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The Irresistible Offer: How to Sell Your Product or Service in 3 Seconds or Less Hardcover – Sep 5 2005

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Product Details

  • Hardcover: 240 pages
  • Publisher: Wiley; 1 edition (Sept. 5 2005)
  • Language: English
  • ISBN-10: 0471738948
  • ISBN-13: 978-0471738947
  • Product Dimensions: 14.7 x 2.3 x 22.4 cm
  • Shipping Weight: 363 g
  • Average Customer Review: 1.7 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: #287,451 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

From the Inside Flap

Tic. Tock.

Tic. Tock.

Tic. Tock.

Three seconds.

That's all you've really got to make the sale.

With consumers bombarded with thousands of marketing messages a day, they have to make purchasing decisions quickly, which means you have to make the sale just as quickly. There's simply no time for you to make any offer besides the one offer that will work and work quickly—The Irresistible Offer.

But what is The Irresistible Offer? Simply put, it's the best (and maybe only) true alternative to the traditional form of selling with its sentimental manipulation, marketing trickery, and decreasing effectiveness. The Irresistible Offer is so good and so easy to understand that buying from you becomes a no-brainer for your customers. But it's not a one-time special or a "unique selling proposition." The Irresistible Offer is the offer that defines your business and becomes your raison d'¿tre.

Want an example? Domino's Pizza grew from a single store to a $4 billion chain in large part because they gave their customers an offer they couldn't refuse—"thirty minutes or less" or the pizza was free. The success of that offer is obvious in retrospect. But how do you design The Irresistible Offer for your own business in your own industry? This book shows you how.

In The Irresistible Offer, author and New Marketing guru Mark Joyner defines and explains this revolutionary selling philosophy, uses real case studies to show it in effect, and helps you quickly and easily apply it to your own business. He examines the elements that make up The Irresistible Offer and presents a formula for creating one of your own. Plus, Joyner provides practical tools that allow you to estimate the effectiveness of your offer in advance so you can plan accordingly.

For too long, selling has been about manipulating a message and manipulating a consumer. The Irresistible Offer presents a new, effective, and ethical way to sell based on what you're selling, not how you're selling it. Rather than manipulate your customer (who may resent it, after all), Joyner shows you how to manipulate your offer instead—so that customers find it, and your company, truly irresistible.

From the Back Cover

Your customers are going to give you three seconds to make the sale.

Do you know what to say in those three seconds?

The marketing methods of the past are losing effectiveness as consumers are getting smarter and smarter and have less and less time. What is needed is a new way of doing business—a method that is simultaneously socially responsible and far more effective than "old" marketing. This new way is The Irresistible Offer.

"The Irresistible Offer is the missing link in many marketing books."
—Joe Sugarman, Chairman, BluBlocker Corporation

"The Irresistible Offer reveals secret after proven secret guaranteed to pump fresh power into your sales process."
—John Du Cane, CEO, Dragon Door Publications, Inc.

"As the world's fastest reader (Guinness Book certified) I've read just about every business and marketing book in existence. The Irresistible Offer by Mark Joyner is, by far, the easiest and most powerful. If you want to make a profitable business (any business small or large), The Irresistible Offer should be your starting point."
—Howard Berg, "The World's Fastest Reader"

"I've read every book on marketing printed in the last 150 years. This is the first breakthrough in over fifty years."
—Dr. Joe Vitale, author of The Attractor Factor

"If I had to choose one modern marketing genius to learn from, it would be Mark Joyner. The Irresistible Offer belongs in the hands of everyone wanting to wildly succeed in business."
—Randy Gilbert, a.k.a. "Dr. Proactive" host of The Inside Success Show

Inside This Book (Learn More)
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6 of 6 people found the following review helpful By Rachael M. Charbonneau on May 10 2008
Format: Hardcover
This book is mind-numbingly repetitive and Mr. Joyner uses an extraordinarily limited set of examples to demonstrate his hypothesis. This book should have been a pamphlet. In addition, Mr. Joyner's military perspectives will not resonate with anyone who rightfully questions American imperialism.
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2 of 2 people found the following review helpful By Robert Mccarter on Sept. 13 2008
Format: Hardcover
This book reads like a grade 1 primer - large font, lots of space between the lines, and most paragraphs are only 1 or two sentences long. He's so busy telling us about the wonderful things that he's going to tell about that there's almost no content. He uses the same handful of examples again and again, and really never provides anything terribly useful. The little content he does provide is trivial and obvious.

