Skip to content

Frameworks5 steps1 template

The offer clarity framework

Five questions that turn a fuzzy idea into an offer people understand in ten seconds.

Start the playbookDownload the template ↓
You’ll get
A one-page offer you can use on a landing page, a sales call or a pitch.
Best for
Founders and freelancers launching or relaunching an offer.
Time
90 minutes
Level
Starter

Tools: A doc · Five real customers or prospects to test it on

Overview

Most offers don’t fail because the product is bad. They fail because nobody can tell, quickly, who it is for and why it matters to them.

This framework forces the answers onto one page. If you can’t fill in a box, that box is the work.

5 steps · 90 minutes

The steps

  1. Step 1: Describe one specific person

    20 min

    Not a demographic, a person: their role, their situation and the moment they go looking for help.

    • What are they doing when the problem shows up?
    • What have they already tried?
    • What would they type into a search bar?

    Tip: If you have customers, use a real one. Their words beat yours.

  2. Step 2: Name the problem in their words

    15 min

    Write the "before" state the way they would say it. "I rebuild the same report every Monday" beats "lack of reporting automation".

  3. Step 3: Make one promise

    15 min

    The "after" state in one sentence, with a timeframe if you can keep it honestly. One promise. Offers with five promises have none.

  4. Step 4: Show why it’s believable

    20 min

    What makes the promise credible: a demo, a clear process, a case study, a guarantee. No proof yet? Make a smaller promise you can prove.

  5. Step 5: Price it against the problem

    20 min

    Price against what the problem costs them, not against your hours. Write the price, what is included and what is not.

Before you call it done

The checklist

0 of 7 done

Your ticks are saved in this browser only.

Free to download

Templates

Use this playbook

Want it running in your business, not just on paper?

Set it up with me

Keep building

More playbooks.

All playbooks →

From the blog

Read the thinking behind it.

All notes →