How I Write Million-Dollar Mechanisms (Copy This Framework)

In this video, I'm going to be breaking down probably one of the most important elements when it comes to direct response copywriting, and that is the mechanism. So we're going to go over both. Unique mechanism of the problem, unique mechanism of solution, why mechanisms are so important, how to generate mechanisms. I promise this will be the deepest dive into mechanisms that you've ever seen before. And by the end of this, you're going to be well, well, well equipped to write mechanisms better than like 99% of people. I promise you that. Okay, so let's dive in. Okay, so we're going to look at mastering the unique mechanism. If you don't know who I am, by the way, my name is Luke Eha. I'm a copywriter who's generated well over $100 million in revenue for the clients that I've worked with. One VSL alone did $100 million. I now run a program called Genesis where we have over 500 plus different marketers and we teach them how to use AI copywriting and marketing to thrive in 2025 and beyond. So that's me, that's who I am. When you're writing direct response vsl, which is the main thing that I did, I wrote a lot in the health space also in like biz op space, spirituality space, skin care space, so pet space. So almost every vertical you can imagine. And when you're writing VSLs, the mechanism is super, super, super important, especially for a direct response. So we're going to go through that. I believe that the framework that I'm going to give you is probably one of the most sophisticated frameworks for coming up with mechanisms. Without further ado, let's go into it. First, let's talk about what is the unique mechanism. So the unique mechanism, very, very simple, is just how the product works. At the end of the day, that's all that it is. And it's composed of two different parts. So you have the unique mechanism of the problem and then you have the unique mechanism of the solution. So it is important to break these two down. This is one of the innovations that one of my mentors, Stefan Giorgi, originally told me about, which is there's a reason why there's a certain problem and a reason why there's a specific solution. Now, good mechanisms typically have both. You have a reason why there's a problem and a reason why there's a solution. And then you can choose which one you you highlight. Okay, let's talk about why you need a unique mechanism. The first thing is like if you know our copy blocks frameworks, then you know that we have in promise proof, curiosity constraints and then conditions. As the sixth block, there's a video on this channel that you can go and watch that in curiosity element is super, super, super important. And you'll see many, many ads and VSLs and funnels that are running that are built on conditions and promises. So they'll say things like, hey, I'll get you agency clients guaranteed or you don't pay. So what is that? That's just a promise of what it is. And then it's a condition which is a guarantee. Okay. And there's different variations on that. You could also have a pain with a guarantee, right? I promise to help you. Or you could say like burn 10 pounds of fat. I only have, you know, six slots available to work and coach with me. That would be another example of like pain plus the conditions. The curiosity block is really where copywriters and direct response marketers can sit in, does a lot of heavy lifting for people. So typically, you know, the low hanging fruit is just hey, promise the pain, you're not going to have to do anything without it, et cetera. But immediately, when there's tons of people in the market who are making claims and having the same conditions. Like for example, before Hormozi came out with $100 million offers, there weren't that many people doing these crazy guarantees. And then his book came out and pretty much everywhere you go there's do this or you don't pay, right? Do this or you don't pay. And the market just became saturated with that kind of promise, which is a conditions block. And so it's super easy for people to tune this out. And what I have noticed and what I've seen from my friends and from my own work and stuff that I've written is that having a mechanism or having that curiosity block is so, so, so important. You're going to see in here, it does add proof, it adds believability. Because if you just come and say, hey, I'm going to do this, I'm going to do this for you and you're not going to have to pay. I still have to have buy in that you know what you're doing, right? And not only do you know what you're doing, but you have a system that's cool. The other thing is that people are bombarded with ads and you know, things that people are saying all the time. So they need something that's new and differentiated and that's what we See here. So, for example, we see proof. We also see in competitive markets, we need differentiation. We need something that's new. Sophistication, overcoming skepticism, adding the curiosity. Again, you know, curiosity is really, really important because it triggers dopamine, right? So dopamine is triggered when you have the expectation of something, and that's what curiosity does. So it creates this open loop in people's minds of kind