Guide · Agent skill
How to use the Offer Design agent skill (offers)
Updated · written with AI from the project's own documentation and checked against our catalogue data
The Offer Design skill (named offers) is an agent skill from the marketingskills repository that helps an AI agent review and rebuild the offer you sell, not just the words on the page. It is written for consultants, agencies, course and coaching creators, info-product sellers, high-ticket B2B teams and founders whose sales pages are not converting. After this guide you will know what the skill does, how to install it, how to ask for it in plain language, and what to check before you trust its output.
Offer Designcoreyhaines31/marketingskills · MIT Download the skill Quick start
- 1Download the skill. Download the offers ZIP from the skill's page on our site.
- 2Unzip it into a skills folder. Unzip into ~/.claude/skills/ for personal use, or into .claude/skills/ inside a project.
- 3Or upload it in the Claude apps. In the Claude apps, go to Settings, then Capabilities, then Skills, and upload the skill.
- 4Describe your offer. Write the business type, price, what the buyer gets, guarantee and deadline, even if some are missing.
- 5Ask a natural question. Use phrases like 'why isn't my offer converting' or 'build an offer' so the skill loads.
- 6Review the diagnosis. Check the lever scores and the missing components against your own customer evidence.
- 7Test the change. Apply one changed component and confirm the result with a proper test.
What is an agent skill, and what does the offers skill make the agent do?
An agent skill is a folder of instructions and reference files that an AI agent loads when a task matches the skill's description. The offers skill is a single folder whose main file is SKILL.md, plus reference notes and worked examples.
Once installed, the agent treats a sales problem as an offer problem rather than a copy problem. It works through a value equation with four levers: dream outcome, perceived likelihood of achievement, time delay, and effort and sacrifice. It then checks which of six offer components are missing: core deliverable, bonus stack, guarantee, scarcity or urgency, name, and price with payment structure. It suggests specific fixes such as a stronger guarantee, a bonus stack, or a real deadline.
- Business types covered: services, agencies, courses, coaching, info products, high-ticket B2B and direct-response.
- Reference notes cover the value equation, offer anatomy, guarantee types, bonus stacking, scarcity and urgency, offer formats, SaaS offers and worked examples.
How do you install the offers skill?
There are two routes. You can download the ZIP from the skill's page on our site and unzip it into your personal skills folder, ~/.claude/skills/, or into a project's .claude/skills/ folder if you want the skill to apply only to that project.
If you use the Claude apps instead, upload the skill under Settings, then Capabilities, then Skills. Either way, the skill folder should contain SKILL.md and its references folder together.
- Personal install: unzip into ~/.claude/skills/
- Project install: unzip into .claude/skills/ inside your project
- Claude apps: Settings → Capabilities → Skills, then upload the skill
~/.claude/skills/How do you trigger the skill with natural requests?
You do not need a special command. The skill loads when your request matches its description. Plain phrases work well, such as 'my offer isn't converting', 'help me build an offer for my coaching program', or 'review my high-ticket offer'. The description also names terms like bonus stack, guarantee, risk reversal, value stack, payment plan, down-sell and productize a service.
Give the agent the facts it needs in the first message. The diagnostic process starts by identifying your business type and stating the current offer in plain language, so include the name, price, what the buyer gets, the guarantee and any deadline, even if some are missing.
- Good: 'My fractional CMO service sells at $15K a month with no guarantee. Score the offer and suggest one fix.'
- Good: 'Design a payment plan and a conditional money-back guarantee for my 8-week course.'
- Weaker: 'Make my sales page better.' The skill points out that copy is not the first fix; ask about the offer, and use copywriting for the page itself.
What does a typical session look like?
The skill follows a diagnostic loop. The agent identifies the business type, restates your current offer, scores each value-equation lever from 1 to 10, and audits the six components. The lowest-scoring lever is treated as the binding constraint, and the agent drafts one changed component rather than rebuilding everything.
The skill also says to project lift honestly. It suggests planning on a 10 to 40 percent relative lift from one component change, and recommends confirming the combined offer with a test, referring you to the ab-testing skill.
- Step 1: business type. Step 2: current offer in plain language. Step 3: value equation scores. Step 4: anatomy audit. Step 5: pick one lever. Step 6: draft the component. Step 7: honest lift estimate and a test.
What does the skill need, and what are its safety limits?
The skill lists no required tools or prerequisites. It does not run scripts and does not use the network, so it works by reading its own files and your message. If a file named .agents/product-marketing.md, .claude/product-marketing.md, or the older product-marketing-context.md exists, the skill reads it first so it does not ask for information you already gave.
The skill is explicit about what it will not do. It warns against manipulative scarcity such as fake countdown timers and false 'only 3 spots left' claims, and against over-promising guarantees. A user can still ask for these patterns, so review any output before you publish it, since these tactics can damage trust and may breach consumer law in some places.
- Requires: nothing listed
- Runs scripts: no
- Uses network: no
- Check any scarcity or guarantee wording against what you can actually deliver and what consumer law requires where you sell.
Tips for getting useful results
Use the skill for the offer, then use the others for the rest. The skill's own guidance points to copywriting for the sales page, pricing for tiers and value metrics, launch for the launch moment, and sales-enablement for sales collateral. For pure self-serve SaaS, the skill says to read pricing first, because tiers and packaging do more work there.
Treat scores as prompts for thinking, not measurements. Ask the agent to show its reasoning for each lever so you can check it against what your buyers actually say.
- Bring real numbers: your current price, conversion data, and typical customer objections.
- Ask for one fix at a time, then test it.
- Use the worked examples in the reference notes as a comparison for your own before-and-after draft.
What people use it for
- Diagnosing why a consultant's or agency's offer is not selling despite good copy.
- Designing a launch offer for a course or cohort, including bonuses and a payment plan.
- Choosing a guarantee type that fits a high-touch coaching program.
- Naming an offer and checking its six components before a launch.
- Reviewing a high-ticket B2B offer against the value equation before a sales push.
Frequently asked questions
Is the offers agent skill free, and what licence does it use?
The skill is listed under the MIT licence, as part of the coreyhaines31/marketingskills repository. The MIT licence generally allows use and modification with the licence notice retained, so read the licence file in the repository for the full terms.
What do I need to run the offers skill?
The skill lists no required tools. It does not run scripts and does not use the network, so you need an agent environment that can load skills, such as Claude with skills enabled.
How do I install the offers skill in Claude?
Download the ZIP from the skill's page on our site and unzip it into ~/.claude/skills/ or a project's .claude/skills/ folder. Alternatively, upload it in the Claude apps under Settings, then Capabilities, then Skills.
Why isn't the skill loading when I ask a question?
The skill loads when your request matches its description. Use plain phrases from the description, such as 'my offer isn't converting' or 'build an offer', and confirm the skill folder contains SKILL.md and its references folder.
How is this different from the pricing or copywriting skills?
The offers skill focuses on the offer itself: bonuses, guarantees, scarcity, naming and payment structure. The pricing skill handles price level and tiers, and the copywriting skill writes the sales page. The skill points to these other skills for those jobs.
Can the skill write my sales page or ad copy?
No. Writing the sales page or ad copy is out of scope for this skill. Use the copywriting skill for that, after the offer itself is sound.
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Our verdict
Use the offers skill if you sell services, courses, coaching, info products or high-ticket B2B and suspect the offer, not the copy, is the problem. Pick a different tool for pure self-serve SaaS, where the skill itself says to read the pricing skill first, and for writing the sales page or ads, where copywriting is the better fit.
Download the skill