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Book Reviews

In a recent post I explained how SFI affiliates can be turned into targeted prospects on the Tripleclicks website.

An e-book for SFI Affiliates

An e-book for SFI Affiliates, 5 SFI Mistakes is available on Tripleclicks for $2.99

Today, I want to review a Tripleclicks product, 5 SFI Mistakes Every Affiliate Must Avoid, by Hillary Munyoro, which illustrates this concept very well.

5 SFI Mistakes is a training e-book for SFI affiliates. Although there are plenty of  e-books on Tripleclicks, I picked this particular product for 3 reasons:

1. An e-book is an easy-to-make digital product. Anyone can write an e-book, as long as they put their mind to it.

2. The product was created from the practical experience of the author. Everyone has experiences, skills or knowledge which can help others solve their problems.

3. The product was created for SFI affiliates. It is a good example of how you can turn SFI affiliates into your customers.

One thing that interests me about this information product is how the idea came about. It is a good example of how negative experiences can be turned to advantage if you do not give up.

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irresistibleoffer The Irresistible Offer: How to Sell Your Product or Service in 3 Seconds or Less is a short, punchy marketing book that outlines the sales philosophy of Mark Joyner (the guy who started the Simpleology membership site).

It is a fast, easy, yet thought-provoking, read that will help you to throw out the hype and start making more concise and more compelling offers to your target market.

Mark Joyner is keen to emphasize that time is of the essence in marketing. He reckons we have just 3 seconds, not only to make an impression, but to make a sale…

As someone who has worked with traffic-exchanges and safelists I know what he means! The timer is counting down even before your page has fully downloaded in the browser…

As it says on the inside flap:

There’s simply no time for you to make any offer besides the one offer that will work and work quickly—The Irresistible Offer.

Is it really possible to make an “irresistible offer” in just 3 seconds?

Yes! Mark Joyner offers the example of Dominos, the pizza delivery company, and their promise to their customers:

30 minutes or less … or it’s free.

After making that guarantee, Dominos grew from a single pizza-joint to a $4-billion business.

Clearly, it is important to know your customers and know what they want…

The four questions potential buyers are asking…

When someone arrives on your landing page, or sees your ad, he or she wants quick and easy answers to these four questions:

1. What are you trying to sell me?

2. How much does it cost?

3. Why should I believe you?

4. What’s in it for me?

The first three are logical questions. The last one is emotional. Always keep in mind that people buy on emotion and use logic to justify their decision.

What is an “Irresistible Offer”?

Here’s how Mark Joyner defines it:

The Irresistible Offer is an identity-building offer central to a product, service, or company where the believable return on investment is communicated so clearly and efficiently that it’s immediately apparent you’d have to be a fool to pass it up.

The Irresistible Offer: What you do

So, what are the steps you need to take to create your very own irresistible offer?

1. Develop a high Return On Investment (ROI) offer for the customer.

2. Create a compelling “touchstone” (a short-sharp message that identifies your brand) to include as many of these points as possible:

* Here’s what we’re selling.

* Here’s how much.

* Here’s what’s in it for you.

* Here’s why you should trust us.

3. Believability:

* Proof (social, technical, factual)

* Credibility (endorsements, high-profile customers, qualifications, awards, logic)

Here we get into the nuts and bolts of the book. Joyner demonstrates that the irresistible offer is not about hype, false promises, and “cheesy tricks,” but about offering high value and communicating that value to the potential customer in such a way that it is clear, believable and compelling. As he remarks,

You don’t have to resort to … tricks to make your offer desirable. All you have to do is offer a truly valuable ROI. If you can’t snap your fingers and turn your product into a great one, then add something that makes it great.

What the customer sees…

The way you build it is not, of course, the way the customer sees it… You start with your ROI offer and end with “believability,” but the customer tends to view things in this order, according to Joyner:

1. Touchstone: piques the prospect’s interest…

2. Believability: empowers the prospect to dig deeper…

3. High ROI offer: if this matches the expectations created by your touchstone, you may make a sale; if it surpasses those expectations, you are highly likely to make a sale.

A closer look at the touchstone

When creating your touchstone, you have to create,

a short, interesting, credible offer to your prospect that transcends all of the other noise in the environment.

At the same time, keep in mind that the bigger and bolder your touchstone is, the harder you will have to work on your believability and credibility.

What to focus on when creating your touchstone:

1. Clarity – do not leave them guessing. Do not leave anything to the imagination. To YOU it may be obvious, but NOT to your prospect.

