This is a must-read marketing book by Mark Joyner which teaches you the core principles of creating offers that your customers will love and eagerly pay for! It is a short read and entertaining, especially if you like Domino’s pizza!
It helps to first understand what an offer is and how it relates to your life. Every interaction we make as humans for the most part involves an offer. I give you something and I get something in return. This translates directly to business.
By understanding what an offer on a social level but also on a business level it will help you become more versed in how we make beneficial transactions for us for the most part
Because offers are the core element of doing business.
1. If you are not making offers, you are not closing business.
The essence of being successful or well-connected in modern society is making offers to other people on why you would be beneficial in their network (and backing that up exceptionally/consistently).
know what it is everyone else is offering
know what you want to offer
make offers and FOLLOW UP
2️. Get better at making offers by understanding the three core elements of an Irresistible Offer
The core elements are Touchstone, High ROI, and Believability
- Touchstone: A statement that addresses as many of the following points as possible:
✔ Here’s what we are selling.
✔ Here’s how much it will cost.
✔ Here’s what’s in for you.
✔ Here’s why you should trust us.
- High ROI: ROI means “Return on Investment.” Every purchase is essentially an investment. And, if your customers are not getting something from you that is perceived as greater in value than what they are investing, then they’re getting a negative return. If this is the case, you’re not going to be doing business very long.
- Believability: The bigger and bolder you make your Touchstone, the more difficult it is to prove, and the harder you have to work to sell your believability and your credibility. The author recommends using various forms of social and technical proof.
3. Apply “Offer Intensifiers”
Some of these include urgency, one-time offer, and risk aversion
4. Continuum exercise, ranking your offer on this criteria:
5. Psychology: Think deeply about your prospects and how they experience life.
Think about what values they identify with and see your offer from their point of view. What types of offers are people accepting every day?
What do people spend money on? What do they NOT spend money on… sometimes even when there is a need/want and they have the money available?
How well do you understand the desires/needs of your prospects? What are their fears?
This is something ever business owner must deeply consider. If you want to know more about being an entrepreneur, consider reading this blog post,
6. Application and scorecard use
This comes by tracking your activity daily
To measure the effectiveness of your offer, monitor your closing rate.
Also, spend time studying other companies making irresistible offers in your market (and in the world). Document how you feel when you experience an offer like that.
People pay (with their time and money) for PERCEIVED VALUE. When value consistently exceeds expectations, most people continue to come back for a “second drink”.
With The Irresistible Offer in mind, you can frame your pitch to the world to be more receptive for your target audience but first you must understand who you are targeting. And then what exactly you are offering and is it really… Irresistible?
If not, how do you make it “irresistible”?
A deeper understanding of what we crave as humans, our need for survival and progress and our fears will help you better shape your offers and get a higher closing rate.
It should also allow you to serve your clients at a higher level.