Goal
Write 3 to 5 mechanism candidates, each with a hidden cause and a matching fix, ranked and checked against your research.
Why it matters
Your buyer already tried something, and it didn’t work. If you just say “we’re better”, they put you in the same pile as the thing that failed. The is what gets you out of that pile. It has two halves: the that made their last fix fail, and how your fix hits that exact cause. This lesson is how to dig both halves out of your research and check they’re true. Putting it into words for a page comes later, in Copywriting.
In the full lesson
- Step 1 · Two halves: the cause, and your fix
- Step 2 · Dig from what they tried
- Step 3 · Write 3 to 5 candidates, then rank them
- Step 4 · Check both halves
This lesson is in The Ultemir Playbook.
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