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Name a problem mechanism and a solution mechanism

Why sales copy should name how the problem arises and how your product uniquely solves it (Purple's GelFlex Grid, Scrub Daddy's FlexTexture), a 10-word test to check you have one, and how demonstrations prove it.

Updated 2026-10-24·2 sources·copywritingpositioningunique-mechanismsales-page

Name a problem mechanism and a solution mechanism

TL;DR

  • Don’t just sell problem → solution; sell problem mechanism (how the problem is created in your category) → solution mechanism (how your product uniquely fixes it). Name both1.
  • A named mechanism answers “but how?” before the sceptical brain asks it; companies that can’t name theirs lose to ones that can, even with identical products23.
  • 10-word test: “Our solution works because of [mechanism name], which means [specific outcome].” Can’t fill it in ten words? You don’t have a mechanism yet3.
  • Prove it with a demonstration: Purple drops a raw egg on the mattress14.
  • Named things get asked for by name — name methodologies, processes, even your cart and checkout5.

Details

Joanna Wiebe (Joanna Wiebe) points to infomercial brands (Scrub Daddy, ShamWow) and Purple: Purple didn’t say “our mattress breathes”, it named its construction — a trademarkable “GelFlex Grid” — and demonstrated it with the egg test15. Scrub Daddy named “FlexTexture” (firm in cold water for scrubbing, soft in warm water for wiping); she credits that named mechanism with turning a sponge into a nearly billion-dollar company2.

How to build one for a landing page

  1. Write the problem mechanism: why the customer’s current approach fails (e.g. “your energy dips because your liver is overloaded” — the angle Dose uses on its persona pages, Persona landing pages, listicles and promo assets).
  2. Name your solution mechanism — a proper noun for the method/ingredient/design.
  3. Run the 10-word test.
  4. Place it in the middle of the page (plausibility stage, Nine copy triggers by funnel stage), right after the problem section, and attach a demonstration or proof directly below it (Proof placement and believable claims).
  5. For courses/ebooks/workshops: name the framework you teach (Joanna’s own diagnostic is a named list/offer/copy triangle — List, offer, copy — fix them in that order).

Disagreements / caveats

  • Health and supplement mechanisms are regulated claims; a named mechanism must be true and substantiated.
  • Naming is a positioning tool, not a substitute for a product that actually works differently.

See also

Footnotes

  1. 25 Years of Copywriting Advice in 25 Minutes @ 10:41 — Joanna Wiebe ↩ ↩2 ↩3

  2. Words That SELL (Psychology-Backed) @ 04:06 — Joanna Wiebe ↩ ↩2

  3. Words That SELL (Psychology-Backed) @ 05:37 — Joanna Wiebe ↩ ↩2

  4. 25 Years of Copywriting Advice in 25 Minutes @ 23:01 — Joanna Wiebe ↩

  5. 25 Years of Copywriting Advice in 25 Minutes @ 12:14 — Joanna Wiebe ↩ ↩2