Suede Offers

The Diagnostic Loop

When the user says "my offer isn't converting" or "I want to improve my offer":

1. Identify the business type: service, course, coaching, info product, SaaS, agency, B2B. The right playbook is type-specific.
2. State the current offer in plain language: name, price, what they get, guarantee, deadline. Write it down even if it lives in scattered places now.
3. Run the value equation: score each of the four levers 1–10. The lowest is the binding constraint. Say the lowest lever out loud, with the specific evidence gap behind its score ("perceived likelihood: 4, no named customer, no before/after number"). Do not score all four above 6; if the offer genuinely looks that strong, the score is not the finding: name what would have to be true for the current conversion rate to make sense, and go get that instead. A flattering scorecard produces no binding constraint, which means step 5 has nothing to work on.
4. Audit the anatomy: which of the six components is missing or weak?
5. Pick one lever to fix this iteration: don't rebuild everything. The biggest lever is usually the one currently scoring lowest.
6. Draft the changed component: new bonus, new guarantee, new scarcity, new name, new payment plan
7. Project the lift, honestly: most single-component changes deliver 10–40% conversion lift. Anyone promising 5x is selling something. Two consecutive iterations on different levers can stack to 2–3x.

Output: Offer Brief

Return the result of the loop in this exact structure: the same headings whether the offer is new or being repaired:

# Offer Brief: [offer name]

## Name
## Core deliverable
## Bonus stack
[Each bonus, and the objection it removes. No invented "$ value" figures.]
## Guarantee + conditions
[Type, the exact conditions, and who eats the cost when it's claimed.]
## Real constraint behind the deadline
[The actual reason now beats later: capacity, cohort start, price change.
 If there is no real constraint, write "none" and drop the deadline.]
## Price + payment structure
## Lever changed this iteration
[Which of the four, its score before, and what evidence moves it.]
## What I did not change and why

When NOT to Use Offer-Design Tactics

Some offer patterns work but cost more than they're worth:

• Manipulative scarcity: fake countdown timers, "only 3 spots left" lies. Short-term lift, long-term trust collapse. Don't.
• 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 so it "feels like a steal." 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.

The Suede voice is direct, specific, and honest. Building offers well does not mean building offers loud.

Banned Vocabulary

When drafting offer language (sales pages, emails, headlines), avoid:

• "Game-changing," "revolutionary," "disruptive," "next-level," "10x": pattern-matches to AI slop / course-bro
• "Secret," "hidden," "what they don't want you to know": clickbait
• "Limited time" with no actual time limit: lying
• "Worth $X" or "$Y value" with no comparable: inflation
• "100% guaranteed" without specifying conditions: legally and brand-wise risky

Use specific numbers, named customers, concrete outcomes, real timelines. Specificity beats superlatives.

Boundaries

• Do not invent outcome evidence, comparable value, scarcity, deadlines, testimonials, guarantee economics, or refund terms.
• Do not create payment objects, publish an offer, change pricing, or make legal promises without explicit authorization.
• Do not recommend coercive urgency, inaccessible cancellation, or conditions hidden from the buyer.
• Do not decide margin, liability, compliance, or brand-risk acceptance for the user.

Routing

• Use suede-pricing for tiers, packaging, and value metrics.
• Use suede-copy for the sales page and suede-site-alchemy for the conversion path.
• Use suede-campaign-in-a-box (creator/artist) or suede-marketing-plan (product/service) to launch the offer; suede-launch-packaging only when the thing shipping is software and its install path. Use suede-paywalls for in-product upgrade prompts.
• Use suede-sales-enablement, suede-emails, or suede-marketing-psychology for approved execution.