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rmbc-mechanism

Departments/Marketing/Skills/copywriting/rmbc-mechanism.md

RMBC Stage 2 — develop the Unique Mechanism of Problem (UMP) + Unique Mechanism of Solution (UMS), with memorable name + metaphor + nickname.

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rmbc-mechanism

RMBC Stage 2 of 4. Develop the unique mechanisms that differentiate this offer.

Pre-flight

  1. research_path exists.
  2. Read PLAYBOOK.md § 3 (Unique Mechanisms) for the formula and evaluation criteria.

Procedure

1. Brainstorm 10-15 UMP/UMS candidates

Pull from the Unified Research Document. Look for:

  • Root causes competitors miss or ignore
  • Recent scientific findings
  • Customer pain-point patterns (from psychographics)

2. Score each candidate

Per PLAYBOOK § 3.5, score on:

  • Believability — does it pass the smell test?
  • Novelty — has the market heard this before?
  • Explainability — can you make it simple in one sentence?
  • Emotional resonance — does it make the pain feel solvable?
  • Scientific backing — citations available?

Pick top 1-2.

3. Expand the winner into a full narrative

  • Memorable name for the UMP (e.g., "Collagen Architecture Breakdown")
  • Metaphor that makes it understandable (e.g., "fabric with a loose, tangled weave")
  • Why existing solutions fail (because they don't address this mechanism)
  • The 3-step (or similar) solution process = the UMS
  • Catchy nickname for the lead teaser (e.g., "7-second bowel releasing ritual")

4. Write the UMP/UMS document

Path: Brands/{brand_slug}/Marketing/research/{date}-{slug}-ump-ums.md Frontmatter:

---
type: rmbc-mechanism
brand: {brand_slug}
product: "{product_or_offer}"
research_ref: "<a class="wikilink wikilink-broken" href="#">{research_path}</a>"
created: YYYY-MM-DD
status: draft | reviewed
---

Body sections: UMP (with name + metaphor + scientific backing) · Why Existing Solutions Fail · UMS (the solution process) · Nickname for Lead Teaser · Alternates Considered.

5. Append Log entry

Hard rules

  • One UMP, one UMS per offer. If you have 3 candidates, pick the strongest. Don't dilute.
  • The nickname must pass the "podcast test" — could a stranger remember and repeat it after one mention?
  • Scientific backing required for supplement claims. Without studies, the UMP is a hunch, not a mechanism.

Failure modes

  • No candidate scores well — research is probably too thin. Loop back to rmbc-research.
  • Candidate sounds compliant-risky — flag for legal review before writing brief.