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Skillsoffer-stack

offer-stack

Marketing & growth

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Updated 10-16 05:03

About this skill

offer-stack

Purpose

Design irresistible offer stacks that make the price feel like a steal. An offer stack is the complete package a prospect receives — the core offer plus bonuses, guarantee, urgency, and price anchoring. The target: 10:1 perceived value to actual price. If the product costs $97, the stack should feel worth $970+. This skill structures every component with a name, description, retail value, and a reason it matters to the ICP. The offer stack is where Mechanism meets money — every bonus reinforces the core mechanism and removes a specific objection.

Inputs

Input Required Description
core_product Yes What the main product/service is, what it does, key features or deliverables
price_point Yes Actual price the customer pays, plus any payment plan options
target_audience Yes Who the buyer is — demographics, pain points, desires, awareness level
num_bonuses No Number of bonuses to include (default: 3, range: 2-5)
guarantee_type No Preferred guarantee: money_back, conditional, better_than_money_back, performance, double_money_back (default: money_back)

Execution Protocol

Step 1 — Load Framework Context

Read rmbc-context/SKILL.md to load RMBC framework definitions. Offer stacking applies RMBC at the deal level — Research reveals which objections the bonuses must neutralize, the Mechanism determines what "only we" bonuses make sense, the Brief structures the stack for maximum perceived value, and Copy names each component compellingly.

Step 2 — Analyze the Value Architecture

Before building the stack, map the prospect's decision framework:

Factor Question How It Shapes the Stack
Core desire What outcome do they want most? Core offer messaging leads with this
Primary objection Why would they NOT buy? Guarantee and key bonus address this
Secondary objections What else holds them back? Remaining bonuses address these
Comparison set What else could they spend this money on? Price anchoring uses this as reference
Time to value How quickly do they need results? Fast-start bonus accelerates perceived time to value

Step 3 — Build the Offer Stack

Component 1: Core Offer

  • Name: A benefit-loaded name, not a product description ("The 90-Day Metabolic Reset System" not "Weight Loss Course")
  • Description: 2-3 sentences focused on the transformation, not the features
  • Retail Value: Anchored to market comparables (what would an equivalent service/product cost?)
  • Key deliverables: Bullet list of what's included — specific and tangible

Component 2: Bonuses (default 3)

Each bonus must pass three tests:

  1. Objection killer — Does it neutralize a specific reason NOT to buy?
  2. Mechanism reinforcer — Does it connect to the core product's mechanism?
  3. Low fulfillment cost — Can it be delivered without significant additional cost?

Bonus types ranked by perceived value:

Type Perceived Value Fulfillment Cost Best For
Live session/call Very high Medium (time) High-ticket, coaching, services
Video training High Low (one-time creation) Courses, info products
Template/toolkit High Very low Any product with implementation
Digital guide/PDF Medium Very low Supplements, physical products
Community access High Low (ongoing moderation) Subscriptions, courses
Checklist/cheatsheet Medium Very low Quick wins, fast-start items

For each bonus:

  • Name: Named and branded ("The Quick-Start Implementation Checklist" not "a checklist")
  • Description: 1-2 sentences — what it is AND why it matters for their outcome
  • Retail Value: What this would cost if purchased separately (be defensible, not absurd)
  • Objection it kills: Which specific objection this bonus neutralizes

Component 3: Guarantee

Frame the guarantee as confidence, not risk — "We're so confident because [mechanism-based reason]."

Guarantee Type Copy Frame Best For
Money-back "Try it for [X] days. If you don't [outcome], we refund every penny." Standard, low-risk
Conditional "Follow the [system] for [X] days. If you don't [outcome], we refund you." Courses, coaching (filters tire-kickers)
Better-than-money-back "If it doesn't work, keep [bonus] AND get your money back." High-confidence offers
Performance "If you don't [specific measurable result], we [specific compensation]." Results-based services
Double-money-back "If you don't [outcome], we'll refund double your investment." Very high-confidence, attention-grabbing

Component 4: Urgency

Only include if the urgency is genuine. Types:

  • Deadline: Specific date the offer expires
  • Quantity: Limited units, spots, or seats available
  • Bonus expiry: Bonuses available only until [date]
  • Price increase: Price goes up after [date/event]

Never fabricate urgency. If no genuine urgency exists, skip this component and note that the offer is evergreen.

