<!-- SPDX-License-Identifier: MIT -->
<!-- SPDX-FileCopyrightText: 2025-2026 Marcus Quinn -->

# Offer Construction Framework

> "You can have the best copy in the world, but if the offer stinks, it won't convert." — Dan Kennedy

## What Is an Offer?

An offer is **everything the customer gets when they say yes** — the complete package of value, bonuses, guarantees, and terms.

**Components:** core product/service, bonuses (perceived value), guarantee (risk removal), urgency/scarcity (when real), clear terms (price, deliverables, timeline).

**Offer Hierarchy:** Best offer + weak copy still converts. Strong copy + weak offer struggles. Both strong = unstoppable.

---

## Value Stacking

Show customers they're getting far more value than they're paying for.

### Template

```text
CORE OFFER: [Main Product] .................. $X,XXX Value
BONUS 1: [Fast-Action Bonus] ................ $XXX Value
BONUS 2: [Complementary Tool/Resource] ...... $XXX Value
BONUS 3: [Access/Community] ................. $XXX Value
BONUS 4: [Support/Implementation] ........... $XXX Value
TOTAL VALUE: $XX,XXX
YOUR PRICE TODAY: $XXX
GUARANTEE: [Risk Reversal]
```

**Rules:**
1. **Relevance** — Bonuses must be relevant to core offer success
2. **Believability** — Values must be believable (not inflated)
3. **Anchor first** — Show total value before revealing price
4. **Tangible** — Make bonuses specific deliverables, not vague promises

### Example (SaaS)

```text
CORE: Full Dashboard Access .......................... $149/mo market value
  • Unlimited tracking, monitoring, competitor analysis, review management
BONUS 1: Done-For-You Setup .......................... $500 one-time (~$42/mo over 12 mo)
BONUS 2: Training Academy ............................ $297 one-time (~$25/mo over 12 mo)
BONUS 3: Priority Support ............................ $50/mo
─────────────────────────────────────────────────
COMPARABLE MONTHLY VALUE: ~$266/mo
  ($149 + $50 recurring = $199/mo + ~$67/mo amortized one-time bonuses)
PRO PLAN: $79/mo ($69/mo annual)
GUARANTEE: 30-Day Money Back. No long-term contracts.
─────────────────────────────────────────────────
```

---

## Pricing Psychology

### Price Anchoring

Show a higher price first to make yours feel reasonable.

1. **Compare to alternatives:** "Agencies charge $5,000/mo — do it yourself for $79"
2. **Compare to cost of problem:** "How much is a lost customer worth? $500? $5,000?"
3. **Compare to components:** "Separately, these would cost $2,088"
4. **Compare to previous price:** "Usually $997, today $497"

### Charm Pricing

Prices ending in 7, 9, or 95 feel like deals ($97 not $100, $497 not $500).

### Payment Plans

Break large amounts into smaller payments: `$497 one-time (save $34) — or — 3x $177/month`. Monthly total should be slightly more than one-time (incentivizes full payment) but not punitive.

### The 10x Rule

Deliver **10x the value** of the price — the "no-brainer threshold" where saying no feels foolish.

---

## Guarantee Types

| Type | Template | Best For |
|------|----------|----------|
| **Money-Back** | "Try for 30 days. Full refund if you don't love it. No questions asked." | Most situations |
| **Results-Based** | "60 days. If you don't see [result] after implementing, full refund." | High confidence + filter serious buyers |
| **Risk Reversal** | "If it doesn't [outcome] in [timeframe], refund AND [extra compensation]." | Bold positioning |
| **Free Trial** | "14 days free. No credit card. Cancel anytime." | SaaS/subscriptions |
| **Double Money Back** | "Refund AND $100 for your trouble if it doesn't [result]." | Extreme skepticism |

### Guarantee Copy Formula

```text
[GUARANTEE NAME]
Try [Product] for [timeframe].
If [condition], just [action], and we'll [refund action].
[Optional: No questions asked / No hassle]
You have nothing to lose and [big benefit] to gain.
```

---

## Urgency & Scarcity

Driven by **loss aversion** — people fear missing out more than they desire gaining.

| Type | Example | Use Case |
|------|---------|----------|
| **Deadline** | "Offer ends Friday at midnight" | Limited-time promotions |
| **Limited quantity** | "Only 50 spots available" | Cohort/capacity-limited |
| **Rising price** | "Price goes up $100 on Monday" | Launch sequences |
| **Bonus expiration** | "Bonuses disappear in 48 hours" | Launch incentives |
| **Seasonal** | "Black Friday pricing — this week only" | Holiday sales |
| **Cart expiration** | "Your cart expires in 24 hours" | Cart abandonment |

### Urgency Copy Template

```text
THIS OFFER EXPIRES IN: [Countdown Timer — real deadline, no resets]
After [deadline]:
- [What they lose — bonus/price/access]
- [Price increase / doors close]
This is the lowest price [Product] will ever be.
[CTA Button →]
```

**Never fake urgency.** Resetting timers, unlimited "limited spots", and perpetual "sale ends today" destroy trust.

---

## Offer Testing

Test in order of impact:

1. **Price point** — $97 vs $197 vs $297
2. **Guarantee** — 30 day vs 60 day vs lifetime
3. **Bonuses** — which increase conversions?
4. **Payment options** — one-time vs plan vs both
5. **Urgency** — with deadline vs without

A/B test one variable at a time. Run until statistical significance. Document results.

---

## Offer Checklist

| Area | Verify |
|------|--------|
| **Value** | Core offer clearly defined. Benefits > features. Stack ≥ 10x price. Bonuses relevant. |
| **Price** | Anchoring used. Payment plan for $200+. Price tested/researched. |
| **Risk Reversal** | Guarantee strong, clear, reasonable, prominent on page. |
| **Urgency** | Real (not fake). Deadline/scarcity stated. Consequences of waiting clear. |
| **CTA** | Single clear action. Button text action-oriented. Appears multiple times. |

---

## Further Reading

- [Landing Page Structure](direct-response-copy-frameworks-landing-page-structure.md) — where to place your offer
- [Objection Handling](direct-response-copy-frameworks-objection-handling.md) — addressing price concerns
- [Email Sequences](direct-response-copy-frameworks-email-sequences.md) — launch sequence offers
