John Wiley & Sons, Inc.

THE IRRESISTIBLEOFFER

How to Sell Your Product orService in 3 Seconds or Less

Mark Joyner

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As the worlds fastest reader (Guinness Book certi-fied) Ive read just about every business and market-ing book in existence. The Irresistible Offer by MarkJoyner is, by far, the clearest path to business success Iveseen. If you want to make a business profitable (any busi-ness, small or large), The Irresistible Offer should be yourstarting point.

Howard Berg, The Worlds FastestReader, Author of Maximum SpeedReading, www.mrreader.com

A three-second sale? Absolutely! Mark Joyner shows youhow to easily construct an irresistible offer that will catapultyou to success. Youll learn the secrets of how to take thespot in your customers mind that your business deserves.Dont let your competitors get this information beforeyou do.

Kenrick Cleveland, Author of MaximumPersuasion, www.maxpersuasion.com

Mark Joyner is not only one of the smartest and most suc-cessful Internet marketers, but also someone who truly understands the value of honesty and integrity. The Irre-sistible Offer will open your eyes about a crucial, but often-overlooked, area of copywriting. His rule for howto find the right free bonusessomething you wontsee elsewhereis worth the price of the book rightthere.

Shel Horowitz, Award-winning Author ofPrincipled Profit: Marketing That PutsPeople First and Founder of theinternational Business Ethics Pledge,www.principledprofits.com

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Get the offer right, and everything else becomes easy. In the right hands, this book is a prescription formillions.

Paul Myers, Editor, TalkBiz News,talkbiznews.com

If I had to choose one modern marketing genius tolearn from, it would be Mark Joyner. The Irresistible Of-fer belongs in the hands of everyone wanting to wildly suc-ceed in business.

Randy Gilbert, a.k.a. Dr. Proactive, Hostof The Inside Success Show,TheInsideSuccessShow.com

The Irresistible Offer is an incredible book. There are a lotof theoretical books on marketing. Not this one. MarkJoyner delivers proven strategies based on actual resultsgleaned from millions of dollars in real-world testing. Any-one who follows the formulas presented is sure toquickly see incredible results.

Shawn Casey, Author of Mining Gold onthe Internet, www.ShawnCasey.com

Mark Joyner recognized the missing link in many mar-keting books by focusing on one of the most compellingreasons a prospect will buythe use of an irresistible of-fer. The Irresistible Offer is the driving force that propels aprospect to make the big decision to buy your product orservice. Up until now there hasnt been a book that has fo-cused entirely on this important but often-overlooked sub-ject. Mark Joyner captures all of the psychology, science,and art of creating The Irresistible Offer and presents it ina very easy to understand manner. I urge you to read it.

Joe Sugarman, Chairman, BluBlockerCorporation, blublocker.com

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Im going to rave about this masterpiece to everyone Iknow. Even if you arent in business you can apply this toevery part of your life. Its inspiring in every aspect and Iurge you to read it! I guarantee it will change your life.

Sam Heyer, President of Magga Marketing,Inc., maggamarketing.com

Mark Joyner plunges to the heart of marketingcraftingthe offer you cant refuseand reveals secret after provensecret guaranteed to pump fresh power into your salesprocess. Anyone seriously bent on transforming their rev-enue stream into a wild cascade owes it to themselves to ab-sorb and implement Marks advice.

John Du Cane, CEO, Dragon DoorPublications, www.dragondoor.com

In The Irresistible Offer, not only does Mark Joyner givestep-by-step instructions on how to create powerful of-fers that allow you to outshine your competitors, but thereal gemstone is that he tells you how to craft mind-blowingoffers never before seen that scare the competition com-pletely out of the race. If youre someone who thinks youcould never sell anything to anyone, as I once did, the onlyway you can fail after reading this brilliant but down-to-earth marketing cornucopia is if you do absolutely nothing.

Donna Knight, Consultant, Founder ofEbookQueen.com

This amazing little book ought to be required readingfor any advertising executive, politician, marketer, oreven member of the clergy before they engage in anytype of promotional campaign. What a wonderfully refresh-ing perspective!

