Page components
Mechanism
Also called unique mechanism, reason to believe.
The mechanism is the one believable idea that explains why the product works. It is the reason-to-believe that earns the right to make the claim, and the hook many cold-traffic angles are built on.
Why does the mechanism convert cold traffic?
A claim without a mechanism reads as a promise. A claim with a mechanism reads as a reason. Curiosity-led presell pages and advertorials lead with the mechanism to pull the reader in before they are asked to buy.
Related terms