The Irresistible Offer

by Mark Joyner

Book Overview

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...

• Format: Hardcover
• Language: English
• ISBN: 0471738948
• ISBN13: 9780471738947
• Release Date: September 2005
• Publisher: Wiley
• Length: 240 Pages
• Weight: 0.85 lbs.
• Dimensions: 1.0" x 5.8" x 8.8"

Customer Reviews

To the point

I hate reading books where the author was obviously given a page count to live up to. This book is not like that. When the author is finished telling you something, he doesn't repeat it in five different wasy just to have a bigger book. The Great Formula is an excellent simplification of much marketing writing today: 1) Create The Irresistible Offer 2) Present it to a Thirsty Crowd 3) Sell them a Second Glass This model is simple and yet deep. Many small businesses, my past business included, sell to a customer with no plan for how they will bring value to that customer in the future - the Second Glass. I love simplicity that works and this book is a powerful example of that. Tom Carpenter - Senior Consultant - SYSEDCO Helping IT Professionals Succeed

Totally Blew Me Away Which is VERY Hard to Do!

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!

True to its title

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.

A marketing must-read

As someone who'd hit a plateau in my business and been stuck there for a year, I was looking for something to move things to the next level, and I found it with The Irresistible Offer. Reading this book had me immediately coming up with endless ideas to expand my business and send sales through the roof. In fact I was jotting down ideas and plans throughout the entire read. That was almost 2 months ago ... I've been spending time each and every day implementing the ideas I learned (not done yet!) and testing and measuring the results. I can say it's working, and working well. This book transformed the way I think about selling my product. Not just in the "how-to" but all the way down to how I think about the very concept of marketing & selling a product. Instead of tweaking a few things at the top, I re-invented from the bottom up and am glad I did. By the way, this isn't just for marketers ... if you're in sales or do any kind of selling at all (think speaking, teaching, politics), this book is for you.

Selling a product or service in 3 seconds or less? Come on.

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?