| 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]
