mechanism vs positioning
Jim Hamilton
May 21, 2025
True story:
I was on a coaching call with a client in the guitar niche last week to discuss a new lead magnet.
He wanted to focus it around the following idea:
"Most guitar coaches are lying to you"
Now, I’ve seen this type of messaging work before…
But there’s a key distinction here…
One that’s led to millions in client sales.
And that’s mechanism vs positioning.
One is how you stand out in the marketplace.
The other is how you actually deliver the result.
For instance:
My ads position Email Storyselling AGAINST "delivering value"...
That's my villain.
It contradicts mainstream wisdom and gets attention in a crowded feed.
But that's not what people who buy my book are actually getting from me.
Instead:
What they're getting is a unique step-by-step system to make more sales with email.
Aka my 4-step S.L.P.C. formula:
- Story
- Lesson
- Pivot
- Call to action
It’s simple and systematic.
This is a crucial distinction most coaches and creators miss entirely:
Your positioning is how you enter the market and grab attention. ..
But your mechanism is what actually delivers the transformation people pay for.
Coming back to my client:
I suggested he focus the lead magnet on his unique mechanism.
And use the controversial angle strictly for positioning.
Because you can’t build a coaching, consulting, or online education brand on positioning alone.
You need a clear unique mechanism that differentiates your offer…
And makes it easy to understand and deploy.
Make sense?
As it happens:
I cover both these topics in depth inside my Email Storyselling MBA program.
Namely:
9 proven ways to position your offers and emails for conversion…
As well how to tell simple stories that make your mechanism do all the heavy lifting for you…
And have subscribers banging down your door…
Begging to buy your course or work with you 1-on-1.
All the details are below:
Jim Hamilton
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