Let’s start with a definition. The Irresistible Offer is an 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 full meaning of these words will not make an impression on you just yet. Don’t worry.
The Irresistible Offer cuts through all the noise and clutter. It creates an itch that the buyer has to scratch. Such an offer makes doing business with you so easy and obviously beneficial that you stand out clearly from the crowd. People remember you. People can’t move quickly enough to give you their money.
Business is the chosen metaphor for mine posts for two reasons. First, because it is the most common application of this technology. Second, because everyone can understand the frame of reference of business. We are all de facto experts in advertising, since we see so much of it every day.
If your aim in reading these posts is learning how to sell yourself, the foundation you’re learning now is an essential first step. So, read on. . . .
However, you may be wondering, “If The Irresistible Offer is so powerful and dynamic, why aren’t you reading about it in every marketing book on the shelves?” Good question. Most marketing books are dancing around this topic. It’s been danced around, but it hasn’t been named. There is some great advice to be found out there and some highly effective theories on how to do business. Everything in marketing is built on the shoulders of those great books. But there’s a problem with the marketing approaches of the past. If you don’t start with The Irresistible Offer as the core of your business approach, then all the grand theories and marketing trickery of the world will lead to nothing more than throwing a coat of glossy paint on a rickety wooden shack. It could be the world’s greatest paint job, but there isn’t much of a real estate market for well painted shacks. The Irresistible Offer, by contrast, allows you to create a castle. You can make a lot of business mistakes—or, to continue the metaphor, you can paint the castle a really crappy colour or put tacky pink flamingos on the grounds in front of the drawbridge—but, you’ve still got a castle. You’ve still got a solid foundation. The Irresistible Offer.
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