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`.
git clone --depth 1 https://github.com/minhnv0807/ai-business-skills /tmp/31-offer-design-global && cp -r /tmp/31-offer-design-global/skills/en/31-offer-design-global ~/.claude/skills/31-offer-design-globalSKILL.md
# 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.
Ke hoach Fullstack Marketing — master skill tong hop chien luoc, noi dung, trien khai, hieu suat, va timeline. Goi cac skill con de hoan thien output.
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`.
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`.
Lich noi dung thang — len lich dang bai da kenh voi ti le pheu, content pillar, repurposing matrix, va scoring tieu chi.
Brief chien dich marketing — 9 phan day du tu Context den Risk, bao gom creative direction, RACI, budget allocation theo phase, va auto-trigger cac skill lien quan.
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`.
Danh gia hieu suat marketing — audit performance ads va organic, chan doan root cause, de xuat toi uu voi action plan 48h va checklist hang tuan.
Use when marketing numbers look bad and the user needs to know WHY — layered root-cause diagnosis across tracking, delivery, creative, landing page, offer, and audience quality, 5-Whys, regional benchmarks for US, EU, SEA, and LATAM, and a 48-hour action plan. Covers dropshipping ROAS and BE-ROAS. Trigger on 'why is CPA so high', 'my ads are not converting', 'ROAS dropped', 'we are burning budget', 'performance is bad this month', 'diagnose the funnel'. Also use when the user pastes a screenshot of numbers with no question attached. Not for — auditing account configuration and scoring health, see `21-ads-audit-global`; writing a report someone else reads, see `07-marketing-report-global`; turning a raw export into insight, see `13-data-analysis-global`.