I would strongly recommend "The Ultimate Sales Machine" by Chet Holmes instead.
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1 of 1 people found the following review helpful By A. Szwed on Feb. 16 2009
Format: Hardcover
After reading the book, I had to think hard on how I was going to apply the info from the book. And the only thing that I could think of that I could take away from the book was the offer of the 'guarantee'. Just give a guarantee of some kind and that's it. I did just that and it works!
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Most Helpful Customer Reviews on (beta) 118 reviews
161 of 173 people found the following review helpful
Selling a product or service in 3 seconds or less? Come on. Sept. 27 2005
By Blair Warren - Published on
Format: Hardcover
I normally steer clear of claims like the one made in the subtitle of this book. I mean, really, is it even possible to sell a product or service in 3 seconds or less? It's not only possible. It's *necessary*. And that's the point of The Irresistible Offer.

Think of the last few times you were persuaded to do something. Didn't you know almost immediately that you were interested? How about the last few times you *weren't* persuaded? Didn't something inside tell you right away these offers weren't for you? Most likely, these decisions were made almost immediately. As in, three seconds or less. And given the ever-increasing barrage of messages we encounter every day, it's only getting worse.

Contrary to popular opinion, the answer to getting heard isn't to "sling more and hope some of it sticks." The answer is to make your offer so tight, so powerful, so irresistible that it cannot be ignored. And that's what this book is all about.

Using numerous examples such as Fed Ex, Columbia House Records and Domino's Pizza, Mark Joyner not only explains exactly how to craft your own Irresistible Offer, but how to build upon it, and more important, how to get legions of loyal customers to spread it for you. In fact, Chapter 11 on Word of Mouth is one of the best overviews of viral marketing I've ever read. Couple these ideas with an offer designed from the ground up to penetrate minds and you've got a tool you better hold onto with both hands.

But I think my favorite thing about the book is that it is, itself, an excellent example of an Irresistible Offer. I won't spoil it for you here, but after you read the book, take another look at the dust jacket, the first few pages and even the very last page of the book. And investigate a little into how the book is being marketed. You'll see how it uses the very techniques it teaches. Very, very smart.

Thanks to this book I'm reworking several of my own campaigns because I'm convinced there will soon be only two types of offers - those that are irresistible and those that are obsolete. Which category will yours fall in?
58 of 61 people found the following review helpful
Totally Blew Me Away Which is VERY Hard to Do! Sept. 15 2006
By Monica Main - Published on
Format: Hardcover Verified Purchase
I consider myself a marketing expert. I've built two hugely successful million-dollar mail order companies within just a few years and thought I knew ever trick in the book from Gary Halbert to Dan Kennedy.

And I found a new gem in this book!

There wasn't anything "new" per se but the way the author had "updated" the importance of marketing techniques was a refreshing polish on things that have gotten dusty over the past few decades. His point of view has been welcomed and long-needed in direct response.

He actually includes testing examples that he's done. For instance he tested using the "7" which is Ted Nicholas' marketing trick from eons ago. He gives you information on when he tested the $99 price-point versus $95 and $97. He give you exact figures on which pulled the most. Many other authors who talk about the "7s" will tell you that they pull more but never give actual figures on which pulls the most, probably because they've never done a real-life test themselves.

This book focuses on the "offer" and the "benefits" to the customer. As broad as that may seem this author seems to get deep into the nitty-gritty on EXACTLY how to push people's buttons to get people to buy.

And within 3 seconds.

And he does it in a fun, easy-to-follow, lightning fast manner that makes reading the book cover-to-cover a snap.

