Well I have finished reading this book and I can say it was worth it.
The big point I took is that your Irresistible Offer is not a USP.It has three elements to it.A high ROI,a touchstone and believability.
What is a touchstone?It is a statement that covers the four big questions mentioned in my first post.It must be clear simple,brief and have a sense of immediancy.By that I mean it is clear to the customer whether they want your product or not.
There is no need for any “well I need to think about it”.They buy there are then or they never buy- ever.
These days the believability part is covered by your money back offer.Many online products are being offered with a money back guarantee that run for 12 months.Hey, you are going to know long before then if it will work or not.But a guarantee gives your customers extra confidence to buy.
This offer was used to great effect by Domino’s Pizza.You know the line “your pizza in 30 mins or less or you get it free”.
Really study that line because it took Dominos to the top even though for many people their pizzas are not that great.
You make think that the Irresistible Offer is the same as a Unique Selling Proposition but Joyner says that uniqueness will not get someone down to shop to but the product there and then.A USP will not answer the 4 questions above.
Then he delves into ways of making the offer even better like pricing tricks and risk reversal.But hey I am giving too much away.Get the book now.
I’ll give you an update when I’ve finished the book.