31 Offer Design

---
name: 31-offer-design
description: "Dung khi goi ban chua du hap dan va can dong goi lai — value stack, bonus, bao hanh va dao nguoc rui ro, ly do gap rut co that, cau truc upsell va downsell, dong goi dich vu thanh san pham ban duoc. Kich hoat khi user nhac 'thiet ke offer', 'offer khong convert', 'value stack', 'bonus stack', 'guarantee', 'risk reversal', 'upsell downsell', 'goi coaching', 'khach thay dat qua', 'ban gi thi khach moi mua'. Khong dung cho — chon con so gia va bac goi thi dung skill 17-pricing-strategy; offer MIEN PHI de doi thong tin lien he thi dung skill 70-lead-magnet; viet copy ban offer da chot thi dung skill 05-copy-quang-cao."
metadata:
  version: 1.0.1
  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

```markdown
# 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.