offers

Puts together the whole offer rather than the sales page — what the buyer gets, what is thrown in with it, the guarantee, the deadline, the name and the price.

WHEN TO USE

SCOPE

USE FOR

Diagnose which value-equation lever is broken on an offer that isn't converting.
Build a complete offer with a bonus stack, guarantee, and real scarcity.
Design a guarantee and bonus stack for a high-ticket coaching offer.
Fix an offer that's stalled instead of just rewriting its sales copy.
Pick the right offer format for a course, agency, or info product.

NOT FOR

Self-serve SaaS with tiered subscriptions is covered by pricing, not offer construction.
Marketplaces have a structural offer, not a constructed one; see pricing instead.

This is a saved copy of the skill's SKILL.md instructions. It may differ from the upstream file or the version you install.

In this document (10)

Offer Design

You are an expert in offer construction. Your goal is to help the user build offers that move — not by writing better copy on a worse offer, but by improving the offer itself.

Before Starting

Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Core Philosophy

The offer is the thing, not the page. Better copy on a weak offer compounds slowly. A stronger offer with average copy converts immediately. Most "we need better copy" requests are actually "we need a better offer" requests in disguise.

This skill exists because the rest of the repo handles the expression of an offer — copywriting writes the sales page, cro optimizes the conversion path, pricing sets the tier structure, launch orchestrates the moment, paywalls shapes the upgrade prompt. None of them ask the deeper question: is the offer underneath any of that actually good?

When this skill matters

You sell:

Services — consulting, freelance, agency retainers, productized services
Courses — async, cohort-based, live
Coaching — 1:1, group, mastermind
Info products — guides, swipe files, templates, communities
High-ticket B2B — $5K+ ACV with a sales conversation
Direct-response — e-com promo offers, infomercial-style, paid-traffic-to-VSL

When `pricing` does more of the work

You sell:

Self-serve SaaS with tiered subscriptions — the levers are mostly tier structure, value metric, and packaging; offer construction (bonuses, guarantees) is secondary
Marketplaces — the offer is structural, not constructed

Skim this skill in those cases for the value equation framing, then go to pricing.

The Value Equation

The single most useful frame for offer design. Originally from Alex Hormozi's $100M Offers — internalized broadly across direct-response and creator-economy training since.

              Dream Outcome  ×  Perceived Likelihood of Achievement
  Value  =  ─────────────────────────────────────────────────────────
              Time Delay     ×   Effort & Sacrifice

You move the four levers like this:

Lever	What it means	How to increase value
Dream outcome ↑	What the customer actually wants	Connect to the bigger goal behind the surface ask. Specify and name it.
Perceived likelihood ↑	Do they believe they'll get it	Proof (case studies, named customers, data), guarantees, methodology specificity
Time delay ↓	How long until result	Faster onboarding, faster first win, faster end-to-end timeline
Effort & sacrifice ↓	What it costs them in time/work/risk besides money	Done-for-you, simpler process, fewer decisions, lower learning curve

Implication for offer construction: most "lower the price" requests are actually "raise the numerator or lower the denominator" requests. Price is the comparison, not the value.

For the full framework, examples, and how to diagnose which lever is broken: see references/value-equation.md

The Anatomy of a Complete Offer

A complete offer has six components. Skip any one and conversion suffers.

#	Component	Question it answers
1	Core deliverable	What do they get?
2	Bonus stack	What else do they get that makes the core feel undervalued?
3	Guarantee	What happens if it doesn't work?
4	Scarcity / urgency	Why now, not later?
5	Name	What is this thing called?
6	Price + payment structure	What do they pay and how?

Most weak offers fail on bonuses (none), guarantees (none or wrong type), or scarcity (none, or fake). Most aggressive-to-the-point-of-cringe offers fail on guarantee (over-promising) or scarcity (fake countdown timers).

For the full anatomy with worked examples: see references/offer-anatomy.md

Reference Library

Reference	When to read
value-equation.md	Diagnosing which lever is broken on a stuck offer
offer-anatomy.md	Building a complete offer from scratch
guarantee-design.md	Picking the right type of guarantee for your business model
bonus-stacking.md	Adding bonuses that raise perceived value without devaluing the core
scarcity-urgency.md	Creating real scarcity (and avoiding the fake patterns that destroy trust)
offer-formats.md	Format playbooks by business type — service, course, coaching, info product, SaaS lead magnet, agency retainer, high-ticket B2B
saas-offers.md	SaaS specifically — the discount trap (why discounting to acquire backfires) + four SaaS worked offers (AudienceTap, SaberSim, Teachable, Kit)
examples.md	Anonymized worked examples — before/after for each business type

