MechanismRedone

Hey everybody, Mark Fischetti here with Brandon Whited. How's it going, guys and girl?

Yeah, so this is a critical component of copy, of creative, of every sales letter, webinar, VSL, a Vittorio Quinn's ad, checkout page, upsell one, upsell two, upsell three, down sell one, down sell two, down sell three, email autoresponder for the abandoned carts, email autoresponder for the lead magnet and quiz, you know, autoresponder for new purchasers. It all comes from the mechanism.

You probably forgot I was even talking about mechanism, huh? There’s a lot of stuff, so let’s quickly break it down.

Feature: What it does. So what would be a feature? It’s like, “Screw it, I can make...”

Exactly! It's a phone, I can make calls.

Yeah, benefit: What it does for me. Builds. I can call anybody in the world because of international plans. I have unlimited data, I can access the internet, I can run my business.

Good benefits, mechanism: How it works for me. Technology, yes! You can’t see it, it’s invisible, it’s magic, it’s Tesla. Thank you, Tesla! And yet everybody’s like, “That’s aji.” Well, thank you, Tesla, because it’s his invisible free energy.

Even though we pay for it, you don’t have to pay for it; it’s just monetized and profitized. Because that’s, as Collective Soul would say, the world I know.

So, mechanism: how it works for me. Features are lazy; benefits are lazy. Mechanism is where everything comes from. So once you see, isolate, decode, reveal, cover, unveil, witness, observe, recognize, acknowledge, whatever word you want to use for the mechanism, you can write suppose that—do you say discover? I don’t think. [Laughter]

It all derives; it all comes from—that’s what she said—the mechanism.

So you can write a 15-second commercial, you could write a one-hour VSL, you can write a two-hour webinar. You can write a Jeff Walker style. Watch, even right now, you can write a landing page.

One of the things that frustrate—and we hit this a lot in the webinars, but you know, gotta keep saying it, because a lot of the people who buy Copywriting Miracle are going to be experiencing this— is when we sit down at the computer, at the tablet, at the laptop, at whatever, the hologram.

And we sit there, and we’re like, so we go through that process. And it hurts, it sucks, it’s trauma, it’s frustrating, it’s stressful; it makes everything feel infinitely harder.

In other words, without the mechanism, you write garbage or nothing at all. Garbage is a good band, but yeah, pretty much you don’t write anything at all. When you do write, it feels like William Wallace in Braveheart when he was getting gutted at the end of the movie and yelled out.

But we’re not yelling out “freedom.” We’re actually yelling, “Oh!” You know, because it’s just like, you know, being good, it actually hurts.

So when you don’t know what you’re doing, you don’t know if you don’t know why something works. If you don’t know how it works, if you can’t put it in front of me—the prospect, the potential customer, the potential client—in a way that’s like, “Oh, wow!” Because what is the mechanism? The mechanism is a bridge in direct response.

What is direct response? It’s one thing, one thing—problem—which has to be positively agitated. Watch that webinar, and solution. The mechanism is the bridge that makes it all work, that makes it all believable.

Suspension of disbelief: when you watch a movie, if your suspension of disbelief, if—in other words—if you’re not fully immersed in the movie, you’re bored.

Yeah, what is this? Unbelievable. Hmm, that’s what she said.

So absolutely, so what is the mechanism again? The mechanism is why—how it works for me. It’s something I’m always reaching for; I want it even if I don’t know why.

So the mechanism is what makes it work. You know, like all these gears in the light bulb, right? It makes the idea have structure; it makes the idea have synergy. Everything is working cohesively together.

If you imagine that lightbulb, one of the gears in the brain and the mentalization, the imagination aspects of what makes us creative geniuses as it comes out with our fingertips on the keyboard.

The mechanism is what turns the gears, is what puts the gears in their right places so that everything else works. So how do you isolate that?

Hard work? Hard work? Interview? Well, no, no, that’s not right.

Research! Of course, it’s right! Yeah, research interview. I mean, if you have access to the person who—let’s say you’re writing for a supplement or financial offer—and you’re working with the person who developed that offer, then you want to interview that person in depth.

