Skip to content

ASSET TEMPLATE: Your Irresistible Offer

Imagine if you could – in a matter of seconds – make an offer to a customer that positions you as their number one choice. Imagine if it was an offer so simple and so memorable that customers could easily tell other people about it. In this guide, we’ll show you have to get there using the Irresistible Offer.

WHAT IS THE IRRESISTIBLE OFFER?

The irresistible offer is:

  • a short and powerful offer
  • that can be expressed in 16 words or less
  • that answers all of a customers main questions

The right offer dramatically help a business by:

  • not only communicating what it does
  • but also the key difference in the way that it does it to the customer.

This offer goes a long way to helping to create pole recall position in the customer’s mind. A classic example of a great offer which has helped to build a business is Domino’s pizzas:

but also the key difference in the way that it does it to the customer. This offer goes a long way to helping to create pole recall position in the customer’s mind. A classic example of a great offer which has helped to build a business is Domino’s pizzas:

The Ingredients of an Irresistible Offer

There are four elements that go to make up a great strap-line, and we should aim to include at least three of them in a positioning statement that is sixteen words or less.

  • What are you offering
  • How much is it
  • Why should I care
  • Why should I believe you

Fresh hot pizza delivered in thirty minutes or it’s free.

In the case of the Domino’s pizza advert, this how they have put those elements together:

  • What are you offering? – rapid guaranteed pizza delivery
  • How much is it? It doesn’t differentiate on the price of pizza, but that’s because pizza prices are normally reasonably generic, and cost is not normally the differentiating factor when choosing between pizza delivery places
  • Why should I care? Because you’re hungry when you order, therefore you want it to arrive as quickly as possible especially if you have people over, and you also want it to be hot when it arrives
  • Why should I believe you? Because if we get it wrong, you won’t have to pay. The risk is all on us.

HOW DO WE MAKE IT HAPPEN?

Let’s some time now to create your offer or positioning statement using the formula above.

  • What are you offering
  • How much is it
  • Why should I care
  • Why should I believe you

Now combine the elements above to create your positioning statement in 16 words or less.

Remember to:

  • Build the offer based on the role the product or service plays in the customer’s life, as opposed to the particular features and benefits of it
  • Work out how you can build credibility or remove risk
  • Emphasise your point of differentiation that will make people choose you above anybody else

FINALLY, REMEMBER THIS …

  • This is an exercise that will take a few minutes to do, and the result can be quickly rolled out to everyone in the organisation.
  • IF we don’t get this right, then we will be missing out on a lot of business just because we can’t succinctly explain to customer why they should choose us
  • WHEN we do get this right, we will make the most of every opportunity, and give everyone who works with us the power to attract more customers to our business.

PLEASE NOTE: We have strived to be as accurate and complete as possible in the creation of the information on this site, notwithstanding the fact that we do not warrant or represent at any time that the contents within are accurate due to the rapidly changing nature of the commercial and technological aspects of modern business. The information on this site is a common sense approach to implementing business best practice. In practical advice guides, like anything else in life, there are no guarantees of results. Readers are cautioned to rely on their own judgment about their individual and business circumstances and to act accordingly. The information on this site is not intended for use as a source of legal, business, accounting or financial advice. All readers are advised to seek services of competent professionals in legal, business, accounting, and finance field.

Published inMarketingStrategy

Be First to Comment

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.

%d bloggers like this: