Mark Joyner’s book “The Irresistible Offer” outlines what he thinks is an irresistible offer in advertising and how to make one. He defines the irresistible offer as “…an identity-building offer central to a product, service, or company where the believable return on investment is communicated so clearly and efficiently that it’s immediately apparent you’d have to be a fool to pass it up.” And, the offer has to have three main rules, or it doesn’t work: believability, a high ROI (return-on-investment) offer and a touchstone.
The return on investment (ROI) is very important, and in an ad it does help sell. Joyner gives the example of Domino’s pizza: “30-minutes….or less……or it’s free.” If the pizza wasn’t delivered in 30 minutes, you didn’t have to pay. That’s a good offer. You don’t have to risk anything. When the risk is put on someone else, we don’t mind trying it out so much.
Most ads we see every day, whether on the TV, in a paper, on the internet, in a store, are not believable. We see it and say, “Yeah, right!” The ad is just “too good to be true.” It’s always going to have some strings attached, and we say, “Well, he’s giving us this, but what do we have to do?” And then we ignore the ad and we don’t do anything about it. You have to have a believable ad. Something that people know is true and possible.
The touchstone is the statement explaining the offer. It should be clear, brief and simple. In other words: short and sweet. The touchstone combines the ROI and believability. The touchstone has to be believable, and it should explain the ROI. It doesn’t have to be fancy or so weird it catches your attention because it’s odd. The touchstone has to be believable; it has to have benefits for the consumer that outweigh the risks.
That is an irresistible offer, according to Joyner.