Irresistible offer according to Mike Joyner is “Identity-building offer central to a product, service, or company where the believable return on investment is communicated so clearly and efficiently that it´s immediately apparent you´d have to be a fool to pass it up.”
The irresistible offer must create so much noise that everyone who is involved in making-offer-process will want to buy whatever you´re selling.
Lots of marketers think they would leave the offer to a later stage of a sales process, but they might be losing many customers at the beginning. The irresistible offer must be your starting point in any marketing efforts.
The core of your business must be highlighted in such offer. Before you do this kind of offer, you must foresee 4 questions that every buyer would ask whenever you offer them something. You can read about those questions here.
What Irresistible offer must have?
The Irresistible offer does not state your benefit, your biggest accomplishments or your special seasonal offer, which is only one time deal. But special offers can be part of the Irresistible offer, but not standing alone.
The Irresistible offer must have specific and necessary components. It should consist of the 3 core items:
1. ROI offer 2. Touchstone 3. Believability
Return on investment (ROI) is a simple idea – all buyers must know that investing in your product or service helps them to get some great investment and value in return. Offering a great value deal is a core in your message. Do not offer something that you can´t deliver, otherwise tricking customer into something which is not deliverable will only create a bad image and reputation.
This is when the sales takes place. The touchstone is an answer to 4 big questions that each buyer must have. It is a description that emphasise the following points:
-Here´s what we sell
-Here´s how much does it cost
-Here´s what´s in for you
-Here´s why you should trust us
It´s not easy to communicate above statements to a buyer. Therefore you must make sure whatever you communicate is: crystal clear, simple and brief.
Mike in his book “Irresistible offer” uses an example of Domino´s Pizza. Their marketing statement is: “Pizza hot and fresh to your door in 30 minutes or less or it´s free”. Their message communicates 3 important points:
Here´s what we sell – Pizza. Here´s what´s in it for you – delivery of pizza as fast as possible. Here´s why you should trust us – if we do not keep our promise, we do not charge you.
2 things that are missing: a ROI and how much will it cost. So the Domino´s pizza could add a statement like “A fast pizza for a better price and quality”
If you state some statement that is super unbelievable and it still might be right you should prove your customers to create a believability. But how do you prove your buyer that he/she can trust your offer and that your offer is not too good to be true?
You can use social proof. You can ask your current or previous customers for testimonials, showing how satisfied they are/were trying your products. Your testimonial should be accompanied by real phrase from that person, his/her photo and name (if possible).
Technical proof could be a great way to show that your product has been scientifically validated or offering them a test of your product will create a believability.
The best order to catch your prospect´s attention is to go as following:
1. Touchstone – offering a customer concrete things to excite him or her.
2. Believability – this leads him to discover real facts about you or your products to trust you
3. ROI – if he/she finds your touchstone attractive then he gets to buy your product if you offer a great return on investment