Mechanization

Question 1

What is Mechanization?

Answer 1

Amount of mechanism copy that is necessary depends on the State of Awareness of the target audience

Question 2

Stage 1

Answer 2

Name the mechanism

Use when mechanism is already widely known.

Question 3

Stage 2

Answer 3

Describe the mechanism

Use when the mechanism is not well-known, or not known at all

Build a strong, quick promise – and then follow up with the reason why you can deliver that promise

First rule of mechanism: never turn the copy about mechanism into scientific discourse. You must load it with promise, load it with emotion.

Question 4

Stage 3

Answer 4

Feature the mechanism

Use when your market is highly sophisticated, when promises sound alike, when price competition is suicidal

Mechanism can be inside your ad, to prove your claim, or on top of the ad, elevated by the state of your market to becoming the main claim