offers

Build all six components: an outcome-framed core deliverable, 3-5 bonuses that each close a specific buying objection, a guarantee matched to your business model, real scarcity, a memorable name, and a payment structure. The Skill walks through each component with worked examples.

Weak conversion is usually an offer problem, not a copy problem. Score the four value equation levers (dream outcome, perceived likelihood, time delay, effort and sacrifice) from 1-10; the lowest score is the binding constraint to fix first.

No. Discount-askers churn at roughly twice the rate of full-price customers, and coupons anchor the product as cheap. Discount only for upgrades, cross-sells, or genuine seasonal windows; otherwise raise value with guarantees, migration offers, or bonuses.

Match the guarantee to your business model and buyer sophistication. Courses fit conditional money-back guarantees, agencies fit paid-pilot gates, premium masterminds can use anti-guarantees, and B2B fits SLA or performance-based terms. Avoid over-promising guarantees you cannot honor.

Skip scarcity for cancellable subscriptions, low-priced impulse products, luxury positioning, and high-trust audiences. Never use fake countdown timers or false inventory claims; only ship scarcity tied to real capacity, cohort dates, inventory, or seasonal windows.