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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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From the Inside Flap
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 quicklyThe 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 insteadso 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 businessa 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)
Top Customer Reviews
I would strongly recommend "The Ultimate Sales Machine" by Chet Holmes instead.
Most Helpful Customer Reviews on Amazon.com (beta)
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?
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!
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.
But, they don't know what to say to them so they just keep looking for new customers and ignoring their existing ones.
This book will show you how to package up an offer so that you have something to go say to your existing customers...
And, it will show you how to go say something better than what you are currently saying to prospective customers...
Which will result in you GROWING YOUR BUSINESS!
The reviewers who have bashed this book are focusing on the formatting instead of focusing on the concepts presented. I'll wager that if you gathered up these naysayers and asked them what four big questions are rolling through the minds of every prospect they couldn't even tell you two of them. But the book will tell you.
Even if you already knew all of the information that is contained in this book, it would still be an excellent reminder and review of key sales and marketing concepts.
The reason I gave this book 4 stars instead of 5 is because the concepts were introduced in Dan Kennedy's material years ago and Dan goes into much more detail than this book does. At the same time, Dan's programs cost $300 - $5,000.
Bottom line, this book is a cheap way to learn how to craft an offer and will most likely teach you a few new sales and marketing tricks along the way.
It is definitely worth your time to read.
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