"An Irresistible Offer is an identity-building offer central to a product or service where the believable return-on-investment is communicated so clearly that it's immediately obvious you've got to be a fool to pass it up."  - The Irresistible Offer, Mark Joyner

How are you going to make an irresistible offer to your customers?

Be Specific

Don't generalize your information, but rather be exact. Instead of "over 100 tips for losing weight" use "124 tips for losing weight." 

By generalizing information, it creates doubt and questions in the reader's mind. "What am I really getting here? Does he even know?" When you use specific information, the reader begins to think, "This person must have counted. I know exactly what I can expect." "Platitudes and generalities roll off the human understanding like water from a duck," wrote Claude Hopkins in his classic book "Scientific Advertising." "They leave no impression whatsoever."

Be Complete

Tell the reader everything they would want to know about your product or service. Answer all of their questions, anything they would want to consider before making a purchase. Think about it from their point of view. Ask yourself, "Why wouldn't I buy this?" Then, address that in your sales message. Remove anything that would keep the reader from making the purchase. 

Offer A Freebie Even If The Customer Doesn't Buy

If the customer decides he/she isn't going to make a purchase, then you want to follow-up with them later to try to influence them to buy in the future. By offering a free item, you can request their email address in order to obtain the freebie. By doing this, you can now follow-up with the customer for a potential future sale. Additionally, you can continue the sales process by having your ad copy, banners, flyers, etc., within the free item. And if your free item is a high quality, useful product or service which impresses the customer, they probably will be back as a customer soon.

Use Bonuses To Overwhelm The Reader

One of the things that I have found very effective in writing sales letters is to include bonus items that OUT-VALUE the actual product. Ginsu made this one famous. They were selling a set of steak knives, but before the commercial was finished, you had so many bonus items on the table it was hard to refuse. Make sure you provide quality bonuses and not some worthless, outdated junk that damages the credibility of your main offer.

In Summary

If you constantly create expectations with your customers that are so high that you can't deliver, you will have happy customers - until they stop being customers altogether. We always see advertisements that seem too good to be true and they usually are. There's no better way to lose customers than to offer them a diamond and give them a lump of coal.

You want to meet and exceed their expectations whenever you can. Everyone likes getting something at no cost. You can give them something they didn't expect. If you promise in an advertisement that they can get something at no cost, surprise them and give them a coupon for another or a percentage off.

You want to build it into your marketing mission and promotional ads, then choose an item with some big value, but at minimal cost to you. You can promise them a certain amount. but you can always deliver more.

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