Hey Brian, I’m guessing that we just don’t agree what the book was about. I don’t see it as a copywriting book, I see it as how to formulate an offer. The word copywriting is not even used in a chapter heading.

Good thing is we don’t have to either one of us be right or wrong.

That’s the good thing about books/content/articles/posts, you get what you can and I get what I can. Win-win.

I think my own business model is getting in the way on this one.

I actually have this book queued up at Audible. I just read (out of order) his follow up book, The Great Formula, which I thought was overflowing with great Internet marketing ideas.

Not to say it’s a good copywriting book–it’s not–but if you thought you got some good ideas out of Irresistable, you should check out the follow up.

They’re in differnet stages of completion. I’m now taking action on them… one at a time … until I complete one and then work on the next.

I feel rather like I have ADD or too many ideas, which could be the same thing !

I’ll have to give it up to you Brian, that’s an excellent point.

I guess what you’re saying is that we should let the customers desires be our guide ?

Novel concept. Think it’ll ever catch on ?

BTW – Thanks Martin.

And yes… Dominos is still around. You’ve got to give credit to an offer that recognized that people will choose fast and dependable over good when it comes to pizza, and it’s that type of insight into actual consumer behavior (as opposed to what the company thinks is the appropriate way people should think or act) that makes the example such a good one.