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31-offer-design

Dung khi goi ban chua du hap dan va can dong goi lai — value stack, bonus, bao hanh va dao nguoc rui ro, ly do gap rut co that, cau truc upsell va downsell, dong goi dich vu thanh san pham ban duoc. Kich hoat khi user nhac 'thiet ke offer', 'offer khong convert', 'value stack', 'bonus stack', 'guarantee', 'risk reversal', 'upsell downsell', 'goi coaching', 'khach thay dat qua', 'ban gi thi khach moi mua'. Khong dung cho — chon con so gia va bac goi thi dung skill 17-pricing-strategy; offer MIEN PHI de doi thong tin lien he thi dung skill 70-lead-magnet; viet copy ban offer da chot thi dung skill 05-copy-quang-cao.

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  • SKILL.md4.5 KB
  • references/offer-framework.md7.0 KB

SKILL.md(原文)

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Offer Design

Offer la "thu minh ban": ket qua, goi thanh phan, bao dam, bonus, ly do han che, cach thanh toan. Copy tot khong cuu duoc offer yeu; pricing dung nhung offer mo ho van kho ban.

Thu thap thong tin

Doc .agents/product-marketing-context.md neu co. Neu thieu, hoi toi da 4 cau: san pham/dich vu ban gi, khach hang nao, gia hien tai/du kien, ly do khach con do du. Neu user co landing page, sales page, proposal, pricing sheet, hay lay do lam dau vao. Neu can chi tiet, doc references/offer-framework.md.

Khi nao dung skill nay

Dung khi user can lam goi ban hap dan hon:

  • Dich vu agency, tu van, coaching, khoa hoc, info product, membership, high-ticket B2B.
  • Goi san pham can bonus, guarantee, payment plan, upsell/downsell.
  • Offer dang co traffic/leads nhung conversion thap.

Khong dung skill nay de chi tinh gia. Neu chi can tier/gia/break-even, dung 17-pricing-strategy truoc.

Workflow

1. Chuan doan offer hien tai

Cham 5 diem, moi diem 1-5:

DiemCau hoi
Ket quaKhach mua xong dat duoc dieu gi cu the?
Bang chungHo co tin minh lam duoc khong?
Toc doBao lau thay gia tri dau tien?
No lucKhach phai tu lam nhieu khong?
Rui roNeu khong thanh cong, ai chiu rui ro?

Uu tien sua diem thap nhat truoc.

2. Xay value equation

Tang hap dan bang 4 don bay:

  • Tang dream outcome: noi ket qua ro hon, gan voi tien/thoi gian/danh tieng/suc khoe.
  • Tang perceived likelihood: proof, case study, demo, guarantee, quy trinh.
  • Giam time delay: quick win, onboarding nhanh, first milestone.
  • Giam effort/sacrifice: template, done-for-you, support, automation.

3. Lap cau truc offer

Mot offer day du gom:

  1. Core deliverable: thu chinh khach tra tien.
  2. Bonus: chi them khi xu ly phan doi that.
  3. Guarantee/risk reversal: cam ket trung thuc, khong hua qua kha nang.
  4. Scarcity/urgency: chi dung khi co gioi han that.
  5. Name: ten goi de nho, noi dung, khong hype.
  6. Price/payment: gia, tra gop, deposit, upsell/downsell.

4. Tao ladder

Neu phu hop, de xuat 3 bac:

BacVai tro
EntryGiam rao can, lay trust, dung cho user moi
CoreGoi chinh can ban nhieu nhat
PremiumDone-for-you / toc do cao / support sau

5. Kiem tra dao duc

Loai bo fake scarcity, guarantee khong the thuc hien, bonus phong to gia tri ao, claim qua muc, va ngon ngu "lam giau nhanh".

Output template

# Offer Design — [Ten offer]

## 1. Chuan doan hien tai
| Thanh phan | Diem | Van de | Uu tien sua |

## 2. Khach hang va ket qua
- ICP:
- Pain:
- Dream outcome:
- Moment of value dau tien:

## 3. Offer moi
- Ten offer:
- Core deliverable:
- Bonus:
- Guarantee:
- Scarcity/urgency that:
- Price/payment:

## 4. Value stack
| Thanh phan | Phan doi xu ly | Gia tri cam nhan | Ghi chu |

## 5. Funnel lien quan
- Landing page can sua:
- Copy/ad angle can sua:
- Email follow-up:
- Upsell/downsell:

## 6. Test plan
| Gia thuyet | Bien test | Metric | Thoi gian |

Lien ket skill

  • 17-pricing-strategy: tinh gia, tier, break-even.
  • 05-copy-quang-cao: viet copy trinh bay offer.
  • 12-brief-landing-page: dua offer len landing page.
  • 19-ab-test-setup: test guarantee, bonus, headline, price display.

