Offer Design (Global)
An offer is what the customer actually buys: outcome, package, proof, guarantee, bonuses, constraints, and payment structure. Better copy cannot rescue a weak offer.
Information gathering
Read .agents/product-marketing-context-global.md if available. Ask up to 4 questions: what is sold, who buys it, current or intended price, and why buyers hesitate. If the user has a sales page, proposal, pricing sheet, or funnel, use it as input. For details, read references/offer-framework.md.
When to use
Use this skill for:
- Services, agencies, consulting, coaching, courses, memberships, high-ticket B2B.
- Packages needing bonuses, guarantees, payment plans, upsells, or downsells.
- Offers with traffic or leads but weak conversion.
If the user only needs price tiers, margins, or break-even math, use 17-pricing-strategy-global first.
Workflow
1. Diagnose the current offer
Score each dimension 1-5:
| Dimension |
Question |
| Outcome |
What concrete result does the buyer get? |
| Proof |
Why should they believe this will work? |
| Speed |
How soon do they see first value? |
| Effort |
How much must the buyer do alone? |
| Risk |
Who carries risk if it fails? |
Fix the lowest score first.
2. Improve the value equation
Use 4 levers:
- Increase dream outcome with a clearer business or personal result.
- Increase perceived likelihood with proof, process, demos, and guarantee.
- Decrease time delay with quick wins and first milestones.
- Decrease effort/sacrifice with templates, done-for-you setup, support, or automation.
3. Build the offer anatomy
Include:
- Core deliverable.
- Bonuses that answer real objections.
- Guarantee or risk reversal.
- Honest scarcity or urgency.
- Offer name.
- Price and payment structure.
4. Create the ladder
When useful, create 3 levels:
| Level |
Role |
| Entry |
Lower friction and build trust |
| Core |
Main offer to sell most often |
| Premium |
Faster, done-for-you, or higher-touch support |
5. Check ethics and operational fit
Remove fake scarcity, impossible guarantees, inflated bonus value, exaggerated claims, and get-rich-fast language.
Output template
# Offer Design — [Offer name]
## 1. Current diagnosis
| Component | Score | Problem | Priority fix |
## 2. Buyer and outcome
- ICP:
- Pain:
- Dream outcome:
- First value moment:
## 3. New offer
- Name:
- Core deliverable:
- Bonuses:
- Guarantee:
- Real scarcity/urgency:
- Price/payment:
## 4. Value stack
| Component | Objection handled | Perceived value | Notes |
## 5. Funnel implications
- Landing page changes:
- Ad/copy angles:
- Email follow-up:
- Upsell/downsell:
## 6. Test plan
| Hypothesis | Variable | Metric | Duration |
Related skills
17-pricing-strategy-global: price tiers, break-even, and pricing psychology.05-ad-copy-global: copy that presents the offer.12-landing-page-brief-global: landing page structure.19-ab-test-setup-global: testing guarantee, bonus, headline, or price display.
Quality checklist
- Lead with outcomes, not features.
- Every bonus handles a real objection.
- Guarantee is operationally realistic.
- Scarcity has a verifiable reason.
- Price and payment plan protect margin.
- Output gives next actions for copy, landing page, email, and sales.
1---
2name: 31-offer-design-global
3description: "Use when the WHAT being sold needs work, not the price and not the copy — core promise, value stack, bonuses, guarantee and risk reversal, honest scarcity and urgency, tier packaging, upsell and downsell paths, and high-ticket or productized service structures. Trigger on 'design an offer', 'irresistible offer', 'value stack', 'add a guarantee', 'my offer is not converting', 'people say it is too expensive'. Also use when traffic and copy are fine and nobody is buying anyway. Not for — the number on the price tag, see `17-pricing-strategy-global`; the ad text selling it, see `05-ad-copy-global`; the page it sits on, see `12-landing-page-brief-global`; the launch sequence, see `59-go-to-market-global`."
