opencode-skills-collection 3.1.12 → 3.1.13

package/bundled-skills/offers/SKILL.md

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+---
+name: offers
+description: When the user wants to design, construct, or improve an offer — the thing they actually sell — including value framing, bonus stacking, guarantee design, scarcity/urgency, naming, and payment structure. Also use when the user mentions 'offer,' 'offer design,' 'build an offer,' 'grand...
+risk: unknown
+source: https://github.com/coreyhaines31/marketingskills/tree/main/skills/offers
+source_repo: coreyhaines31/marketingskills
+source_type: community
+date_added: 2026-07-01
+license: MIT
+license_source: https://github.com/coreyhaines31/marketingskills/blob/main/LICENSE
+---
+
+# Offer Design
+## When to Use
+
+Use this skill when you need when the user wants to design, construct, or improve an offer — the thing they actually sell — including value framing, bonus stacking, guarantee design, scarcity/urgency, naming, and payment structure. Also use when the user mentions 'offer,' 'offer design,' 'build an offer,' 'grand...
+
+
+You are an expert in offer construction. Your goal is to help the user build offers that move — not by writing better copy on a worse offer, but by improving the offer itself.
+
+## Before Starting
+
+**Check for product marketing context first:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+---
+
+## Core Philosophy
+
+**The offer is the thing, not the page.** Better copy on a weak offer compounds slowly. A stronger offer with average copy converts immediately. Most "we need better copy" requests are actually "we need a better offer" requests in disguise.
+
+This skill exists because the rest of the repo handles the *expression* of an offer — `copywriting` writes the sales page, `cro` optimizes the conversion path, `pricing` sets the tier structure, `launch` orchestrates the moment, `paywalls` shapes the upgrade prompt. None of them ask the deeper question: **is the offer underneath any of that actually good?**
+
+### When this skill matters
+
+You sell:
+- **Services** — consulting, freelance, agency retainers, productized services
+- **Courses** — async, cohort-based, live
+- **Coaching** — 1:1, group, mastermind
+- **Info products** — guides, swipe files, templates, communities
+- **High-ticket B2B** — $5K+ ACV with a sales conversation
+- **Direct-response** — e-com promo offers, infomercial-style, paid-traffic-to-VSL
+
+### When `pricing` does more of the work
+
+You sell:
+- **Self-serve SaaS** with tiered subscriptions — the levers are mostly tier structure, value metric, and packaging; offer construction (bonuses, guarantees) is secondary
+- **Marketplaces** — the offer is structural, not constructed
+
+Skim this skill in those cases for the value equation framing, then go to `pricing`.
+
+---
+
+## The Value Equation
+
+The single most useful frame for offer design. Originally from Alex Hormozi's *$100M Offers* — internalized broadly across direct-response and creator-economy training since.
+
+```
+              Dream Outcome  ×  Perceived Likelihood of Achievement
+  Value  =  ─────────────────────────────────────────────────────────
+              Time Delay     ×   Effort & Sacrifice
+```
+
+You move the four levers like this:
+
+| Lever | What it means | How to increase value |
+|-------|---------------|-----------------------|
+| **Dream outcome** ↑ | What the customer actually wants | Connect to the bigger goal behind the surface ask. Specify and name it. |
+| **Perceived likelihood** ↑ | Do they believe they'll get it | Proof (case studies, named customers, data), guarantees, methodology specificity |
+| **Time delay** ↓ | How long until result | Faster onboarding, faster first win, faster end-to-end timeline |
+| **Effort & sacrifice** ↓ | What it costs them in time/work/risk besides money | Done-for-you, simpler process, fewer decisions, lower learning curve |
+
+**Implication for offer construction**: most "lower the price" requests are actually "raise the numerator or lower the denominator" requests. Price is the comparison, not the value.
+
+**For the full framework, examples, and how to diagnose which lever is broken:** see [references/value-equation.md](references/value-equation.md)
+
+---
+
+## The Anatomy of a Complete Offer
+
+A complete offer has six components. Skip any one and conversion suffers.
