What's included

Six rules live here: Lead with proof, Say it in one line, Win in week one, Cut the extras, Bonuses kill doubts, and building what's included from what actually stops the buyer. This is where the offer gets stronger, so it's also where it's easiest to start making things up. Don't.

When to use it

• After offer-diagnosis and offer-levers, to rebuild the offer.
• Someone asks for a better promise, headline, package, or "what should I include?"
• Someone's offer has grown a long list of parts and they want to know what to cut.

What you need

What they sell and to whom, every piece of proof they have, the objections, and what the owner can deliver (time, capacity, skills). If proof is missing, ask: "What results have clients actually got? Names and numbers if you can." If what's included is unclear, ask: "List exactly what a buyer gets, and what you do each week."

Procedure

1. Rule: Lead with proof

List every real piece of proof the owner gave you, strongest first, with its scope: who got it, from what job, what result, over what time. This list is the only proof you may use.