What I really liked about it was the prospective and angle Mark wrote the book from. The “Core Imperative of Business” as he defined it is to develop The Offer. The irresistible one. The Offer that cannot be turned down and that will become your winning solution and brand for the market.

From the very beginning Mark describes why marketing gimmicks and tricks quickly become history. He shows why the irresistible offer is the only adequate response to the marketing challenges of the future and how it can satisfy “unspoken inner dialog” of a potential customer and sell within 3 seconds.

Inside “The Irresistible Offer” you will learn core principles on how to:
- construct your high ROI offer,
- develop your touchstone,
- make it believable
and turn them into THE truly irresistible offer that people couldn’t be able to pass up, making the whole job of selling dead simple and even pleasant, since you stop pitching and start satisfying wants and needs in the most open, honest and straightforward way that appeals to clear logic and emotions.

You will also read about The Great Formula. Mark shows a good number of proven profit maximization strategies and even supply a reader with the offer intensifiers to strengthen already powerful offer for almost immediate positive response. On top of it he gives a questionnaire, so you can estimate the potential response on your offer even before it sees a light.

It’s not surprising that the biggest chapter of the book is devoted to the ‘word-of-mouth’ marketing as the most powerful passive marketing strategy no money can buy. After all, Mark is the viral marketer. You will see the examples of viral marketing in action, dissect its algorithm and learn about available “leverages” for launching a word-of-mouth promotion with the most favorable multiplying results you can expect.

To sum up, Mark’s $24 book was irresistible and extremely high ROI offer for me and thousands of other business owners. If you ask me, I highly recommend it for your business library. You will even get a $397 audio & software package free inside the book.