Speaker A
hey miles Beckler here miles becker.com and in this video we are going to talk about the big idea and unique mechanisms that you need inside of your funnel in order to truly get it to work now this idea came from Todd Brown's speech he
Miles Beckler explains how a 'big idea' and a 'unique mechanism' make a marketing funnel work, drawing on Todd Brown's funnel hacking talk and the weight loss pill example.
Key Takeaways
- Sell the big idea first; the product is secondary to the belief it creates.
- Use a unique mechanism to differentiate from competitors in saturated markets.
- Niche down as far as possible before defining your unique identifier.
- A strong unique mechanism explains why past solutions failed and why yours will work.
What the video covers
- The video is based on Todd Brown's talk at Funnel Hacking Live, in which he argues that marketers sell ideas rather than products.
- Visitors must first accept the marketer's idea; once they believe it, they move deeper into the funnel and become receptive to details about the product.
- Most niche markets are saturated, so products need a unique mechanism that sets them apart from competitors.
- The weight loss pill example shows how a novel product sells well at first, then copycats appear and sellers must differentiate with a unique ingredient, such as goji berry seeds.
- Skeptical audiences who have tried other solutions respond to a unique mechanism that explains why past attempts failed and why this one will work.
- Miles applies the concept to his own business, where his meditations are distinguished as 'Angel meditations' with a unique modifier.
- For service businesses, a proprietary system (e.g., a 7-step SEO process) can serve as the unique mechanism.
- For affiliate marketers, the email list should be built around free content that teaches a unique approach aligned with subscribers' goals.
- Information product creators should niche down as far as possible and then identify a unique identifier.
- A unique mechanism must engage both logic and emotion: the heart wants the result, and the logic accepts why this product will succeed where others failed.
Chapters
- 00:00Introduction to the Big Idea and Unique Mechanism
- 00:28Selling Ideas, Not Products: Todd Brown's Concept
- 01:31Why Niche Markets Get Saturated
- 01:54The Weight Loss Pill Example
- 02:32Presenting a Unique Mechanism to Skeptical Buyers
- 03:17Applying the Concept: Meditations, Services, and Affiliate Products
- 04:16Niching Down and Finding Your Unique Identifier
- 05:25Logic, Emotion, and Belief in the Buying Decision
- 06:24Reflections and Closing Remarks
Full Transcript — Download SRT & Markdown
Speaker A
did a speech here at funnel hacking live I'm currently on lunch break from the convention um and wow he he literally blew it away if you don't know who Todd Brown is definitely worthy of following he's one of the people I Look to for
Speaker A
kind of high high level funnel ideas and funnel Concepts and his bit starts out with the concept that you're not really selling a product right you're selling an idea at all kind of levels everything in our world began as an idea whether
Speaker A
it's a cell phone this chair I'm sitting on a light someone had the idea of it before it ever got manufactured before anything ever took place and whether you are running an agency a social media marketing agency you're trying to sell
Speaker A
Services you're selling affiliate products what you're ultimately attempting to do is get your visitors to accept your idea and believe in the idea that you're convincing them in when they start to believe in your ideas that's when they start to go deeper and deeper
Speaker A
into your funnel at which point you're able to educate them more on the unique mechanisms about what you do or how you do what you do or about your product that will give them their desired result so what's the unique mechanism idea it's
Speaker A
brilliant it's absolutely brilliant and here's what it really is it boils down to the fact that most Niche markets in this day and age are saturated we're going to look at the weight loss example that's the example that he gives in his
Speaker A
talk and it was a brilliant example in the day and age before there were weight loss pills someone came around and created a fat a weight loss pill it was a pill that helped you lose weight there was never anything like this on the
Speaker A
market ever so when they marketed their weight loss pill pill that helps you lose weight people were like wow this is brilliant I'm in and it sold like crazy like wildfire then what happened is copycats jumped in and all of a sudden
Speaker A
there were seven weight loss pills and then people needed to introduce Unique Kind of mechanisms to their pills that explains why that pill is special so that's where in a lot of day and age now you see in a lot of marketing that well
Speaker A
this weight loss pill is a fat burning pill that includes the seeds of the goji berry or their something unique right there's an ingredient inside of it or there's a component within your system if you're selling a service or like a
Speaker A