You want to ask lots of questions. It could go an hour; it could go two hours. I’ve had some that go three or four hours, and it’s recorded, and you get it transcribed, or you could watch it again, or both, or whatever. But you have that at your—call it your disposal—to utilize and add authenticity into any campaign.

So mechanism, again, that’s where the authenticity comes from. Because if you make claims about, “Oh my God, this can eliminate yeast infections,” but then you don’t say why or how, people are like, “But how does it work?”

I wonder—maybe they need to do their own due diligence. So if you give that to them, because they’re always looking for, again, whether they know it consciously or not, they’re always looking for it. So give it to them.

So how do you isolate it? Well, you gotta ask the right questions, don’t you? Oh look at the happy connection!

So what do we always talk about? How do you ask the right questions? How do you ask the right questions to the product owner or even about the prospects you’re trying to learn about?

Mm-hmm, I guess you gotta put yourself in their shoes.

Boll rink? Next! Thank you, next!

[Music]

How do you ask the right questions? Did you know this? You know, that’s like the begging, your hand? I’ve done it before, but I don’t put it into words right now. Damn it, you blank more than anybody else.

You know, right? I read like 10 books on it.

So what is the sentence? How do you ask the right questions? You, uh, you know more than anybody else!

Oh yeah, that’s right! So by knowing more than everybody else in the room, you can’t ask the right question. So what did you have to do? Like, for my doctor’s “Suggest” and the structured alkaline silver product, what did you have to do so you could ask the right questions?

Beyond interviewing me, beyond looking at my copy, I had to learn about the microbial and so much about the body. I read like eight, nine books: “The Good Gut,” “The Missing Microbes,” “Fat Chance,” all these books on how the gut affects health.

And how many of those were copywriting books? Zippity-doo-dah day—zero!

It’s so interesting, and yet you became a more effective copywriter without reading a single sentence about copy.

How does that work?

Mm-hmm, you don’t know? How does that work?

I guess when it comes down to it, writing technically good copy— with, you know, your use and your grammar— isn’t...

Mm-hmm. If you write technically good copy that doesn’t hit the nail on the head emotionally.

So what did I show you this morning? Tell that story real fast with regards to the upsell for my doctor, the skin.

Right, so we wrote an upsell for eczema, psoriasis, skin conditions that are related to the microbiome towards Candida and the gut and how they affect and cause these skin conditions.

He changed the upsell to focus specifically on psoriasis because people who have psoriasis tend to have these other skin conditions.

It's all... And I opened the sentence up: psoriasis, rosacea, and other skin conditions. I focused on psoriasis, but if I have rosacea, it might also capture my attention, right?

If I just say... What did I say? “Rain?”

If I just say “skin conditions” or “improve...” I forgot how you had it, but...

And improve the quality of your skin, then it’s what? It’s broad! And when something’s broad, there’s not very much to grab onto or identify with, right?

So, when I opened it up, I copy and pasted it into another doc. I was like, “I’ll just change a few things.” I ended up rewriting it.

Mm-hmm, right, because the whole thing needed more specification.

Yeah, I mean, I used like—I used one of your headlines, I used a few things, but why I rewrote…

Yeah, the skin has a microbiome just like we have one in the gut, and you know, we have, you know, all of these bacterial and fungal cells living on our face, on our legs, down there, shaping.

So, and it’s multiplying quickly. So, in the kind of bacteria that multiplies the fastest, is the most common, the bad bacteria, as well as the most common Candida, whatever it’s called. I forget.

It can replicate every 20 minutes!

So you know, it’s just like that. When we have all that junk on our face, of course it’s going to affect the way we look; it’s gonna affect the way we feel about ourselves, right?

In my upside, only said, “Well, we’re curing what’s on the inside.” But now, you can also forget— it’s like hearing that.

Yeah, right!

No excuse my French, can’t say that word!

We’re solving the root cause of your skin—get it?—on the inside, but you can also see, get rid of these symptoms faster by using the skin gel that we have with silver.

But he then added to the upsell how these microbes on the skin actually can cause us as well. So it’s not just on the inside; there’s outside problems too.

And he added a lot of the science that I was lacking, and...

Yeah, did that because he asked these questions that made it more specific, more compelling.

So here it is: eliminate the topical cause of psoriasis with my doctor’s suggest structured silver gel.

