How do you become a “category of one”?
- How do you position your offer so that your prospects have nothing else to compare it to?
The Key 🔑
- Unique feature names for all of your mechanisms
  - A mechanism is simply a component of your offer needed to deliver the outcome.
Examples:
- If you’re selling web design services, you’d need to give unique names to each of the components that go into a great website:
  - Design & Copy
  - Loading Speed
  - Mobile responsiveness
- You need to address all of these things in your service - but you should give them all a unique name:
  - “Covert Conversion Checklist”
  - “Blink-of-an-eye Speed System”
  - “Any-device Amplifier”
More Examples
- Ad templates -> CTR Maximizer & CPC Minimizer Ad Swipes
- Workout program -> 12-week Bikini Blueprint
- New Product Guide -> 14-day Product Launch Formula
- SEO Software -> AI Rank Monitor System
- Sales Script -> Close Rate Conversion System
The whole point of doing this is to increase perceived value and make it impossible for prospects to compare you to others.
- If no one else has the same names as you - they subconsciously wonder if what you have is better.
- We did this in this training that you’re watching now:
  - The Portfolio Leapfrog Technique
  - Landing Page X-ray Vision
  - The “Jedi Hand Wave” technique
  - Lead Nurture Navigator Sequence

Action Items

List out ALL of the delivery components of your product/service

For each one, give it a unique name

Finally, rank order the list you have to put the items in order of most attractive to least attractive.

Lesson #3: How to Become a Category of One