The Diagnostic Loop

When the user says "my offer isn't converting" or "I want to improve my offer":

Identify the business type — service, course, coaching, info product, SaaS, agency, B2B. The right playbook is type-specific.
State the current offer in plain language — name, price, what they get, guarantee, deadline. Write it down even if it lives in scattered places now.
Run the value equation — score each of the four levers 1–10. The lowest is the binding constraint.
Audit the anatomy — which of the six components is missing or weak?
Pick one lever to fix this iteration — don't rebuild everything. The biggest lever is usually the one currently scoring lowest.
Draft the changed component — new bonus, new guarantee, new scarcity, new name, new payment plan
Project the lift, honestly — most single-component changes deliver 10–40% conversion lift. Anyone promising 5x is selling something. Two consecutive iterations on different levers can stack to 2–3x.

When NOT to Use Offer-Design Tactics

Some offer patterns work but cost more than they're worth:

Manipulative scarcity — fake countdown timers, "only 3 spots left" lies. Short-term lift, long-term trust collapse. Don't.
Over-promising guarantees — "double your revenue or refund + $1,000." Refund risk eats margin; the few cases that fail nuke your reputation publicly.
Bonus inflation — stacking $50K of "bonuses" on a $497 product so it "feels like a steal." Sophisticated buyers see this. Treat bonuses as additive, not exaggerated.
Course-bro aesthetic on a serious product — Gold logos, "secret method," fake urgency. Pattern-matches to scam. Wrong room.
Discounting to acquire — discount-askers churn at ~2× the rate of full-price customers, and a coupon anchors the product as cheap. Discount only for upgrades/cross-sells (rewarding existing customers) or real seasonal windows — never to win a new one. Raise value with an offer instead. See saas-offers.md.

The repo voice: opinionated, but honest. Building offers well doesn't mean building offers loud.

Banned Vocabulary

When drafting offer language (sales pages, emails, headlines), avoid:

"Game-changing," "revolutionary," "disruptive," "next-level," "10x" — pattern-matches to AI slop / course-bro
"Secret," "hidden," "what they don't want you to know" — clickbait
"Limited time" with no actual time limit — lying
"Worth $X" or "$Y value" with no comparable — inflation
"100% guaranteed" without specifying conditions — legally and brand-wise risky

Use specific numbers, named customers, concrete outcomes, real timelines. Specificity beats superlatives.

Related Skills

pricing — for price levels, tier structure, value metric, packaging, freemium
copywriting — for the page that presents the offer
cro — for optimizing the conversion path the offer travels through
launch — for the moment you ship the offer
paywalls — for in-app upgrade-prompt versions of an offer
sales-enablement — for the deck and one-pager that carry the offer into a sales conversation
emails — for the email sequence that warms up the offer
marketing-psychology — for the cognitive biases that make offers land or bounce

This skill ships inside the Marketing Skills for AI Agents plugin.

Install just this skill

Run this outside your AI tool, using Node.js 22.20.0 or newer. Skills CLI 1.7.2 skips skill selection; prompts cancel installation without an interactive terminal. If choosing Project when asked about installation scope, open your project's folder before running this.

Install checklist

Check selected tools if a picker appears; Claude Code may be unchecked under Additional agents. ↑/↓ moves, Space toggles selections, Enter confirms.
Without a tool picker, check Installing to: for your intended tool. Stop if it names a different tool.
If asked, choose Symlink (Recommended) for shared files or Copy to all agents for separate copies; review the summary before confirming installation.
Install the find-skills skill? defaults to Yes, adding another skill for all projects. Choose No if you don't want that extra installation.

Skills CLI 1.7.2 sends install data to skills.sh by default, including the source, skill names, target tools and file details; GitHub sources are reported only when GitHub confirms the repository is public, while other remote sources can also be reported. Confirmed-public GitHub sources also trigger a security-audit request. Before installing, set the environment variable DO_NOT_TRACK=1 or DISABLE_TELEMETRY=1 to disable both.

npx skills add coreyhaines31/marketingskills --skill "offers" --full-depth

After installing for Claude Code, open it in the installation project if you chose Project; Global makes the skill available across projects on this computer. Once Claude Code loads the skill, its description helps Claude decide when to use it.

If installation created a top-level skills folder that did not exist when your Claude Code session started, run /reload-skills in that session. Run it again after later changes in that folder.

Install the whole plugin

This route installs the Marketing Skills for AI Agents plugin package selected for your AI tool.

Add the marketplace, then install the plugin

Type both lines inside a Claude Code session, not at your shell prompt. They add Corey's marketplace, which is this repository, and the marketing-skills plugin, with all 50 skills.

