Sell Anything With an Irresistible Offer Architecture

Imagine this: You find yourself on stage in front of your most ideal prospects. The audience is sitting in front of you, and they're ready to buy. Their hands are literally on their wallets. Now it’s time to make your offer and to get some new customers.

There are two possible endings to this story.

In one, your offer falls short. You lose out on the opportunity to sell to hundreds of people at once. Instead of making a ton of sales, you just make a few. Why? Because you’ve fallen short of architecting an offer that your audience truly wants.

The difference between these two situations is all in the offer.

When you take the right steps to create an irresistible offer, one that begins unfolding the moment you step on stage, and you make a presentation that sells, you will make a lot of money. But, you need to be strategic about your offer. Here are a few of the most powerful strategies from Irresistible Offer Architecture for making an offer they can’t resist.

1. Know your audience (better than they know themselves).

“Always enter the conversation already taking place in the customer's mind,” suggests author Robert Collier. When your entire presentation shows that you know and "get" your audience, you have already sold your audience on you. When you introduce your offer, one that solves your audience’s biggest problem, it is simply irresistible.

2. Offer chocolate and vanilla.

One of the key places entrepreneurs fall short is just having one thing they offer. This puts the audience in a position where they are making a binary decision -- a yes or a no. Instead, never show up with just one thing. Make sure that you show up with two or three components.Oswald

If you have a book, also offer a course that helps them implement faster. If you are selling an event, also offer a product so they can receive immediate gratification. Think about it like this: You might not care to read a book, but you might like watching videos. So, offering people different components gives them a way to say yes.

3. Show them what’s in it for them.

So many people speak about the features of their offers instead of focusing on what people really care about -- the benefits. For example, you might say “I am selling a 563-page book.” But, if you’re selling to performers and achievers, they don’t want a ton of pages to wade through. They are more interested in the Cliff Notes.

They want the golden nuggets -- the shortcuts -- and they want the results. So, don’t tell them about the length of your book. Tell them about what it’s going to do for them. Is it going to bring them more sales? Get them more leads? Speak in benefits instead of features, and you’ll come out with a much stronger offer.

4. Always come bearing gifts.

Think about what you can do to add value to your offer. What bonuses can you layer on top of it to move your offer from almost-irresistible to truly irresistible? There are so many options here. You can include anything that will increase the real or perceived value to your clients or prospects.

People worry that they sound like they're doing infomercials when they offer bonuses. Sure, I've seen it, when done incorrectly. If you're concerned this might be you, consider calling your bonuses "gift with purchase" like they do at the mall. Just keep in mind bonuses motivate them to take action in the present moment, which is key if you want to sell.

Bonus tip: Use deadlines and create urgency.