mfwarren Offer Creation
Build irresistible offers using the $100M Offers framework. Structure value stacks, guarantees, bonuses, and pricing that make saying "no" feel irrational.
Purpose
Most founders sell a product. Great founders sell an offer. This skill walks through the complete process of turning a product or service into a "grand slam offer" — one where the perceived value so far exceeds the price that buying becomes the obvious choice.
Workflow
Step 1: Define the Dream Outcome
Ask the user:
- What does your customer want more than anything? (The dream outcome, not your product)
- How long does it currently take them to get there?
- What have they already tried that failed?
- What's the biggest risk they perceive in buying?
Step 2: Apply the Value Equation
Value = (Dream Outcome x Perceived Likelihood of Achievement) /
(Time Delay x Effort & Sacrifice)
For maximum value, work all four levers:
- Increase Dream Outcome — Make the end result bigger, more specific, more desirable
- Increase Perceived Likelihood — Add proof, guarantees, credentials, case studies
- Decrease Time Delay — Faster results, quick wins, immediate access
- Decrease Effort & Sacrifice — Done-for-you, templates, automation, simplicity
Step 3: Build the Value Stack
List every component of the offer. For each, define:
| Component | What It Is | Value to Customer |
|---|---|---|
| Core offer | The main product/service | $X,XXX |
| Bonus 1 | Accelerator, template, tool | $XXX |
| Bonus 2 | Access, community, support | $XXX |
| Bonus 3 | Speed/convenience upgrade | $XXX |
| Total Value | $XX,XXX | |
| Price | $X,XXX |
The stack should make the price feel absurdly low compared to total value. Aim for 10:1 value-to-price ratio minimum.
Step 4: Design the Guarantee
Choose a guarantee type:
- Unconditional — "Full refund, no questions asked, 30 days"
- Conditional — "Do X, Y, Z and if you don't get [result], full refund"
- Anti-guarantee — "This is NOT for everyone. We're selective." (scarcity play)
- Performance — "We'll work for free until you hit [metric]"
- Reversed risk — "Keep the bonuses even if you refund"
The best guarantee addresses the customer's #1 fear directly.
Step 5: Name the Offer
The name should communicate the result, not the mechanism:
- Bad: "Marketing Consulting Package"
- Good: "The 90-Day Revenue Accelerator"
- Bad: "SEO Service"
- Good: "Page One in 60 Days"
Formula: [Timeframe] + [Dream Outcome] + [Container Word] Examples: "System", "Accelerator", "Blueprint", "Engine", "Formula"
Step 6: Set the Price
Pricing principles:
- Price on value delivered, not time spent
- The price should feel like a fraction of the outcome
- If no one says "that's expensive," you're too cheap
- Include payment plan options to reduce friction (not discount)
- Never compete on price — compete on value
Step 7: Write the Offer Summary
Produce a complete offer one-pager the user can put on a sales page, pitch deck, or proposal.
Output Format
## [Offer Name]
### The Problem
[1-2 sentences on the pain point]
### The Dream Outcome
[What the customer gets — specific, measurable]
### What's Included
**Core: [Core Product/Service Name]** (Value: $X,XXX)
[Description]
**Bonus 1: [Name]** (Value: $XXX)
[Description]
**Bonus 2: [Name]** (Value: $XXX)
[Description]
**Bonus 3: [Name]** (Value: $XXX)
[Description]
### Total Value: $XX,XXX
### Your Investment: $X,XXX
### Guarantee
[Guarantee statement]
### Who This Is For
- [Ideal customer trait 1]
- [Ideal customer trait 2]
- [Ideal customer trait 3]
### Who This Is NOT For
- [Disqualifier 1]
- [Disqualifier 2]
Constraints
- Never create offers with fake or inflated value numbers — every value claim must be defensible
- Don't stack bonuses that are irrelevant to the core outcome
- Guarantees must be ones the user can actually honor
- Pricing should be realistic for the user's market and business stage
- Always note if an offer element is aspirational vs. something they can deliver today