/plugin marketplace add coreyhaines31/marketingskills

02
```
/plugin install marketing-skills
```

Installation and loading

The second line opens the plugin's details; Claude Code installs it once you pick one of the install options shown.

Good to know

/plugin does not work in Claude Code on the web, GitHub Actions or other non-interactive setups. For those, Corey gives a shell form: claude plugin marketplace add coreyhaines31/marketingskills, then claude plugin install marketing-skills@marketingskills.

Add the marketplace, then pick the plugin in Codex

Run the first line in your terminal to add Corey's marketplace, which is this repository. Then start a Codex session, type /plugins and select marketing-skills to install all 50 skills. To get new releases later, run codex plugin marketplace upgrade.

codex plugin marketplace add coreyhaines31/marketingskills

02
```
/plugins
```

Open plugin page ↗

What's inside

Files included with this skill.

View on GitHub

Same repository

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ad-creative
When the user wants to generate, iterate, or scale ad creative — headlines, descriptions, primary text, or full ad variations — for any paid advertising platform. Also use when the user mentions 'ad copy variations,' 'ad creative,' 'generate headlines,' 'RSA headlines,' 'bulk ad copy,' 'ad iterations,' 'creative testing,' 'write me some ads,' 'Facebook ad copy,' 'Google ad headlines,' 'LinkedIn ad text,' 'static ads,' 'ad templates,' 'iMessage ad,' 'chat reveal ad,' 'ChatGPT ad,' 'Apple Notes ad,' 'AirDrop ad,' 'creative strategy,' 'creative roadmap,' 'creative retro,' 'hook writing,' 'creative review page,' 'present ad creative for approval,' 'motion video ad,' 'faceless video ad,' 'UGC ad,' 'greenscreen ad,' 'TikTok/Reels ad format,' 'which ad format to make,' 'Meta ad format tier list,' or 'creative format taxonomy.' Use this whenever someone needs to produce ad copy at scale or iterate on existing ads. For campaign strategy and targeting, see ads. For landing page copy, see copywriting.Read full description
ads
When the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X, or other ad platforms. Also use when the user mentions 'PPC,' 'paid media,' 'ROAS,' 'CPA,' 'ad campaign,' 'retargeting,' 'audience targeting,' 'Google Ads,' 'Facebook ads,' 'LinkedIn ads,' 'ad budget,' 'cost per click,' 'ad spend,' 'should I run ads,' 'ABM,' 'account-based marketing,' 'B2B ads,' 'lead quality,' 'negative keywords,' 'Performance Max,' 'thought leader ads,' or 'when should I kill an ad.' Use this for campaign strategy, audience targeting, bidding, and optimization. For bulk ad creative generation and iteration, see ad-creative. For landing page optimization, see cro.Read full description
ai-seo
When the user wants to optimize content for AI search engines, get cited by LLMs, or appear in AI-generated answers. Also use when the user mentions 'AI SEO,' 'AEO,' 'GEO,' 'LLMO,' 'answer engine optimization,' 'generative engine optimization,' 'LLM optimization,' 'AI Overviews,' 'optimize for ChatGPT,' 'optimize for Perplexity,' 'AI citations,' 'AI visibility,' 'zero-click search,' 'how do I show up in AI answers,' 'LLM mentions,' 'optimize for Claude/Gemini,' 'llms.txt,' 'llms-full.txt,' 'OKF,' 'Open Knowledge Format,' 'knowledge bundle,' 'agent-readable site,' 'agent readiness,' 'is my site agent-ready,' 'WebMCP,' 'do listicles still work for AI,' 'ChatGPT stopped citing comparison pages,' or 'AI citation format shift.' Use this whenever someone wants their content to be cited or surfaced by AI assistants and AI search engines. For traditional technical and on-page SEO audits, see seo-audit. For structured data implementation, see schema.Read full description
analytics
When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," "tracking plan," "how do I measure this," "track conversions," "Mixpanel," "Segment," "are my events firing," or "analytics isn't working." Use this whenever someone asks how to know if something is working or wants to measure marketing results. For choosing attribution models, comparing multi-touch/MMM/incrementality, or reconciling conflicting numbers across tools, see attribution. For A/B test measurement, see ab-testing.Read full description
aso
When the user wants to audit or optimize an App Store or Google Play listing. Also use when the user mentions 'ASO audit,' 'app store optimization,' 'optimize my app listing,' 'improve app visibility,' 'app store ranking,' 'audit my listing,' 'why aren't people downloading my app,' 'improve my app conversion,' 'keyword optimization for app,' or 'compare my app to competitors.' Use when the user shares an App Store or Google Play URL and wants to improve it.Read full description