Bringing The Irresistible Offer to a Thirsty Crowd

You too can have business success beyond your wildest expectation—and you don’t have to get an MBA or buy a mountain of business books to do it. There’s a simple formula—let’s call it The Great Formula, because it’s so unfailingly effective—that will bring you a steady flow of repeat business from eager customers.
It really isn’t any harder than following these three steps:
1. Create The Irresistible Offer
2. Present It to a Thirsty Crowd
3. Sell Them a Second Glass
If you can remember this formula and stick to it, your success is guaranteed. Sure, keep improving your business education and acquire new knowledge, but just remember, whatever you learn is just icing on the cake that is represented by this three-step formula.
Whether you’re working to be a better marketer or to write more attractive ad copy, just remember that whatever you learn cannot be a replacement for The Great Formula.
Let’s take a closer look at the three steps.

STEP 1: CREATE THE IRRESISTIBLE OFFER 

We’ve covered this pretty extensively in the preceding pages. You know how to create The Irresistible Offer. It’s a simple concept, but. . . .
Don’t Take It for Granted!
Make sure you master the creation of The Irresistible Offer before doing anything else. If you try to move onto Steps 2 and 3 before mastering this basic, fundamental first step, your ultimate success will only be a small fraction of what it could be.

STEP 2: PRESENT IT TO A THIRSTY CROWD 

Let’s say you’re selling new arthritis medications to senior citizens. Are you going to advertise your product on MTV, amidst the heavy metal bands with tattoos and nose rings? Are you going to market on the Disney Channel to cartoonhappy kids?
Of course not. You can create the world’s greatest offer, but if you don’t present it to people who have a natural interest, a genuine hunger, for your product, you’ve wasted your time.
Present your offer to people who are interested. Any point of contact with your potential customer will work, and many of them will cost you nothing. You may be asking at this point, what do I present to
my customers? How do I present it to them? I don’t need to expand on that for you, because you already
know the answers to these questions. The preceding chapters told you how to construct and present The Irresistible Offer. That’s your message. All you have to decide on is the audience and the delivery vehicle. Because The Irresistible Offer is so powerful and so compact, it should be the center of every one of your customer-acquisition campaigns.
There are a million ways to get your message out there and just as many books and videotapes on the subject. Just remember, though: If you don’t utilize The Great Formula, all of the marketing gimmicks in the world will not reach anywhere near their full potential. Keep your eye on your own personal advertising ROI. Track and test the effectiveness of your campaigns as much as possible. You need to know what’s working and what’s not, rather than just scatter-shooting without a plan.
Be bold. Be aggressive. Experiment like crazy. Jettison what’s not working. And then, do more of what is working—to the people who will be receptive to what you’re offering. It’s not anymore complicated than that.

STEP 3: SELL THEM A SECOND GLASS 

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