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The Irresistible Offer
Book

The Irresistible Offer

How to Sell Your Product or Service in 3 Seconds or Less

Mark Joyner
Wiley, 2005
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Editorial Rating

7

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  • Applicable

Recommendation

Marketing and sales professionals are familiar with such concepts as developing a unique selling proposition, applying risk reduction techniques, encouraging word-of-mouth marketing and using advertising to outline "benefits" rather than selling "features." Author and Internet marketing expert Mark Joyner realigns these principles and makes them secondary to constructing "The Irresistible Offer" - defined as a sales offer so concise and powerful it immediately achieves every marketing objective. The irresistible offer is made up of a "high return on investment," a "touchstone" (that is, a great slogan) and "believability." Individually, these concepts are not new, but when they are assembled correctly, they are enticing. Joyner has not discovered fresh ingredients for making a sale, but he has cooked up a tasty recipe. getAbstract recommends this pithy, accessible book to salespeople who want to add creative juice and flavor to the standard pitch.

Summary

Three, Two, One...Sold

Hundreds of marketing messages assail the average person every day. It would be impossible for anyone to analyze and respond to each message. Most signals get lost in the clutter. You have, at most, three seconds to make an impression. In those three seconds, your "touchstone" must persuade the customer to buy. The touchstone is a powerful slogan or phrase that conveys "the essence of your offer." So, begin by building your irresistible offer.

Deconstructing Your Offer

What is the fundamental basic engine that moves sales? It is simply the act of making an offer. A transaction cannot take place until you extend an offer. As you make an offer, try to understand the unspoken dialogue that takes place in the customer’s mind when he or she is contemplating a purchase. This internal dialogue reflects the potential buyer’s fears and insecurities. To put your customer’s mind at ease, always address four pressing questions that the consumer wants answered:

  1. "What are you trying to sell me?"
  2. "How much?"
  3. "Why should I believe you?"
  4. "What’s in it for me?"

Questions...

About the Author

Mark Joyner, former CEO of a marketing company, is a leading expert on Internet marketing. More than one million people downloaded his e-book and he pioneered many Internet marketing technologies.

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