Marketing Skills v2.5.0
A minor release adding one new skill (offers) for offer design — the thing you actually sell, not the page that sells it.
Total skills: 45
New skill: offers
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 ask the deeper question: is the offer underneath any of that actually good?
Self-scoped explicitly: best for services, agencies, courses, coaching, info products, high-ticket B2B, and direct response. Less load-bearing for pure self-serve SaaS where pricing does more work.
The two frameworks
The Value Equation
Dream Outcome × Perceived Likelihood of Achievement
Value = ─────────────────────────────────────────────────────────
Time Delay × Effort & Sacrifice
Originally from Alex Hormozi's $100M Offers, now standard across direct response and creator-economy training. Most "lower the price" requests are actually "raise the numerator or lower the denominator" requests.
The six-component anatomy of a complete offer
| # | 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? |
Skip any one and conversion suffers — usually noticeably.
Reference library (7 docs)
- value-equation.md — Four levers deep dive with scoring prompts and a worked example of a stuck $3K copywriting course
- offer-anatomy.md — Six components with worked examples, including a fractional-CMO before/after that converts ~3x without changing the price
- guarantee-design.md — Eight guarantee types (unconditional money-back, conditional, better-than-money-back, SLA, performance-based, anti-guarantee, outcome-or-extension, comparison) with a decision tree by business type, refund tolerance, and buyer sophistication. Includes the honest case for anti-guarantees on premium offers.
- bonus-stacking.md — Bonuses-as-objection-handlers, the math of stated value (under 2x the price, defensible comparables), the 4-bonus pattern that works (speed / trust / stuck / decision / bigger-than-asked), failure modes including inflated values and bonus-stack-as-substitute-for-core
- scarcity-urgency.md — Honest scarcity formats (capacity, cohort, founding-member, inventory, seasonal, bonus-expiry, price-increase). Explicit rejection of fake countdown timers and manufactured FOMO, with the case for why fake scarcity is uniquely costly long-term.
- offer-formats.md — Default offer format by business type: service, course, coaching, info product, high-ticket B2B, agency retainer, self-serve SaaS, direct response. What to watch for each.
- examples.md — Six anonymized before/after worked examples spanning fractional CMO, $1,997 copywriting course, $97 Notion templates, $50K B2B SaaS annual contract, $4K group coaching mastermind, and content agency retainer.
Anti-patterns (the "skip if" list)
The skill is explicit about what NOT to do:
- Manipulative scarcity — fake countdown timers, "only 3 spots left" lies. Short-term lift, long-term trust collapse.
- 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. 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.
Plus a banned-vocabulary list: game-changing, revolutionary, 10x, secret, "limited time" with no actual limit, "worth $X" with no comparable, "100% guaranteed" without conditions.
Cross-references
The new skill is cross-referenced from four sibling skills' descriptions:
pricing→ "For offer construction (bonuses, guarantees, value framing) on services/courses/coaching/high-ticket B2B, see offers"copywriting→ "For the offer underneath the copy, see offers"launch→ "For the offer being launched, see offers"sales-enablement→ "For the offer being sold, see offers"
Verification
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