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31-offer-design-global

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`.

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SKILL.md4.4 KB
references/offer-framework.md2.3 KB

SKILL.md（原文）

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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.

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