+
+| # | Component | Question it answers |
+|---|-----------|---------------------|
+| 1 | **Core deliverable** | What do they get? |
+| 2 | **Bonus stack** | What else do they get that makes the core feel undervalued? |
+| 3 | **Guarantee** | What happens if it doesn't work? |
+| 4 | **Scarcity / urgency** | Why now, not later? |
+| 5 | **Name** | What is this thing called? |
+| 6 | **Price + payment structure** | What do they pay and how? |
+
+Most weak offers fail on bonuses (none), guarantees (none or wrong type), or scarcity (none, or fake). Most aggressive-to-the-point-of-cringe offers fail on guarantee (over-promising) or scarcity (fake countdown timers).
+
+**For the full anatomy with worked examples:** see [references/offer-anatomy.md](references/offer-anatomy.md)
+
+---
+
+## Reference Library
+
+| Reference | When to read |
+|-----------|--------------|
+| [value-equation.md](references/value-equation.md) | Diagnosing which lever is broken on a stuck offer |
+| [offer-anatomy.md](references/offer-anatomy.md) | Building a complete offer from scratch |
+| [guarantee-design.md](references/guarantee-design.md) | Picking the right type of guarantee for your business model |
+| [bonus-stacking.md](references/bonus-stacking.md) | Adding bonuses that raise perceived value without devaluing the core |
+| [scarcity-urgency.md](references/scarcity-urgency.md) | Creating *real* scarcity (and avoiding the fake patterns that destroy trust) |
+| [offer-formats.md](references/offer-formats.md) | Format playbooks by business type — service, course, coaching, info product, SaaS lead magnet, agency retainer, high-ticket B2B |
+| [examples.md](references/examples.md) | Anonymized worked examples — before/after for each business type |
+
+---
+
+## The Diagnostic Loop
+
+When the user says "my offer isn't converting" or "I want to improve my offer":
+
+1. **Identify the business type** — service, course, coaching, info product, SaaS, agency, B2B. The right playbook is type-specific.
+2. **State the current offer in plain language** — name, price, what they get, guarantee, deadline. Write it down even if it lives in scattered places now.
+3. **Run the value equation** — score each of the four levers 1–10. The lowest is the binding constraint.
+4. **Audit the anatomy** — which of the six components is missing or weak?
+5. **Pick one lever to fix this iteration** — don't rebuild everything. The biggest lever is usually the one currently scoring lowest.
+6. **Draft the changed component** — new bonus, new guarantee, new scarcity, new name, new payment plan
+7. **Project the lift, honestly** — most single-component changes deliver 10–40% conversion lift. Anyone promising 5x is selling something. Two consecutive iterations on different levers can stack to 2–3x.
+
+---
+
+## When NOT to Use Offer-Design Tactics
+
+Some offer patterns work but cost more than they're worth:
+
+- **Manipulative scarcity** — fake countdown timers, "only 3 spots left" lies. Short-term lift, long-term trust collapse. Don't.
+- **Over-promising guarantees** — "double your revenue or refund + $1,000." Refund risk eats margin; the few cases that fail nuke your reputation publicly.
+- **Bonus inflation** — stacking $50K of "bonuses" on a $497 product so it "feels like a steal." Sophisticated buyers see this. Treat bonuses as additive, not exaggerated.
+- **Course-bro aesthetic on a serious product** — Gold logos, "secret method," fake urgency. Pattern-matches to scam. Wrong room.
+
+The repo voice: opinionated, but honest. Building offers well doesn't mean building offers loud.
+
+---
+
+## Banned Vocabulary
+
+When drafting offer language (sales pages, emails, headlines), avoid:
+
+- **"Game-changing," "revolutionary," "disruptive," "next-level," "10x"** — pattern-matches to AI slop / course-bro
+- **"Secret," "hidden," "what they don't want you to know"** — clickbait
+- **"Limited time" with no actual time limit** — lying
+- **"Worth $X" or "$Y value" with no comparable** — inflation
+- **"100% guaranteed" without specifying conditions** — legally and brand-wise risky
+
+Use specific numbers, named customers, concrete outcomes, real timelines. Specificity beats superlatives.
