The Offer Formula
Arthurian legend's cup from the Last Supper. The knights' greatest quest; whoever finds it gains healing and eternal life.
The template behind every irresistible offer, ready to fill in for yours.
Why most offers die quietly
People rarely say no to a bad product. They say no to an offer that makes them do the work: work out what they get, why it matters now, and why it is safe to say yes. An irresistible offer does that work for them before they ask.
Fill in the seven parts below in order. Each one closes a reason to hesitate.
The dream outcome
Describe the result in the buyer's words, not yours. A result they can picture, not a process they have to sit through.
In [timeframe], you will [specific, visible result]…Who it is for, and who it is not for
Naming who should not buy makes the right buyer feel chosen.
This is for [who], already doing [what]. Not for [who]…The mechanism
Give your method a name and explain in one sentence why it works when everything else they tried did not.
The [Name] Method works because [the one reason]…The stack
List every component as an outcome, each with its own value. Remove anything nobody would miss.
| Component | What it gets them | Value |
|---|---|---|
The bonuses
Each bonus should remove a specific objection: time, skill, doubt or follow-through.
Bonus: [name] so you never have to [the thing they fear]…The guarantee
Move the risk from them to you. Make the condition specific enough to be believable.
If you [do the work], and do not [get the result] in [timeframe], I will [what you will do]…The reason to act now
Real scarcity only: limited seats, a closing date, a price that rises. Never invent it.
Available to [number] people until [date], because [true reason]…The final test
- Can a stranger repeat the outcome back to you in one sentence?
- Does every line of the stack read as a result, not a feature?
- Would you feel a little foolish saying no to it yourself?
Want this built for you instead of by you?
Return to the vault