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The Irresistible Offer: How to Sell Your Product or Service in 3 Seconds or Less Hardcover – Aug 22 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
Top customer reviews
I would strongly recommend "The Ultimate Sales Machine" by Chet Holmes instead.
Most helpful customer reviews on Amazon.com
While teaching in the Craig School of Business at CSU Fresno, I used "The Irresistible Offer" as a course text in the semester long course, Business Plan Writing. It set the stage for the students' marketing plans, and is the promise that their businesses were built around. Since then, it's been a staple of my consulting practice to help businesses differentiate and grow.
Peter Drucker said that marketing and innovation produce results, while everything else is a cost.
An irresistible offer is the ideal outcome when developing the marketing for any innovation. Without it, attracting and closing prospects requires so much more effort.
This book is in the "reference manual" section on my bookshelf, alongside other worthy titles, like "Blue Ocean Strategy" and "Pitch Anything".
This is a great book for a seasoned sales person to freshen up or someone who is new to know what to do in the sales process. This would also go the same for an advertiser or a small business person who would like to get an edge on the message that their client is seeing.
As the great direct marketers say, the greatest copywriting in the world won't overcome a poor offer.
Congratulations to Mark Joyner.
Other reviews here go into the mechanics of how this works; a high ROI offer, a touchstone, and believability. Top examples are "30 minutes or it's free" and "when it absolutely, positively has to be there overnight." These offers were so effective and well used that you know the companies and the elements behind the offers.
Pizza and package delivery are simple product/services. What about complex services or big ticket products? Yes, these are more complex. You will read this book with your own product/service in mind and look for applications. The applications I looked for were selling IT services and real estate investment. Selling IT services in 3 seconds is hugely challenging, because typically defining the service in itself is a time consuming process.
Selling houses of course a big ticket sale. Can it be done in 3 seconds? Almost never. However, an ad can be written to take your buyer to the step, to the place of the irresistible offer. An ad like :
Amazing 3-2-2 in Smallville for just $97K.
You will love this home. I'm so sure that I'll give you $50 just to look at it.
Call me now at xxx-xxx-xxxx for the details.
Next comes the irresistible offer. The drive up appeal of the home. Make certain that the front yard, landscaping, and exterior of the house is better than any other on the street. You will create an emotional response in the buyer that may well be "I want this house." This can literally happen within seconds of their arrival. From there on out your job is to reinforce that first impression emotionally and logically.
It is worth your time to put thought and planning into your irresistible offer. Joyner takes you through the process to help you get there in this quick read. He will help you craft a compelling offer that just may be irresistible.
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