mkt-offerslisted

# Offer Design — The Structure of "What You Sell" **Half of conversion is decided by the offer, not the copy.** A bad offer can't be sold even with the best copy; a good offer sells with mediocre copy. Check the offer before polishing the copy. ## 5 Offer Elements 1. **Core promise** — the concrete state of the deliverable. Not "we build you a site" but "one conversion-optimized landing page within 14 days" 2. **Value stack** — combine core + added value (templates, setup support, reports) so perceived value > price. Each item must stand alone or the stack doesn't hold 3. **Risk reversal** — "guaranteed results" is strongest, "money-back guarantee" is the baseline. If unconditional refunds aren't feasible, pick one of partial refund / first month free / performance-linked 4. **Pricing frame** — daily rate conversion (₩33/day), comparison (one cup of coffee), split payments (3 installments). Use frames only when they're true 5. **Structural urgency** — real limits only (capacity caps, seasons, announced price rises). Fake timers burn trust once ## Judgment Criteria - Offer check question: "Can you state in one sentence why someone must buy this right now?" - Cost of risk reversal: if the historical refund rate × average unit price beats the LTV increment, revisit the offer design - Discounts (price cuts) are a last resort — solve it with stack, reversal, or urgency before discounting. Discount-dependent customers are a lower-retention segment - Free trial vs freemium: pro