Components of The “Irresistible Offer”
People buy from an emotional connection with what you offer, and then back it up with linear rationale. The emotional connection is made when you engage more of their senses (sight, sound, touch, taste, hearing); to do this, paint word pictures, use words like “can you see…, can you imagine…, do you hear…”, as these directly speak to the senses. Your potential clients have individual learning styles and that is what you are speaking to by using a variety of sense words in your language. A learning style is the way people take in information most naturally, and generally people have a predominance in one of three styles, although we all can ‘speak’ other styles. The three styles are: audio (hearing), visual (seeing), kinesthetic (body sensation).
Your offer needs to have a consistent theme and relate with your marketing messages. For example, if you offer transformational services for entrepreneurs, you do not want to target your message to corporate cubicle-dwellers – these are two different audiences. That doesn’t mean that other people can’t or won’t find you; rather, it means that you are broadcasting a consistent clear message. (If you like top 40 radio music, that doesn’t mean you can’t listen to new age meditations or talk radio, right?)
Layer your offer with positive cues for your potential client to process as they read your offer. Generally speaking, I’m not a fan of negative marketing so I recommend eliminating the negative cues, like “don’t make the mistake of…” (unless you are making a positive point, like “don’t make the mistake of missing your amazing potential”). Build up the positive cues, words and thought pictures throughout your offer as you share the benefits of your solution. (Note: benefits are what they will experience, features are what your product does – there’s a difference and you need to know it!)
So, the emotional connection plus the benefit-laden result is what creates your irresistible offer. Make sure that you complete your irresistible offer with a clear call to action. It doesn’t do any good to get people all ready to go and have no idea where to go from there.