Psoriasis, eczema, rosacea, even everyday regular skin rashes, all begin in the gut.

Some skin conditions are the direct result of an autoimmune response: the immune system attacking otherwise healthy skin cells, with my doctor’s suggest sector—structured silver solution.

Easy for you to say, we’re addressing the microbiome of good and bad bacteria and Candida inside the gut, and eliminating the bad guys.

But there’s also a microbiome that builds the matrix of our skin. It’s known as the skin microbiota! That’s right!

We have bacteria and Candida living in and on our skin. It’s the same concept as inside the gut.

If Candida living on our skin gets out of control, it can trigger anything from redness and inflammation to active skin conditions like psoriasis.

So when we rub silver gel into our skin condition, we can visibly improve our skin’s appearance—sometimes in just 24 to 48 hours!

That’s your copy, that headline: this amazing two-pronged approach.

We’re getting to the mechanism to raise ourselves from these gut-based skin conditions and confidently move forward with their lives.

This isn’t testimonial, blah, blah, blah!

So whether we okay, irritated skin inside or from the outside, our skin is soothed and protected from further harm. Likewise, we’re targeting the very core mechanism for why inflammatory skin conditions can visibly form in the first place.

So what is the mechanism?

The mechanism is that the alkaline nature of the water disables the biofilms of these bad Candida on your skin, and then the silver, because of how it is anatomically, it’s able to steal an electron from these guys, and they just die!

Pop! Pop! Sure!

We piss it out!

So that’s a two-pronged mechanism, yeah, and it’s what everything is built on.

So sorry, I think I’m funny.

The journey of building a million, multi-million dollar offers starts with the mechanism.

So some notes here: once you have the mechanism, how does it lead to finding a new cause?

The hook! Positioning! New discovery, new invention, major breaking news, and the flow of the entire funnel.

So I mean, of course, that’s where this whole skin stuff came from. Because once I knew that it disables this bad bacteria and Candida, then it’s a matter of finding out what else this affects, what else is bad back to you.

Well, that’s actually an interesting—you think because I’m not down usually with testing incongruent messages in a funnel, right?

A media company that is running the traffic wanted me to do that, so I did it. But typically, we write congruent funnels.

So if we start with the internal, but the gut inside affects the outside, right? The way we look, obviously the way we feel. And then the skin aspect as well, just like we’re saying, without necessarily associating it with specific skin conditions or starting out with those skin conditions.

So, you know, it’s because we want to upsell the gel.

So if we’re talking about inside-out beauty or inside-out approaches to rapid, premature aging, we can do that with the silver solution.

So then we talk about the same process with the cells. But there’s also a component to stem cells, which I’m still needing to get from the doctor in the interviewing.

I need to ask those questions.

Another example: we no sales page about anxiety and depression—yes!

And how it’s connected to the mechanism because when bad bacteria and Candida’s overgrown, our serotonin/dopamine gap, a lot of these chemicals—which are mainly gut-related.

Ninety-five percent of serotonin is made in the gut!

We got a little, ninety-five percent of it is made in the gut, and that gets cut off and disturbed when your stomach is overthrown, and then it can’t communicate.

Damages the vagus nerve—the vagus nerve gets inflamed, and that’s the information superhighway that communicates all these essential neurotransmitters and hormones and chemicals.

It’s the first brain!

We all think it’s the first brain that’s damaged or having issues when we’re having anxiety or you’re, you know, feeling, you know, blue, as they say, or having problems sleeping.

It’s what’s going on in my head!

But—and if you take my doctor’s suggest structured alkaline silver, you can flush out these bad bacteria and Candida, which then has the effect—getting back to you!

You know, from the mechanism, we can also get new cause—what’s an example of new cause?

I already kind of mentioned it. So just, it’s not the— the second brain is the cause of your things; it’s not the first brain!

It’s the second brain! New cause—yeah.

All coming from the mechanism.

What’s the hook?

Well, that’s kind of a hook already! It’s like most people think, “Oh, it’s because I’m not thinking positively,” or “Something’s wrong with me,” or “My head!” But really, it’s your gut!

And it’s like, what we are—the bacteria that we have— the majority mostly live in our gut!

We are more that! Like when people get poop transplants, they take on that person’s characteristics.

