| name | 31-offer-design-global |
| description | 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`. |
| metadata | {"version":"1.0.1","category":"strategy"} |
| license | MIT |
| triggers | ["offer","value stack","bonus stack","guarantee","risk reversal","upsell","high-ticket"] |
| related | ["product-marketing-context-global","05-ad-copy-global","12-landing-page-brief-global","16-marketing-psychology-global","17-pricing-strategy-global"] |
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.
