows over every other
option?” What makes their windows different? What makes
theirs superior? Fibrex. And they can tell you HOW it makes
their windows last longer and control temperature better.

© Todd Brown, Inc. ALL RIGHTS RESERVED

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Swipe #12: Conversion y

Unique Mechanism: Lossless Tracking

Marketing Claim: The most accurate way to track your

campaign data is with Lossless Tracking.

Todd’s Commentary: Conversion y was acquired some years

ago. When I rst had it created the big problem was faulty
tracking across different platforms (e.g. mobile to desktop).
Someone would click an ad on their phone then buy on their
desktop… and the data wouldn’t get tracked. We created a
solution. The software was Conversion y, but the Unique
Mechanism that made it the most accurate tracking solution at
the time was Lossless Tracking - which used a combination of
factors to track the data across all devices.

© Todd Brown, Inc. ALL RIGHTS RESERVED

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Swipe #13: Experience Product

Unique Mechanism: Experience Product

Marketing Claim: “The most effective way to create super-

sticky products that get customers hooked on taking action,
getting results, and buying repeatedly is with an Experience
Product.”

Todd’s Commentary: Here, Marisa Murgatroyd is offering a new

and different method for creating and delivering a training
program which promises to deliver more successful students.
This is not about learning how to improve the stickiness of your
existing course or info-product. That would be a commodity.
No. This is a replacement. A different type of product. A
different product category altogether. So, in her marketing,
Marisa isn’t talking about the bene ts of improving the
stickiness of your course or improving student retention or
gamifying your program. She’s talking about the bene ts of an
Experience Product, her Unique Mechanism. It’s having an
Experience Product that “gets customers hooked on taking
action, getting results, and buying repeatedly”.

© Todd Brown, Inc. ALL RIGHTS RESERVED

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Swipe #14: P90X

Unique Mechanism: Muscle Confusion

Marketing Claim: The most effective way to keep your body

burning fat and building muscle is with Muscle Confusion.

Todd’s Commentary: This is an oldie. But, probably the most

popular example of a Unique Mechanism. At the time,
BeachBody, the company behind P90X, were the only ones
talking about the value and impact of keeping the body
“confused” through program variation. And while it wasn’t
anything unique amongst competitors, they were the rst and
only ones to talk about muscle confusion to the marketplace.
So, it became their Unique Mechanism (what we call an
Unspoken Mechanism because nobody else is speaking about
it). And as Tony Horton said publicly, using Muscle Confusion as
their Unique Mechanism changed the entire game for them.
Today, BeachBody is a publicly-traded company.

© Todd Brown, Inc. ALL RIGHTS RESERVED

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Swipe #15: The Linchpin Book

Unique Mechanism: The Linchpin

Marketing Claim: The most effective way to build a monster

continuity program.

Todd’s Commentary: While the subhead says “one simple

tweak”, the Linchpin is really a different model. It’s a system for
driving the growth of a continuity program. Hence, why there’s
an entire book about it. So, again, this is not a training about
increasing sales to your continuity program. It’s a training about
using a new and different framework to accomplish that goal.
And, while this may seem like nuance, it’s not. Information
about growing a continuity program is all over the place.
Information about the Linchpin is only from Russell. And he
can and does explain (give an argument for) how and why it
works so well — the sign of a legitimate Unique Mechanism.

© Todd Brown, Inc. ALL RIGHTS RESERVED

 Unique Mechanism Swipe File

Swipe #16: Blue Sheeting Breakthrough

Unique Mechanism: Blue Sheeting

Marketing Claim: The highest probability way of knowing

which stocks are about to soar… before they do.

Todd’s Commentary: This is obviously an oldie. But still a solid

example. The promise — know, with 93% probability, which
stocks are on the cusp of making a big move… so you can pro t
by getting in hours or days before it happens. How? Because of
a new and different method called Blue Sheeting. And the rest
of the sales letter goes on to give an argument for how and
why it works so well. So, simple formula — here’s a new and
different way to get the result you want. And here’s the proof
and evidence for how & why it works better than anything else.

© Todd Brown, Inc. ALL RIGHTS RESERVED

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Swipe #17: Thought Leaders Institute

Unique Mechanism: Scalable Transformation Method

Marketing Claim: The most effective way to grow a big

evergreen coaching program without sacri cing client results
or your personal lifestyle.

