I am reading Mark Joyner’s “The Irresistible OFFER – How to Sell your Product or Service in 3 Seconds or Less!” It makes a lot of sense and it ties in neatly with all the branding and positioning info I’ve learned from Al Ries and Jack Trout over the years. It also ties in nicely with the marketing information that L. Ron Hubbard developed in his “Marketing” Series of policies. Hubbard credits Ries and Trout (and quotes from them extensively) in a couple of his Marketing policies. When you’ve been marketing services and products for as long as I have, you appreciate the simplicity of these things and their workability.
Joyner lists four questions one is supposed to answer in an advertisement —
“1. What are you trying to sell me?
2. How much?
3. Why should I believe you?
4. What’s in it for me?”
The answers to these questions, presented in your ad in the correct way, are part of creating “the irresistible offer”.
Looking at this, I am going to revamp a few websites to make sure these questions are answered.
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