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:
- Core deliverable: thu chinh khach tra tien.
- Bonus: chi them khi xu ly phan doi that.
- Guarantee/risk reversal: cam ket trung thuc, khong hua qua kha nang.
- Scarcity/urgency: chi dung khi co gioi han that.
- Name: ten goi de nho, noi dung, khong hype.
- 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
# 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.