Todd’s Commentary: Here, Lucas Garvin (and his partner Jim

Hohl) are offering a new and different marketing model to
grow a high-ticket coaching program. One big point of
differentiation in their model is they don’t use inside phone
sales the way others do. They’ve gured out over time and with
testing a marketing approach which produces high-ticket sales
without closers. And, of course, in their marketing they’re
presenting a marketing argument which explains how and
why the Scalable Transformation Method is superior to the
other common models of running a coaching program.

© Todd Brown, Inc. ALL RIGHTS RESERVED

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Swipe #18: EOS

Unique Mechanism: Entrepreneurial Operating System

Marketing Claim: The most effective way to lead and manage

an entrepreneurial-driven company is with the Entrepreneurial
Operating System.

Todd’s Commentary: Simple and straight-forward example

here. Not just a bunch of tips or techniques or strategies for
running a better company. A system. A framework. An entire
methodology for producing a stronger, more focused
company. And, whether you listen to Gino Wickman talk or
read any of his books, what you’ll nd is he’s constantly
educating about the value of his system. About EOS. If he
merely educated on the value of becoming a better leader or a
better manager, all he would be doing is getting buy-in on
commoditized ideas. Instead, he’s always establishing value for
his Unique Mechanism (EOS) and how and why it works.

© Todd Brown, Inc. ALL RIGHTS RESERVED

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Swipe #19: Invisalign

Unique Mechanism: SmartTrack material & SmartForce

Marketing Claim: The most precise aligner which achieves 75%

more predictable tooth movement… and the most comfortable
aligner which is easier to take on and off.

Todd’s Commentary: In this case, there are two Unique

Mechanisms. One which explains how and why Invisalign
aligners are able to achieve a better quality smile in a fraction
of the time. And another which explains how and why
Invisalign aligners are more comfortable than other aligners.

Notice, there are a lot of claims in this short bit of copy: Faster
treatment times, more predictable tooth movement, more
comfort, easier taking on and off, effective for complex cases. In
each of these cases it’s the Unique Mechanisms which explains
the HOW and why these bene ts are achieved. In other words,
the claims of bene t are backed by something - a Unique
Mechanism. They’re telling how and why Invisalign aligners are
different and superior to other aligners. And why you should
choose theirs.

© Todd Brown, Inc. ALL RIGHTS RESERVED

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Swipe #20: Glucerna

Unique Mechanism: CARBSTEADY

Marketing Claim: A nutritious snack or meal replacement that

aids in proper blood sugar management.

Todd’s Commentary: I’m not a fan of this product. But, that’s a

conversation for a different day. This is a simple example of
taking a nutrient formula and giving it a name. In this case, the
nutrient pro le is supported by slowly digested carbohydrates.
Which means those carbohydrates don’t elevate blood sugar
the same way quickly digested carbohydrates do. So, when
Glucerna says this shake can help to manage blood sugar,
they’re able to point to CARBSTEADY as the reason why.

© Todd Brown, Inc. ALL RIGHTS RESERVED

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Swipe #21: 16-Word Sales Letter Book

Unique Mechanism: The 16-Word Sales Letter

Marketing Claim: A proven method for writing multi-million-

dollar copy faster than ever.

Todd’s Commentary: During Evaldo’s tenure at the Agora

Companies, he was one of the top copywriters in the entire
organization. Here, you have the speci c process Evaldo used
to create his campaigns.

Notice, what he’s not teaching is merely how to write better

copy, how to improve your copy skills, or general copywriting
techniques. No. All of those are a commodity, available all over.
He’s not offering you an improvement of your copywriting skills.
He’s offering you a new and unique process for writing copy.
His speci c framework. So, from a marketing perspective, the
reason why you can write multi-million-dollar copy faster is
because of the 16-Word Sales Letter method. It’s the 16-Word
Sales Letter method (i.e. the Unique Mechanism) which
produces the results he’s promising.

© Todd Brown, Inc. ALL RIGHTS RESERVED

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Swipe #21: The E5 Method

Unique Mechanism: The E5 Customer Acquisition Marketing

Protocol (E5 CAMP), now just referred to as the E5 Method

Marketing Claim: The E5 Method is most effective way to

create a marketing funnel message that brings-in new buyers
at scale from paid media.

Todd’s Commentary: Of course, I had to include this in here.

