Irresistible Offer Component #4. Unique Mechanism, Naming and Messaging

One of the ways to strengthen your offer and demonstrate your value is by finding your unique mechanism and naming that mechanism.

Ask yourself the question – what is the conventional wisdom in my marketplace and why is it wrong?

We often become entrepreneurs because we’ve had a difficult problem that we’ve overcome…but we’ve done it in a specific contrarian way.

I needed to lose 100 pounds and I tried everything… finally a modified keto diet worked. Or I’ve tried every exercise in the book to get rock hard abs…and all of them failed. Dieting? That didn’t work either. It was all about controlling my metabolism.

What is the prevailing wisdom in your market that’s dead wrong? Or maybe misunderstood?

Take that new way that you solve your specific problem – that twist on “conventional wisdom” and give it a name.

The ideal is to contain a few components in the name. Ideally include the avatar and time duration and what you do.

For example, there is a website called fitin42.com and they have what’s called the Lean Mommy Makeover.

You can see what they did: They came up with a name “lean mommy makeover and this highlights what they are about and if they were to take it one notch up then they could go with the 30-day lean mommy makeover.

I’m not sure about this company exactly – but often times the way these companies start is someone having that story and then finding out a specific way that they accomplished the outcome(say a mommy losing weight) and then they champion that to the world.

And they fight against conventional wisdom and often have these concepts in their about page and origin story to increase that unique IP in the market.

This way when customers look at you, they start to identify with your story and can’t really compare you to anyone else because…

In addition to the other irresistible offer components, you have a unique mechanism and unique name.

What not to do: If you don’t actually have something you do that is unique – that is totally fine! You will still be able to create an offer that customers will love to buy at a premium price.

Just don’t be disingenuous. The best unique mechanisms are different service formatting, containers, delivery systems, fulfillment or expectations than exists currently in the market.

If you have a good reason why what you do is different than conventional wisdom, give it a name and now you have unique IP that is more valuable.

Just don’t advertise a keto diet and then rename it to the Sanders diet. Explain why there are significant flaws in the keto diet and then demonstrate why the “Sanders Diet” fixes those fatal flaws.

Struggling with this? It can actually be quite difficult to see our own superpowers. Ask some of your customers, what was unique about your service. Look at all your competitors and see what you do differently.

Look at your own life experience (this is the best) and ask what really was the difference maker.

We don’t have to come up with something BRAND NEW, just something significantly contrarian. It is more about the name, message and container and current market expectations.

Remember curiosity is king. If you have something new to offer packaged up in a cool name – the market can’t help itself. It must take a peek.