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The author of The Irresistible Offer, (Mark Joyner is a former CEO of Aesop Marketing Corporation and is said to be a pioneer of e-commerce, responsible in particular for the fact that electronic books are rapidly replacing paper ones.

He is also a former U.S. military intelligence officer, translator from Korean, and a certified psychologist.

The idea of his book, An Offer You Can’t Refuse, is simple. In order to successfully do business, you need to make a client an offer that he does not want to refuse. You have three seconds to get the customer’s attention. Your sales depend on how you manage them. That's all.

The article will be useful to those who start their own business, marketing, sales specialists, as well as all those who make purchases. It is interesting to look into your head and understand how you feel when they make a favorable offer.

Making a mutually beneficial offer is actually the basic purpose of any business. Scratch my back and I will scratch yours. For an ice cream man, it can be formulated as follows: "You give me money, but I give you refreshing coolness." The list goes on, but one thing is important: there is no offer - there is no business.

High Return On Investment (ROI)

Any acquisition is actually an investment, so if the customer does not receive from you what he thinks is worth more than he invested, then he has an unpleasant feeling. So your cooperation will not last long.

The solution is simple - no need to invent tricks that will help increase sales, just offer a truly decent product.

And if it turns out to be good, but not better than that of others, add an additional service, an interesting feature - in a word, from which the buyer will have the feeling that he is making a profitable transaction.

And do not try to deceive the buyer - when he realizes that he was deceived, he will tell everyone about it, do not hesitate.

Basic message
Today we are besieged by advertising - companies are trying to sell their services through radio, television, contextual advertising, flyers and so on.

But these are all ways: to stand out in the crowd of others, you need to create a message that will help your potential customer get through the mountains of information and pay attention to you.

This is a basic message that should read: “This is what we are selling. That's how much it costs. This is what it will give you. That is why you should trust us. ”

Thus, it will tell your future customer a simple thing: “This is a great offer. This is a great deal, and you have to be an idiot to miss it. ”

Of course, you can promise each person $ 1000 in exchange for a dollar. It sounds like an offer you can't refuse. But who will buy it?

The louder and more promising statement you make, the more difficult it is to prove that you are not cheating.

But even if your proposal looks both tempting and believable, you still have to prove your honesty. For example, telling how many people have already used your services and were very pleased. Or scientifically proving the effectiveness of the product.

It should be borne in mind that if you first create a product with a high ROI, then build a basic message, and then confirm it, then your customer acts on a different algorithm.

- The first thing that captures him is the basic message.

- The second is the credibility of your offer when he gets acquainted with what a product or service is.

- And only in the third turn does he pay attention to the return on investment ratio.

And at this moment, when the buyer is convinced that your basic message is true, consider that he has already made his purchase. And you - made a sale.

Building a successful business is actually not difficult if you act according to a certain formula, which includes three steps.

Step 1. Create an offer that you cannot resist

It is easy to make an offer that cannot be rejected if it answers the four main questions that interest the customer.

They sound like this:

“What are you trying to sell me?”

- How much is it?

“Why should I believe you?”

“What will it give me?”

The last question is often ignored, but in vain. The fact is that, when selling a service or product, we actually offer the advantage that the client will receive.

Buying a Bentley, people gain prestige. Choosing healthy food, they want to feel good and longevity.

Remember the marketing axiom “People make decisions based on emotions, and evaluate them based on logic”? So, the first three questions are addressed to the mind, and the last - to the senses. Do not forget that you need to answer all four.

Step 2. Show it to the thirsty crowd

To do this, just select the right channel. You will not begin to advertise a remedy for arthritis on MTV? That's right: all you need is to find the audience that really needs you.

At the same time, you should not use only existing methods of communication with potential customers known to you. In fact, any contact can be useful to you. If a customer buys your product online, offer him a free newsletter for three months.

Step 3. Thirsty to sell the second glass

This is an indisputable fact: in order to sell your product to an existing customer, you need to make much less effort than to attract a new one.

Therefore, do not be afraid to waste your strength in attracting new customers - everything will pay off when the buyer returns the second and third time (and he will return if it is really profitable for him to buy from you).

There are several tricks that will help attract a buyer for the second time. If your portions are small, the buyer may want more. So why not offer him Deluxe instead of Light? In the case when the price of a large portion is slightly higher than the price of a small one, this will certainly work.

In addition, related products can be sold along with the main product. Just take your time to make additional offers for the first time. Wait for the second so that the buyer returns to the third. And you can also offer additional services: master classes, special packaging, warranty service, product care services — you will have to spend time, time and money, but in the end it will pay off.

How to strengthen the proposal

Offering a product or service with a high ROI, do not hesitate to promote - you have something to be proud of. Do not forget that the impression can and should be strengthened. This is what the following reliably acts on the buyer:

1. Urgency

“This offer is for those who will respond within 48 hours,” the buyer will read, and he will immediately feel that the business is urgent. If fear arises in him that he won’t get what he wants because he doesn’t have time, consider that you have defeated the tendency of any buyer to procrastinate, which is so harmful to sales.

2. Bonuses

Think about how you can reward your customer - and it will be harder for him to resist. Just remember the golden rule: never give back what you can sell.

3. No risk

What is absolutely necessary to do is help the buyer cope with the feeling that he is in terrible risk making an acquisition.

Fear of risk, as a rule, becomes an insurmountable obstacle to any transaction. Give an opportunity to get rid of it.

Always offer a refund if the customer is unsatisfied. Firstly, few people will really demand a fee back, secondly, the money spent will pay off due to increased trust in you, and thirdly, the client is unlikely to be dissatisfied - because the product you really have is excellent.

4. The feeling of being chosen

People love to buy something that very few can afford. However, they suffer from fear of loss. Create the feeling that by refusing to buy your product, they will lose a lot - and they will immediately go into the bag for the wallet.

For this, brands produce limited lines. As soon as the client hears that the consignment of a certain product is limited, he immediately has the feeling that if he doesn’t buy it now, then he will probably regret it.

5. Simplicity

If it’s not easy to work with you, nobody will come back to you. Making your order should be ridiculously simple - no forms, complicated questions, registration. To ask you a question or consult should be elementary - without delay, avoiding answers and incompetence.

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