Dr. Bill Nieporte, Pastor, Entrepreneur,ezinesuccess.com

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Ive read every book on marketing printed in the last 150years. This is the first breakthrough in over 50 years. A trulybrilliant, practical, and inspiring book. Destined to be a clas-sic and a collectible. Its a masterpiece.

Joe Vitale, Author of The Attractor Factor,mrfire.com

The Irresistible Offer is a remarkable book that will trans-form your business and personal life. Mark Joyners GreatFormula is the simplest and most powerful method ofachieving success Ive come across. If you follow thesuggestions in The Irresistible Offer you will develop an end-less stream of happy customers, eager to buy from youagain and again. Mark Joyners new book is a textbook onhow business should be done.

Richard Webster, Author of more than 80books, including Seven Secrets to Success,psychic.co.nz

Mark Joyner is pure genius and incredibly crazy: hes giv-ing away the secrets that make marketers millions andmillions of dollars. The Irresistible Offer is incredibly detailed and surprisingly very easy to read. Mark ex-plains in simple language what you wont find in othermarketing bookshow to create wealth by getting insidethe mind of your customers and make your products absolutely irresistible. I couldnt put the darn thingdown.

Tom Wood, CEO/President, MasteryMedia, Inc., masterytv.com

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Clearly written, insightful and intelligent, The IrresistibleOffer is a must read for marketing novices and prosalike. Mark Joyner shows that his true genius lies in beingable to take a complex subject and distill it down to itsessence in a concise and understandable fashion. I highlyrecommend this book to anyone who is interested in sell-ing online or offline.

Mel Strocen, CEO, Jayde Online Network,exactseek.com

Genius. Joyner leans over your shoulder and delivers themissing piece to the marketing puzzle. Only a mastercan deliver information so clearly that the mind has nochoice but to focus obsessively and devour every word.This book truly delivers the key to the entire process, andgives you examples from industry giants who used theseskills you now hold in your hands to make massive for-tunes. We couldnt put it down. One power-packed punchafter the next had us spellbound and gave us aha mo-ments almost every time we turned the page.

Skye & Jason Mangrum, Creators, TheWorlds First Manifestation Software,usemanifestsoftware.com

Mark Joyners book is absolutely on the mark and brilliant.Its packed with bite-sized chunks of practical wisdom,breakthrough insights, and unique sales and marketingtips. This book will become very dog-eared and worn, soyou may want to get two!

Jim Fleck, Author of Millionaire Kids,Millionaire Parents

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The pages flow from start to finish with scientifically soundprinciples and marketing strategy. Every page bursts withimmediately practical guidelines and strategy for applyingthe elusive obvious that nearly everyone seems to overlookoutright in marketing their products and services.

This is the stuff genius is made of, thinking in new di-rections and bringing new light to profitably grow yourbusiness. Mark Joyner offers an entertaining and balancedblend of marketing psychology and buyer behavior. I foundmyself rereading chapters and fiercely taking notes on howIll leverage his ideas.

The reach of this contagious book far exceedsmodern marketing. It overflows in applications rele-vant to salespeople, managers, schoolteachers, andparents, to name a few.

I firmly believe Mark Joyner is one of the great mar-keters of our generation. This book is a fascinating, intrigu-ing presentation of forward-looking findings and insightsspurring new awareness, causing you to completely rethinkyour companys marketing strategy. A real eye-opener de-scribing in detail what we all urgently need and unmistak-ably overlook, The Irresistible Offer.

Joe Soto, NLP Trainer,persuasiontraining.com

This should be canonized as marketing scripture. The Irre-sistible Offer now has a place on my shelf among the mar-keting classics.

Russell Brunson, Author ofwww.ConquerYourNiche.com

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John Wiley & Sons, Inc.

THE IRRESISTIBLEOFFER

How to Sell Your Product orService in 3 Seconds or Less

Mark Joyner

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Copyright 2005 by Mark Joyner. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, ortransmitted in any form or by any means, electronic, mechanical, photocopying,recording, scanning, or otherwise, except as permitted under Section 107 or 108of the 1976 United States Copyright Act, without either the prior writtenpermission of the Publisher, or authorization through payment of the appropriateper-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive,Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web atwww.copyright.com. Requests to the Publisher for permission should beaddressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author haveused their best efforts in preparing this book, they make no representations orwarranties with respect to the accuracy or completeness of the contents of thisbook and specifically disclaim any implied warranties of merchantability or fitnessfor a particular purpose. No warranty may be created or extended by salesrepresentatives or written sales materials. The advice and strategies containedherein may not be suitable for your situation. You should consult with aprofessional where appropriate. Neither the publisher nor author shall be liablefor any loss of profit or any other commercial damages, including but not limitedto special, incidental, consequential, or other damages.

