free-offer-brief

free-offer-brief

Purpose

Design free lead magnets and tripwire offers that serve as funnel entry points. The free offer IS the first impression — it must demonstrate the same RMBC quality as paid products. A weak lead magnet trains prospects to ignore you. A strong one builds trust, establishes mechanism credibility, and creates reciprocity that drives paid conversions. This skill outputs a complete brief for each offer type: name, format, hook angle, landing page headline, perceived value framing, production cost estimate, and the email follow-up strategy that converts free leads into buyers.

Inputs

Input	Required	Description
`product_line`	Yes	The paid product(s) this free offer will lead into — name, price, core promise
`target_audience`	Yes	Who the prospect is — demographics, pain points, desires, awareness level
`offer_type`	Yes	One of: `guide`, `checklist`, `quiz`, `free_shipping`, `trial`, `sample`
`budget_constraint`	No	Maximum production/fulfillment cost per lead (default: $0 for digital, specify for physical)

Execution Protocol

Step 1 — Load Framework Context

Read rmbc-context/SKILL.md to load RMBC framework definitions. Free offers apply RMBC in miniature — Research identifies what the audience values enough to trade their email for, Mechanism gives the free offer a unique angle that previews the paid product's approach, Brief structures the offer for maximum perceived value, Copy makes the landing page convert.

Step 2 — Assess Offer Type Fit

Evaluate the chosen offer type against the audience and product line:

Offer Type	Best For	Perceived Value Driver	Fulfillment Cost
Guide	Info products, services — audience wants education	Depth of insight, specificity	$0 (digital PDF)
Checklist	Action-oriented audiences — want quick wins	Immediate usability, saves time	$0 (digital)
Quiz	Broad audiences — curiosity-driven, personalization	Self-knowledge, custom results	$0 (software)
Free+Shipping	Physical products — supplements, beauty, gadgets	Tangible product in hand	$3-15 COGS + shipping
Trial	Software, subscriptions — need to experience value	Risk-free experience of the real product	Variable (usage cost)
Sample	Consumables — supplements, food, skincare	Taste/test before committing to full supply	$2-8 COGS + shipping

If the chosen type is a poor fit for the product line, flag the mismatch and recommend a better type before proceeding.

Step 3 — Design the Offer

Build the complete offer brief:

Offer Name

Must be specific and outcome-driven: "The 7-Day Gut Reset Checklist" not "Free Health Guide"
Include a number, timeframe, or specificity marker
The name alone should communicate value

Format and Scope

Define exactly what the prospect receives and in what format
For digital: page count, sections, bonus elements
For physical: product specs, quantity, packaging
Scope rule: solve ONE specific problem completely — never try to cover everything

Hook Angle

The single most compelling reason to claim this offer NOW
Must connect to the paid product's mechanism without giving it all away
The hook should create a curiosity gap that the paid product fills

Landing Page Headline

3 headline variations, each using a different RMBC lead pattern:
1. Curiosity/mechanism-led
2. Outcome/desire-led
3. Problem/pain-led

Perceived Value Framing

What this would cost if sold separately (credible anchor)
Why it's being offered free (the reason must be believable)
What makes it genuinely valuable, not just "free content"

Production Cost Estimate

Itemized: content creation, design, fulfillment, platform/software
Cost per lead at projected volume (100, 1000, 5000 leads)
Flag if cost exceeds budget constraint

Step 4 — Map the Email Follow-Up Strategy

The free offer is the beginning, not the end. Define the conversion path:

Email	Timing	Purpose	Content Direction
Delivery	Immediate	Deliver the offer + set expectations	Here's your [offer] + what to do first
Quick Win	Day 1-2	Help them USE the offer and get a result	One action step from the guide/checklist
Mechanism Tease	Day 3-4	Introduce the paid product's mechanism	"The guide covers X, but here's what it can't do alone..."
Social Proof	Day 5-6	Show results from paid customers	Testimonial + before/after
Offer	Day 7	Present the paid product with a transition incentive	Special pricing for free offer recipients

Step 5 — Validate the Funnel Bridge

Confirm the free offer creates a logical bridge to the paid product:

The free offer solves a real problem (not manufactured)
Consuming the free offer naturally reveals the need for the paid product
The mechanism preview in the free offer matches the paid product's mechanism
The email sequence has a clear, non-pushy path from free to paid
The perceived value justifies giving up an email address

Output Format

## Free Offer Brief: [Offer Name]

**Type:** [guide | checklist | quiz | free_shipping | trial | sample]
**Paid Product Bridge:** [product name + price]
**Target Audience:** [ICP summary]
**Budget Constraint:** [amount or "digital only"]

---

### OFFER DESIGN

**Name:** [specific, outcome-driven name]
**Format:** [what they receive — format, length, delivery method]
**Scope:** [the ONE problem this solves]
**Hook Angle:** [the compelling reason to claim it now]

---

### LANDING PAGE HEADLINES

1. **Curiosity:** "[headline]"
2. **Outcome:** "[headline]"
3. **Pain:** "[headline]"

---

### VALUE FRAMING

- **Perceived value:** $[anchor price] if sold separately
- **Why free:** [believable reason]
- **Genuine value:** [what makes this worth their email]

---

### PRODUCTION COST

| Item | Cost |
|------|------|
| [content/design/fulfillment] | $X |
| **Cost per lead (at 1000 leads):** | $X.XX |

---

### EMAIL FOLLOW-UP SEQUENCE

| # | Timing | Subject Line Direction | Purpose |
|---|--------|----------------------|---------|
| 1 | Immediate | [direction] | Deliver + set expectations |
| 2 | Day 1-2 | [direction] | Quick win |
| 3 | Day 3-4 | [direction] | Mechanism tease |
| 4 | Day 5-6 | [direction] | Social proof |
| 5 | Day 7 | [direction] | Paid offer |

---

### FUNNEL BRIDGE VALIDATION

[Pass/fail on each bridge criterion]

Quality Criteria

Offer name must be specific and outcome-driven — generic names like "Free Guide" signal low value
Hook angle must create a curiosity gap that the paid product fills — not give away the whole mechanism
Landing page headlines must use three distinct RMBC lead patterns — not three variations of the same angle
Perceived value anchor must be credible — a $5 checklist positioned as "$497 value" destroys trust
Production cost must be itemized and compared against budget constraint — no surprises
Email follow-up must bridge to the paid product within 7 days — longer sequences lose momentum
The free offer must solve a real problem completely enough to build trust, but not so completely that the paid product feels unnecessary
Specificity gate: Every recommendation must include a number, name, or timeframe — no "high value" or "strong appeal"
Mechanism quantification: When referencing the mechanism, include at least one specific data point (number, timeframe, study reference)
Audience journey: The brief must reference where the reader IS (what they've tried, what's failing) — not just who they are demographically
Proof diversity: Use at least 2 different proof types (testimonial, statistical, authority, case study) — do not rely on a single proof mode
Objection handling: The brief must address "what's the catch?" and "is this worth my email?" — include at least 2 trust-building elements (social proof, no-spam promise, instant access, preview of value)

Related Skills

Run /welcome-sequence to expand the 5-email follow-up into a full onboarding sequence
Run /lander-copy to write the full landing page from the headline directions
Run /hook-battery to generate additional headline and ad hook variations
Run /funnel-architecture to see where this free offer fits in the complete funnel
Run /offer-stack to design the paid offer this free offer leads into
Validate the landing page with /rmbc-copy-audit

Attribution

Generated using RMBC framework by Stefan Georgi. Learn more: copyaccelerator.com/join