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- And the concept I came up with,
which I want to discuss over with you,
is this concept, which is,
the power of an irresistible offer, okay?
Now, all great businesses, in one way or another,
are built on an irresistible offer.
And tonight, what I want to do is
go over some of the basic elements
and pieces that you need that create an irresistible offer.
So, for some of you that are familiar
with irresistible offers,
I suggest you to challenge yourself
because every offer can be made better.
So, a lot of people are saying,
"I already got an irresistible offer."
Okay, I got it.
How do you make it more irresistible than it is right now?
That's what I would challenge you to do, okay?
So, first of all, my definition
of what an irresistible offer is.
It's a sizzling package, product, or service,
with a perceived value five to 10 times greater
than the actual price.
Okay, so you get an idea what I'm talking about here?
Claude Hopkins is sort of known as one of the fathers
of marketing and advertising.
He wrote a book called "Scientific Advertising".
I think he wrote it like in the 1950s.
This is what he said.
He said, "Make your offer so great
"that only a lunatic would refuse to buy."
(students laughing) Okay?
So try to put a different perspective
on what we're trying to do here with an irresistible offer.
So, your irresistible offer is,
one of the biggest challenges I see in business at times
when I'm coaching or talking to clients
or people that are struggling and everything else,
is that they don't understand how important it is
to have making a compelling offer, compelling reason
to have someone buy your product.
Just because they think, "I've got a good product,
"I've got a better mouse trap, my product someone else",
that they think it will automatically trap people to buy,
it doesn't.
Thing you need to focus on,
is give them a compelling reason,
an irresistible offer to do it.
A lot of businesses can shift dramatically
by creating just an irresistible offer.
Or, working on the irresistible offer.
In our time, nothing stagnates.
You might have an irresistible offer last year.
The market shifts and changes,
it might not be as irresistible this year.
You gotta keep going back and looking at it.
But what I'm seeing is,
one of the biggest shifts you can do in a business,
is by focusing on and creating an irresistible offer,
a compelling offer, irresistible packages,
all sorts of different names for this concept in that way,
but I just want to hammer that home.
If you're struggling, go back and look.
"How can I make my irresistible offer more compelling?"
You gotta sell solutions and results.
That's what an irresistible offer is about, okay?
It's not about selling features,
it's not about selling benefits,
it's not about selling what I can do for you.
In one sense it is, but really what you're selling is,
you're selling solutions, you're selling results,
you're selling outcomes.
So you can write this down:
You are not selling information.
You are not selling yourself in one sense.
You are there to sell, sell solutions.
As you're gonna find out is that,
your client has problems, you have the solution,
and it's all how you deliver that solution.
So, it might be a done-for-you service.
That'll solve the problem that your clients have.
It might be software, for example,
that will solve the problem for your client.
It might be tools that you're using
to solve the problem for your client.
You know, you gotta remember,
your customer is not desperately out there looking
to buy another e-book to read,
to take another course to study.
He's not there to watch three videos.
The bottom line, he's motivated because he has a problem
and he's looking the quickest way to get to that solution,
and the more compelling you can make that offer
that he believes is gonna solve his problem
and give him the solution,
the quicker you're gonna have that buyer.
Here's a lesson of a long, long time ago.
Promise them what they want, and give them what they need.
Okay?
So, when we think about the compelling offer,
when you're selling results and outcomes,
that is giving them what they want.
Okay, it's maybe not what they always need at that point,
but first you gotta start with the point
of promise them what they want
and then give them what they need.
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