The other day, I listened to some training from Todd Brown, an online marketer I have been following for many years.
He discusses a new development in the evolution of the leading marketing message used to promote products in particular niches, breaking it down into headline-type messages to help us better understand the concept.
He will reveal the next evolution in a few weeks. I don’t know what it is yet, but I want to explain the fascinating back story to this.
Traditionally, when a new product hits the market, a company can create a simple results-based headline to promote it. Something simple works because no other product like it is available elsewhere.
Something like, ‘This product gets you x, y, and z results’. This statement works because the product is unique or new, and no other company has it.
Over time, however, other companies develop their own version of the product and start marketing it.
To gain attention and interest, these companies have to use a more significant, better message than the original company.
The new marketing message might be something like, ‘Our product gets you x, y, and z results faster (or better, or simpler)’
The marketing message starts to become inflamed with more promises.
Another headline might read, ‘Our product gets you x, y, and z results in 7 days or less’. As you can see, there are more promises, like in this example, the promise of results in less time than other products.
Eventually, marketers must stop making bigger and better promises because it becomes none believable.
‘Our product gets you x, y, and z results in 6 days or less (then it might be 5 days, 4 days, 12 hours, 1 minute, etc.’. Eventually, the promise doesn’t make sense, and no one believes it.
At this point, marketers move on to the unique mechanism. Todd Brown is big into creating unique mechanisms, which are cool marketing concepts.
The unique mechanism is finding something specific about a product and promoting that thing. It could be a particular ingredient, process, system, or way of doing something that produces superior results.
Think about your favorite version of your favorite meal, for example. It might be from a specific restaurant or something you make at home.
What makes it your favorite version of it? Does it have a different ingredient that other versions don’t have? Or maybe a particular combination of ingredients that makes it unique and the best?
Well, once you identify that uniqueness, aspect, or characteristic, you promote it in your marketing message.
This could be something like, ‘Our Big Money Method gets you x, y, and z results in your business.’ People think, ‘What is the Big Money Method?’ It is a unique process, method, or approach to getting a specific result. This intrigue and difference attract people to the product.
Well, now Todd Brown is saying that eventually, a market will become saturated with unique mechanism offers, which will create a new problem for marketers.
What is the next evolution of a marketing message after the unique mechanism?
I don’t know yet!
I will let you know when I find out. Todd suggests this will be the next big breakthrough in marketing, so stay tuned for more!