This week, YOU, Reader, are joining almost 550+ people who’ll get this 39th edition in their inbox today.

It’s called 1-2-3 copywriting newsletter, where every week you’ll get:

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1 copywriting tip

2 Examples

3 tactics on how to use it for your business.

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Best part? You’ll get all the good stuff by investing less than 5 minutes weekly.

Have you ever seen such a win-win situation? Me neither.

Let's go! 💪🏻

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1 Copywriting Tip

Tip: Focus on a Unique Mechanism

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The easiest way to differentiate yourself from competitors is to use stand-out messaging.

And the best messaging tip I can give you is to focus on the Unique Mechanism.

Think of it like a specific and innovative process, technology, ingredient, or approach that forms the core of a product or service.

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Let me give you some examples…

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→Apple is known for its seamless software experience.

Their unique mechanism concerns the device ecosystem, aka how well Apple products connect with other products.

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→Jambys is a unique & premium loungewear brand.

Their unique mechanism revolves around having custom fabrics like modal beechwood fibers, as mentioned on their homepage.

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→I'm currently writing a landing page for a course on how to make money online.

The unique mechanism I'm using on the page is how to grow fast and quit your job with short-form videos.

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You see...all these unique mechanisms are specific and take you behind the scenes of the process.

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But 2 things to note here:​
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1. Unique mechanism is not the same as USP (Unique Selling Proposition).

USP is more about the exact product, service, or brand benefits + more customer-centric.

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2. To fully understand when, where, why, and how to use the unique mechanism in copywriting, you need to understand awareness and sophistication levels.

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Simply put, if you can show how your product is different based on the unique way it works, you have the upper hand in your marketing message.

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2 Examples

1. Jambys

Jambys uses their unique mechanism to call out a feature/benefit in their ad.

You see… a lot of lounge shorts might come with deep pockets and waistbands but rarely do we see super-soft modal fabric on them.

This is what makes Jambys stand out.

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2. Huel

At its core, this ad shows how Huel is different from the competition.

Because it is made from a unique formula that combines 147 health benefits in 1 serving.

Where else can you get that? Oh well…nowhere.

That’s the unique mechanism positioned as a benefit.

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3 Tactics for You

1. Give it a name

My copywriting newsletter is different from other newsletters.

Why? It has a unique mechanism of delivering info (the 1-2-3) method, + I named my newsletter EXACTLY THAT to make people curious.

Food for thought.

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2. Step-by-step guide

Explaining your unique mechanism in great detail is the perfect way to make people trust you.

This works particularly well for course sales pages that explain their modules step-by-step.

More explanation ▶️ More trust ▶️ More sales

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3. Use specific metrics

If you have tangible results, people are more likely to believe your unique mechanism.

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Think of a fitness coach’s unique mechanism called Fat to Fit in 90 Days poses a result like “88% of participants saw results in the first week of the program.”

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Well, that’s all I have for you today🤝

1 Copywriting tip, 2 Examples & 3 Tactics.

What do you think about a unique mechanism in copywriting and today’s newsletter?

Hit that reply button & let me know your thoughts, Reader!

(Yes, I reply to everyone)

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Whenever you're ready, here's how I can help you more for FREE:

1. ZERO to ONE Copywriting Resources (Notion download!)

2. I finally started being active on Twitter, and I am writing threads regularly. Check them out here!​

3. Linkedin is my OG platform, so do connect if you haven't already!

4. Access 15 psychology-based copywriting tips that work for any niche.

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