The Irresistible Offer: How to Sell Your Product or Service in 3 Seconds or Less, is a book written by Mark Joyner. It tells you how to create the ideal advertisement. In order to do so, you must follow the three components of The Irresistible Offer:
- A High ROI Offer
- A Touchstone
The first part of The Irresistible Offer is the ROI. ROI stands for “return on investment.” A high ROI offer would be an offer that gives you a lot for the money you pay. The second part of The Irresistible Offer is a touchstone. A touchstone is composed of four parts. Here’s what we are selling, how much it will cost, what’s in it for you, and why you should trust us. The last part of The Irresistible Offer is believability. Believability is how believable the ad is. Now that we have a brief explanation of what The Irresistible Offer is, let’s see how well each of the following commercials follows it. The commercials are of the following:
- TRS-80 Computer
- Commodore IBM PC
- American Express
The following commercial will be critiqued with the checklist of requirements for The Irresistible Offer, starting with the ROI. Unfortunately, this commercial does not say the price of the product. With this inconvenience, I cannot tell you if the ROI is high or not. The touchstone is incomplete, although it’s very close to being complete. It shows the product they are selling, but not how much it costs. It says what’s in it for you, the chocolate candy will not melt in your hand. Although, the candy coating will probably get sticky after a while, it is advertising that it won’t melt as fast as regular chocolate. It shows why you should trust them; the man in the commercial shows a demonstration of the chocolate not melting. In my point of view, I would concur that it’s just on the line of believable. There’s nothing untrustworthy about this video. I think the description was very well done. I believe The Irresistible Offer should mention description, because a well-done description tempts me to buy something more.
Radio Shack TRS-80 computer, (1980)
Seeing this commercial, it sounds like a great product with many uses. The price of this computer was $399 in its time. This was a good price, and the ROI was definitely high. As for the touchstone, it does say what they are selling (a computer), how much it will cost (estimated, $400), what’s in it for you (they listed the benefits of the computer), and why you should trust them (they showed people using the product). The last thing is believability, which in my opinion, made the standard. The demonstrations and uses listed seemed perfectly believable. Although this isn’t part of The Irresistible Offer, but they also did a great job with the advertisements description.
Commodore, (1987, Australia)
This computer was being sold for $1395. For a computer like this, it was reasonable. Its not particularly expensive, nor particularly cheap. It does not come with the monitor, although there is a deal to buy it for only $100. It seems to me that the ROI is average, and not high, not low. As for the touchstone, each requirement was filled. They were selling a computer. They told us how much it cost, $1395, or $1495 (with the monitor). They told us what’s in it for us, and why we should trust them. Technically it matched the touchstone, but there were not many things in it for us. In addition, there was a lack of description in the advertisement.
American Express (late 1960’s)
In this commercial, the ROI is unknown since it does not mention the price of the card. For the touchstone, they showed what they were selling. Although, it was difficult to see and they never mentioned the price. There was one main benefit showed: the ability to easily make transactions in many situations. That part was entertaining and well done. It did not, however, advertise the benefits well. The situations used in the video showed why we could trust them. Although, the issue with trust is that we have to take their word for. It was as believable as an ad focused around entertainment could be.
At the end of the critiques, one advertisement definitely stood out to me. The Radio Shack TRS-80 computer (1980) seemed like it filled each requirement very well. If I lived back then, I probably would have purchased one. It seemed very reasonably priced, especially considering you don’t need to purchase a monitor too. Conveniently, instead of purchasing a monitor, it would hook up to your TV. In my opinion, hitting the basics and filling the requirements for The Irresistible Offer is not difficult. In fact, it is actually quite common in advertisements. However, there are some commercials that go the extra mile, and really perfect it.
Lesson 110, Business I @zbelles