4metadata:
5 version: 1.0.1
6 category: strategy
7license: MIT
8triggers:
9 - "offer"
10 - "value stack"
11 - "bonus stack"
12 - "guarantee"
13 - "risk reversal"
14 - "upsell"
15 - "high-ticket"
16related:
17 - product-marketing-context-global
18 - 05-ad-copy-global
19 - 12-landing-page-brief-global
20 - 16-marketing-psychology-global
21 - 17-pricing-strategy-global
22---
23
24# Offer Design (Global)
25
26An offer is what the customer actually buys: outcome, package, proof, guarantee, bonuses, constraints, and payment structure. Better copy cannot rescue a weak offer.
27
28## Information gathering
29
30Read `.agents/product-marketing-context-global.md` if available. Ask up to 4 questions: what is sold, who buys it, current or intended price, and why buyers hesitate. If the user has a sales page, proposal, pricing sheet, or funnel, use it as input. For details, read `references/offer-framework.md`.
31
32## When to use
33
34Use this skill for:
35
36- Services, agencies, consulting, coaching, courses, memberships, high-ticket B2B.
37- Packages needing bonuses, guarantees, payment plans, upsells, or downsells.
38- Offers with traffic or leads but weak conversion.
39
40If the user only needs price tiers, margins, or break-even math, use `17-pricing-strategy-global` first.
41
42## Workflow
43
44### 1. Diagnose the current offer
45
46Score each dimension 1-5:
47
48| Dimension | Question |
49|-----------|----------|
50| Outcome | What concrete result does the buyer get? |
51| Proof | Why should they believe this will work? |
52| Speed | How soon do they see first value? |
53| Effort | How much must the buyer do alone? |
54| Risk | Who carries risk if it fails? |
55
56Fix the lowest score first.
57
58### 2. Improve the value equation
59
60Use 4 levers:
61
62- Increase **dream outcome** with a clearer business or personal result.
63- Increase **perceived likelihood** with proof, process, demos, and guarantee.
64- Decrease **time delay** with quick wins and first milestones.
65- Decrease **effort/sacrifice** with templates, done-for-you setup, support, or automation.
66
67### 3. Build the offer anatomy
68
69Include:
70
711. Core deliverable.
722. Bonuses that answer real objections.
733. Guarantee or risk reversal.
744. Honest scarcity or urgency.
755. Offer name.
766. Price and payment structure.
77
78### 4. Create the ladder
79
80When useful, create 3 levels:
81
82| Level | Role |
83|-------|------|
84| Entry | Lower friction and build trust |
85| Core | Main offer to sell most often |
86| Premium | Faster, done-for-you, or higher-touch support |
87
88### 5. Check ethics and operational fit
89
90Remove fake scarcity, impossible guarantees, inflated bonus value, exaggerated claims, and get-rich-fast language.
91
92## Output template
93
94```markdown
95# Offer Design — [Offer name]
96
97## 1. Current diagnosis
98| Component | Score | Problem | Priority fix |
99
100## 2. Buyer and outcome
101- ICP:
102- Pain:
103- Dream outcome:
104- First value moment:
105
106## 3. New offer
107- Name:
108- Core deliverable:
109- Bonuses:
110- Guarantee:
111- Real scarcity/urgency:
112- Price/payment:
113
114## 4. Value stack
115| Component | Objection handled | Perceived value | Notes |
116
117## 5. Funnel implications
118- Landing page changes:
119- Ad/copy angles:
120- Email follow-up:
121- Upsell/downsell:
122
123## 6. Test plan
124| Hypothesis | Variable | Metric | Duration |
125```
126
127## Related skills
128
129- `17-pricing-strategy-global`: price tiers, break-even, and pricing psychology.
130- `05-ad-copy-global`: copy that presents the offer.
131- `12-landing-page-brief-global`: landing page structure.
132- `19-ab-test-setup-global`: testing guarantee, bonus, headline, or price display.
133
134## Quality checklist
135
136- Lead with outcomes, not features.
137- Every bonus handles a real objection.
138- Guarantee is operationally realistic.
139- Scarcity has a verifiable reason.
140- Price and payment plan protect margin.
141- Output gives next actions for copy, landing page, email, and sales.
gabrielmoreira