Offer Architecture

1. ATTRACTION OFFERS STRATEGY

Purpose

Reduce perceived risk, lower barrier to entry, and increase first purchase conversion rate by 15-25%

1.1 Win Your Money Back Guarantee

Strategic Purpose

• Eliminates purchase anxiety by shifting risk from client to us

• Demonstrates confidence in quality

• Increases perceived value without upfront cost

Strategic Implementation

For SaaS Companies:

• Full refund if first video doesn't meet written brief

• Only on orders $300+ (protects margin on small orders)

• Applies to first video only (tests relationship, not ongoing)

For Performance Marketers:

• Performance-based: If creative doesn't hit benchmarks after $500 ad spend, create 2 replacement variations free

• Data-driven approach matches their mindset

• Positions us as performance partners, not just vendors

For Agencies:

• Quality-focused: If client rejects due to quality issues (not creative direction), redo free

• Protects agency's reputation with their clients

• Applies to first 3 videos in relationship (builds trust)

Economic Logic

• Expected refund rate: 5-10%

• Increased conversion more than offsets refund cost

• Builds portfolio of satisfied first-time customers

1.2 Free Giveaways

Strategic Purpose

• Increases order value perception without discounting base price

• Creates urgency (limited time/quantity)

• Encourages upsell to higher packages to qualify

Strategic Implementation

For SaaS Companies:

• Buy 5+ ad creatives → Get 1 explainer video free

• Bonus value: $400

• Encourages campaign-level thinking (not one-off orders)

For Creators:

• Order first package ($300+) → Get 2 bonus short-form clips free

• Bonus value: $170

• Lowers risk of testing new editor

For SMBs:

• Order any video → Get 3 social post graphics free

• Bonus value: $120

• Addresses multi-channel content need

Economic Logic

• Bonus uses existing assets (low marginal cost: 10-20% of order value)

• Increases perceived value by 30-40%

• Drives clients to minimum package threshold

1.3 Decoy Offers

Strategic Purpose

• Anchors price perception higher

• Makes middle option appear as "smart choice"

• Increases average order value by guiding decision-making

Strategic Implementation

Pricing Structure:

• Inferior Decoy: 1 video at poor per-unit value (intentionally unattractive)

• Target Package: 4 videos with better per-unit value + "RECOMMENDED" badge (70-80% choose this)

• Premium Decoy: 10 videos with best per-unit value but requires larger commitment (aspirational)

Psychology:

• Inferior makes target feel smart

• Premium makes target feel safe (not over-committing)

• Result: 70-80% choose target package

Economic Logic

• No cost to implement (pricing strategy only)

• Increases AOV by 40-60% vs single-item pricing

• Creates clear upgrade path for future orders

1.4 Buy X Get Y

Strategic Purpose

• Increases order volume per transaction

• Rewards bulk buying behavior

• Improves unit economics (more revenue per client interaction)

Strategic Implementation

For SaaS Companies:

• Buy 3 ad creatives → Get 1 hook variation pack free (3 additional opening hooks)

• Bonus value: $150-200

• Addresses A/B testing need directly

For Creators:

• Buy Creator Basic Package → Get conversion-optimized landing page free

• Bonus value: $400

• Addresses full funnel (content + conversion)

• Upsell opportunity: Show basic vs premium landing page versions

For Performance Marketers:

• Buy 10-video testing bundle → Get 3 hook variations of top performer free (after data provided)

• Bonus value: $300-450

• Aligns with testing methodology

Economic Logic

• Bonus (Y) costs <25% of main order (X) value to deliver

• Increases average order size by 30-50%

• Creates natural upsell path (premium version of bonus)

1.5 Pay Less Now

Strategic Purpose

• Removes "too expensive right now" objection

• Maintains full project value (no discount on deliverables)

• Secures majority of payment early (reduces risk)

Strategic Implementation

Structure:

• 50% upfront (covers initial work + secures commitment)

• 30% after first draft (ensures engagement + feedback)

• 20% on final delivery (minimal ghost risk)

When to Deploy:

• Budget timing objection

• First-time client hesitation

• Strategic account acquisition

• Slow sales month

Economic Logic

• 80% collected before final delivery (protects revenue)

• Conversion increase (30-40% of deals that would walk) offsets payment plan complexity

• Payment plan completion rate target: 85%+

1.6 Free with Consumption

Strategic Purpose

• Encourages higher volume orders to unlock bonus

• Rewards loyalty and repeat business

• Increases perceived value at scale without upfront discount

Strategic Implementation

For SaaS Companies:

• 15+ videos in a month → Get 1 explainer video free

• Bonus value: $400

• Encourages campaign-scale thinking

For Creators:

• Post 20+ videos (that we edited) → Get 1 viral-style concept video free

• Bonus value: $300

• Rewards clients who actually use our work

For Agencies:

