Craft Offer — Miles Mortensen (ISOM)
Per-offer architecture. Each product gets its own Craft Offer instance. Frameworks combined from the GrowthOpX creative strategist workflow and the Far From dossier method: MAGIC naming, value equation scoring, scarcity/urgency/bonuses/guarantee design, "Stupid Saying No" test, seasonal campaign calendar.
Purpose
Forces a deliberate, defensible architecture for every offer the client sells. Without this, offers default to "price + bullet list of features" and underperform. With this, every offer has a named promise, a defended price, a layered enhancement stack, and a campaign calendar that ties to the buyer's real-world urgency.
How to populate
Sources to mine:
- Avatars (Sections 3-6 directly feed the offer architecture)
- Offerings (the offer being crafted)
- Offer Comparison Audit (positioning relative to competitors)
- SWOT Analysis (strengths to lead with, threats to defuse)
- Creative Strategist Workflow for the framework reference
What good looks like: every field has a specific answer, not a placeholder. MAGIC name is testable (does it actually contain the five elements?). Value equation scores are honest (a 6 is a 6, not a 9 you'd like it to be). The "Stupid Saying No" test passes all six questions or has a clear path to passing them.
Update: when the offer materially changes (price, positioning, format, audience). Stable in between.
Offer: [OFFER NAME]
A. Value Ladder Context
| Field | Detail |
|---|
| Tier (LM / LT / Core / Premium / HT / Recurring) | [TO POPULATE] |
| Position in the ladder | [TO POPULATE] |
| Feeds in from | [TO POPULATE] |
| Feeds out to | [TO POPULATE] |
| Strategic role | [TO POPULATE] |
B1. Entry Pathway
| Field | Detail |
|---|
| Lead Magnet Name | [TO POPULATE] |
| Lead Magnet Format | [TO POPULATE] |
| Narrow Problem Solved | [TO POPULATE] |
| Result Prospect Gets (first-week-win) | [TO POPULATE] |
| CTA to Core Product | [TO POPULATE] |
| Would Someone Pay For This LM? | [TO POPULATE] |
| Low Ticket Offer | [TO POPULATE] |
| Low Ticket Price | [TO POPULATE] |
| Low Ticket → Core Hook | [TO POPULATE] |
B2. Offer Enhancements
Scarcity
| Field | Detail |
|---|
| Type | [TO POPULATE] |
| Detail | [TO POPULATE] |
| Is the scarcity real (structural) or invented? | [TO POPULATE] |
Urgency
| Field | Detail |
|---|
| Type | [TO POPULATE] |
| Detail | [TO POPULATE] |
| Tied to real calendar deadlines? | [TO POPULATE] |
Bonuses
| # | Bonus | Stated Value | Why it works |
|---|
| 1 | [TO POPULATE] | | |
| 2 | | | |
| 3 | | | |
Guarantee
| Field | Detail |
|---|
| Type (Unconditional / Conditional / None) | [TO POPULATE] |
| Detail | [TO POPULATE] |
| Named Guarantee | [TO POPULATE] |
Naming (MAGIC)
| Field | Detail |
|---|
| Current Name | [TO POPULATE] |
| MAGIC Name | [TO POPULATE] |
| M — Magnetic word | [TO POPULATE] |
| A — Avatar | [TO POPULATE] |
| G — Goal | [TO POPULATE] |
| I — Interval | [TO POPULATE] |
| C — Container word | [TO POPULATE] |
B3. Value Equation Score
Score 1-10 on each lever. Then write the action to get from current score to next score.
| Lever | Score | Evidence | Action to Improve |
|---|
| Dream Outcome | [1-10] | | |
| Perceived Likelihood | [1-10] | | |
| Time Delay | [1-10] | | |
| Effort & Sacrifice | [1-10] | | |
C. Seasonal Campaign Calendar
| Window | Dates | Campaign / Offer | Target | Notes |
|---|
[TO POPULATE] | | | | |
D. "Stupid Saying No" Test
| # | Question | Answer | Pass / Marginal / Fail |
|---|
| 1 | Is the dream outcome so desirable they'd pay almost anything? | [TO POPULATE] | |
| 2 | Is the perceived likelihood high enough they believe it'll work for THEM? | | |
| 3 | Is the time delay short enough they'll see progress quickly? | | |
| 4 | Is the effort/sacrifice low enough they feel the hard part is handled? | | |
| 5 | Is the price a fraction of the perceived value? | | |
| 6 | Would the buyer feel like they're making a mistake by NOT buying? | | |
[Duplicate the full block per offer. Aim for one Craft Offer instance per paid offer in the value ladder.]
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