The Irresistible Offer

Pearls of Wisdom from Liz Straus on how to build a value proposition that is truly irresistible. Connect with their Intellect : It has to make sense. "I know the fiber and whole grain in Frosted Mini Wheats is good for me"

Satisfy their Emotions : It's got to feel good. "The hint of sugar on Frosted Mini Wheats makes me feel like a kid again--makes something that's good for me enjoyable."

Fit Effortlessly into their Lives : It has to be easy. "Neither the fiber nor the frosting will get me to eat Frosted Mini Wheats if I don't eat breakfast." [But, convince me that it's a great snack for when I'm stuck in traffic, or that my three-year-old will love them and you might have a chance.]

*Note: don't confuse attractiveness with irresistibility. Attractiveness grabs, Irresistibility retains. One is about you, the other is about them.