Checklist chat luong

  • Ket qua chinh ro hon tinh nang.
  • Bonus xu ly phan doi that, khong dung de lam day goi.
  • Guarantee dung kha nang van hanh.
  • Scarcity co ly do that va co the kiem chung.
  • Gia va payment plan khong pha margin.
  • Output co hanh dong tiep theo cho copy, landing page, email, sales.

レビュー

まだレビューはありません。使ってみた感想をお寄せください。

同じリポジトリのスキル

概要と使いどころ

Dung khi can ke hoach marketing tong the cho mot ky — muc tieu, phan khuc, kenh, ngan sach, timeline, KPI va ma tran rui ro. Co ca che do ban day du va che do ke hoach 1 trang cho chu doanh nghiep nho. Kich hoat khi user nhac 'lap ke hoach marketing', 'ke hoach MKT', 'marketing plan', 'chien luoc marketing nam', 'plan quy toi', 'ke hoach 1 trang'. Khong dung cho — tinh nguoc ngan sach tu doanh thu thi dung skill 10-tinh-kpi-nguoc; phan bo ngan sach chi tiet theo kenh thi dung skill 61-budget-planning; brief mot chien dich cu the thi dung skill 02-brief-chien-dich.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

Use when the user needs an overall marketing plan for a period — objectives, segments, positioning, channel mix, content direction, budget, timeline, KPIs, and a risk matrix, adapted to US, EU, SEA, or LATAM. Trigger on 'marketing plan', 'marketing strategy for next year', 'go-to-market roadmap', 'plan for Q3', 'we have no marketing plan', 'where should we spend next quarter'. Also use when a founder only says the business needs to grow and has no idea which channel to start with. Not for — one specific campaign, see `02-campaign-brief-global`; working backward from a revenue goal to spend, see `10-reverse-kpi-global`; splitting a budget across channels and months, see `61-budget-planning-global`; taking a brand new product to market, see `59-go-to-market-global`.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

Use when the user needs a monthly or weekly content calendar — posting schedule per channel, funnel ratio, content pillars, repurposing matrix, and an owner per slot. Trigger on 'content calendar', 'posting schedule', 'what should we post this month', 'editorial calendar', 'social media plan', 'we post randomly with no plan'. Also use when the user only says the team keeps running out of things to post. Not for — the brief for one specific post, see `36-content-brief-global`; the caption text itself, see `37-social-caption-global`; deciding next period content from last period data, see `40-next-content-plan-global`; a paid campaign timeline, see `02-campaign-brief-global`.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

Dung khi can lich dang bai cho ca thang — chot content pillar va ti le, xep bai theo ngay va khung gio, ma tran tai su dung noi dung, va gan muc tieu cho tung tru cot. Kich hoat khi user nhac 'lich noi dung', 'content calendar', 'thang nay dang gi', 'len lich dang bai', 'ke hoach content thang', 'phan bo noi dung'. Khong dung cho — brief tung bai truoc khi viet thi dung skill 36-content-brief; viet caption thanh pham thi dung skill 37-caption-social; lap plan ky sau tu data thi dung skill 40-next-content-plan.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

Dung khi can brief mot chien dich cu the cho ca team thuc thi — muc tieu, thong diep, deliverable, timeline phan cong theo tuan, gate duyet va ma tran rui ro. Kich hoat khi user nhac 'brief chien dich', 'ke hoach campaign', 'len brief cho team', 'chien dich thang toi', 'phan cong campaign', 'timeline chien dich'. Khong dung cho — ke hoach marketing ca ky thi dung skill 00-ke-hoach-mkt; danh sach asset can thiet ke thi dung skill 41-campaign-asset-list; giao viec cho tung nguoi thi dung skill 64-team-brief.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

Use when a specific campaign needs a brief the whole team can execute from — context, objective, audience, core message, creative direction, channels, deliverables, week-by-week timeline, approval gates, and risks. Trigger on 'campaign brief', 'creative brief', 'launch brief', 'brief the team on this campaign', 'we are running a promo next month', 'what is the plan for this campaign'. Also use when the user describes a promotion out loud and asks for something the team can actually run. Not for — the whole period plan, see `00-marketing-plan-global`; the list of design files needed, see `41-campaign-asset-list-global`; assigning work to one person, see `64-team-brief-global`; a new product launch sequence, see `59-go-to-market-global`.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

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