Reading ‘The Irresistible Offer? ? a suggestive book by Mark Joyner ? has reminded me how far we still have to go if we ever want to PERSUADE, in capital letters.
Mark reminds us that many initiatives do not take off because they do not have an absolutely irresistible offer in a world saturated with offers (remember that there are search engines on the Internet which have already catalogued more than 600 billion web pages) and where the our potential clients? time is the scarcest resource on the planet.
That is why it is so important to create direct offers which, ?in less than 3 seconds? manage to communicate the return on investment our client can expect clearly, simply and credibly, so that not accepting it would be the most foolish thing he ever did. The challenge starts with verbalising our offer of value in such a way as to make it easy to understand and remember, transmits why it is aimed at me, generates a desire for our product or service and is, above all, credible.
Domino?s offer with its ?Pizza hot and fresh at your door in 30 minutes or it?s free? is an inspiring example of an absolutely irresistible offer. If Multiplica were to say ?We will double your conversion ratios or cut our fees in half? we would be creating an irresistible offer. Does anyone not agree with that?