August 15, 2010
During recent teaching I've done for the prestigious Churchill Apprenticeship Programme and the Genius Series Interviews I have focused on the "big stuff"…
… revealing the quickest, easiest and yet most powerful ways to get loads more customers, higher conversions, and make far greater profits in any business.
Naturally there was quite a bit of discussion about the concept of…
So today I want to give you a brief but very powerful example of one that I shared with my recent students.
Back home in Australia, a few hours down south from where I grew up in Sydney I believe, there's a used car salesman who's offer is a perfect example of irresistible.
I was told about this by a friend and fellow copywriter Brett McFall and it really is something.
Listen to this…
When you buy a used car from him he let's you drive it for a week before making up your mind!
Yep, you heard it right. You can pick a car and take it home for a week with absolutely no risk whatsoever.
If you don't like it after using it for a week… you just took it back to him!
How good is that? How many dealers do you think would let you drive a car to your hearts content for a week before making a final decision?
Now, I could be wrong on the time period. It may even be more but it was at least a week which is pretty amazing.
Of course you had paid for the car so the deal was done even though he was genuinely leaving you with no-risk in having done so.
As a marketer it's important to recognize the psychology of doing that from the perspective of preventing more people coming back than only those who were genuinely not happy.
But it doesn't change the fact he was removing all the risk for his customers whatever way you looked at it.
Here's why…
So not only was he removing any risk of the customer getting a car they weren't 100% happy with, he wasn't even locking the customer in to having to buy from him one way or another – another objection the customer may have had to stop them going through with the sale.
I could go into a lot more detail but I'll leave it up to you to consider just how powerful what I've just shared is.
If you analyze this offer, especially by comparing it with any other offer in that industry it really is just too good to refuse for the prospect.
And that of course leads one to the million dollar question…
Wouldn't he lose money doing that sort of thing?
In short… NO!
Ask yourself…
The answer a LOT!
Even if someone did come back after buying a car and change it for another from him…
Even if they added some wear and tear in testing the car out…
And even if some people did come back and actually take a full refund…
So with that in mind how can you do something amazing like this to construct irresistible offers in your own business?
The fact is that most consumers are good people and are just interested in getting the best deal they can – not screwing you over.
So take away all the reasons they could have to shop with someone else by presenting them with an offer to good to refuse and they'll heap money on you like never before.
P.S A little extra tip for knowing you have an irresistable offer – it should hurt!
If you're not thinking twice about whether you're going TOO FAR then you're offer isn't irresistible just yet. 🙂
Filed under Business Tips, Copywriting Basics, Direct Response Advertising, Direct Response Marketing, Irresistible Offers