For general information on our other products and services please contact ourCustomer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002.

Wiley also publishes its books in a variety of electronic formats. Some content thatappears in print may not be available in electronic books. For more informationabout Wiley products, visit our web site at www.Wiley.com.

Library of Congress Cataloging-in-Publication Data:

Joyner, Mark, 1968-The irresistible offer : how to sell your product or service in 3 seconds or

less / Mark Joyner.p. cm.

ISBN-13 978-0-471-73894-7 (cloth)ISBN-10 0-471-73894-8 (cloth)

1. Marketing. 2. Selling. I. Title.HF5415.J68 2005658.85dc22 2005006844

Printed in the United States of America.

10 9 8 7 6 5 4 3 2 1

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www.wiley.com

CONTENTS

Preface xi

Acknowledgments xv

About the Author xix

INTRODUCTION (Three Seconds) 1

CHAPTER 1 The Magic Window 3

CHAPTER 2 The Core Imperative of Business 5

CHAPTER 3 The Big Four Questions 9

CHAPTER 4 What Is The Irresistible Offer? 15

CHAPTER 5 What Is Not The Irresistible Offer? 25

CHAPTER 6 Elements of The Irresistible Offer 35

CHAPTER 7 The Great Formula 55

CHAPTER 8 Offer Intensifiers 77

CHAPTER 9 The Offer Continuum 99

ix

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CHAPTER 10 Great Offers through History 113

CHAPTER 11 Word of Mouth from Flaming Lips 125

APPENDIX A Selling Yourself in Three Seconds or Less 183

APPENDIX B A Note to Salesmen 207

Glossary 211

Index 215

CONTENTS

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PREFACE

One could present a compelling case that marketing isdestroying this planet.Over time, marketers have discovered that the easiest

way to sell something is to appeal to our basest needs andto exploit the weaknesses inherent in our psychology. Forexample, rather than walk our prospects through a logicalbuying decision and help them to purchase something thatwill genuinely help them, we con them into thinking thatour Widgets will give them happiness and unlimited accessto attractive members of the opposite sex. This is but oneof the many tricks up the marketers sleeve employed inconning the average consumer into making illogical buyingdecisions.

The average American goes deep into debt buying silly(and sometimes downright harmful) things that he simplydoes not need. This process has not just pushed the averageconsumer into debt; it has lowered his values as well.

When you are bombarded with messages day after daythat present a world where selfishness, shallowness, andgreed are the ultimate ideals, its hard not to start believingthat world is your own as well.

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This book presents an alternative to the marketing ofthe past. I believe that a business can be immensely prof-itable and still operate with a high degree of integrity. Iwrite this book not only with the intention of sparing the public further mental torture performed by the mar-keting community, but also to help business avoid its owndemise.

I predict that as the debt rate rises and consumers bettereducate themselves through the unprecedented access to in-formation given by the Internet, tolerance for the marketingmethods of the past will drop considerably.

An angry and educated consumer is a dangerous foe forthe marketer to face.

Soon, businesses will be scrambling for alternatives.

This book presents not just an alternative, but the alter-native. This method of marketing has been proven timeand again, but it has never been named. Using this method,you can literally close a deal in the mind of your prospectwithin the first three seconds of coming into contact withyour marketing.

Ive named this method The Irresistible Offer, and thefollowing pages deconstruct it and dissect it so that you canimmediately apply it to your business for dramatic effect.This book is your essential survival guide for the emergingbusiness battlefield of the twenty-first century. Ignore theselessons at your own peril.

PREFACE

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Individuals and salespeople can benefit greatly fromthese pages as well.

In the Appendix Selling Yourself in Three Seconds orLess, I explain how you can apply this technology to liter-ally every aspect of your life. I then show salespeople howthey can use this information to sell within a good ethicalframework and still boost their sales to a level far beyondwhat they are experiencing now.

Preface

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