---
name: offer-structure-reference
description: Irresistible offer construction — value anchoring, bonus strategy, reason why, and guarantee frameworks. Loaded by @copywriter when writing offer/pricing sections.
---

# Irresistible Offer Structure

## The core principle

An irresistible offer makes the prospect feel **stupid to refuse**. It's not about lowering the price — it's about making the value so disproportionate to the price that buying is the only logical choice.

---

## The 5 components (in order)

### 1. Value Anchoring

Compare the price to something much more expensive that solves the same problem.

**Pattern:**
> "Working with a private [professional] costs [high price] per [time].
> A [alternative solution] runs [medium price] per [time].
> The [Product Name] gives you [same or better result] for [low price] — one time."

**Example — Health:**
> "A nutritionist consultation costs R$350 per session — and you'd need at least 8 sessions (R$2,800) to build a complete protocol.
> A personalized meal plan from a dietitian runs R$1,200.
> The Morning Reset Protocol gives you the complete 21-day system, the tracker app, and direct support — for R$97. One time."

**Example — Business:**
> "Hiring a copywriter to write one sales page costs between R$5,000 and R$15,000.
> A marketing agency charges R$3,000/month minimum.
> The Silent Funnel Blueprint gives you the exact templates, scripts, and funnel structure that generated R$2.3M in the last 18 months — for R$497."

**Anti-pattern:**
> "Our product costs R$97. That's affordable!" — No anchoring. "Affordable" is an opinion, not a comparison.

### 2. Component Stacking

List what's included — each component is named, valued, and benefit-described.

**Rules:**
- Name each component (never "Module 1, Module 2" — use benefit names)
- Assign individual values (must be defensible — what would it cost separately?)
- Describe the outcome, not the content

**Pattern:**
```
What you get:

✓ [Component Name] — [what it does for them] (Value: R$X)
  [1-line fascination about the most valuable thing inside]

✓ [Component Name] — [what it does for them] (Value: R$X)
  [1-line fascination]

✓ [Component Name] — [what it does for them] (Value: R$X)
  [1-line fascination]

Total value: R$[sum]
```

**Example:**
```
What you get:

✓ The Complete Protocol Guide — 21 days mapped out step-by-step, zero guesswork (Value: R$497)
  Includes the exact morning sequence that resets your metabolic thermostat in 7 days

✓ The Metabolic Tracker App — scan any meal, see your thermostat score in real time (Value: R$297)
  The same tool used by our 14,000 private clinic patients

✓ The Recipe Library — 84 protocol-compatible meals, 15 minutes or less each (Value: R$197)
  No exotic ingredients — built from a standard Brazilian supermarket list

Total value: R$991
```

**Anti-pattern:**
```
What you get:
- 40 video lessons
- PDF workbook
- Certificate of completion
```
Why it fails: No value assigned, no benefit description, content-focused not outcome-focused.

### 3. Bonus Strategy

Every bonus must serve exactly ONE of these three purposes:

| Purpose | What it does | Example |
|---|---|---|
| **Accelerate the result** | Gets them to the outcome faster | "The Quick-Start Checklist — implement the core protocol in 48 hours instead of 7 days" |
| **Solve a future problem** | Handles the "what happens after" objection | "The Maintenance Blueprint — keep your results after the 21 days end" |
| **Break a specific objection** | Removes a reason NOT to buy | "The Travel Protocol — how to stay on track when you're away from home" |

**Pattern:**
```
BONUS 1: [Name] (Value: R$X) — FREE
[1-line: what it does + which purpose it serves]

BONUS 2: [Name] (Value: R$X) — FREE
[1-line: what it does + which purpose it serves]
```

**Anti-pattern bonuses:**
- "Bonus: Access to our community" → Not a bonus, it's a feature. What specific outcome does the community provide?
- "Bonus: 3 extra video lessons" → Content, not outcome. What do the lessons achieve?
- "Bonus: Free e-book about marketing" → Unrelated to the main offer. Bonuses must extend the core promise.

### 4. Reason Why

Give an honest, specific reason for the price or the deal. The prospect's subconscious asks "why is this so cheap?" — if you don't answer it, they assume the product is low quality.

**Good Reason Whys:**
- "This is the first time I'm offering this outside my R$5,000 private consulting program — I want 1,000 people to prove the results before I raise the price."
- "I'm launching this in Brazil before the US market. Early adopters get the introductory price. When I launch in English, this will be $297 USD."
- "This was originally a R$2,400 live workshop. I recorded it and made it self-paced — so I can offer it at a fraction of the price because I don't have venue and travel costs."

**Bad Reason Whys:**
- "Because we care about you!" → Not a reason, it's a platitude.
- No reason at all → The prospect fills the gap with "it must not be worth much."

### 5. Guarantee

Remove 100% of the risk from the buyer. The stronger the guarantee, the higher the conversion.

**Guarantee tiers:**

| Tier | What it says | When to use |
|---|---|---|
| **30-day refund** | "Try it for 30 days. If you're not satisfied, full refund." | Standard — works for most products |
| **Result-based** | "Follow the protocol for 21 days. If you don't see measurable results, I'll refund everything." | Strongest — use when you're confident in the product |
| **Double guarantee** | "If it doesn't work, I'll refund your money AND give you R$100 for wasting your time." | Bold — use only when you have track record data |
| **Keep everything** | "If you want a refund, keep all the materials. I don't want your money if you're not happy." | Trust-building — works when price is under R$200 |

**Pattern:**
> "**My Zero-Risk Guarantee:** Use the entire [Product Name] for [timeframe]. Follow the [method/protocol]. If you don't [specific result], send me one email and I'll refund every centavo. No questions, no forms, no awkward conversations. You keep everything."

**Anti-pattern:**
> "No refunds. All sales are final." → Dramatically increases objection weight. The prospect bears ALL the risk.

---

## Price presentation patterns

### The "not / not / but" pattern
> "You won't pay R$1,288.
> You won't even pay R$497.
> Today, you invest just R$97."

### The daily cost reframe
> "R$97 divided by 21 days = R$4.62 per day. Less than a cafezinho."

### The "what it costs NOT to act" pattern
> "How much have you already spent on diets that didn't work? R$500? R$2,000? R$5,000?
> The real cost isn't the money — it's another year feeling the same way.
> R$97 to finally fix it. That's the math."

### Anti-pattern: price presentation
> "Buy now for R$97!" → No anchoring, no reframe, no context. The price sits alone without justification.

---

## Complete offer section template

```markdown
## Everything you get today

✓ **[Main Product Name]** — [benefit, not description] (Value: R$X)
  [Fascination bullet]

✓ **[Component 2]** — [benefit] (Value: R$X)
  [Fascination bullet]

✓ **[Component 3]** — [benefit] (Value: R$X)
  [Fascination bullet]

---

### Bonuses (included FREE today)

🎁 **BONUS 1: [Name]** — [purpose: accelerate / future-proof / break objection] (Value: R$X)
🎁 **BONUS 2: [Name]** — [purpose] (Value: R$X)
🎁 **BONUS 3: [Name]** — [purpose] (Value: R$X)

---

**Total value: R$[sum]**

~~R$[crossed out middle price]~~

### Today: R$[final price]

[Reason Why — 1-2 sentences explaining the price]

[CTA BUTTON — benefit-framed: "Start My [Protocol/System] Now"]

---

**[Guarantee Name]:** [Full guarantee text — specific timeframe, specific condition, specific refund process]
```
