offer-design
Offer design
The offer is the thing, not the page: "Better copy on a weak offer compounds slowly. A stronger offer with average copy converts immediately." Most "we need better copy" requests are a weak offer in disguise, and most "we need to lower the price" requests are one of six components missing or weak. This skill builds the offer from [coreyhaines31/marketingskills, offers] (MIT, Copyright (c) 2025 Corey Haines; the value equation credited to Alex Hormozi's $100M Offers) and checks every claim against the official US texts (16 CFR Parts 233, 239 and 251, the FTC dark patterns report, ROSCA), which live once in FTC-PRICING-CLAIMS.md. It is strongest for services, courses, coaching, info products, high-ticket B2B and direct response; for self-serve SaaS, tiers and the value metric do more work, so start in pricing-strategy SKILL.md. The page that presents the offer is anti-slop-copy SKILL.md and cro SKILL.md; in-app upgrade prompts are onboarding-and-upgrades SKILL.md.
Read the product context file first, .agents/product-context.md (anti-slop-copy CONTEXT.md); the source calls it .agents/product-marketing.md.
Apply only the routes and checks for the selected job. Read a linked skill's named file from its installed folder when available, or from the linked source. Report an unavailable required reference instead of inventing it. [skill-authoring, DISTRIBUTION.md#composing-skills]
| The job | Read |
|---|---|
| Paid knowledge products: evidence-of-spend research, validation, complete product, distribution and opted-in audience | INFO-PRODUCTS.md |
| The value equation and its four levers, scoring them, the six components, scope, naming, price and payment structure, the diagnostic loop, projecting the lift | OFFER-ANATOMY.md |
| The eight guarantee types, picking one, examples by business, wording, the 10% stress test, when to offer none | GUARANTEES.md |
| Bonuses as objection handlers, finding the objections, the 3-5 stack, stated values, timing, the audit | BONUSES.md |
| Honest scarcity and urgency formats, fake patterns to remove, when scarcity isn't needed, the diagnostic | SCARCITY.md |
| Never discount to acquire, when a discount works, sales under the former-price rule, offers that replace a discount | DISCOUNTS.md |
| Default formats for service, course, coaching, info product, high-ticket B2B, agency, self-serve SaaS and direct response | OFFER-FORMATS.md |
| The US rules: former prices, comparable value, advance sales, "free" and bonuses, guarantees, dark patterns, installments, ROSCA and the Negative Option Rule's status, the sources' errors | FTC-PRICING-CLAIMS.md |