In 2005, Mark Joyner* alerted about the loss of effectiveness of the traditional marketing methods while consumers, with less time available, became smarter and smarter. He proposed a new socially responsible way of doing business that he named “The Irresistible Offer”. In his book, he explained how marketing was destroying the planet and lowering people’s values. Marketers applied the easiest sales formula: appeal to the most basic human needs and exploit weaknesses inherent in people’s psychology. They offered a happy world in exchange for a product that would attract success. Decision making was considered an irrational process.
He described the average American citizen, liable to get into debt to buy silly and sometimes harmful things that they didn’t need. This mechanism has also pushed people to a decrease in their values. They were bombarded with messages showing that selfishness, greed and shallowness are acceptable.
He predicted that, in this context, increasingly indebted but at the same time more educated
consumers with access to a lot of information on the internet would have less tolerance to that kind of marketing. “An angry and educated consumer is a dangerous foe for the marketer to face”.
This leads the author to define “The Irresistible Offer” as an alternative to the “old” marketing. This method is about understanding the logic behind a purchase decision and offering something that can help the customer in a genuine way. He stated that marketing with high level of integrity and still profitable was possible.
The irresistible offer is the reason why customers purchase. It is the strength behind the decision making process. This method can close a deal in the prospect’s mind within the first three seconds of getting in touch with your marketing.
It applies technology and information to sale within an ethical framework of honesty and integrity but yet increasing profitability. It combines psychology, sciences and the art of creating an irresistible offer with buyers’ behaviour in perfect balance.
*Former US Army Officer and Cold War veteran of military intelligence, Mark Joyner has had a pioneering role in digital
marketing. He founded more than 30 startups including the web app Simpleology, where currently acts as CEO. Joyner referred to “The Irresistible Offer” as a new marketing method that is both socially responsible and more effective than the old ways.
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