+
+---
+
+## Related Skills
+
+- **pricing** — for price levels, tier structure, value metric, packaging, freemium
+- **copywriting** — for the page that presents the offer
+- **cro** — for optimizing the conversion path the offer travels through
+- **launch** — for the moment you ship the offer
+- **paywalls** — for in-app upgrade-prompt versions of an offer
+- **sales-enablement** — for the deck and one-pager that carry the offer into a sales conversation
+- **emails** — for the email sequence that warms up the offer
+- **marketing-psychology** — for the cognitive biases that make offers land or bounce
+
+## Limitations
+
+- Use this skill only when the task clearly matches its upstream source and local project context.
+- Verify commands, generated code, dependencies, credentials, and external service behavior before applying changes.
+- Do not treat examples as a substitute for environment-specific tests, security review, or user approval for destructive or costly actions.

package/bundled-skills/offers/references/bonus-stacking.md

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+# Bonus Stacking
+
+How to add bonuses that raise perceived value without devaluing the core offer.
+
+## What bonuses actually do
+
+Three jobs at once:
+
+1. **Raise perceived value** of the total offer
+2. **Lower perceived risk** — even if the core underdelivers, "I still got X for free"
+3. **Close specific buying objections** — each bonus can target one objection
+
+The third job is the underrated one. Most weak bonus stacks throw four generic "extras" at the buyer. Strong bonus stacks read the buyer's specific hesitations and close them in order.
+
+---
+
+## The core principle: bonuses-as-objection-handlers
+
+For each major objection your buyer has, add a bonus that closes it.
+
+### Common objections → matching bonus
+
+| Objection | Targeted bonus |
+|-----------|---------------|
+| "I don't have time to implement this" | Done-for-you setup, week 1 |
+| "I don't know which tools to use" | Pre-vetted tool stack with discount codes |
+| "What if I get stuck?" | 30-day async Slack support |
+| "I'm not sure my team will buy in" | Stakeholder pitch deck |
+| "I've tried something like this before and it didn't work" | Case study from someone in your exact situation |
+| "What about [edge case in my industry]?" | Industry-specific bonus reference doc |
+| "Will I have to learn a bunch of new tools?" | Pre-built templates for the tools we recommend |
+| "What if I don't finish it?" | 1:1 accountability check-in at day 30 |
+| "My situation is more complex than the average buyer" | 1:1 onboarding call to customize the plan |
+| "Will this work in [region/language]?" | Localized version or addendum |
+
+A 4-bonus stack that closes 4 specific objections converts massively better than a 4-bonus stack of generic "extras."
+
+### How to find your buyer's actual objections
+
+1. Read every refund-request email and sales-call transcript from the last 6 months
+2. Read your own sales page out loud and write down every doubt that surfaces
+3. Ask 3 recent buyers: "What almost made you not buy?"
+
+The answers cluster around 3–6 objections. Build a bonus for each.
+
+---
+
+## The math of bonus value
+
+Each bonus has a stated value (what it would cost if you bought it separately). Bonuses should:
+
+1. **Have a stated value the buyer can verify.** Compare to a comparable product or service. "$497 value — that's what the standalone template pack costs" beats "$5,000 value." (Standalone? Compared to what?)
+
+2. **Total to less than 2x the price** of the core offer. A $1K offer can comfortably have $1.5K in bonuses. A $1K offer with "$25K in bonuses" reads as a scam.
+
+3. **Be things you'd actually sell separately.** If you'd never sell the bonus as a standalone product, the stated value isn't real. Sophisticated buyers can tell.
+
+4. **Each have a specific named outcome.** "Bonus: marketing toolkit" is weak. "Bonus: 12 pre-built Notion templates for your first 90 days, valued at $297 because that's what the standalone template pack sells for at [link]" is strong.
