fm Profit Advisors.com 31 Jan 07 enhanced by Peter/CXO Wiz4biz
Most experts in “marketing agree that the three most important factors for the success of an advertising campaign are:
1. Communicating to the right Audience.
2. Getting the prospect’s Attention (in most cases through a highly effective headline.
3. The Offer. (Obviously, having a product or service that “delivers” on the promises of the offer is also extremely important – make or break you.) When you deliver, your “credibility” will soar and your next Customers will be easier & easier.
Irresistible Value. Every business should strive to develop an offer of delivering so much value that the qualified prospective customers of that business would think they are crazy to refuse the offer.
In book “The Irresistible Offer”, author Mark Joyner walks the reader through the process of developing such an offer. According to Mark Joyner, there are three elements in an . . .
1. A high ROI* Offer [Return on Investment]
2. A Touchstone – a standard or criterion by which something is judged or recognized
3. Believability. capable of being “believed”, especially within the range of known possibility or probability, because of your credibility.
Unique Selling Proposition (is a factor that differentiates a product from its competitors, such as the lowest cost, the highest quality or the first-ever product of its kind), Although author Mark Joyner says an Irresistible Offer is different from a Unique Selling Proposition (USP), the examples that he gives are also given by most speakers for a USP.
JetBlue Airlines: “First-class seats everyone, more legroom, great snacks & high end service at lower end pricing”.
Domino’s Pizza. “ Fresh, hot pizza in thirty minutes or less, or it’s free”.
Federal Express. “ Absolutely, positively overnight”.
Avis: “As #2, we try harder !!!
Coca-Cola “It’s the real thing”
DeBeers: “Diamonds are forever”
BMW: “The ultimate driving machine”
US Army: “Be all you can be !!!
Irresistible Offer vs USP. Author Mark Joyner says an Irresistible Offer is different from a USP. In the book “The Ultimate Marketing Plan”, author Dan Kennedy defines the USP as the answer to the question,
“Why should I choose your business/ product/service versus every other competitive option available to me? (Including doing nothing.)”
Conclusion: Every business owner will find studying and following the procedures in The Irresistible Offer to be well worth the effort.
Comments: Do you have examples of Irresistible Offers?