million dollar ideas

Yesterday, I mentioned I’m helping a new client create an evergreen webinar funnel.

One key piece of this equation is:

The unique mechanism.

This is the unique step-by-step system you’ve developed for getting your clients and customers results…

Based on your own expertise and experience.

Here’s why the unique mechanism is so crucial:

It simultaneously explains why they’ve failed in the past AND why they’ll succeed this time.

It alleviates blame and provides hope.

Not to mention differentiates your offer in the marketplace.

Which is especially important if you’re selling to one of the “big three” markets. 

(health, wealth, and relationships)

Now, what happens when you nail this?

Well, my story is Exhibit A:

You see, originally, I branded my unique mechanism as “15-Minute Emails That Sell.”

That’s how I framed my step-by-step system…

Because I felt SPEED was the most resonant aspect of the approach.

Based on my experience writing for clients, this was arguably the biggest thing that set me apart from other writers.

However:

Leading with this produced middling results at best any time I tried to sell something.

I got singles and doubles but no home runs.

Then, finally, I decided to give my system a facelift and rebrand it to “Email Storyselling.”

The result?

Sales exploded.

My front-end offer converted on cold traffic right out of the gate.

Which blew me away.

And the funny part is…

I’d come up with the idea of “Email Storyselling” months before.

I was just dug in like a tick on the 15-minute framing.

Turns out the storytelling aspect was much more resonant.

Go figure.

Ultimately, Email Storyselling is going to be a million dollar idea.

That’s the power of nailing your unique mechanism.

If you don’t have yours figured out yet…

Here’s a few different elements to consider folding into it:

• Desired outcome (what big result are they after?)

• Functional process of how it works (like ‘Storyselling’)

• Before → After transformation (where they start vs where they finish)

• Most resonant aspects of the approach (speed, ease, etc)

• Topic or medium (email, social, video, etc)

This is by no means an exhaustive list.

But it should be enough to get your creative juices flowing.

Bonus points if you can keep it to 4 syllables or less.

The punchier, the better.

That’s all I got for ya today, though.

Now I’m off to finish packing for a trip to the Caribbean tomorrow 🤘

Jim Hamilton