+
+---
+
+## The 4-bonus pattern that works
+
+Most strong offers stack exactly 3–5 bonuses. More starts to feel like padding; fewer leaves objections un-closed.
+
+A common structure:
+
+| # | Type | Purpose | Typical value |
+|---|------|---------|---------------|
+| 1 | **Speed bonus** | Removes time-delay objection | Templates, swipes, accelerators |
+| 2 | **Trust bonus** | Removes likelihood-of-failure objection | Case study, methodology doc, examples library |
+| 3 | **Stuck bonus** | Removes "what if I get stuck" objection | Office hours, Slack, on-demand support |
+| 4 | **Decision bonus** | Removes "I have to choose between X and Y" objection | Tool stack with discount codes, pre-vetted recommendations |
+| 5 (optional) | **Bigger-than-you-asked bonus** | Adds dream-outcome surface area | Adjacent deliverable, related framework, partner offer |
+
+Example for a $2K B2B copywriting course:
+
+| # | Bonus | Closes |
+|---|-------|--------|
+| 1 | "30 winning sales page templates (last updated 2026-Q2)" — $297 value | "I don't have time to write from scratch" |
+| 2 | "9 case studies from agencies that hit $250K MRR using these frameworks" — $0 (proof, not a saleable asset) | "Does this actually work for my situation?" |
+| 3 | "60-day Slack access with weekly office hours" — $497 value | "What if I get stuck on a specific project?" |
+| 4 | "The tool stack: 5 tools we use + discount codes (saves ~$1,200/yr)" — $1,200 value | "I don't know what to use" |
+| 5 | "Bonus session: How to charge $5K+ per project" — $297 value | Pricing confidence (adjacent dream outcome) |
+
+Total stated value: ~$2,300 in bonuses on a $2K core. Math checks out (under 2x). Each bonus closes a real objection.
+
+---
+
+## When bonuses backfire
+
+### Inflated values
+
+"$50,000 in bonuses included today only!" on a $497 product. The asymmetry is the tell — every sophisticated buyer's bullshit detector fires.
+
+Stated values must be defensible. If you can't point to a comparable price, don't quote the value.
+
+### Bonuses that devalue the core
+
+If your core offer is "I'll write your sales page for $5K" and your bonus is "PLUS — bonus sales page edits for free for life!" — the bonus implies the core is incomplete. Now the buyer wonders why they should buy *without* the bonus.
+
+Bonuses should be *additive* to a complete core, not patches on an incomplete one.
+
+### Bonus-stack-as-substitute-for-core
+
+A weak core surrounded by amazing bonuses converts at the moment of sale but produces angry refund requests. The buyer bought the bonuses, got the core, felt cheated.
+
+Order: strong core *first*, then bonuses to address specific objections.
+
+### Stacked too high
+
+5+ bonuses with high stated values starts to read as a course-bro funnel. Premium buyers ignore the bonus list entirely; mid-market buyers feel they're being upsold; new buyers get confused.
+
+3–5 bonuses, each with a specific purpose. Cap it.
+
+### Same-as-everyone-else bonuses
+
+"BONUS! Private community access!" on every course in your category isn't a bonus, it's table stakes. If every competitor offers the same bonuses, none of them are differentiators.
+
+Find bonuses that are specific to your buyer's situation. A SaaS bonus for a SaaS-focused buyer beats a generic "private community" every time.
+
+---
+
+## Bonus delivery: timing matters
+
+A bonus delivered on day 1 closes "what if I never use it?" risk.
+A bonus delivered at week 4 maintains momentum.
+A bonus delivered at completion rewards finishing.
+
+Mix the timing intentionally:
+
+- Day 1: speed bonuses (templates, swipes, toolkit)
+- Week 2–4: support bonuses (Slack, office hours, check-ins)
+- Completion: identity bonuses (certificate, alumni access)
+
+A buyer who gets all bonuses up-front is more likely to abandon (they got what they wanted, lost incentive to finish). A buyer who gets some bonuses at completion is more likely to finish (and refer).
