offer-design

name	offer-design
description	Use when designing or improving an offer, package, pricing page argument, plan structure, guarantee, bonus, trial, annual discount, service bundle, or upgrade path.

Offer Design

Shape the offer around buyer anxiety, adoption path, fulfillment constraints, and plan boundaries.

Understand The Sale

Identify:

• Buyer and user.
• Desired outcome.
• Current alternative.
• Price or expected budget.
• Purchase anxiety.
• Fulfillment cost and margin risk.
• Proof available.
• Sales motion: self-serve, sales-led, product-led, service-led, marketplace.

If the user asks for copy before the offer is clear, define the offer first.

Inspect Offer Fit

Break it into fit dimensions:

• Buyer anxiety: what makes the purchase feel risky.
• Adoption path: what has to happen after purchase for value to appear.
• Fulfillment constraint: what the business must deliver reliably.
• Support burden: where customers will need help.
• Abuse risk: how guarantees, trials, discounts, or unlimited use can be misused.
• Plan boundary: what separates small, growing, and high-value customers.
• Proof threshold: what evidence the buyer needs before paying.
• Price logic: how price maps to value, usage, or urgency.

Flag weak spots: vague deliverables, fake urgency, unpriced complexity, guarantees that create abuse, discounts that train waiting, support promises the team cannot honor, or plan tiers that punish the best customers.

Redesign

Offer 2-3 structures:

• Simple offer: easiest to understand and buy.
• Proof-heavy offer: best when trust is the barrier.
• Expansion offer: best when land-and-expand matters.

For each, define the promise, included pieces, exclusions, price logic, risk reversal, and reason to act now.

Watch Outs

• Do not invent scarcity.
• Do not recommend a guarantee the business cannot honor.
• Tie bonuses to purchase anxiety, not random perceived value.
• Use a value metric customers can understand and the business can support.
• Keep plan differences based on customer maturity or usage, not arbitrary feature hiding.

Output

Offer fit diagnosis:
[what is clear, what is weak]

Purchase anxiety:
- [fear]
- [fear]

Recommended offer:
Name:
For:
Promise:
Includes:
Excludes:
Price logic:
Adoption support:
Risk handling:
Abuse boundary:
Plan boundary:

Alternative structures:
1. [option] - [when to use]
2. [option] - [when to use]

Copy-ready bullets:
- [bullet]
- [bullet]
- [bullet]