When working in a business, it is your main job to sell something. Whatever your business happens to be, everything always boils down to selling something to someone and making a profit. In my business class, we have been learning how to do this. This week, the focus has been on Mark Joyner’s book: The Irresistible Offer. Today I have been asked to watch the following advertisements, and determine which one best follows Joyner’s standards on irresistible offers.
Radio Shack TRS-80 Computer (1980)
Commodore (1987)- Australia
American Express (late 1960’s)
Of these four ads, I thought the Commodore IBM PC commercial followed the standards the best. The ad follows most of the rules that Joyner laid out in the book. For example, Joyner says in his book to make the offer POP, and make sure that people feel that they absolutely need to buy the product.
In the 1960’s, a man named Ron Popeil formed his business Ronco. Ron then coined the phrase, “But Wait! There’s More!” This is important because in an irresistible offer, you want to attract your audience’s attention. One way to do this is to add more to the offer. This is exactly what the Commodore commercial, and people like Ron Popeil did.
Although I thought this was the best ad of the group, that does not mean that it was perfect. For example, Joyner says that an ad should give an easy way to get the product. However, in the commercial, there was only one mention of how to get the product. This was: go to the store!
There should be more ways to get ahold of the product than simply going to the store. This is especially true since in 1987 most families had home phones. Since that was the case, the company should have had a phone number that customers could call in order to obtain this product.
One intelligent thing that the company DID do was to create a way for people to think that they are saving money. In other words, they told the audience that they could basically save $1,000. People are always more likely to buy a product if they think that they are saving money. However, the company will probably get the original price through warranty and shipping prices.
Commodore also sold the product by telling the audience all of the things that the computer can do. For example, it can do most large programs that other computers can do. However, what made it an easy sell was that it was easy to move, and it was small.
In conclusion, the Commodore IBM PC followed Joyner’s standards more than the other ads in this list. Although the commercial still had some problems, it was a pretty good ad and it most likely sold the product.
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(Which ad did you think was the best? Do you agree with me? Let me know what you thought in the comments!)
Until next time, your friendly neighborhood Homeschooler…