003: What is a hook? And why you shouldn’t be afraid to ask for help
The Marketer's Mind with Todd Brown • Marketing Topics That Push the Boundaries
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The Importance of Unique Mechanisms in a Big Idea
"Big, bold, audacious, true, and believable promise that is delivered to the prospect through a unique mechanism," he says. "That just means that intellectually it makes somebody want to hear more." Most marketers are simply making a big blown up promise, often with no unique mechanisms,. Some that are sharper are including the unique mechanism in their promises.
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