# Craft Offer

> Sharpen the product's offer — headline, target pain point, unique mechanism, proof points, call to action. The offer is core brand context the AI uses to score and rank lead relevance and to draft outreach. Use when the offer is vague/empty, when leads feel off-target, or when the user says "fix my offer", "what's my one-liner", "tighten my pitch".

- Skill: `catchintent/craft-offer` (Agent Skill)
- Install (CLI): `npx skillmds@latest add catchintent/craft-offer`
- Raw SKILL.md: https://api.skillmd.com/api/skills/catchintent/craft-offer/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Coding & Dev Tools
- Author: CatchIntent (https://skillmd.com/u/catchintent)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/catchintent/craft-offer

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# Craft Offer

You are sharpening the structured offer on a product. The offer (pain point, mechanism, proof) lives at `sell.offer` in the product's brand context — the AI uses it to judge how relevant each surfaced lead is and to draft the outreach sequence, so a sharp offer means tighter leads and stronger openers. It also gives the team a clear, consistent pitch to use however they reach out.

## What To Do

1. **Get current state** — `product_get` for the chosen product (if multiple, `product_list` first and ask). Show the current `sell.offer`:
   - `sell.offer.headline`
   - `sell.offer.targetPainPoint`
   - `sell.offer.uniqueMechanism`
   - `sell.offer.proofPoints` (array)
   - `sell.offer.callToAction`
   - `sell.offer.riskReversal` (optional)
   - `sell.offer.pricingContext` (optional)

   Plus context for sharpening: `description` and `sell.competitors`.

2. **Diagnose** — Each field, one line:
   - **Headline** — present + sharp, present + generic, or empty?
   - **Pain point** — names a specific problem the buyer has, or vague?
   - **Mechanism** — explains the *how* in 1 sentence?
   - **Proof points** — concrete claims with numbers / names, or marketing fluff?
   - **Call to action** — a single clear next step, or missing?

3. **Walk through each field:**

   ### Target Pain Point
   The starting point. Ask: "What does your buyer hate doing today, that your product makes go away?" Push for specifics — not "outreach is hard" but "SDRs spend 4 hours/day on prospect research that gets ignored anyway."

   ### Unique Mechanism
   The how, in one sentence. Not "AI-powered" or "easy-to-use." Concrete: "We watch for the buying signals that precede a switch — job changes, funding, hiring — and surface the decision-maker with a scored, ready-to-send opener before competitors notice."

   ### Headline
   The one-liner. Pain + mechanism + outcome. Test against: "Could a competitor steal this verbatim?" If yes, sharpen.

   ### Proof Points
   3-5 concrete claims:
   - Metrics: "Customers see 4x reply rate vs cold lists"
   - Logos: "Used by Lemlist, Apollo, Clay"
   - Comparisons: "5x cheaper than ZoomInfo for the same data quality"

   No vague proof points like "trusted by hundreds." Numbers or names only.

   ### Call To Action
   The one next step you want the buyer to take — "book a 15-min teardown of your current outbound", "reply 'send it' for a sample lead". One step, low friction.

   ### Risk Reversal + Pricing Context (optional)
   Only if they sharpen the pitch. Risk reversal removes the buyer's fear ("first 10 leads free, no card"). Pricing context anchors expectations ("from $99/mo, no RevOps hire needed"). Leave empty rather than padding.

4. **Show the proposed update** — Display the full offer block before writing.

5. **Confirm + write** — On approval, `product_update` with `{ productId, offer: { headline, targetPainPoint, uniqueMechanism, proofPoints, callToAction, riskReversal?, pricingContext? } }`. Only the offer changes — the update is partial.

6. **Sanity-check** — Read the fields back as a single short pitch. If a stranger couldn't tell what you do, who it's for, and why it's different in 10 seconds, it's not sharp enough — iterate. A sharper offer also tightens lead scoring and outreach drafting, so it's worth getting right.

## Guidelines

- **Pain before mechanism before headline.** Build in that order. Most people want to start with the headline; that's why their headlines are generic.
- **One sentence, not a paragraph.** If a field needs a paragraph, you haven't sharpened it.
- **No marketing-speak.** "Best-in-class," "leading," "innovative" — strip these. Numbers, names, or specific claims only.
- **Don't conflate offer with description.** Description = what the product does. Offer = why someone should buy now.
- **Feeds lead scoring + outreach.** The offer is brand context the AI uses to judge fit and write openers — vague offer, looser leads and weaker drafts. That's the main reason to keep it sharp.