Design an offer
Make the value easy to understand.
A useful offer connects a specific problem to an understandable outcome. Describe the work, the boundaries and the customer’s role in getting value from it.
Consider how the offer will be delivered as carefully as how it will be sold. The time, skills and support required all influence whether the business can sustain its promise.
Before expanding the offer, examine where customers hesitate. Confusion may be a sign to simplify the explanation or narrow the audience, rather than add more features.