TIO - The Irresistable Offer

A USP - Unique Selling Proposition - has been around for years. It is what a business says that they do differently.

There has been many definititions, depending on who you talk to, of how to express a USP, what should or should not be included, etc.

For large companies it is often vague, and for small companies it can be unclear, not followed, and unrealistic.

Mark Joyner has wrote a book about this, and renamed the USP as the TIO - The Irresistable Offer.
"..it's the beast (and maybe only) true alternative to the traditional form of selling with its sentimental manipulation, marketing trickery, and decreasing effectiveness. The Irresistable Offer is so good and so easy to understand that buying from you becomes a no-brainer for your customers. But it's not a one-time special or a 'unique selling proposition.' The Irresistable Offer is the offer that defines your business and becomes your raison d'etre."

A couple good examples:

'Fresh, hot pizza to your door in 30 minutes or less or its Free!'
'When it absolutely has to be there overnight'

It is something that frames your business. Something you can build on. Something that you can use again and again in all advertising, from basic adds, to long copy sales letters. Something that stands the test of time.

It also has to convey what you do clearly to your customer - no questions asked.

And it has to incorporate a guarantee somehow. It does not have to so it outright, but does have to imply it in the wording.

It really should define your business and make you focus on what your business really does for the consumer.

In that three seconds - one . . . . . two . . . . . three . . . . . - that the consumer sees your business, talks to you, reads your add, clicks on your website - before their mind goes racing back to whatever else they are doing - it positions you in their subconscious. So that if they need your service, your product - they will chose you over anyone else.

If you can develop a good one for your business - you will have considerable success. If you can come up with a Great One -then you will be sure to succeed.
Jack