How to Construct an Irresistible Offer

By Ben Hart

If you have no competitor, and you are selling a product that’s in high demand, you can charge almost whatever you want. Hence the $6 bucket of popcorn at the movie theater.

The theater has a captive audience (and won’t let you bring in your own popcorn). People get hungry. They will pay almost anything for the popcorn.

Most businesses don’t have that luxury. They don’t have a captive audience of very hungry people who will pay almost anything to buy some stale popcorn.

Most business have competition.

Once you have an easy way to reach those who you know buy the kind of product or service you are selling, now the only question is: “Will they buy from you, or your competitor?

Your biggest challenge is to persuade your prospect to buy from you the first time.

Your first-time buyer is your most expensive buyer.

If you deliver on your promise, if you exceed your first-time buyer’s expectations, you’ll have no trouble making repeat sales. People would much rather buy from someone they know than take a chance buying from a stranger.

So your biggest challenge is to persuade your prospect to buy from you the first time.

To do that, you need to know how to make an irresistible offer.

The most powerful offer is the “Free Trial” and to require “No Money Now.” That’s how subscriptions are sold.

  • “Try Newsweek for three months. If you are not thrilled with your subscription, just write ‘cancel’ on the invoice we send you in 90 days.”
  • “Try Comcast for one month free.” Or “Try xyz software for 30 days free.”

A variation of this is to ask for an absurdly low price for the first purchase: “Buy any of these four best-selling books for 10¢.” You are then enrolled in a Book-of-the-Month Club type of program.

Another staple of an irresistible offer is not just to have a money-back guarantee, but to offer a “money-back-plus” guarantee.

For my physical seminars, I offer a “money-back guarantee plus an additional $500” if a participant decides to quit by the lunch hour of the first day. So far no one has cashed in on that offer. But this kind of a super-charged, money-back-plus guarantee increased attendance at my seminars by about 500%.

Mostly what you must do with your offer is eliminate the anxiety your prospect has about buying from you the first time. Your prospects don’t know you. They worry about buying from a company they have not bought from before.

You must do everything in your creative power to eliminate that anxiety. You do that by taking on all the risk . . . and by making an offer that, frankly, only an idiot would pass up.

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