I love this definition:

The Irresistible Offer is an identity-building offer central to a product, service, or company where the believable return on investment is communicated so clearly and efficiently that it’s immediately apparent you’d have to be a fool to pass it up.

It’s from Mark Joyner’s book “The Irresistible Offer.”  I review it periodically when I’m looking for the right words to help me impart the importance of starting your sales copy by first crafting your offer.  In fact, you could even go so far as creating the offer before you start developing your product. 

One of the recent product launches I did for a client started this way.  He created his offer and salesletter before he began writing one word of his product.  It was a very successful launch and the product has been receiving rave reviews – mainly because it delivers exactly what the salesletter promised. 

Give this strategy a try the next time you’re beginning a new development cycle.  If you can’t write the entire sales page, then at least think about your irresistible offer.  Make it the starting point of your next project.

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