2. Simplicity – people are already dealing with too much complexity. Make it very easy to understand.

3. Brevity – it should be a short statement. The shorter the better.

4. Immediacy – remember Dominos’ touchstone? Pizza delivered in 30 minutes or less… 

irresistibleofferlogoOnce you have put it all together, go out and offer it to your prospects, and be ready to “sell them a second glass.”

There is a lot more to The Irresistible Offer than this and the book is well worth investing in if you are at all interested in improving your marketing efforts.

David Hurley

HomeBizWeekly.com

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whomovedmycheeseWho Moved My Cheese? An Amazing Way to Deal with Change in Your Work and in Your Life was first published in 1998. It quickly became a bestseller in the USA and around the world. It has been translated into 37 different languages, including Japanese.

I first heard of the book when I returned to Japan in 1999.

In those days, Who Moved My Cheese? was so popular in Japan that a major bookshop chain called Kinokuniya sold the English and Japanese versions of the book as a double-volume set, something that had never happened with any other book before.

I took little notice of Who Moved My Cheese? back then, even though my Japanese girlfriend bought the English version. After over a decade of marriage, the same book resurfaced last week, looking yellower than before, like a slice of stale cheddar… BUT now, as someone who has become very interested in the topic of “change,” I picked it up and read it with interest and enjoyment.

Suddenly, Who Moved My Cheese? struck a chord with me; obviously I have changed a lot in the last 15 years, but especially since I began to take the first steps towards building a full-time online business back in 2007…

What Is It All About?

Who Moved My Cheese is a kind of business parable that seeks to help people understand and deal with “change” in their life and work.

It is just 96 pages long, written in simple English, with a large font. Fifteen of the pages are illustrated with drawings of cheese, and the cheeses have simple statements in bold font on them that sum up the key points that have just been made by the narrative. In short, it is a quick and easy read. You could probably get through the whole book in an hour.

The book is divided into three parts. In the first part some school friends meet for lunch after attending a reunion party. They talk about how things have changed in their lives since they were at school. One friend, Michael, talks about how a “funny little story” caused him to change the way he looked at “change.” That sets us up for the story, which Michael then narrates to the group.

A Fairy Tale Of Mice And Men

The story begins like a fairy tale,

Once, long ago in a land far away, there lived four little characters who ran through a maze looking for cheese to nourish them and make them happy.

Two are mice, named “Sniff” and “Scurry” and two are mice-sized people called “Hem” and “Haw.”

They have all got used to finding a fresh supply of cheese at “Cheese Station C” every morning until one day, there is no cheese there when they arrive.

Sniff and Scurry immediately ran off into the maze to find new cheese, but Hem and Haw stayed in the same place, complained and attempted to “analyse” the situation but only succeed in getting frustrated, angry – and hungry.

Eventually, Haw imagines himself finding new cheese and understands that, in spite of his fear, he has to go back into the maze, like the mice have done, to find it. Importantly, Haw learns to laugh at himself and his fear of change.

However, Hem refuses to change or search for new cheese and so Haw ventures into the maze alone.

Learning To Deal With Change

As Haw goes through the maze he learns about “change” he draws pictures of cheese on the walls of the maze and inside each “cheese” he writes down an insight or two, based on his own experience,  hoping they will help Hem if he follows. The first one reads,

If You Do Not Change You Can Become Extinct.

Haw is afraid of change, but he understands that he has to change to survive, so he draws another cheese and writes inside it,

What Would You Do If You Weren’t Afraid?

Eventually Haw finds the two mice enjoying a new supply of cheese at “Cheese Station N” and he realizes that “there is always new cheese out there” and that it is important to

Move With The Cheese And Enjoy It!

Applying The Lessons

In the third part of the book the friends meet up to discuss the story, which allows Dr Spencer Johnson to illustrate some of the possible applications of the story.

They discuss changes in business, how a lot of people do not admit that they fear change, even as they resist change.

They talk about the way in which success can lead to arrogance, which causes people to ignore the need for change.

They mention applying the story to their personal lives and family relationships.

They consider whether to let go of “bad relationships” or instead create change by changing their behaviour in the relationship.

Conclusion

Who Moved My Cheese? is a quick and easy read, but at the same time it is thought-provoking and the image of searching for “new cheese” may help you to look at the inevitable changes that are occurring in your life and business in a new and positive way.

David Hurley

HomeBizWeekly.com

 

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Affiliation Disclosure

HomeBizWeekly.com (HBW) offers tips and advice to anybody who wants to run a successful home-based online business.

In offering advice HBW will sometimes link out to appropriate websites. Some of those links will be affiliate links. HBW will receive a commission from any website that traces the sale back to HBW via the affiliate link.

David Hurley
HomeBizWeekly.com