Describe an offer customers can evaluate

Make the offer understandable before making it persuasive

An offer is the agreement a customer believes they are accepting. They need to understand who it is for, what outcome or work is included, what they must do, what it costs, how long it takes, and what happens if it does not work. Clear terms reduce mismatched sales and support problems.

Write the offer in six parts

1. Customer: name the situation, role, or need this is designed for.
2. Outcome: describe the observable result without promising what you cannot control.
3. Scope: list what is included, excluded, and dependent on customer input.
4. Delivery: explain timing, support, onboarding, and any manual steps.
5. Price and terms: show total price, billing interval, renewal, taxes where applicable, cancellation, and refund terms before purchase.
6. Evidence: say what supports the claim: a measured result, a customer example with permission, a demo, or a clearly labeled hypothesis.

Example:

For independent consultants who prepare weekly client updates, Briefcase turns notes you provide into a reviewable first draft. The first plan covers one workspace and up to 10 active clients. You review every draft before sending. Setup takes about 20 minutes. It is $12 per month, billed monthly; cancel before the next renewal to stop future charges. It does not send messages automatically or guarantee client outcomes.

The exact product and price here are illustrative. The important part is that scope and limits are visible before purchase.

Test comprehension with the intended buyer

Show the offer to someone in the target segment and ask them to explain, in their own words: what they receive, who does what, when they pay, what is not included, and how they cancel. Do not coach them toward the “right” answer. If several people misunderstand the same term, rewrite it and test again.

A purchase or paid pilot is stronger evidence of willingness than a compliment, but it does not prove retention or repeatable acquisition. Record who purchased, what they expected, and what support was needed. If you test demand before the product is ready, disclose the product’s status, delivery uncertainty, and refund process. Never pretend that a waitlist, prototype, or manually delivered service is a finished automated product.

Check the economics and the promise

Estimate what it costs to serve one customer: infrastructure, payment fees, support time, refunds, onboarding, and any human review. For a service, include delivery capacity; ten sales can be a failure if each sale requires unsustainable work. For subscriptions, show renewal terms and make cancellation findable.

Avoid guaranteed income, fabricated scarcity, hidden renewals, or claims that cannot be substantiated. Advertising, consumer, subscription, and refund rules depend on where you and your customers are. Review current local requirements before accepting money. See business basics and customer interviews.