Unique mechanism 101

Unique mechanism 101

A unique mechanism is a marketing principle. And it’s the holy grail for any marketeer that understands it. 

In simple terms, it’s “the unique manner, method or material that allows a product or service to deliver the desired benefits” (Todd Brown, 2017).

In the tech space where choice is almost infinite, it’s no longer a case of what, but rather, how. Prospects want to know more. Yes, the pains you alleviate are important. Yes, they want to know the transformation you deliver. But it doesn’t stop there. They need to know how you intend to do it.

The necessity to know how stems from the need to understand:

1. Why your process will work better than previous incumbent suppliers, and/or
2. Why your process is better than any other competing providers’

So not only do we give the prospect hope that “it actually will work this time”, but we also invalidate competing solutions by providing a proven, proprietary process.

The mechanism itself can take many forms: a framework, an algorithm, a patent, a formula, a secret ingredient, and so on.

When we reference the unique mechanism and give it an identity, we’re saying to prospects “Hey look at us. We have a different way of alleviating your pains. One that other suppliers can’t claim. It’s a proven process. And that’s why you should trust.”

“Ok Matt, I think I get it. But how do I create mine?”

Well, like all good things, unique mechanisms come in threes..

The first is ‘The Existing Mechanism’. This is where your business has something legitimately unique, like a patented product feature or an algorithm in your software, that no one else can claim.

An example of this is the Google PageRank. The patent actually got the name from its developer, Larry Page, who uniquely calculated the importance of a webpage by counting the number of quality links attached to it.

Why was this process so groundbreaking? Ask Jeeves.

Alright, alright, so I realise not all (or even most) will have a patented product or service.

Enter unique mechanism number two: ‘The Unspoken Mechanism’.

Picture an unspoken rule in the industry. All of your competitors have the same process for achieving what you achieve. It’s common practice. It could even be a regulatory requirement. That being said, your prospects aren’t aware of this, and no one’s talking about it.

The solution? Shout out and loud about it. You now have your unique mechanism.

Let me give you an example.

I recently visited an Irish whisky distillery. Roe & Co.

During the tour, we were shown the distillation process, and a tourist wondered why there were three distillers (as opposed to just one). It turns out, triple distillation is pretty common-found amongst Irish whiskies. It makes the whisky smoother. The tour guide was proud to boast that triple distillation is what Roe and & Co. "are known for”.

So despite Jameson down the road doing the exact same thing with their Irish whisky, it’s not being bragged about to their consumers. 

“That all makes sense. What’s the final unique mechanism?”

The last, and arguably easiest, is ‘The Transformative Mechanism’.

It’s what could take you from camo to WHAMMO!

You may even already have one, but it’s lacking pizazz, or an identity, or some structure.

With 'identity': Always make sure your unique mechanism has a name. And no, don't name it 'The [insert company name]'s Process', unless your aim is to send your prospects to sleep.

When brainstorming with our clients, we try to ensure each step of the mechanism spells a relevant acronym, or is alliterated.

With 'structure': your options are simple... Cyclical or linear.

I’ll look to Zapier for an example of a linear transformative mechanism…

I'm sure all the Cleo’s and IBM’s of the world have their own elements of integration, automation and innovation when it comes to app integration, but they aren’t marketing it in the same way as Zapier.

Leaving prospects to feel like Zapier has something new to offer.

“Understood, Matt. What are my takeaways?”

First and foremost, leverage your unique mechanism into your marketing strategy.

If you don’t have one already, do the research, make it up, whatever it takes! Your prospects have to feel like you can deliver on what you promise.

Don't forget to give it an identity!

And if you still aren’t sure, let’s have a 15 minute chat to see how you can best position your business... https://bit.ly/tgo-pow