offers

Run the diagnostic loop: state the current offer plainly, score each value equation lever from 1 to 10, audit the six anatomy components, then fix the single lowest-scoring lever first. Most single-component changes deliver 10 to 40 percent conversion lift.

A complete offer has a core deliverable, bonus stack, guarantee, scarcity or urgency, a name, and a price with payment structure. Skipping any one component typically hurts conversion, with missing bonuses, guarantees, and honest scarcity being the most common gaps.

Match the guarantee type to your buyer's biggest perceived risk, your refund tolerance, buyer sophistication, and how measurable the outcome is. The reference covers eight types from unconditional money-back to anti-guarantees, with examples per business model.

Use pricing first for self-serve SaaS with tiered subscriptions and for marketplaces, where tier structure, value metric, and packaging do more work than bonuses and guarantees. Offer design is best for services, courses, coaching, info products, and high-ticket B2B.

Fake countdown timers and false inventory claims convert once but permanently damage trust when buyers compare notes publicly. The Skill requires real constraints such as capacity limits, cohort dates, or verifiable price increases, and recommends omitting scarcity when none exists.