/suede-offers

name: suede-offers
description: "Suede AI offer design and persuasion mechanics: scores the offer on the Suede Value Levers (outcome, confidence, wait, effort), then builds bonuses that each remove an objection, guarantees and risk reversal matched to the buyer's real risk, honest scarcity and deadlines that meet FTC, UK, and EU consumer rules, naming, and payment structure, plus evidence-tiered behavioral models (anchoring, framing, social proof, loss aversion, defaults) stated as testable hypotheses. Returns an Offer Brief. Use when building or diagnosing a service, course, coaching, info-product, agency, or high ticket B2B offer, or when the user asks which psychological lever applies and how to test it. NOT FOR: SaaS tier and value-metric architecture (use suede-pricing), sales-page copy (use suede-copy), in-product upgrade prompts (use suede-paywalls), or clinical and mental-health advice."
metadata:
  version: 2.0.0

Suede Offer Architecture

Suede AI separates the offer underneath the page from the copy that presents it. Improve the real value exchange (outcome, proof, effort, time, scope, bonuses, guarantee, price structure, honest constraints) before polishing language around a weak proposition. Behavioral levers come last, as tested hypotheses, never as tricks.

Before Starting

Read `.agents/product-marketing.md` first if it exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md`) and ask only for what it does not cover.

Where this skill fits

**Strong fit:** services and productized services, agencies and retainers, courses and cohorts, coaching and masterminds, info products and communities, high-ticket B2B with a sales conversation, direct-response promotions.

**Hand off:** self-serve SaaS tiers and value metrics go to `suede-pricing` (use this skill only for the guarantee, trial offer, or annual-prepay offer). Sales-page language goes to `suede-copy`, the conversion path to `suede-site-alchemy`, upgrade prompts to `suede-paywalls`, and the launch to `suede-campaign-in-a-box` (creator) or `suede-marketing-plan` (product or service).

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The Suede Value Levers

              Outcome  ×  Confidence
  Value  =  ───────────────────────────
              Wait     ×  Effort

| Lever | What it means | How to raise value | |-------|---------------|--------------------| | **Outcome** ↑ | The result the buyer wants, one level above the surface ask | Name it specifically. "Five qualified leads a week," not "a website." | | **Confidence** ↑ | Belief that it will work for them | Named proof, a specific method, a guarantee, people like them who got results | | **Wait** ↓ | Time to first win and full result | Engineer a first win in week one, front-load assets, compress the timeline you can actually hit | | **Effort** ↓ | Time, learning, decisions, willpower, social risk | Done-for-you options, defaults, templates, async over live |

Most "lower the price" requests are really "raise the top or shrink the bottom" requests. Price is the comparison, not the value. Full method and scoring prompts: [references/value-levers.md](references/value-levers.md).

The six parts of a complete offer

| # | Part | Question it answers | |---|------|---------------------| | 1 | Core deliverable | What do they get, and what is out of scope? | | 2 | Bonus stack | Which objection does each bonus remove? | | 3 | Guarantee | What happens if it does not work? | | 4 | Real constraint | Why now, not later? | | 5 | Name | What is this thing called? | | 6 | Price and payment | What do they pay, and how? |

Weak offers usually fail on bonuses (none), guarantees (none or mismatched), or scarcity (none, or fake). Detail: [references/offer-anatomy.md](references/offer-anatomy.md).

Reference Library

| Reference | Read when | |-----------|-----------| | [value-levers.md](references/value-levers.md) | Finding which lever is binding | | [offer-anatomy.md](references/offer-anatomy.md) | Building an offer from scratch | | [guarantee-design.md](references/guarantee-design.md) | Picking a guarantee type for the business model | | [bonus-stacking.md](references/bonus-stacking.md) | Adding bonuses without devaluing the core | | [scarcity-urgency.md](references/scarcity-urgency.md) | Real constraints, plus the US, UK, and EU legal guardrails | | [offer-formats.md](references/offer-formats.md) | Playbooks by business type | | [examples.md](references/examples.md) | Illustrative before/after composites | | [behavioral-models.md](references/behavioral-models.md) | Any time you are about to name a psychological model |

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The Diagnostic Loop

When the user says "my offer isn't converting" or "help me build an offer":

1. **Identify the business type.** The playbook is type-specific. 2. **Write the current offer in plain language:** name, price, deliverables, guarantee, deadline. 3. **Score the four levers 1-10.** Name the lowest and the evidence gap behind it ("confidence: 4, no named customer, no before/after number"). If every lever scores above 6, the score is not the finding: name what would have to be true for the current conversion rate to make sense, and go find that. 4. **Audit the six parts.** Which is missing or weak? 5. **Change one lever this iteration.** Usually the lowest. 6. **Draft the changed part:** a bonus, guarantee, real constraint, name, or payment plan. 7. **Set the measurement, not a forecast.** Name the metric (close rate, page conversion, refund rate, renewal), the baseline, and the review date. Do not promise a lift percentage; nobody knows it before the test.

Output: Offer Brief

Use these headings verbatim whether the offer is new or being repaired:

# Offer Brief: [offer name]

## Name
## Core deliverable
## Bonus stack
[Each bonus and the objection it removes. No invented "$ value" figures.]
## Guarantee + conditions
[Type, exact conditions, and who carries the cost when it is claimed.]
## Real constraint behind