Because, as the saying goes, I eat my own cooking. Here, I’m
not offering you a way to improve you current funnel, a method
merely to optimize conversions, or a tweak or change to make
to an existing campaign. I’m offering a whole new method. A
whole new system. A different and unique way of engineering
and structuring your marketing message. A replacement, if you
will, to what you’ve been doing with your marketing messages.
And, because the E5 Method teaches elements like the Big
Idea, Unique Mechanism, Marketing Argument, and SIN Offer,
I’m able to present a rock-solid argument proving what makes
the E5 Method the superior approach.

© Todd Brown, Inc. ALL RIGHTS RESERVED

 Unique Mechanism Swipe File

Swipe #22: BNSN AI

Unique Mechanism: Promptless AI

Marketing Claim: The most effective way to use AI to create

high-converting sales copy. Email campaigns, full sales letters,
VSLs, entire webinars, ads, etc.

Todd’s Commentary: BNSN is the product of copywriting

genius Jon Benson. And in the world of AI already saturated
with copywriting tools and offers, BNSN stands out. What
makes it different? What makes it the superior option? That,
unlike the typical AI applications, it’s powered by Promptless
AI. Meaning: No prompts needed. Because of how Jon trained
the AI and set-up the software, it doesn’t require you to know
anything about prompting. It just pulls the info it needs after
you answer a handful of questions. And, see, this allows Jon to
contrast the common copywriting AI tools and techniques with
Promptless AI. And Jon can and does present an argument
proving what makes Promptless AI the best option.

© Todd Brown, Inc. ALL RIGHTS RESERVED

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Swipe #23: The Copy Cube

Unique Mechanism: The $1,000,000 Copy Cube

Marketing Claim: A simple way to crank out top tier sales

pages, VSL's and webinars in any market.

Todd’s Commentary: This is another neat little example of

turning a simple, but different methodology into a Unique
Mechanism. The page never explains what the letters in the
cube stand for. But, it does explain the impact of each letter in
this process. And, yet again, what you see is another example of
how a Unique Mechanism ensures your product is never
commoditized in its positioning. Here, this gentleman is not
teaching general copywriting techniques or giving tips or
sharing insights about what top copywriters do. No. He’s
introducing you to a new, unique, and simple system for
writing winning copy. And, supporting that claim with an
argument proving how and why his Unique Mechanism works.

© Todd Brown, Inc. ALL RIGHTS RESERVED

 Unique Mechanism Swipe File

Swipe #24: Content Mavericks

Unique Mechanism: The Ski Slope Strategy

Marketing Claim: The most effective content creating and

publishing system for producing consistent and scalable
organic traf c.

Todd’s Commentary: Compare this to the typical “How to

create more content”, “5 steps to powerful content”, “My 100
videos in a day content creation system”, etc. All of those are
now commodities. Because they’re a dime a dozen. So you can
consume endless YouTube videos if you merely want more tips,
tricks, and techniques for creating content. But, if you want a
new, different, and better system for getting traf c with
content; here’s what separates the Ski Slope Strategy from all
the others. Make sense? Good.

© Todd Brown, Inc. ALL RIGHTS RESERVED

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LITTLE BONUS SECTION:

Common Mechanism Examples

Todd’s Commentary: General tips on using AI for any business

is now a commodity. Do a search on Youtube for “AI for real
estate business” and you’ll nd dozens of videos. Now, there
was a time when “how to use AI to…” was a new mechanism.
But, not anymore. We’re now well beyond that stage of
sophistication. And in this next stage, in order to stand out,
differentiate, and prove superiority, you need a Unique
Mechanism. Having a common mechanism now elicits the
“Yeah, yeah, yeah… I’ve heard it already” response from
prospects.

© Todd Brown, Inc. ALL RIGHTS RESERVED

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Todd’s Commentary: Why should anyone choose this vendor

over every other option? Because he says he’s the #1 PPC
expert? According to who? According to what? What makes
what he’s going to share any different or any better than what
everyone else is sharing about “practical Google Ads and Meta
strategies”? You can see… this is a commodity. There’s nothing
proprietary about what he’s teaching. Now, if I was a betting
man (which I’m not), I would bet with a little bit of time we
could easily identify the unique process or framework he uses
with Google and Meta ads. And once we see what he does
differently than everyone else, we could quickly identify why he
feels his way is superior. And, BOOM… we have a Unique
Mechanism we can name and present within a marketing
argument.

© Todd Brown, Inc. ALL RIGHTS RESERVED

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Todd’s Commentary: It doesn’t matter what you name the

guide… or how compelling we make the title… when what
you’re offering to share is “paying off debt, saving in taxes, and
investing smarter”… you have nothing unique or special.

