Marketing

Marketing Advice From an Expert

An expert shares his tips for simply irresistible marketing.
Magazine Contributor
2 min read

This story appears in the June 2006 issue of Entrepreneurs StartUps Magazine. Subscribe »

When we ask Mark Joyner why businesses have only three seconds to make a sale, the author of The Irresistible Offer: How to Sell Your Product or Service in 3 Seconds or Less points to two reasons: the exponentially expanding volume of information and the limited time consumers have to evaluate marketing messages. He launches quickly into why you need to keep it short.

Entrepreneur: How do you make an offer irresistible?

Mark Joyner: The irresistible offer has three elements: high ROI, a touchstone and believability. Each of these is extremely important, but at the core, what you offer must have a high return on the consumers' investment. Touchstone is that three-second-or-less tag line that sums up your offer and answers as many of the big four questions as possible: What are you selling me, What is the cost, Why should I believe you, and What's in it for me? This represents the inner dialogue that goes on before making a purchase. If you attempt to sell without assuaging that inner dialogue, you don't start out with a healthy relationship. [As for] believability, you can present someone with a very powerful offer, but if they don't believe you, it's all for naught.

Entrepreneur: Name a company that has succeeded with a three-second offer.

Joyner: Domino's Pizza. [It] had the touchstone of "30 minutes or less... or it's free." That became a brand-identifying element. You couldn't think of Domino's without thinking of [this offer]. It answered three of those big four questions: What am I being offered? Pizza. What's in it for me? I get it in 30 minutes or less. And why should I believe you? Because if you don't [keep your promise], I don't have to pay.

More from Entrepreneur

Grow Your Business at Entrepreneur LIVE! Join us on Nov. 16 in Brooklyn, NY, to learn from legends like Danica Patrick and Maria Sharapova, pitch our editors, meet with investors, and potentially walk away with funding!
Register here

One-on-one online sessions with our experts can help you start a business, grow your business, build your brand, fundraise and more.
Book Your Session

In as little as seven months, the Entrepreneur Authors program will turn your ideas and expertise into a professionally presented book.
Apply Now

Latest on Entrepreneur

My Queue

There are no Videos in your queue.

Click on the Add to next to any video to save to your queue.

There are no Articles in your queue.

Click on the Add to next to any article to save to your queue.

There are no Podcasts in your queue.

Click on the Add to next to any podcast episode to save to your queue.

You're not following any authors.

Click the Follow button on any author page to keep up with the latest content from your favorite authors.