• 20+ videos in a month → Get custom motion graphics pack free

• Bonus value: $600

• Rewards volume partnership

Economic Logic

• Bonus unlocks at volume threshold (15-20 videos = $1,500-2,000 revenue)

• Bonus cost to deliver: 10-15% of threshold revenue

• In-month reminders drive clients to hit threshold (increases orders)

2. UPSELL OFFERS STRATEGY

Purpose

Increase average order value by 30-70% after initial "yes" without creating decision fatigue

2.1 Classic Upsell

Strategic Purpose

• Capitalize on buying momentum (client already said yes)

• Single, clear upgrade (no analysis paralysis)

• Provide genuine additional value (not cash grab)

Strategic Implementation

Hook Variation Testing Pack:

• Price: 30-40% of base video cost

• What: 3 different opening hooks for same video

• Value: A/B testing capability

• Delivered: With main video (no separate timeline)

Target attach rate: 25-35%

Economic Logic

• Uses existing video footage (marginal cost: 20-30% of upsell price)

• Increases AOV by 30-40%

• Positions us as performance-focused

2.2 Menu Upsell

Strategic Purpose

• Accommodate different budgets and needs

• Increase total upsell revenue vs single upsell

• Allow self-selection based on priority

Strategic Implementation

Menu Structure (4-5 options max):

• Option 1: Small add-on (+$85 for 1 extra video)

• Option 2: Medium add-on (+$120 for explainer upgrade)

• Option 3: Bundle (+$250 for full creative bundle)

• Option 4: Premium feature (+$180 for landing page video)

Target: 40-50% select at least 1 item, average 1.2-1.5 items per order

Economic Logic

• Menu format increases total upsell revenue by 50-70% vs classic upsell

• "Most popular" badge guides 60% to mid-tier option

• Cross-sells related services (video + landing page)

2.3 Anchor Upsell

Strategic Purpose

• Reframe price perception using high-price anchor

• Make target offering appear as "smart middle choice"

• Create aspirational tier for future growth

Strategic Implementation

Pricing Structure:

• Premium Anchor: $4,999/month (Enterprise - shown first)

• Target Package: $1,999/month (Growth Plan - RECOMMENDED - 70-80% choose this) ⭐

• Budget Option: $749/month (Starter - shown last)

Discount applied only to target tier:

• Show: $1,999 $1,599 first month (20% off to win business)

• Creates urgency without cheapening brand

Economic Logic

• Anchor at 2.5-3x target price makes target feel reasonable

• 70-80% conversion to target tier (desired outcome)

• Discount on target tier (not anchor or budget) protects positioning

2.4 Rollover Upsell

Strategic Purpose

• Creates "loss aversion" (don't want to lose unused credits by canceling)

• Rewards consistent usage without upfront cost

• Encourages referrals as alternative to refunds

Strategic Implementation

Rollover Structure:

• Unused videos roll over to next month

• Maximum: 30-40% of monthly allocation

• Window: 15-30 days to use rollover

• Expires if not used

Referral Transfer Variant:

• Client doesn't need all videos → Transfer to referred client

• Referring client gets 30% off next month

• Prevents churn from downsizing needs

Economic Logic

• Rollover costs nothing upfront (just flexibility)

• Reduces churn by 15-20% (clients don't want to lose credits)

• Referral transfer: $0 CAC + retention of downsizing client

3. DOWNSELL OFFERS STRATEGY

Purpose

Save 30-40% of deals that would otherwise be lost due to price objection or hesitation

3.1 Payment Plans

Strategic Purpose

• Remove "too expensive right now" objection without discounting

• Maintain full project value and margin

• Secure majority of payment before final delivery (reduces ghost risk)

Strategic Implementation

Split Structure:

• 50% upfront (covers initial work)

• 30% after first draft (ensures engagement)

• 20% on final delivery (minimal risk if ghost)

Alternative for Large Projects ($3,000+):

• 40% upfront / 30% midpoint / 30% final

Economic Logic

• 80% collected before final delivery (protects against ghosts)

• Saves 30-40% of price-objection deals

• Payment plan completion rate: 85%+ (if client makes payment 1, likely completes)

3.2 Free Trials

Strategic Purpose

• Remove "quality unknown" objection with proof

• Generate portfolio content for us

• Create reciprocity (client feels obligated after receiving value)

Strategic Implementation

Watermarked Concept Video:

• One video, full production quality, watermarked

• Client can test quality risk-free

• Conversion path: Love it → Pay $X to remove watermark → Order more

Strategic Deployment:

• Ideal ICP but hesitant on quality

• Slow sales month (need portfolio content)