Yeah, it’s insane! So it’s like “Invasion of the Body Snatchers,” and they control and brainwash us to eat what they want us to eat so the bad bacteria can thrive.

They did a study on rats, and they switched out the rats’ microbiomes. Some of the rats became more outgoing, happier, more risk-takers, and then others became more anxious just by switching out the microbiome!

It’s incredible!

Yeah, it’s absolutely incredible.

So the mechanism is a critical part of what makes your copy compliant. Without a compelling or overarching mechanism, you’re likely costing yourself clients—more money than you’re making!

So you used to work at Agora! So we’ve talked about this a lot recently.

A year ago at Agora, what was happening with their copy?

I mean, offers were getting axed before their time.

But even then, most—all of the stuff they put out in the last late— for more than six months, I’d say. That was really, really good! If it did, they made a lot of money and then died.

But so what happened on me?

What was it, the 28th of this month? Now they’ve been sued by the FTC for the Agora’s financial...

Yeah, for some really aggressive copy! The 28-day was a diabetes cure without changing diet or anything!

Yeah, it’s the whole company!

I hope both the health and financial sectors are gonna get audited for FTC compliance!

And that, of course, forces Facebook to make things even more compliant!

I thought it wasn’t already strict as hell!

People, you want it, Agora, major ad agencies that spend millions, they get away with compliance murder!

But now, they’re, you know, that top one percent of ad spenders are gonna be like the bottom ninety-nine quickly and be subjected to the same scrutiny—compliance scrutiny— that we are!

So it evens the playing field, which is a good thing, but it’s gonna be painful for a lot of people!

And that’s—those rely on non-compliant marketing to convert!

And you really, you really need a good mechanism—a good reason why—for why your stuff is the real deal.

Amen to that!

So what if there is no mechanism? What does that mean?

Well, I think we touched upon it earlier. It means either, well—it's just a message.

It’s just hurt big-time by it.

Well, first of all, what does it mean in the broader sense?

For the broader sense of the project that you may or may not be looking at, it means you might want to stay away from it, because it’s probably not gonna work!

Or it’s gonna be...

Or you gotta make up! Which is hell!

Right, so if there’s no mechanism, it either means the product is complete and total... that’s it!

And it shouldn’t be on the market, and you shouldn’t have anything to do with promoting it!

Or we’re not asking the right questions!

Hmm, hopefully it’s the latter.

You’re right! Hopefully it’s fixable! If you’re working with quality people, usually it is!

If there are red flags going off and there’s difficulty with isolating any form of relevant mechanism, the writing’s on the wall; the copywriting’s on the wall!

Why don’t more copywriters, entrepreneurs, and other creatives use mechanism, and why is it like writing copy blind?

Well, I kind of talked about this. When we sit at the computer, we’re like, “I don’t know what the right...” I don’t know.

Right? Because we have no basis to know what we should write!

When I did work for Agora, when you talked about doing work for Agora, though you did say you had some access to faces and voices?

Yeah, I didn’t have access to faces and voices. I would just get spec sheets, and you know, so really, you can really just write generic copy.

You know, it’s not gonna be authentic to them; it’s not gonna be specific; it’s not gonna have that mechanism or why it works!

So it’s gonna—in these agencies that spend millions, farm out their copy—the copywriters and the business owners typically don’t even know who’s writing their copy. They just get to see it and approve it or disprove it.

Alright, so you know, it really is like writing blind!

Now, I didn’t read any copywriting books. I’m a fourth-grade dropout, how so?

How did I figure out mechanism?

Well, that’s how my brain works!

You know, it’s like, if there’s a system for why something... I can decode it!

Hmm, and it’s based on knowing how to write. Ask the right questions, and it’s asking the right questions to get to that mechanism—that’s it!

That’s all I do when I start something!

Because that’s, again, where everything flowers from. Everything grows from that soil!

Mm-hmm, sometimes you have to do a lot of legwork.

What comes to mind is Mark. When he was working with Organifi, they had a good product, but they didn’t...

Yeah, pure!

Mark had to go in, ask the right questions, do the research, and really get into each ingredient, why it works, like on the studies, and eventually he came up with the mechanism!

So it’s not always put on this.

