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Mechanization: How to verbally prove your product

Copy is a silent dialogue with your prospect, in which your words become a person who

offers a recommendation that if true, will change your prospect’s life.

This action will demand certain questions and concerns answered by your copy.

These demands must be anticipated and struck preemptively.

You must imagine yourself as the prospect and the copywriter at the same time.

There are three demands that must be answered:

• Information: You must expand upon your headline and draw out the image of how the prospect have his desire fulfilled
• Proof: You must prove your copy will deliver what the headline implants in the prospect’s mind
• Mechanism: You must show how your product fulfills your prospect’s desire

Mechanism must answer the question “How”? You must lay out a logical path from your prospect acquiring your product to having

his desire fulfilled.

All along this path, you must continuously insert the images of desires met, the prospect standing strong, having accomplished

his exact goal and desire when he acquired your product.

The mechanism must be named, but never made scientific or dull.

Describe the mechanism in action, painting images of your prospect using the product, working towards fulfilling his desire.