---
genome: copywriting-brunson
reference: frameworks-value-stack
load_priority: high
---

# Value Stack — Irresistible Offer Construction

The Brunson value stack: the offer's parts must visibly **exceed the final price** by 5-10× when totaled. Stacking is non-negotiable in Brunson methodology (Decision Weight 85/15 — Value Stack vs. Lean Pricing).

## The standard stack

| Component | Function | Value |
|-----------|----------|-------|
| **Main product** | The transformation (not features) | Highest single value |
| **Complement 1** | Amplifies main product results | Mid-tier value |
| **Complement 2** | Addresses adjacent need | Mid-tier value |
| **Bonus training 1** | Eliminates objection 1 ("but what if I don't have time?") | Lower value but high relevance |
| **Bonus training 2** | Eliminates objection 2 ("but what if my situation is different?") | Lower value but high relevance |
| **Access/support** | Ensures implementation (community, coaching, Q&A) | Mid-tier value |
| **Spice bonus** | Unexpected, often surprising | Variable, sometimes high |
| **Total stacked value** | (Sum of above) | Should be 5-10× final price |
| **Final price** | What they pay | Lower than stacked value |

## Why stacking works

| No stack | With stack |
|----------|-----------|
| "Pay $1,000 for product" | "Get $10,000 worth, pay $1,000" |
| Feels expensive | Feels like a deal |
| Buyer focuses on price | Buyer focuses on value-to-price ratio |
| Lower conversion | Higher conversion |
| Lower perceived value | Higher perceived value |

The stack is the **psychological frame** that makes the price feel like a steal.

## Building the stack

### Main product (always present)
Position the main product as the **transformation**, not the deliverable:
- Not "30 hours of video training" → "Become a [aspirational identity]"
- Not "12-week course" → "Skip 5 years of trial and error"
- Not "a software tool" → "Build your business in days, not months"

### Complements (1-3)
Add-ons that enhance or extend the main product. Each should:
- Address a specific need that main product alone doesn't fully solve
- Have a defensible standalone value (could be sold separately)
- Make the main product more effective

### Bonus trainings (3-5)
Each bonus addresses a SPECIFIC objection:
- "What if I don't have time?" → "Bonus: 30-day quick-start"
- "What if my situation is different?" → "Bonus: industry-specific playbooks"
- "What if I get stuck?" → "Bonus: troubleshooting library"
- "What if I want to scale?" → "Bonus: advanced 7-figure module"

The objection-bonus pairing is **load-bearing** — bonuses without objection mapping feel random.

### Access/support
Community, coaching, Q&A, office hours, mastermind. Critical because:
- Addresses fear of being alone with the material
- Creates ongoing engagement (raises LTV)
- Justifies premium pricing
- Reinforces community/movement (Brunson pillar 4)

### Spice bonus
An unexpected element that doesn't fit the standard categories:
- A physical mailed item (in a digital course)
- An exclusive call/event with the founder
- A surprising tool or template
- Access to a premium asset normally unavailable

The spice bonus stands out emotionally and gets remembered.

## Total value framing

Sum the stack visibly:

```
Main product:    $4,000
Complement 1:    $1,500
Complement 2:    $1,500
Bonus 1:         $   500
Bonus 2:         $   500
Bonus 3:         $   500
Community access:$1,000
Spice bonus:     $   500
Total value:     $10,000

YOUR PRICE TODAY: $997
```

The visual sum makes the deal feel obvious. Without the explicit summation, the stack's psychological effect weakens.

## Honesty discipline

Brunson stacks aren't honest if the assigned values are inflated.

Honest stacking:
- Each value is defensible if the item were sold standalone
- Bonuses have real production cost or genuine market value
- The transformation is real (not marketing fluff)

Dishonest stacking (avoid):
- Random inflated values for bonuses (e.g., "PDF checklist — value $200")
- Total values 50× price (audience pattern-matches as fake)
- Bonuses that exist but have no standalone market

The 5-10× ratio is sustainable; 20×+ is detected and erodes trust.

## Decision Weight: 85 / 15

Value Stack vs. Lean Pricing is 85/15. Always stack; the rare exception is when the audience has been educated to want **simplicity** (some premium B2C, some luxury). Even then, the stack often works in disguised form (bundled tiers).

## Common violations

| Violation | Symptom | Fix |
|-----------|---------|-----|
| No stack, just price | Conversion plateau | Build full stack with each component's value |
| Random bonus values | Pattern-matched as fake | Defensible values for each bonus |
| Total > 20× price | Audience disbelieves | Cap at 5-10× ratio |
| No spice bonus | Stack feels mechanical | Add an unexpected element |
| Bonuses unrelated to objections | Bonuses feel like filler | Map each bonus to a specific objection |

## Modern application

The value stack works in 2026 across:
- Course launches (Brunson's home turf)
- Coaching/mentorship offers
- High-ticket info-products
- Mastermind/community memberships
- SaaS premium tiers (with creative interpretation)
- Service offerings (consultancy, agency)

The format changes; the stack discipline doesn't.
