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Your Irresistible Offer

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A USP is thoughtful and logical, as Rosser Reeves described, but your Milton, as well as every other prospect in the whole world, yourself included, acts on emotions. Humans are impulsive and according to Nobel Prizewinning economist, Daniel Kahneman, operate on an instinctive and subconscious level to process decisions.

According to Dr. Kahneman, humans only act logically when all else fails.


So, don’t throw away that new USP or Value Proposition you just created, we’re going to turn it into an emotion filled reason to respond and buy. And, make it so powerful, distinctive and unique that it will be difficult or expensive for competitors to duplicate or for prospects to find a substitute.

In “The Irresistible Offer,” Mark Joyner presents four questions that you have three seconds to answer for your prospect. These questions are the questions that reach into the prospect’s subconscious, and as Dr. Kahneman says, are answered almost instantly and intuitively. Joyner says they are:

  1. What are you trying to sell me?
  2. How much?
  3. Why should I believe you?, and
  4. What’s in it for me?

Before we go any further, I want to explain that an irresistible offer is not some claim of faster service, more accurate returns, or friendliest accountant in town. It is not that USP you just developed, or even your Value Proposition. It is not a benefit of one of your services

Your Irresistible offer must have three things that are immediately and subconsciously recognized. Click To Tweet
  1. A high ROI to your client,
  2. A “Touchstone” the prospect can identify with, and
  3. Believability.

Here’s how you go about putting these all together.

First, download the Rainmaker Irresistible Offer Worksheet and take a look at it. The first thing you will find is another matrix, this one is the Value Matrix. It builds on the three Generic Value Propositions identified by Treacy and Wiersema in 1996 by adding a breakdown giving us an internally focused ‘Hard’ view, which I have renamed as ‘Operational Values,’ and an external ‘Soft’ view which I have renamed to reflect the Client View of your Value Proposition.

Take a look back at the rough Value Proposition you have developed and determine which Generic Value Proposition it adheres to, and which Value Dimension it adheres to.

The purpose of this exercise is to give you an idea of how your thinking should be focused as you create your Irresistible Offer.

Next, move on the second and third pages and study them until you feel like you have a good understanding of PERFA.

The PERFA model gives you the marketing focus for your Irresistible Offer. These are the features you want to communicate in your Irresistible Offer.

Go ahead, and write a refined Value Proposition using the Value Matrix and the PERFA Model, and see how easy it is to get creative when introducing your new services.

We’ll continue with this exercise in the next session when I give you a simple system for developing and writing marketing messages that you can use to deliver your Irresistible Offer in marketing materials, such as direct mail, elevator speeches, and more.

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Best to you and yours,




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