The Irresistible Offer is an excellent book by Mark Joyner. The subtitle pretty much says it all: How to sell your product or service in 3 seconds or less.

I don’t think Mark is opening the eyes of most copy writers. We get it. I’ve been trying to convince my clients to do this for years. Unfortunately, I have yet to find one client willing to make an irresistible offer. They’re terrified of the idea.

Business owners don’t want the responsibility required to make anything even remotely close to what Mark suggests in his book. They see it as a huge risk. If their business is reasonably successful, they don’t want to take that kind of risk. If their business is not successful, same thing, different reason.

I find most small business owners look around them at what everyone else is doing in their industry and do something similar with just a slightly different spin on it to make it somewhat unique to them. Getting them to go off on their own tangent is almost impossible.

Whoever said business owners are risk takers, never met a small business owner. Perhaps that’s the difference between a small business owner and the business people who get big. Their willingness to take risks.

If anyone out there has any sound ideas about how to get business owners to try new ideas like the Irresistible Offer, I’d love to hear them.

HackingEthics

Originally posted 2007-09-13 07:05:41. Republished by Blog Post Promoter

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