7 Traits Of Irresistible Offers: How To Create Offers That People Want To Buy

        1. **Price vs. Value** - Price is only an issue in the absence of value
2. **The Buyer's Mental Scale** - Every purchase decision weighs price against perceived value
3. **Seven Traits of an Irresistible Offer:**
   - Easy to understand
   - Highly desirable
   - High perceived value
   - Easy to get
   - Believable and credible
   - Low risk or no risk
   - Urgency

## Make Them an Offer They Can't Refuse

One of the most important things I've learned in business is this: make an offer they can't refuse.

**Price is only an issue in the absence of value.**

You have to let people know they can't say no to your offer. In my case, if they say no, they know what's going to happen—I send one of my guys to their house with a baseball bat to teach them what it means to say no to Don Corleone.

I'm joking. But here's the truth: when a consumer is making a buying decision, they have a mental scale in their mind. *Do I want to buy this, or do I not?* It's price versus value. Price versus value.

If the value is great enough, they have no problem paying the price. But price will always be an issue if you don't offer enough value.

Let me teach you the seven traits of an irresistible offer.

## Trait #1: Easy to Understand

You don't want your offer to be confusing. "You get this, and you get this, and you get that"—a bunch of stuff that makes no sense. That's not irresistible. That's overwhelming.

An irresistible offer is usually a single idea. One simple idea the consumer can understand immediately.

Example: If I said, "Give me $50," you'd ask, "Why should I give you $50?" And I said, "Because I'm a nice person, I make videos, I teach you things, you get value—give me $50." You'd be confused. You wouldn't give me anything.

But if I said, "Give me $50 and I'll give you $100 back. No gimmick. Real money." Now that's a simple proposition. Very easy to understand. Very easy to say yes to.

That's what you want.

## Trait #2: Highly Desirable

People don't buy what they need. They buy what they want.

We buy for one of two reasons: to avoid pain or to gain pleasure.

Avoiding pain means there's a problem—maybe multiple problems—and your product or service solves them. It eases concern. It relieves stress.

Gaining pleasure means giving someone something they've been wanting for a long time.

An offer is only truly irresistible from the consumer's perspective—not yours.

## Trait #3: High Perceived Value

What matters isn't just value—it's *perceived* value to the consumer.

Years ago, I saw ClickBank offers selling a hundred eBooks for a few dollars. That's a lot of stuff. A lot of information. But it doesn't have high perceived value. It's just... stuff.

When your offer has value but not high *perceived* value from the consumer's perspective, it's not irresistible.

## Trait #4: Easy to Get

You can have a clear idea, high desirability, and great perceived value—but if it takes too many steps to buy, you've built a sales prevention vehicle.

Imagine I'm ready to buy, but you make me fill out a 10-page form, go to another website, put something in an envelope, and mail it back to you. That's not easy to buy. Even if I want it, that's not irresistible.

Make it easy for them to say yes.

## Trait #5: Believable and Credible

You've heard the saying: "It sounds too good to be true."

Sometimes when you make an irresistible offer, the consumer thinks exactly that. Just like if I said, "Give me $50 and I'll give you $100." You'd think, "What's the catch? Why would you do that? This doesn't sound right."

That's not believable. That's not credible.

One of the smartest things you can do is give them a reason *why* you're offering such a good deal.

Maybe it's a new product and you're gathering testimonials. Maybe you have excess inventory. Maybe you're trying to build trust with new customers.

Tell them. Now they understand: *This is why I'm getting such a good deal. This is why it's so compelling.* And they'll take advantage of it.

## Trait #6: Low Risk or No Risk

You see this all the time on infomercials: 30-day money-back guarantee. 60-day money-back guarantee. 90-day money-back guarantee.

Consumers are thinking: *What if I don't like it? What if it doesn't perform the way you say it will? I don't want to lose money. I don't want to make a mistake. I don't want to look stupid in front of my family.*

How can you reduce—or better yet, eliminate—the risk?

When they want the offer, it's easy to buy, it's credible, and you've taken away the risk? Now it's very, very easy for them to say yes.

## Trait #7: Urgency

You need to give them a reason to buy right now.

People procrastinate. If you don't give them a reason to act now, they won't buy. People don't like risk. People don't like making decisions. Most people are not action-takers. They delay again and again. "Maybe I'll get it later." Guess what? That never happens.

Give them a reason to buy now:

- **Limited time offer** — This offer is only available during this window.
- **Limited quantity** — You only have so many units available.
- **Limited time bonus** — To get the bonuses, they must buy within this period.
- **Limited time discount** — To get the special price, they must act before the deadline.
- **First 50/100/150 buyers** — Only early buyers get the bonus; after that, it's gone.

There are many ways to create urgency. But the bottom line is this: if you don't give them a reason to act now, they won't act.

## The Bottom Line

That's how you make them an offer they can't refuse:

1. Easy to understand
2. Highly desirable
3. High perceived value
4. Easy to get
5. Believable and credible
6. Low risk or no risk
7. Urgency

Nail all seven, and you won't have to sell hard. The offer does the work for you.