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Offers Strategy Guide

Use this skill when designing offers for paid campaigns — the offer types that convert cold B2B traffic and matching offer strength to funnel stage.

How to use it

Claude Code
  1. Run the line below. It pulls the whole folder into ~/.claude/skills/ads-offers-strategy.
  2. Describe your job in plain words. Claude Code follows the skill from there.
Claude Code — installs the whole folder, not just SKILL.md
npx degit swan-gtm/gtm-skills/skills/ivan-falco/ads-offers-strategy#main ~/.claude/skills/ads-offers-strategy

For one project only, change the path to .claude/skills/ads-offers-strategy.

Claude (web or desktop app)
  1. On this page open ⋯ → Download .md.
  2. Save it as SKILL.md in a folder, zip the folder, then Customize → Skills → + → Create skill → Upload a skill.
  3. Pick the file and Save. Claude shows the name and description and runs a security scan.
  4. Check the skill is switched on.
  5. Start a new chat and describe your job in plain words. The AI follows the skill from there.
ChatGPT or another app
  1. ChatGPT: make a Project and paste it into Instructions.
  2. Neither? Paste it at the top of a new chat — it works for that chat.
Not working?
  • Check which app you pasted it into — the steps above name the right one.
  • Some skills need the paid tier of Claude or ChatGPT.
Step-by-step guide with screenshots · Ask in the forum

Paste into Claude, ChatGPT or Cursor.

Source of Offers Strategy Guide

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nametitledescriptioncategory
ads-offers-strategyOffers strategy guideUse this skill when designing offers for paid campaigns — the offer types that convert cold B2B traffic and matching offer strength to funnel stage.Ads

Offers Strategy Guide

What Is a No-Brainer Offer?

A "no-brainer" offer has high perceived value AND high likelihood of attainment, where the thought of transaction is little to nothing.

Key Principles

  • Every ad promotes some type of offer: demo requests, product tours, free trials, e-books, checklists, blog posts, educational videos, webinars, conferences, physical products, calculators, assessments, community, etc.
  • The best offer varies based on the stage you're focusing on
  • Just because you're offering something for FREE doesn't mean you don't have to SELL it
  • Marketers DRAMATICALLY overestimate the perceived value of their offers and underestimate the reality of prospects

Two Ways to Communicate Value

1. Be Clear

Answer these questions: Who is this for? What is the one big takeaway? What is required on my part? (time/effort)

Bad Example: "Learn about the world of private equity from the most trusted names in finance. Sign up for the next cohort today."

Good Example: "Startup founders learn how to raise, negotiate, and manage private equity in the next 6-weeks for just 1-hour a day."

2. Be Compelling

Humans are motivated by pain or desire. Get people excited when they read your CTA.

Bad Example: "Break into private equity with the Private Equity Certificate from (School)"

Good Example: "Join X certified startup founders who successfully raised $X+ in private equity after graduating from (School)"

Example Offers by Stage

1. Create (Build brand affinity & trust)
  • YouTube videos
  • Blog posts
  • Webinars
  • Conferences
  • Social posts
2. Capture (Convert in-market buyers)
  • Free trials
  • Demo requests
  • On-demand product tours
3. Accelerate/Activate (Shorten sales cycles)
  • Case studies
  • Testimonials
  • Proof of concepts
  • Customer dinners
  • Product webinars
  • Certification programs
4. Revive (Restart lost opportunities)
  • Extended trials
  • Product discounts
  • Professional services
  • Incentivized demo requests
5. Expand (Drive revenue from customers)
  • Referral program
  • Early access to new releases
  • Additional product offerings

When Crafting New Offers from Scratch

  1. Get clear on who it's for / not for
  2. All the pain points you're solving
  3. The big takeaways
  4. Effort required

By Ivan Falco - Frontal

1---
2name: "ads-offers-strategy"
3title: "Offers strategy guide"
4description: Use this skill when designing offers for paid campaigns — the offer types that convert cold B2B traffic and matching offer strength to funnel stage.
5category: Ads
6---
7 
8# Offers Strategy Guide
9 
10## What Is a No-Brainer Offer?
11 
12A "no-brainer" offer has high perceived value AND high likelihood of attainment, where the thought of transaction is little to nothing.
13 
14## Key Principles
15 
16- Every ad promotes some type of offer: demo requests, product tours, free trials, e-books, checklists, blog posts, educational videos, webinars, conferences, physical products, calculators, assessments, community, etc.
17- The best offer varies based on the stage you're focusing on
18- Just because you're offering something for FREE doesn't mean you don't have to SELL it
19- Marketers DRAMATICALLY overestimate the perceived value of their offers and underestimate the reality of prospects
20 
21## Two Ways to Communicate Value
22 
23### 1. Be Clear
24 
25Answer these questions: Who is this for? What is the one big takeaway? What is required on my part? (time/effort)
26 
27**Bad Example:**
28"Learn about the world of private equity from the most trusted names in finance. Sign up for the next cohort today."
29 
30**Good Example:**
31"Startup founders learn how to raise, negotiate, and manage private equity in the next 6-weeks for just 1-hour a day."
32 
33### 2. Be Compelling
34 
35Humans are motivated by pain or desire. Get people excited when they read your CTA.
36 
37**Bad Example:**
38"Break into private equity with the Private Equity Certificate from (School)"
39 
40**Good Example:**
41"Join X certified startup founders who successfully raised $X+ in private equity after graduating from (School)"
42 
43## Example Offers by Stage
44 
45### 1. Create (Build brand affinity & trust)
46- YouTube videos
47- Blog posts
48- Webinars
49- Conferences
50- Social posts
51 
52### 2. Capture (Convert in-market buyers)
53- Free trials
54- Demo requests
55- On-demand product tours
56 
57### 3. Accelerate/Activate (Shorten sales cycles)
58- Case studies
59- Testimonials
60- Proof of concepts
61- Customer dinners
62- Product webinars
63- Certification programs
64 
65### 4. Revive (Restart lost opportunities)
66- Extended trials
67- Product discounts
68- Professional services
69- Incentivized demo requests
70 
71### 5. Expand (Drive revenue from customers)
72- Referral program
73- Early access to new releases
74- Additional product offerings
75 
76## When Crafting New Offers from Scratch
77 
781. Get clear on who it's for / not for
792. All the pain points you're solving
803. The big takeaways
814. Effort required
82 
83---
84 
85> By Ivan Falco - Frontal
86 

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