The irresistible offer has three elements ...
The irresistible offer has three elements: high ROI, a touchstone and believability. Each of these is extremely important, but at the core, what you offer must have a high return on the consumers investment. Touchstone is that three-second-or-less tag line that sums up your offer and answers as many of the big four questions as possible:
- What are you selling me,
- What is the cost,
- Why should I believe you,
- and What's in it for me?
This represents the inner dialogue that goes on before making a purchase. If you attempt to sell without assuaging that inner dialogue, you don't start out with a healthy relationship. As for believability, you can present someone with a very powerful offer, but if they don't believe you, it's all for naught.
Name of company that has succeeded with a three-second offer.
Domino's Pizza. It had the touchstone of "30 minutes or less... or it's free." That became a brand-identifying element. You couldn't think of Domino's without thinking of this offer. It answered three of those big four questions:
What am I being offered? Pizza.
What's in it for me? I get it in 30 minutes or less.
And why should I believe you? Because if you don't keep your promise, I don't have to pay.