+
+---
+
+## The audit
+
+For each existing bonus on a current offer, ask:
+
+1. **What specific buying objection does this close?** If you can't name one, it's filler.
+2. **What's its defensible stated value?** If you can't point to a comparable price, drop the dollar amount.
+3. **Does the buyer get it on day 1, or at a meaningful point in their journey?** Timing should support the customer outcome, not just the conversion event.
+4. **Is this bonus specific to my buyer, or could any competitor offer the same thing?** If it's generic, replace it.
+5. **Is the bonus strong enough that the offer would still convert without the core?** If yes, the core is weak. Fix the core, don't lean on the bonus.
+
+Most stuck offers have either zero bonuses or too many generic ones. The right move is usually: cut to 3–5 specific objection-closing bonuses, name each one clearly, and put defensible values on them.

package/bundled-skills/offers/references/examples.md

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+# Worked Examples — Before/After Offers
+
+Anonymized examples drawn from real engagements. Each shows the weak version, the diagnostic, and the strong version.
+
+---
+
+## Example 1: Fractional CMO service
+
+### Before
+
+**The offer (as it was):**
+> Fractional CMO services. $15K/month. We'll help you grow.
+
+**Diagnostic:**
+- Dream outcome: 4 (vague — "grow")
+- Perceived likelihood: 3 (no methodology, no case studies)
+- Time delay: 4 (no timeline, indefinite engagement)
+- Effort & sacrifice: 5 (unclear what the buyer has to do)
+- Anatomy: only the core is present. No bonuses, no guarantee, no scarcity, no name.
+
+**Lowest binding constraint:** perceived likelihood. Buyers don't believe an unnamed service will deliver.
+
+### After
+
+| Component | What was added |
+|-----------|----------------|
+| **Core** | "The 90-Day Marketing Reset" — 8-week audit + 12-week execution plan, delivered by a CMO who's run marketing at 3+ similar-stage companies |
+| **Bonuses** | (1) Weekly 1:1s for 12 weeks (~$12K value); (2) Pre-vetted execution-partner intros (priceless); (3) Board-deck marketing strategy section template |
+| **Guarantee** | "After the 8-week audit, if you don't have a clear 90-day plan you'd run yourself, you don't pay the audit fee." |
+| **Scarcity** | "We take 2 engagements per quarter — next slot opens [date]" |
+| **Name** | "The 90-Day Marketing Reset" |
+| **Price** | $15K → $5K start, $5K week 8, $5K week 16 |
+
+Same delivery, same person, ~3x close rate, longer engagements (because the buyer is clearer about scope).
+
+**Lesson:** the price didn't move. The structure did.
+
+---
+
+## Example 2: $1,997 cohort-based copywriting course
+
+### Before
+
+**The offer:**
+> Learn copywriting. $1,997. Includes 6 modules and Slack access.
+
+**Diagnostic:**
+- Dream outcome: 5 ("learn copywriting" — surface ask, not dream outcome)
+- Perceived likelihood: 3 (no case studies, no named methodology)
+- Time delay: 4 (6-month course, no first-win)
+- Effort & sacrifice: 4 (lots of homework, weekly calls, big commitment)
+
+**Lowest binding constraint:** perceived likelihood. Buyers don't believe THEY can do it.
+
+### After
+
+| Component | What changed |
+|-----------|--------------|
+| **Core** | "Write sales pages clients pay you $5K+ for in 12 weeks" — outcome-framed |
+| **Bonuses** | (1) 30 winning sales page templates (last updated Q2 2026) — $297 value; (2) 9 named case studies from copywriters in 6 industries — proof, not pitch; (3) 60-day Slack with weekly office hours — $497 value; (4) The tool stack with discount codes — $1,200 value |
+| **Guarantee** | "Complete all 6 modules, submit the final exercise, and if you haven't written a sales page that lands you a $5K+ client within 12 months, refund in full." |
+| **Scarcity** | Cohort scarcity — doors close Friday, next cohort in 3 months |
+| **Name** | "The $5K Sales Page Bootcamp" |
+| **Price** | $1,997 pay-in-full OR $797 × 3 |
+
+Same modules. Same instructor. ~4x conversion. Lower refund rate (conditional guarantee qualifies).
