/31-offer-design

name: 31-offer-design
description: "Khi nguoi dung can thiet ke hoac toi uu offer — goi ban thuc su, khong chi gia hay copy. Dung khi nhac 'offer', 'irresistible offer', 'value stack', 'bonus stack', 'guarantee', 'risk reversal', 'scarcity', 'urgency', 'upsell', 'downsell', 'high-ticket', 'productize service', 'goi coaching', 'goi agency', hoac 'offer khong convert'."
metadata:
  version: 1.0.0
  category: strategy
license: MIT
triggers:
  - "offer"
  - "value stack"
  - "bonus stack"
  - "guarantee"
  - "risk reversal"
  - "upsell"
  - "high-ticket"
related:
  - product-marketing-context
  - 05-copy-quang-cao
  - 12-brief-landing-page
  - 16-marketing-psychology
  - 17-pricing-strategy

Offer Design

Offer la "thu minh ban": ket qua, goi thanh phan, bao dam, bonus, ly do han che, cach thanh toan. Copy tot khong cuu duoc offer yeu; pricing dung nhung offer mo ho van kho ban.

Thu thap thong tin

Doc `.agents/product-marketing-context.md` neu co. Neu thieu, hoi toi da 4 cau: san pham/dich vu ban gi, khach hang nao, gia hien tai/du kien, ly do khach con do du. Neu user co landing page, sales page, proposal, pricing sheet, hay lay do lam dau vao. Neu can chi tiet, doc `references/offer-framework.md`.

Khi nao dung skill nay

Dung khi user can lam goi ban hap dan hon:

• Dich vu agency, tu van, coaching, khoa hoc, info product, membership, high-ticket B2B.
• Goi san pham can bonus, guarantee, payment plan, upsell/downsell.
• Offer dang co traffic/leads nhung conversion thap.

Khong dung skill nay de chi tinh gia. Neu chi can tier/gia/break-even, dung `17-pricing-strategy` truoc.

Workflow

1. Chuan doan offer hien tai

Cham 5 diem, moi diem 1-5:

| Diem | Cau hoi | |------|---------| | Ket qua | Khach mua xong dat duoc dieu gi cu the? | | Bang chung | Ho co tin minh lam duoc khong? | | Toc do | Bao lau thay gia tri dau tien? | | No luc | Khach phai tu lam nhieu khong? | | Rui ro | Neu khong thanh cong, ai chiu rui ro? |

Uu tien sua diem thap nhat truoc.

2. Xay value equation

Tang hap dan bang 4 don bay:

• Tang **dream outcome**: noi ket qua ro hon, gan voi tien/thoi gian/danh tieng/suc khoe.
• Tang **perceived likelihood**: proof, case study, demo, guarantee, quy trinh.
• Giam **time delay**: quick win, onboarding nhanh, first milestone.
• Giam **effort/sacrifice**: template, done-for-you, support, automation.

3. Lap cau truc offer

Mot offer day du gom:

1. Core deliverable: thu chinh khach tra tien. 2. Bonus: chi them khi xu ly phan doi that. 3. Guarantee/risk reversal: cam ket trung thuc, khong hua qua kha nang. 4. Scarcity/urgency: chi dung khi co gioi han that. 5. Name: ten goi de nho, noi dung, khong hype. 6. Price/payment: gia, tra gop, deposit, upsell/downsell.

4. Tao ladder

Neu phu hop, de xuat 3 bac:

| Bac | Vai tro | |-----|--------| | Entry | Giam rao can, lay trust, dung cho user moi | | Core | Goi chinh can ban nhieu nhat | | Premium | Done-for-you / toc do cao / support sau |

5. Kiem tra dao duc

Loai bo fake scarcity, guarantee khong the thuc hien, bonus phong to gia tri ao, claim qua muc, va ngon ngu "lam giau nhanh".

Output template

# Offer Design — [Ten offer]

## 1. Chuan doan hien tai
| Thanh phan | Diem | Van de | Uu tien sua |

## 2. Khach hang va ket qua
- ICP:
- Pain:
- Dream outcome:
- Moment of value dau tien:

## 3. Offer moi
- Ten offer:
- Core deliverable:
- Bonus:
- Guarantee:
- Scarcity/urgency that:
- Price/payment:

## 4. Value stack
| Thanh phan | Phan doi xu ly | Gia tri cam nhan | Ghi chu |

## 5. Funnel lien quan
- Landing page can sua:
- Copy/ad angle can sua:
- Email follow-up:
- Upsell/downsell:

## 6. Test plan
| Gia thuyet | Bien test | Metric | Thoi gian |

Lien ket skill

• `17-pricing-strategy`: tinh gia, tier, break-even.
• `05-copy-quang-cao`: viet copy trinh bay offer.
• `12-brief-landing-page`: dua offer len landing page.
• `19-ab-test-setup`: test guarantee, bonus, headline, price display.

Checklist chat luong

• Ket qua chinh ro hon tinh nang.
• Bonus xu ly phan doi that, khong dung de lam day goi.
• Guarantee dung kha nang van hanh.
• Scarcity co ly do that va co the kiem chung.
• Gia va payment plan khong pha margin.
• Output co hanh dong tiep theo cho copy, landing page, email, sales.