31-offer-design-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:

1. Core deliverable.
2. Bonuses that answer real objections.
3. Guarantee or risk reversal.
4. Honest scarcity or urgency.
5. Offer name.
6. 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

```markdown
# 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.