+
+**Lesson:** rename the outcome, add proof, install a real scarcity mechanic.
+
+---
+
+## Example 3: $97 Notion template pack
+
+### Before
+
+**The offer:**
+> Notion templates for marketers. $97. 20 templates included.
+
+**Diagnostic:**
+- Dream outcome: 6 (clear what you get, less clear what you achieve with it)
+- Perceived likelihood: 6 (templates work for some, less for others — no proof)
+- Time delay: 8 (instant access)
+- Effort & sacrifice: 5 (setup work to customize each template)
+
+**Lowest binding constraint:** perceived likelihood + dream outcome. "Will these actually save me time, for *my* setup?"
+
+### After
+
+| Component | What changed |
+|-----------|--------------|
+| **Core** | "The Marketing Ops Stack — 20 Notion templates that turn your scattered docs into a working marketing OS in one Saturday" — outcome-framed |
+| **Bonuses** | (1) 10-minute "do this first" Loom — speed bonus; (2) "Stack the templates" flowchart (visual setup map); (3) Lifetime updates as templates are added |
+| **Guarantee** | "30-day no-questions money-back" — unconditional, fits the price point |
+| **Scarcity** | Founding-buyer pricing — $97 for the first 200 buyers, then $147 |
+| **Name** | "The Marketing Ops Stack" |
+| **Price** | $97 pay-in-full |
+
+Same templates. ~2x close rate from the same traffic. The differentiator was the "in one Saturday" outcome anchor and the Loom that proves the speed claim.
+
+**Lesson:** for low-priced info products, the dream outcome and a fast first-win are the levers. Don't over-engineer the guarantee.
+
+---
+
+## Example 4: $50K B2B SaaS annual contract
+
+### Before
+
+**The offer:**
+> Enterprise plan: $50K/year. Includes unlimited users, all features, dedicated support.
+
+**Diagnostic:**
+- Dream outcome: 5 (features-listed, not outcome-framed)
+- Perceived likelihood: 5 (no roll-out plan, no time-to-value)
+- Time delay: 3 (unclear when value starts; sales says "implementation varies")
+- Effort & sacrifice: 4 (procurement + security review + IT integration + change management)
+
+**Lowest binding constraint:** time delay. Enterprise buyers can't tolerate "implementation varies."
+
+### After
+
+| Component | What changed |
+|-----------|--------------|
+| **Core** | "Production-ready in 30 days, ROI by quarter end" — time-anchored |
+| **Bonuses** | (1) Dedicated implementation engineer for 30 days; (2) Pre-built integration packs for top 5 platforms; (3) Custom training session for the buyer's team; (4) Quarterly business reviews with the buyer's CSM |
+| **Guarantee** | "Not in production by day 30? You don't pay until you are." SLA-based. |
+| **Scarcity** | Capacity-based: "We onboard 4 enterprise accounts per quarter. Next slot starts [date]." |
+| **Name** | Tier name stayed "Enterprise" but added the engagement name "Strategic Onboarding" |
+| **Price** | $50K annual → $50K annual with quarterly billing + paid 30-day pilot |
+
+Same product. ~30% higher close rate, 50% shorter sales cycle. The pilot + SLA combination removed the procurement objection.
+
+**Lesson:** for enterprise B2B, time-to-value IS the offer. Solve it explicitly.
+
+---
+
+## Example 5: $4K group coaching mastermind
+
+### Before
+
+**The offer:**
+> Group coaching for founders. $4K/quarter. Includes 12 calls and Slack.
+
+**Diagnostic:**
+- Dream outcome: 5 (vague — "be a better founder")
+- Perceived likelihood: 4 (one alumni testimonial, no methodology)
+- Time delay: 6 (quarterly cadence reasonable)
+- Effort & sacrifice: 7 (12 calls is real time)
+
+**Lowest binding constraint:** dream outcome + perceived likelihood.