• High-value prospect comparing vendors

Target conversion: 40-50% trial → paid

Economic Logic

• Cost: 45-60 min editor time

• Conversion value: $500-1,000 first order + LTV

• Portfolio benefit: Can repurpose as case study

3.3 Feature Downsell

Strategic Purpose

• Save price-objection deals without training discount expectation

• Preserve margin by cutting features, not just price

• Create clear value distinction (justifies full-price upsell later)

Strategic Implementation

Feature Comparison:

• Full Edit: $400 (custom graphics, 3 revisions, sound design, multi-format, 5-day)

• Basic Edit: $200 (template graphics, 1 revision, stock music, single format, 7-day)

What Gets Cut:

• Custom work → Templates

• Multiple revisions → Single revision

• Premium features → Standard features

• Speed → Longer turnaround

Economic Logic

• 50% price reduction = 60-70% feature reduction (maintains margin)

• Saves 30-40% of "too expensive" objections

• Clear upgrade path: 20-30% of downsell clients upgrade within 3 months

4. CONTINUITY OFFERS STRATEGY

Purpose

Increase LTV by 50-100% through retention, loyalty rewards, and long-term commitments

4.1 Bonus Offers

Strategic Purpose

• Increase perceived value without discounting base price

• Create "loss aversion" (canceling means losing bonuses)

• Reward loyalty and consistent usage

Strategic Implementation

Tenure-Based Bonuses:

• Months 1-2: +20% bonus videos

• Months 3-5: +30% bonus videos

• Month 6+: +40% bonus videos

Example (10-video plan):

• Months 1-2: +2 bonus videos

• Months 3-5: +3 bonus videos

• Month 6+: +4 bonus videos

Alternative: Performance-Based Bonuses:

• Post 10 videos → +2 bonus edits next month

• Post 20 videos → +4 bonus edits

• Rewards clients who actually use our work

Economic Logic

• Bonus cost: 10-20% of plan value

• Retention increase: 20-30%

• Gamification drives engagement (clients want to hit next tier)

4.2 Discount Offers

Strategic Purpose

• Secure cash flow upfront (prepayment)

• Lock in client for extended period

• Justifiable discount (we benefit from guaranteed revenue)

Strategic Implementation

Prepay Discounts:

• 3 months prepay: 5% off

• 6 months prepay: 10% off

• 12 months prepay: 15% off

Alternative: Bonus Instead of Discount:

• 3 months prepay: +6 bonus videos (10% value)

• 12 months prepay: +30 bonus videos (25% value)

• Maintains price integrity while increasing value

Economic Logic

• 12-month prepay: $9,150 cash upfront (15% discount)

• vs Monthly: $10,788 over 12 months with churn risk

• Trade 15% discount for guaranteed revenue + cash flow

4.3 Waived Fees

Strategic Purpose

• Acquire new customers via referrals (CAC = $0)

• Generate social proof (testimonials, case studies)

• Reward loyalty without discounting core product

Strategic Implementation

Referral Program:

• Refer company → They sign + pay → You get 30% off next 3 months

• Unlimited referrals (discounts stack)

• Example: $899/month → $629/month for 3 months (save $810)

Case Study Trade:

• Provide case study → Get $500 credit

• Must have measurable results

• Client approves before publishing

Social Proof Trade:

• Post 3 videos tagging us → Get 1 month free

• YouTube mention (5k+ views) → Get 2 months free

Economic Logic

• Referral CAC: $0 (vs $200-500 paid acquisition)

• Case study value: Evergreen marketing asset worth $2,000+

• Social proof: Reach × engagement = high-value exposure

STRATEGIC SUMMARY

Offer Architecture by Buyer Journey Stage

Economic Principles

Sustainable Offer Economics

Attraction Offers:

• Cost to deliver: 5-20% of order value

• Conversion lift required: 25%+ to be profitable

• Target: 2-3x ROI on offer cost

Upsell Offers:

• Marginal cost: 20-40% of upsell price

• Target attach rate: 25-35%

• Target AOV increase: +30-70%

Downsell Offers:

• Margin maintained: 40-50% (vs 50-60% full price)

• Save rate required: 30%+ to justify

• Upgrade rate: 20-30% within 3 months

Continuity Offers:

• Bonus cost: 10-20% of plan value

• Retention increase required: 20%+ to justify

• LTV increase target: +50-100%

Strategic Guardrails

Non-Negotiables

1. Never discount without reason (feature cut, prepayment, referral, etc.)

2. Maximum one offer per interaction (avoid decision paralysis)

3. All offers must be profitable (track cost vs revenue gained)

4. Offers must align with ICP needs (not generic discounts)

5. Clear expiration/conditions (creates urgency, prevents abuse)

Core Strategic Principle:

Every offer must either (1) increase conversion, (2) increase AOV, (3) save objections, or (4) increase LTV—while maintaining operational simplicity and profitability. Offers are strategic tools, not discounts disguised as value.