All of the traditional marketing "secrets" are brought up to the 21st century standards. There is so much information that bombards people everyday that you have to HIT PEOPLE QUICKLY AND HIT 'EM HARD. Other marketing books by the greats are outdated because of that huge main fact. Life isn't the same as it was before the Internet. Therefore we have LESS TIME to get people's attention.

This book is HIGHLY RECOMMENDED for those of you who have studied Dan Kennedy, Ted Nicholas, Gary Halbert, Jeff Paul, or any of the other marketing greats. This is an UPDATE for the 21st century and is VERY NECESSARY if you are going to sell things to people who are becoming desensitized to advertising.

And if you think you're a marketing expert, you need this book EVEN MORE!

Isn't it the truth that those of us who think we know so much about marketing that we tend to "lock out" new discoveries (or forget about the "oldies" but goodies)...and then we become dinosaurs (perhaps as Dan Kennedy and others have become)?

And that's why, as a marketing expert, you need this book more than anyone else...BECAUSE YOU NEED A BLOCK OF WOOD TO KNOCK YOU UPSIDE YOUR HEAD! As a marketer you can NEVER think you are an expert because the world is changing too much!

HIGHLY, HIGHLY RECOMMENDED. I will even go so far as to say that this is one of the TOP 5 marketing books out there! And that's saying a lot from someone who has most every marketing book there is!
37 of 38 people found the following review helpful
Great Primer or Review....not much more May 17 2007
By Signa M. Strom - Published on
Format: Hardcover
Although Mark Joyner has picked an important topic to discuss his book is little more than a marketing primer or refresher. The book falls short (in my opinion) on the actual process for creating the irresistible offer and simply skims over the basic concepts behind it. I'm not sure who he has targeted as his audience because it is cleary neither the novice who needs detailed guidance, nor the expert who needs advanced guidance - "The Irresistible Offer" seems to fall squarely in the middle due to its lack of real "meat and potatoes" content.

If you are looking for solid guidance in the "how" of creating your irresistible offer, you will not find it here. However, you will find food for thought and a very sound introduction to the many aspects of creating and delivering a powerful marketing message.
19 of 19 people found the following review helpful
WARNING: "The Irresistible offer" and "The Great Formula"... May 17 2007
By BionicRain - Published on
Format: Hardcover Verified Purchase
WARNING: "The Irresistible offer" and "The Great Formula" are the same books in slightly different words. That's not to say either are bad books, in fact they are both quite good... just redundant. The methods are timeless but if you've yet to discover them by all means, buy one ;-)
47 of 56 people found the following review helpful
True to its title April 15 2006
By Phil - Published on
Format: Hardcover Verified Purchase
By design, this book in and of itself is an Irresistible Offer. Its combination of easy-reading style, tried-and-true ideas, and practical advice-all reinforced by real-world examples-is something you can't refuse.

Mark lays out an appropriately simple framework for the Irresistible Offer. As he shows you, it's not rocket science, so to speak, so don't let the simplicity fool you. You'll probably be amazed at how straightforward his approach is.

"What is the core imperative of business?" His answer on page six is two words-and as you'll see, it makes perfect sense. Likewise, check out his focus on prospects' four essential questions (Chapter Three). This helps you understand the framework in which your prospects will receive your Irresistible Offer.

Chapters Four through Six systematically examine what The Irresistible Offer is and isn't, and what elements are essential for inclusion in your own. Case study analysis of Domino's and FedEx, for example, show the concepts in action and provide real-world reinforcement. These three chapters conclude with a concise summary that puts it all together for you (pp. 52-54).

You're introduced to the basic profit process ("The Great Formula," Chapter Seven-precursor to his excellent, detailed book of that title) and the necessity of using appropriate add-ons and incentives to continue improving your offer (Chapter Eight). The section on second-glass delivery techniques and recipes is particularly insightful (pp. 64-76). Following the structured and straightforward approach to testing your offer (Chapter Nine) will underscore the practicality and effectiveness of your offer and bolster your confidence in its ultimate success.

I highly recommend this book. Its practicality and accessibility is suitable for just about anyone. It's great on its own and especially in tandem with Mark's most recent book, The Great Formula.