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.
* 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…
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.