Most experts in direct response marketing agree that the three most important factors for the success of an advertising campaign are:
- Communicating to the right audience. (For mailings – the mailing list.)
- Getting the reader's attention – in most cases through an effective headline.
- The offer.
(Obviously, having a product or service that delivers on the promises of the offer is also critically important.)
Every business should strive to develop an offer of delivering so much value that the qualified prospective customers of that business would think they are crazy to refuse the offer.
In The Irresistible Offer, copywriter and author Mark Joyner walks the reader through the process of developing such an offer.
According to Mark Joyner, there are three elements in an irresistible offer:
- A high return on investment offer
- A touchstone
Although Mark Joyner says an irresistible offer is different from a Unique Selling Proposition (USP), the examples that he gives are also given by most speakers for a USP.
Federal Express – Absolutely, positively overnight.
Domino's Pizza – Fresh, hot pizza in thirty minutes or less, or it's free. (I understand Domino's later changed this promise for public safety reasons.)
Joyner says an irresistible offer is different from a USP because nobody knows what a USP is. That's interesting, because in The Ultimate Marketing Plan, Dan Kennedy defines the USP as the answer to the question, "Why should I choose your business/ product/service versus every other competitive option available to me? (Including doing nothing.)"
Nonetheless, since Rosser Reeves' Reality in Advertising has been out of print for many years, Joyner has performed a service in revisiting this subject.
Every business owner will find studying and following the procedures in The Irresistible Offer to be well worth the effort.
Buy it on Amazon: The Irresistible Offer: How to Sell Your Product or Service in 3 Seconds or Less.
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