The Secret Weapon 8-Figure Brands Use To 10x Profits

Hey, Michael from AdSumo Digital here and we’re back with another edition of the DTC Letters.

$99 for powdered vegetables.

That's what Athletic Greens charges... per month.

And people happily pay it.

Meanwhile, most supplement brands are fighting over $30 price points for similar products.

What's the difference?

It's not the ingredients. It's not the branding. It's not even their massive ad budget.

It's something called a "hero mechanism."

I see this pattern everywhere in e-commerce:

Two brands selling virtually identical products.

One struggling to stay profitable.

The other charging 5-10x more and growing like crazy.

Take our client [REDACTED]. They're not just selling blue-green algae supplements...

They're selling "the world's ONLY fresh-frozen algae, harvested from the pristine Klamath Lake, and flash-frozen within 30 minutes to preserve its live nutrients and life force."

That's a hero mechanism at work.

And today I'm going to show you:

• What a hero mechanism actually is (and why it prints money)

• How top brands use it to charge 5-10x more than competitors

• The framework for creating your own hero mechanism

• How to weave this into every piece of marketing you do

Let's break down exactly what a hero mechanism is.

It's the unique method, process, or ingredient that makes your product different and better than everything else in your market.

But here's the key most brands miss:

Your hero mechanism isn't just WHAT makes your product different.

It's the STORY that explains WHY it works when everything else has failed.

Let me show you another example.

Miracle Moo Colostrum isn't just selling cow colostrum supplements...

They're selling "First-Milking Colostrum, collected within 2 hours of birth, from grass-fed California cows, tested for maximum antibody content and flash-frozen to preserve biological activity."

See what they did there?

Every single word is deliberately chosen to build their hero mechanism:

• "First-Milking" (not just any colostrum)

• "2 hours of birth" (specific timing)

• "grass-fed California cows" (source matters)

• "tested for maximum antibody content" (proof)

• "flash-frozen" (preservation method)

This isn't marketing fluff. It's the reason their customers believe this product will work when others haven't.

Here's what makes a hero mechanism so powerful:

• It Makes You Unique: Your competitors can copy your price, your website, even your formulas. But they can't copy your hero mechanism.

• It Justifies Premium Pricing: When you have a genuine reason why your product is different, price becomes a footnote instead of the main discussion.

• It Builds Belief: Your customers don't just want your product. They want to believe it will finally solve their problem.

The best part?

Every single product has a potential hero mechanism hiding inside it. You just need to find it.

Here's how to uncover yours:

1. What's truly unique about your:

• Ingredients/materials

• Manufacturing process

• Testing methods

• Delivery system

• Origins/sourcing

2. What problem does your market keep facing that other products haven't solved?

3. How does your unique aspect specifically solve that problem?

This is exactly what we did with a client of ours:

Problem: Most algae supplements are dried, processed, and dead by the time they reach you.

Hero Mechanism: Flash-frozen within 30 minutes of harvest from Klamath Lake, preserving the "living" nutrients that make it so powerful.

Result: They can charge premium prices because they're not competing on price - they're the ONLY ones selling "live" algae.

Look, at the end of the day, there's nothing wrong with your product. (unless it sucks and has no real purpose or provides zero value to anyones life…)

You just need to uncover and communicate what makes it special.

Do this right, and you'll never have to compete on price again.

Talk soon,
Michael

P.S. Are you a brand and want to see how we helped E3 Live communicate their hero mechanism through email and added $81,000 in revenue? Hit reply - I'll share our exact framework.

P.P.S. We're working on a complete guide to creating and implementing hero mechanisms for e-commerce brands. First draft is almost done. Reply "HERO" if you want early access when it launches...

PS - If you run an Ecom brand and want to have a 15 minute strategy session with me, book a call here »