Design high-converting offers with value framing and guarantees

Helps design, construct, or improve an offer - the thing being sold - built on the core philosophy that the offer itself, not the copy describing it, is what drives conversion; most "we need better copy" requests are actually "we need a better offer" requests in disguise. It applies the value equation, originally from Alex Hormozi's $100M Offers: value equals dream outcome times perceived likelihood of achievement, divided by time delay times effort and sacrifice - four levers to move up (dream outcome, perceived likelihood via proof/guarantees/methodology specificity) or down (time delay via faster onboarding, effort via done-for-you simplicity), reframing most "lower the price" requests as actually needing a higher numerator or lower denominator, since price is the comparison, not the value. A complete offer has six components, and weak offers typically fail on one of them: core deliverable, bonus stack, guarantee, scarcity/urgency, name, and price plus payment structure. The diagnostic loop for a stuck or underperforming offer runs seven steps: identify the business type (service, course, coaching, info product, SaaS, agency, B2B, since the right playbook is type-specific), state the current offer in plain language, score each of the four value-equation levers 1-10 to find the binding constraint, audit which of the six anatomy components is missing or weak, pick one lever to fix per iteration rather than rebuilding everything, draft the changed component, and honestly project the lift - most single-component changes deliver 10-40% conversion lift, with two iterations on different levers stacking to 2-3x, while anyone promising 5x from one change is selling something. It explicitly steers away from tactics that cost more than they're worth: manipulative fake-scarcity countdown timers, over-promising guarantees that eat margin and nuke reputation on the failures that go public, bonus inflation (stacking $50K of "bonuses" onto a $497 product), and course-bro aesthetics that pattern-match to scam. When drafting offer language it bans superlative and inflation phrases - "game-changing"/"revolutionary"/"10x," "secret"/"hidden," fake "limited time," unsubstantiated "$X value" claims, and unconditional "100% guaranteed" - in favor of specific numbers, named customers, and real timelines. First it checks for existing product-marketing context (.agents/product-marketing.md or equivalent) to avoid re-asking already-covered questions.

Use it when someone wants to design, construct, or improve an offer - value framing, bonus stacking, guarantee design, scarcity, naming, or payment structure - for services, courses, coaching, info products, high-ticket B2B, or direct-response sales. For self-serve SaaS with tiered subscriptions or marketplaces, where the real levers are tier structure and packaging rather than bonuses and guarantees, only skim this for the value-equation framing and defer to the pricing skill instead.

Input is a business type, the current offer as it exists (name, price, deliverable, guarantee, deadline), and what isn't converting. Output is a value-equation diagnosis identifying the binding constraint, an audit of which of the six offer components is weak or missing, and a drafted fix for one component per iteration with an honest projected lift.

Draws on a reference library (value-equation, offer-anatomy, guarantee-design, bonus-stacking, scarcity-urgency, offer-formats by business type, and anonymized before/after examples) and hands off to sibling skills for adjacent work: pricing for tier structure, copywriting for the sales page, cro for the conversion path, launch for shipping the offer, paywalls for in-app upgrade prompts, sales-enablement for B2B decks, emails for the warm-up sequence, and marketing-psychology for the cognitive biases behind why offers land.

Founders and marketers whose offer isn't converting who want to fix the underlying value proposition and its six structural components - not just rewrite the sales page - using an honest, one-lever-at-a-time diagnostic rather than manipulative scarcity or bonus inflation.