software product that makes you unique and it's because of those goji berry seeds in your pill that's why users are finally going to get the end result you see people like to continue with this concept and the weight loss side people
Speaker A
have tried a lot of different ways to lose weight in the past so they're skeptical they're walking around doubting everything they're like ah I've heard it before but when you present your unique mechanism in a way that's like yeah I know you've tried stuff
Speaker A
before and it didn't work because it didn't have this chromosome that's only found in the seed of this plant that grows in the Himalayas in China and that's why it didn't work and since ours has it it'll work for you this time now
Speaker A
how do you adapt this into your business for my wife and I we do meditations right and our meditations are special because they're actually Angel meditations so we've found a way to add a unique twst twist or a unique modifier
Speaker A
to the meditations to make ours not only unique to where we stand out we have that market but there's this new kind of add-on thing to ours that helps if you're selling services let's say you're selling social media marketing Services
Speaker A
you need to come up with something about your system or SEO Services great example you need to come up with something that's unique about your system that your competitors don't have and that's why your SEO works because you've got this proprietary 7ep system
Speaker A
that guarantees rankings XYZ if you're selling affiliate products it's really really powerful for you to build your list by giving away some sort of free content and in your free content you want to let them know that why are you
Speaker A
the person what do what have you learned in your past what's that unique thing that you're going to teach your subscribers through the email list that's going to help them achieve their goals then you deliver on that in your
Speaker A
email list and you recommend the individual prod products as an affiliate they're going to help them accomplish that task and obviously if you're creating information products you got to keep in mind that a lot of the base level niches have been done so the first
Speaker A
trick is to Niche down all the way down as low as you possibly can get I've got a great video that explains some niche market examples that I'll link to in the description here but then you need to
Speaker A
come up with a unique identifier this is so much deeper than the idea of a unique selling proposition because you're not a selling proposition at this point you're actually talking about a unique mechanism within the product or service
Speaker A
that you're selling that is going to give them the result that they want and it's also at the same time going to give them that kind of like oh that's why these other things that I've been trying didn't work for me is because they
Speaker A
didn't have that unique mechanism but now that I found your unique mechanism yours is going to work for me and when they have that moment of belief and the logic and the heart kind of both get on board and the heart says yeah I really
Speaker A
want to lose weight and the logic's like oh that's why none of the other diet stuff worked it didn't have those special goji berry seed pill thing you know in the pill like that was it cool when those two are in agreement that yes
Speaker A
this new product with this new Unique Kind of mechanism that's going to solve my needs Bingo you're not selling people are lining up to get what you have so dig deep take some time it takes a lot of time to figure this stuff out it's
Speaker A
not something that comes logically this for my wife wife and I is not something that we thought about in any way shape or form as we begun down this path it's more of hindsight right I took several years of fumbling forward to figure this
Speaker A
out without understanding what I figured out and then to have Todd Brown just kind of drop knowledge bombs for an hour it was like oh my gosh that's what we did without even realizing we're doing and that's what you need to do so you
Speaker A
can really not just stand out in your Marketplace but really become the most powerful unique mechanism the most powerful product or service in your Niche that people line up for because yours has that special sauce that'll make it work when everything else
Speaker A
they've tried in the past doesn't work you've got something special that's going to help it work so as you're building your funnel remember one big idea with a unique mechanism in there and that is going to help you stand out
Speaker A
from the crowd and get people lining up for what you offer I thank you very much for your time I got to get back downstairs for the next keynote I will keep you up to date with more um video
Speaker A
and more updates from the conference as I learn really cool and exciting tactics that I'm ideas that I'm happy to share with you be sure to subscribe here on YouTube to get those next videos when they come out if you enjoyed this video
Speaker A
give me a thumbs up and I do appreciate your time and I look forward to seeing you on the next video thanks again
Topics:sales funnelunique mechanismbig ideamarketing strategyniche marketingTodd Brownfunnel hackingcopywritingaffiliate marketingemail list building
