I just finished reading The irresistible offer today and I absolutely loved it. If you are a marketer, business owner or salesperson this is a must-have book. Period.
The book alone could change your view on marketing and give you what you need in order to be an extremely effective marketer.
There was so much insight that I got from this book, the one thing that I really loved is where mark talks about marketing. He say’s “It’s part Art, Science and Magic.”
Marketing is one third art, science and magic.
I thought that hit a spot on description for marketing, honestly! how much truer could it be?
There are so many golden nuggets in this book I couldn’t put it down, in fact I read it last night till probably 3 A.M. until I was practically falling asleep so I decided to put it down and finish today so that I didn’t miss any valuable information from it.
The first important thing I got from the book was “The Big Four Questions”
These questions are the questions you want to ask yourself when making your offer. Mark emphasizes that every business and everyone in life is constantly making offers. Whether you like it or not you sell yourself just as much as you sell your products or services.
The four questions are…
1. What are you trying to sell me? – This question seems obvious but if you really take a look at your marketing (which is in every area of your business) is that clear? Do they actually know what your talking about? what the product or service is?
2. How Much? – Everyone asks the price, unless you are a multi-millionaire or billionaire you ask the price. Unless your marketing to the extremely wealthy people want to know what’s the price? You always ask that question before buying right? so why wouldn’t everyone else? (I would say that 99.99% of people ask the price unless it’s something small like a snack)
3. Why should I believe you -Why should your market believe you? Where’s the credibility? do you have proof? did a friend recommend you? Do you have a celebrity endorsing you? Have you been in the media? A ton of doubt enters the prospects mind if you come across as snake oil salesman. Remember that!
4. What’s in it for me? – What’s the benefit in it? What’s in it for me? (WIIFM) How will it enhance my life? How will my life be easier, faster or better? If the benefit isn’t clear the prospect will not take the next step which is pull out their credit card. Make sure your benefits are clear and enticing so that they will want to take action and buy or become a lead in your marketing funnel.
These questions are awesome, I would write them down in a notebook and anytime you have a new product or service refer back to them and answer them about your product or service or offer (If JV partnership offer, etc.)
These questions determine the marketing growth of your business, the better you can answer these questions the better your whole marketing process will work.
The great thing too is that if you make tiny improvements in each of the 4 areas it has an exponential effect throughout your marketing process which will result in a bigger impact to your businesses bottom line that you would think.
Another thing I loved in the book was the “Elements of the Irresistible Offer”
they are…
1. A High ROI offer – Follow the WIIFM approach and make sure that they truly are getting more for their money by doing business with you and your business will explode from marketing and WOM efforts.
2. A Touchstone – Follow the 4 questions listed above and your prospect will have no problem pulling out their credit cards. Here’s what we’re selling, here’s how much it will cost, here’s what’s in it for you and here’s why you should trust us. If you follow those you have a beautiful marketing touchstone.
3. Believability – There are so many ways to make it believable. Endorsements, testimonials, high profile customers, awards and qualifications and I think that just being authentic and being yourself in your marketing message are all important. The more believability the better. I was watching the apprentice on tv once and when the testimonials for the product came on the infomercial the product sales skyrocketed during those times. Once you have the prospects belief in you it’s a wrap.
A great example of an irresistible offer would be domino’s.
“Pizza hot and fresh to your door in 30 minutes or less or it’s free.”
Here’s what we’re selling (pizza)
Why should I believe you? (we’re an established pizza company and we’ll give it to you for free if it’s not there in 30) notice the challenge? “30 minutes or it’s free” is impulsive!
What’s in it for me? (Hot and fresh pizza delivered fast so you can enjoy pizza during the game)
They left out the price but that doesn’t matter because everyone knows that pizza is going to run you about the same price.
That irresistible offer is genius, it worked wonders for domino’s in growing the pizza franchise all over the country to a whole new level.
If your business has an irresistible offer that can’t be touched by your competition then you have a license to print money as mark puts it. You and your business deserve this book already. I wish I had read it earlier! it would have been so beneficial!
Please share this post, comment and subscribe! < I appreciate appreciation! 
David King,
P.S. Another thing I really loved in the book is what he calls “The Offer Continuum” this is where he talks about the “Art, science and magic of marketing” It’s freakin brilliant! I would pick up this book if I were you! I own his farewell package as well and this guy I swear is marketing gold.
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