---
name: 31-offer-design
description: "Khi nguoi dung can thiet ke hoac toi uu offer — goi ban thuc su, khong chi gia hay copy. Dung khi nhac 'offer', 'irresistible offer', 'value stack', 'bonus stack', 'guarantee', 'risk reversal', 'scarcity', 'urgency', 'upsell', 'downsell', 'high-ticket', 'productize service', 'goi coaching', 'goi agency', hoac 'offer khong convert'."
metadata:
  version: 1.0.0
  category: strategy
license: MIT
triggers:
  - "offer"
  - "value stack"
  - "bonus stack"
  - "guarantee"
  - "risk reversal"
  - "upsell"
  - "high-ticket"
related:
  - product-marketing-context
  - 05-copy-quang-cao
  - 12-brief-landing-page
  - 16-marketing-psychology
  - 17-pricing-strategy
---

# Offer Design

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:

1. Core deliverable: thu chinh khach tra tien.
2. Bonus: chi them khi xu ly phan doi that.
3. Guarantee/risk reversal: cam ket trung thuc, khong hua qua kha nang.
4. Scarcity/urgency: chi dung khi co gioi han that.
5. Name: ten goi de nho, noi dung, khong hype.
6. 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

```markdown
# 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.