+
+### After
+
+| Component | What changed |
+|-----------|--------------|
+| **Core** | "12 founders, 12 weeks, one specific goal each — and a room that's seen it before" — peer-room positioning |
+| **Bonuses** | (1) 1:1 onboarding call to set the personal goal; (2) Founder Library — 90 frameworks from past members; (3) 1:1 mid-quarter check-in; (4) Alumni access for 1 year after |
+| **Guarantee** | "First two weeks — if it's not the room you wanted, full refund. After that, you're in." |
+| **Scarcity** | Cohort size capped at 12 — once full, you're on the waitlist for next quarter |
+| **Name** | "The Founders' Quarter" |
+| **Price** | $4K/quarter pay-in-full OR $1,500 × 3 |
+
+Same coach, same cadence. Higher close rate. Notably: members renew at ~70% (was ~35% before) because the "alumni access for 1 year" bonus changed the buying decision frame from "quarter" to "year."
+
+**Lesson:** for coaching, the room IS the offer. Position the room, not the curriculum. Renewal-friendly bonuses lock in long-term LTV.
+
+---
+
+## Example 6: Agency retainer — content marketing
+
+### Before
+
+**The offer:**
+> Content marketing retainer. $8K/month. 4 articles per month + SEO strategy.
+
+**Diagnostic:**
+- Dream outcome: 4 (output-described, not outcome-framed)
+- Perceived likelihood: 5 (no case studies linking content to revenue)
+- Time delay: 3 (SEO is slow; client expectations misaligned)
+- Effort & sacrifice: 6 (interviews, reviews, approvals all on client side)
+
+**Lowest binding constraint:** dream outcome (vague) and time delay (misaligned expectations).
+
+### After
+
+| Component | What changed |
+|-----------|--------------|
+| **Core** | "We own the content engine. You get organic-driven sales meetings by month 9, with measurable revenue attribution." — outcome + timeline |
+| **Bonuses** | (1) Persona research kickoff (one-time); (2) Quarterly content audit + republish list; (3) Pre-vetted freelance writers with QA layer; (4) Quarterly executive readout |
+| **Guarantee** | "First 30 days is a paid pilot — 4 published pieces + 3 keyword roadmap. If at the end you don't see a clear 12-month path, we end the engagement, no balance owed." |
+| **Scarcity** | Capacity-based: "We take on 3 retainer clients per quarter. Next slot is [date]." |
+| **Name** | Tier name: "Growth Retainer"; engagement name: "The 90-Day Content Reset → 9-Month Growth Engine" |
+| **Price** | $8K/month, 6-month minimum, OR $7K/month for 12-month commit |
+
+Same writers. Same SEO methodology. ~2x close rate. 60% of pilots convert to 12-month commits.
+
+**Lesson:** for slow-cycle services (SEO, brand, content), the offer has to address the timeline explicitly. "Trust us, results in 6 months" doesn't sell; "paid pilot → milestone at day 30 → ramp" does.
+
+---
+
+## Pattern across all six examples
+
+Look at the changes side-by-side:
+
+| Example | Core change | Most important other change |
+|---------|-------------|----------------------------|
+| Fractional CMO | Named it, added scope | First-milestone guarantee |
+| Copywriting course | Outcome-framed, added proof | Case studies bonus |
+| Notion templates | "in one Saturday" anchor | First-step Loom bonus |
+| B2B SaaS | Time-to-value commitment | SLA-based guarantee + pilot |
+| Coaching mastermind | Positioned the room, not the coach | 1-year alumni access bonus |
+| Agency retainer | Outcome + timeline framing | Paid pilot guarantee |
+
+**The pattern:** in every case, the price barely moved (or didn't move at all). What moved was the *structure* of the offer — naming, framing, guaranteeing, sequencing.
+
+The price is the comparison. The value is the offer.