James: So if the industry average is to make a claim, then we want to beat that by amplifying it. And if we want to beat amplifying your claim, that’s what’s next, right?
Will: Yeah. And if you want to beat amplification, you want to have what’s called a unique mechanism or a USP. So this is the thing that makes your product or your service completely different to everyone else’s.
So the perfect example of that, you know, we started it from make money online, which is the claim. Amplification is, make 100K online in 30 days or less. The unique mechanism is about, for example, this unique way of writing copy is going to help you make 100K in 30 days or less. So you’ve got the same claim but now you’re attaching some form of difference to how you make that claim happen.
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