So yeah, they were saying that Pure Ore helps—the ingredients in Pure help communication between the second and the first brain—allowing for, you know, better cognitive whatever, health, energy, squelching inflammation, you know, things like that—but they didn’t have a mechanism for why it worked!

Yeah, they gave those studies that were, that one was redacted, the other was deleted.

So they had no basis to make their claim!

So I actually asked them to have their copywriters do—because it wasn’t my job; I wasn’t directly hired by Agora, we were working— I’m sorry, Organifi!

Yeah, I think we teamed with the owner of the product. I created had a connection at Organifi, and so we got a good deal with them, and it was a lot of fun!

And the person I worked with in the company was really cool!

And I got to go down there and we drew and kind of be a fly on the wall to observe that whole thing—not my culture, but still very cool.

But I figured out, because their copywriters couldn’t— that Lion’s Mane, the hero ingredient, it regrows new nerves.

The gun second brain? No, in the actual microbiome!

The microbiota!

And that stimulates the vagus nerve!

Now it’s a two-pronged approach! So when you stimulate the vagus nerve, it has an anti-inflammatory effect, which allows for better communication between the second and first brain!

Which means leptin gets there faster saying, “I’m full!"

Serotonin gets there faster saying, “I’m happy!”

GABA gets there faster saying, “Go to sleep.”

Actually, it’s not even faster! GABA should sound like this—the neurotransmitter!

Yeah, very calm!

But when it’s not nutrified, you know, we lose nutrients.

We drink alcohol, we deal with stress, processed foods, environmental toxins, and then all of a sudden GABA goes...

And we can’t sleep!

We have panic attacks, we have anxiety, we have a lot of fear!

Everything feels like it’s not okay!

Well, the mechanism lets you know it’s gonna be okay!

It really is, and here’s why!

Ain’t nothing else allows you to do that!

Only mechanism!

How important is that?

Hmm, letting people know it’s gonna be okay in your copy that you have the solution!

Finally, after all their struggles!

After all the business are gonna work!

It’s all important!

That pretty much sums it up because when you have the mechanism, it does the majority of the work for you!

You sit down, and you know exactly how to position. You know positioning is another key element that gets solved!

Yeah, when you understand the mechanism and how it helps people, why it helps people, so that you could put it just in the right place to help just the right people. Specificity wins the game, not broad!

So it does the majority of the work for you and organizes; it helps you organize your elements: where you’re starting from, the beginning, middle, and end of any script!

Whether it’s advertising or Hollywood, every script needs that. Otherwise, people don’t feel complete, and it’s what allows them to suspend their disbelief so they actually believe this is true!

And this, positioning, was these, “Aha!” to the eczema for my, for the structured, the polite silver water.

You can—when you know your mechanism—you can place it for so many different problems people have.

It comes easily!

Yeah, and you know the best way to really do this whole mechanism thing is—and we’ll be doing this in the live Facebook group or a Copywriting Miracle—is working with actual people who purchased this product and are watching this.

You get to present us with your copy, with your product, your offer, and we get to isolate that mechanism right there on the spot!

I’m gonna show you how to do it live! No preface thing! I don’t want to know what it is so that you can watch me do it!

I think that’s gonna really be the most effective ways!

But again, if you all have specific questions, of course, ask them in the group, and we’ll respond!

And this is a deep, deep, deep rabbit hole!

We just scratched the surface; just the tip of the iceberg! There’s so much below the surface!

But again, being the moisture tip about it is probably the best way to take it to that next level!

And let’s go cliché: “We’ll do both!”

Oh baby!

Alright everybody, thank you so much!

Mechanism—that’s where everything comes from!

This is the one thing—if you’re a copywriter, if you’re an entrepreneur—if you can learn, discover, learn it’s hard work, discover is easy!

If you could discover how to ask the right questions, how to infuse the knowledge, read the books, do the research that it takes to know more than everybody else in the room about a subject, and you can ask the right questions, you can get the mechanism!

And the mechanism does all the hard work for you! Everything comes from it!

It is the foundation that everything is built on! Without it, you don’t have a leg to stand on!

Anything else?

Now hit the nail on the head! I say that a lot. I need to come up with better, more idioms!

What did you call me?

[Applause]