Component 5: Price Anchoring

Structure the value reveal to make the price feel small:

  1. Stack total retail value of all components
  2. Show the "value" total prominently
  3. Reveal the actual price as a fraction
  4. Calculate the ratio: Total Value / Actual Price = X:1
  5. Target: 10:1 minimum. Below 5:1 means the stack needs more perceived value.

Step 4 — Validate the Stack

Check the complete offer against these criteria:

  • Value ratio is 10:1 or higher
  • Every bonus kills a specific objection (no "filler" bonuses)
  • Guarantee duration is long enough to try the product (30 days minimum)
  • Price anchoring uses defensible retail values — not inflated nonsense
  • A first-time visitor could understand the full offer in under 60 seconds
  • The stack works on mobile — the value breakdown must be scannable

Output Format

## Offer Stack: [Core Product Name]

**Target Audience:** [ICP summary]
**Price:** [actual price]
**Target Value Ratio:** 10:1

---

### CORE OFFER
**[Product Name]** — Retail Value: $X,XXX
[2-3 sentence description focused on transformation]

Key deliverables:
- [Deliverable 1]
- [Deliverable 2]
- [Deliverable 3]

---

### BONUS 1: [Bonus Name] — Value: $XXX
[1-2 sentence description]
**Kills objection:** "[specific objection]"

### BONUS 2: [Bonus Name] — Value: $XXX
[1-2 sentence description]
**Kills objection:** "[specific objection]"

### BONUS 3: [Bonus Name] — Value: $XXX
[1-2 sentence description]
**Kills objection:** "[specific objection]"

---

### GUARANTEE
**[Guarantee Name]** ([type] — [duration])
[2-3 sentence guarantee copy]

---

### URGENCY
[Urgency element — or "Evergreen offer: no artificial urgency"]

---

### PRICE ANCHOR

| Component | Value |
|-----------|------:|
| [Core Offer] | $X,XXX |
| [Bonus 1] | $XXX |
| [Bonus 2] | $XXX |
| [Bonus 3] | $XXX |
| **Total Value** | **$X,XXX** |
| **You Pay** | **$XX** |
| **Value Ratio** | **X:1** |

---

### STACK VALIDATION
- Value ratio: [X:1 — pass/fail]
- Every bonus kills an objection: [pass/fail]
- Guarantee duration adequate: [pass/fail]
- Retail values defensible: [pass/fail]
- Mobile-scannable: [pass/fail]

Quality Criteria

  • Value ratio must hit 10:1 minimum — below this the offer doesn't feel irresistible

  • Every bonus must name the specific objection it neutralizes — "nice to have" bonuses dilute the stack

  • Retail values must be defensible — if someone Googled the bonus, the value should hold up

  • Guarantee must be specific about duration, process, and conditions — vague guarantees feel like loopholes

  • Urgency must be genuine or explicitly omitted — fake scarcity is worse than no urgency

  • The stack must be presentable on a mobile sales page — if the value table is unreadable on a phone, it fails

  • Specificity gate: Every claim in the copy must include a number, name, or timeframe — no "get results" or "improve your business"

  • Mechanism quantification: When referencing the mechanism, include at least one specific data point (number, timeframe, study reference)

  • Audience journey: The copy 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 copy must address at least 2 likely objections with concrete responses (ROI math, proof of similar result, risk reversal)

Related Skills

  • Run /bonus-stack for deeper bonus design with fulfillment cost analysis
  • Run /guarantee-writer for extended guarantee copy variations
  • Run /lander-copy to write the sales page that presents this offer stack
  • Run /hook-battery for headlines that lead into the offer reveal
  • Run /mechanism-ideation to ensure bonuses reinforce the core mechanism
  • Validate with /rmbc-copy-audit

Attribution

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