of promising that you have a unique path and a new path and a novel path to get them to their desired outcome. And you kind of tease it. You, you're suggestive with how it might work, but they still don't know. And it creates this anticipation. It literally releases dopamine in people's minds. And that's what makes them want to continue to, to learn and listen. And it's so important in like, our attention, our brains are overloaded with information. Attention has become so scarce. Curiosity is what you need to compete. The other thing that mechanisms do is they create paradigm shifts. So one thing that I'll say is I'm going to go through the framework and the logic of mechanisms, and it's super, super important as a copywriter to understand this. However, I just want to make this super, super natural. At the end of the day, a mechanism is how something works. Okay? So what you should be doing is either creating products or, or working with people who've created products that have built in mechanisms, meaning that they've done innovation, they've created something that's new. And then what you do is, all you do is accurately describe that and position that innovation in a specific way. And that's how you come up with a really good mechanism. Right? And so new products should have built in innovations and built in ways of doing this. Okay. You know, unfortunately, that's not always the case. And there are products that are more commodities. And if you're a freelancer, you're getting paid and hired to work with products, even if they're still good and effective, may not be interesting or differentiated. And so your job as a marketer is to figure out how to do this. Okay, but there is a balance between actual innovation and perceived innovation. What we're talking about with the mechanism is simply perceived innovation. But I want to at least mention the fact that as much as possible, if you have control over the product, both in terms of the product that you're choosing to work with, which you do always have control on, and the product that you're creating, then you should focus on actual innovation. The cool part is that when you understand Mechanisms. The way I'm about to tell you, it helps you create innovations that people actually care about. When you understand marketing like this, you're no longer creating stuff that you think is cool or whatever, but you can actually create stuff that you also know that you can market and sell really easily. So it's so important to understand this. Let's go through both parts, the UMP and the ums. So the UMP is the unique mechanism, the problem. This is to give people an epiphany about why they have a specific problem. Okay? So you give a hidden cause. Like the real reason you're tired all the time isn't a lack of sleep, it's adrenal fatigue caused by stress. Real example of a mechanism. That's huge, right? So many people know about adrenal fatigue. People question whether it's even real. I don't haven't dug enough into the studies to really know if it's true. But many, many people know what adrenal fatigue is and believe it. And that's because it's a type of mechanism, right? Whether consciously constructed by a copywriter or marketer or not, adrenal fatigue is an example of a mechanism, of a problem. See, undiagnosed inflammation is another one. Of course, you want to give a name to this, we'll talk about that as well. That's the unique mechanism of the problem. Then we have a unique mechanism of the solution. So in here we're talking about a rare Himalayan herb, okay, so that could be an example. Or you could talk about something called like, you know, the five second trick or a certain remedy or something like that. So the problem and the unique solution, they go hand in hand. Whatever unique mechanism of the problem is, you want your unique mechanism solution to be the next logical thing that will solve that problem. Then you just connect that to your features in your product and then it's done. Now we're going to talk about both parts on here, why both parts are important. The high level overview for why both parts are important is because as markets become more sophisticated and more people know about the solution, a lot of the art comes in trying to figure out, hey, this is what the real problem is for you, okay? If they tried other solutions and they're frustrated with them and they don't like them, basically what you're saying is, oh, those other products didn't work because they didn't actually, weren't actually addressing the real problem. And you were close, you almost figured out what the real problem is, but now we're going to go deeper into the ump. So in general, the more sophisticated the audience is, the more you want to focus on the ump. There are other nuances here as well that I'll just mentioned, which come down to the type of market that you're talking to. So again, we already mentioned sophistication levels and awareness levels are two dimensions that's going to determine your mechanism and which part of the mechanism you focus on. The other part that's going to be important is. This is kind of a crude way to put it, but whether you're selling to poor people or rich people, again, I don't use those crude names exactly.