There's a lot of talk these days about creating irresistible offers.
Add this.
Bundle that.
Include some bonuses.
Create urgency.
Add a guarantee.
And all of those things can help.
But I think there's a more fundamental way to create an irresistible offer:
Become certain you can produce the outcome.
That's really what happened with our Money-Making Websites.
We didn't start by asking:
“How can we make this offer irresistible?”
We started by figuring out what actually needed to happen for a real estate agent to get the result.
What did the website need to do?
What methodology needed to be built into it?
What did we need to teach them?
What did they need to do?
Who was most likely to succeed with it?
Once we understood all of that, something interesting happened.
We became very confident in the outcome.
And that confidence changed everything.
We didn't have to reduce the price.
We could increase the certainty.
We could reverse the risk.
We could guarantee the outcome.
And because we were taking the risk, we could become more selective about who we accepted.
That's when the offer became irresistible.
Not because we became better at selling it.
Because we became better at producing the result.
That's the part I think gets missed.
The best guarantee in the world can't rescue something that doesn't work.
The best guarantee in the world can't rescue something that doesn't work.
And clever packaging can't create certainty where there isn't any.
But when you know exactly who you can help...
you know exactly what they need...
and you know exactly how to get them the outcome...
you can make what Claude Hopkins called:
“A proposition which no reasonable person could refuse.”
Maybe that's where the best offers really come from.
Not better persuasion.
Greater certainty.