HOW TO AMPLIFY, MAXIMIZE MAKING YOUR LIFT-UP CONCRETE PROPOSITIONS IRRESISTIBLE

4 Questions Your Prospect has Comprised Question 1: What are you trying to sell me? Question 2: How much? Question 3: Why should I believe you? Question 4: What's in it for me?

What it is… An irresistible Proposition is an effective marketing concept. You stack on benefit after benefit and bonus after bonus until the buyer cries “uncle!" and has to give in to the overwhelming evidence provided! An Irresistible Proposition Is Not a Statement of Fact but a Statement of Value. You have been in business for 20 years, so what, no one cares, not really-

Irresistible Proposition Isn’t… The Irresistible Proposition Will Not Be A Statement of Bragging Rights… So, you're the biggest sporting goods store in Vermont? Again, no one really cares, and even if they do, it's not enough to get them to buy now! The Irresistible Proposition Is Not just a Benefit The Irresistible Proposition Is Not just a U.S.P. Shoot, no one can even agree on what that it means!

3 PARTS OF AN IRRESISTIBLE PROPOSITION The Irresistible Proposition is composed of three elements: 1.A High R.O.I. Proposition 2.A L.I.F.E. Stone 3.Believability

The High R.O.I. Proposition Remember the core FUNDAMENTALS of business are to make and finalize propositions! A high R.O.I. is fundamental, but too many businesses and entrepreneurs today are straying from this basic principle. R.O.I. means "Return on Investment” Every purchase is essentially an investment.

What's a L.I.F.E. Stone? It's a statement that addresses as many of the following points as possible: ✓ Here’s what we are selling. ✓ Here's how much it will cost. ✓ Here’s what's in for you. ✓ Here’s why you should trust us. ✓ No matter what, your Touchstone must say:  Here’s a great proposition - Here's a deal for you so great that you’d be a fool to pass it up!

CLARITY Don't make your customer try to interpret what you're saying…They won't bother. Go right to their minds with a crisp message that leaves nothing to the imagination.

SIMPLICITY People have enough complexity in their lives. They're not looking for more, particularly from someone trying to sell them something. Your L.I.F.E. Stone should be a simple statement that is easily understandable.

BREVITY Aren't you usually in a hurry? So is your customer. Respect that and keep it short. Really short. We're talking a single crisp eyeful here at most.

IMMEDIACY Your LIFE Stone cuts right to the chase. You're no longer selling yourself or your commodity. You're simply laying out the facts and letting the customers see the value for themselves. If your proposition is strong enough, you don't need to pitch it.

Dominos Pizza Great L.I.F.E stones in History The L.I.F.E. Stone had three of the four important concepts beautifully. 1.Here's what we're selling-fast pizza. 2.Here's what's in it for you-pizza immediately when you’re hungry, or a free pizza. 3.Here's why you should trust us- if we don't keep our promise, you've got a free dinner. Was there a high ROI Proposition? No. Because, in the beginning, Domino's wasn't propositioning a great pizza for a fair price. It was fast, but it wasn't a great return on investment for the customer seeking a good-tasting pizza. The L.I.F.E. Stone lit the fuse, but it took a high ROI proposition (a better pizza for a good price) to keep the flames blazing over the long run. The L.I.F.E. Stone -"Pizza hot and fresh to your door in 30 minutes... or less... or it's free” One of the best ever created! It doesn't say anything about the quality of the pizza. And, in the company's early days, that was just as well.

Columbia House Great L.I.F.E. stones in History TIP: Persistent marketing is good marketing. If you see an ad appear again and again over time, by the sheer economics of it, it is most likely very effective marketing. Poor marketing doesn't last long, because the money earned from it will dry up and the campaign cannot be sustained. The L.I.F.E. Stone-"10 CDs for 1 Cent"- is a great one. So good, in fact, that a variation of it has been used by numerous CD and book clubs for many years, and is still used today.