What the publisher should have done was invested the time to
go from general tips and ideas to a speci c, detailed step-by-
step system any medical doctor can follow to get out of debt,
save on taxes, and see bigger returns from investments. Then,
after thinking-thru why that system is the best approach for
doctors to achieve those goals, they could have named the
system, and put together an argument showing what’s unique
and superior about their approach compared to all the others,
including merely following general advice on these topics.

Note: A common mechanism in marketing is often not a result

of truly having a common mechanism. More often than not it’s
the result of the product owner not investing the time to
identify what they do differently from everyone else… and why.
Meaning: You can quite often go from having a common
mechanism to having a Unique Mechanism just by investing
the time to do what we call “a Mechanism Interrogation”.

© Todd Brown, Inc. ALL RIGHTS RESERVED

fi
 Unique Mechanism Swipe File

Todd’s Commentary: Oy vey.

© Todd Brown, Inc. ALL RIGHTS RESERVED

 Unique Mechanism Swipe File

Some Final Thoughts For You

There are a couple key elements I want to make sure you

didn’t miss when going through the Swipe File:

First, in each of the examples, behind every Unique

Mechanism is truly a unique and real, explainable system,
process, method, framework, formula, etc.

In no cases was a fancy name merely slapped on a common

mechanism. In each case, reasons can be given for how and
why the Unique Mechanism works to produce the result in
some way better than the other options.

Second, despite what many marketers have been led to

believe, the name of the Unique Mechanism is far less
important than is having clarity on how the mechanism
uniquely works to produce the promised outcome.

Because knowing how it works is what allows you to present

a rock-solid, airtight logical and emotional argument proving
the Unique Mechanism is superior.

Without having a legitimate Unique Mechanism built on a

real, explainable system, method, etc., along with clarity on
how the Unique Mechanism works, and it’s basically impossible
to create any sort of marketing argument, let alone a
compelling, persuasive one.

And it’s the ability to use and present a marketing

argument for the Unique Mechanism that makes this such a
powerful marketing asset.

© Todd Brown, Inc. ALL RIGHTS RESERVED

 Unique Mechanism Swipe File

In other words, the real secret is not in the Unique

Mechanism, but is in the argument for the Unique Mechanism.

The argument for the Unique Mechanism — which proves

what makes it different and superior to every other mechanism
— is the heart and soul of a powerhouse marketing campaign.
It’s what drives prospects to want the product before you ever
even talk about the product. Because the argument convinces
prospects they want the Unique Mechanism. And the Unique
Mechanism can only be experienced by purchasing the
product.

And this is probably the biggest mistake most marketers

make who mistakenly believe they understand the Unique
Mechanism…

They believe the power is in merely having a unique name

for their mechanism. Or they believe the power is in just
including a “Unique Mechanism” in typical sales copy.

But the power isn’t found in either of those approaches.

To boil it down to its foundation:

You want to identify the Unique Mechanism behind how

and why your product works to produce the promised result.
You want to give your mechanism a name based on how it
works. And you then want to present a proper marketing
argument proving that your new Unique Mechanism is
different from… and superior to… every other solution out there.

When you do that, you’ll have prospects thanking you for

presenting your offer to them… and happily entering their
credit card details to buy from you!

© Todd Brown, Inc. ALL RIGHTS RESERVED

 Unique Mechanism Swipe File

Recommended Resource
I highly, highly encourage you to gain mastery of the Unique
Mechanism.

Because, when executed properly, this will be an absolute

monster game-changer for your marketing.

It will elevate your marketing to a whole new friggin’ level!

And this is why the savviest marketers are trying to learn as

much as they possibly can right now about the Unique
Mechanism.

Well, I have a short-cut for you — the Unique Mechanism

Bootcamp.

It’s a 4-hour in-depth training I did for private clients

covering everything from A-Z about the Unique Mechanism.

There’s nothing like it anywhere. It’s the gold standard in

training on the Unique Mechanism.

So, if you want mastery of the Unique Mechanism — as you

absolutely should — you should go here and get access to the
Unique Mechanism Bootcamp..

Doing so ASAP will be one of the smartest decisions you’ve

ever made for your marketing chops.

Get the Bootcamp, then see how your marketing funnels

perform like you’re in a total different league of skills now!

© Todd Brown, Inc. ALL RIGHTS RESERVED