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Crafting an Irresistible Offer

Review of "The Irresistible Offer"

March 22, 2007


photo of Paula Parisot
Paula Parisot

Developing an offer that clients cannot resist is a matter of considering three elements that, when communicated succinctly, tempts the client to promptly purchase the product or service, according to a new sales and marketing book.

The Irresistible Offer: How to Sell Your Product or Service in 3 Seconds or Less analyzes what an irresistible offer is, how to custom create one and the elements of the thought process that lead to the sale.

Author Mark Joyner shares with readers an alternative to what he calls "the traditional form of selling with its sentimental manipulation, marketing trickery, and decreasing effectiveness."

The three elements an irresistible offer must include are a high return-on-investment, a "Touchstone" and believability, Joyner wrote.

Regarding the client's investment, Joyner says, "All you have to do is offer a truly high-value ROI. If you can't snap your fingers and turn your product into a great one, then add something that makes it great."

If the client doesn't feel the ROI is worth it, they will begin a chain of negative advertising by telling those around them about the poor service or products they received, he adds.

The Touchstone is a clear, simple statement that tells what the offer is, how much it costs, what's in it for the client and why the company should be trusted, Joyner explains.

"And, no matter what, your Touchstone must say: Here's a great offer. Here's a deal for you so great that you'd be a fool to pass it up."

For example, the Touchstone that propelled RE/MAX real estate to the company it is today, Joyner says, was "The 100 percent solution," which allowed agents the opportunity to keep 100 percent of their commissions, instead they only pay a monthly fee for office space and supplies.

Finally, the offer must be believable. A big bold offer that sounds too good to be true will present itself as that, "too good to be true," and perhaps yield nothing, Joyner advises.

review and buy book

"Remember, it's good to be bold, but the bolder you are, the higher you raise the bar on making yourself believable."

And when creating the offer, Joyner also advises readers to keep in mind the unspoken inner dialogue prospects have when deciding whether or not to purchase the product or service.

They want to know what it is that is being sold to them, for how much, why they should believe the seller and ultimately, what is in it for them.

The answers to these questions should inevitably be found in the irresistible offer.

Paula Parisot is a MortgageDaily.com feature reporter and a blogger at CloserBlog.com who has also worked in the mortgage industry.

e-mail Paula at: [email protected]

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