A Simple and Easy Way to Making the Irresistible Offer Work For Your Business
Anyone whose been around direct response marketing long enough has heard over and over again the importance of the "Irresistible Offer.
" There's been books written about it, entire seminars have been dedicated to it.
In direct response marketing the irresistible offer is one of three to four key ingredients that make up a successful promotion.
Dan Kennedy, who is probably one of the most influential and prolific direct response marketers to ever live has a story about irresistible offers that he's been telling for years.
He's most likely been telling this story for longer than I've been alive.
He talks about a time when his girlfriend convinced him to make the trip from Ohio to Kentucky in a horrible snow storm.
One of those storms where the roads are closed and all of the advice is to stay home and sit by the fire until it's over and you can begin to dig out.
The funniest part of the story is the fact that he made the trip in his American Motors Javelin; "A sporty car, not to be confused with 'sports car' that had zero traction on dry land let alone ice," is how Mr.
Kennedy relates it.
Basically his girlfriend made him an irresistible offer that he could not refuse! I'm now proud to say that I've got my own irresistible offer story.
Jamie, my wife, does as good bit of travel for her job.
Recently she was in Vegas.
No I did not drive from New Hampshire to Las Vegas if that's what you're wondering.
But here's how it went.
The night before we talked while she was waiting for her flight.
She mentioned that even though she'd be in late she wanted to take the kids to summer camp because she also had an appointment down town.
So as I usually do, I planned my morning the night before and based the plan on what she told me.
Well, the next morning didn't go exactly as planned.
After a few days away from home and a late evening flight she was tired and ended up staying in bed pretty late by our standards.
(We have a three and four year old, so sleeping late to us is 8:30AM.
) The funny thing was that the kids slept late too.
So it was getting close to the time that I had planned to get going.
I reminded Jamie that she'd be taking the girls to camp.
Then she asked me if I'd mind because her body was still adjusting to the jet lag.
I'll admit, I grumbled and explained that this may throw my whole planned morning off course.
Then, she informed me, via irresistible offer, of what she had planned for me when I arrived back home.
The next words out of my mouth were, "OK Julia and Marissa daddy's taking you to camp today!" Now, enough pleasure, let's back to business...
I hear a lot of confusion out there about irresistible offers so what I'll do is just lay some ground work for you to go by.
1) If you are trying to recruit new customers or new prospects you need to come out swinging with an irresistible offer.
New customer acquisition is the hardest part of business.
So don't play bad odds, put offers together that are truly unique and valuable.
2) With your current clients and customers don't get complacent.
Make irresistible offers to them too.
3) Make people question how you can afford to do this.
Years ago Donald Trump endorsed Pizza Hut's "Big New Yorker Pizza.
" In the commercial, "The Donald," held up a slice and said, "They gotta be losing money on this.
" If you feel as though people may "take advantage of you" you're probably on your way to an irresistible offer! So get going with yours so you can use the power of the irresistible offer in your favor.
" There's been books written about it, entire seminars have been dedicated to it.
In direct response marketing the irresistible offer is one of three to four key ingredients that make up a successful promotion.
Dan Kennedy, who is probably one of the most influential and prolific direct response marketers to ever live has a story about irresistible offers that he's been telling for years.
He's most likely been telling this story for longer than I've been alive.
He talks about a time when his girlfriend convinced him to make the trip from Ohio to Kentucky in a horrible snow storm.
One of those storms where the roads are closed and all of the advice is to stay home and sit by the fire until it's over and you can begin to dig out.
The funniest part of the story is the fact that he made the trip in his American Motors Javelin; "A sporty car, not to be confused with 'sports car' that had zero traction on dry land let alone ice," is how Mr.
Kennedy relates it.
Basically his girlfriend made him an irresistible offer that he could not refuse! I'm now proud to say that I've got my own irresistible offer story.
Jamie, my wife, does as good bit of travel for her job.
Recently she was in Vegas.
No I did not drive from New Hampshire to Las Vegas if that's what you're wondering.
But here's how it went.
The night before we talked while she was waiting for her flight.
She mentioned that even though she'd be in late she wanted to take the kids to summer camp because she also had an appointment down town.
So as I usually do, I planned my morning the night before and based the plan on what she told me.
Well, the next morning didn't go exactly as planned.
After a few days away from home and a late evening flight she was tired and ended up staying in bed pretty late by our standards.
(We have a three and four year old, so sleeping late to us is 8:30AM.
) The funny thing was that the kids slept late too.
So it was getting close to the time that I had planned to get going.
I reminded Jamie that she'd be taking the girls to camp.
Then she asked me if I'd mind because her body was still adjusting to the jet lag.
I'll admit, I grumbled and explained that this may throw my whole planned morning off course.
Then, she informed me, via irresistible offer, of what she had planned for me when I arrived back home.
The next words out of my mouth were, "OK Julia and Marissa daddy's taking you to camp today!" Now, enough pleasure, let's back to business...
I hear a lot of confusion out there about irresistible offers so what I'll do is just lay some ground work for you to go by.
1) If you are trying to recruit new customers or new prospects you need to come out swinging with an irresistible offer.
New customer acquisition is the hardest part of business.
So don't play bad odds, put offers together that are truly unique and valuable.
2) With your current clients and customers don't get complacent.
Make irresistible offers to them too.
3) Make people question how you can afford to do this.
Years ago Donald Trump endorsed Pizza Hut's "Big New Yorker Pizza.
" In the commercial, "The Donald," held up a slice and said, "They gotta be losing money on this.
" If you feel as though people may "take advantage of you" you're probably on your way to an irresistible offer! So get going with yours so you can use the power of the irresistible offer in your favor.
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