Offer Stack

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The Offer Stack refers to the complete collection of products, services, bonuses, and guarantees that a business presents to a prospective customer as part of a single sales proposition.

It’s designed to maximize the perceived value of the core offer by adding complementary components that address potential objections, enhance benefits, and create a more compelling reason to purchase.

Key Components of an Offer Stack

  • Core Product/Service: The main item being sold.
  • Bonuses: Additional, often high-value items or services offered for free (or at a steep discount) to incentivize immediate purchase. These can include:
    • Digital products (eBooks, templates, checklists)
    • Access to exclusive communities or groups
    • Limited-time training or coaching sessions
    • Bonus content or modules
  • Urgency/Scarcity Elements: Factors that encourage immediate action, such as limited-time discounts, expiring bonuses, or limited availability.
  • Guarantees/Risk Reversal: Promises that mitigate the buyer’s perceived risk, such as money-back guarantees, satisfaction guarantees, or performance guarantees.
  • Payment Plans/Options: Flexible payment solutions to make the offer more accessible.
  • Downsells/Upsells/Cross-sells (implied): While not directly in the initial offer stack, the design of the offer stack often anticipates future opportunities for customers to upgrade (upsell), purchase related items (cross-sell), or consider a lower-priced alternative if the initial offer is declined (downsell).

Purpose of an Offer Stack

The primary goal of an effective offer stack is to:

  1. Increase Perceived Value: Make the overall package seem more valuable than the sum of its individual parts.
  2. Overcome Objections: Address common concerns or hesitations a customer might have.
  3. Boost Conversions: Encourage more prospects to say “yes” to the offer.
  4. Enhance Customer Satisfaction: Provide a comprehensive solution that delivers significant value.
  5. Increase Average Order Value (AOV): By bundling multiple items, businesses can increase the amount each customer spends.

Example

Imagine a course creator selling an online marketing course.

Their offer stack might include:

  • Core Offer: The “Mastering Digital Marketing” online course.
  • Bonus 1: A template library of high-converting ad creatives.
  • Bonus 2: Access to a private Facebook community for ongoing support.
  • Bonus 3: A live monthly Q&A session with the instructor for the first 90 days.
  • Guarantee: A 30-day money-back guarantee.
  • Urgency: “Special launch price available for the next 72 hours only.”

When to Use an Offer Stack

  • On sales pages (especially for high-ticket products)
  • During product launches
  • In webinar pitches
  • As part of a tripwire offer or core funnel
  • When offering limited-time bonuses

Related Terms

  • Irresistible Offer – A compelling offer that’s hard to refuse.
  • Value Ladder – A strategy for offering increasing levels of value and pricing.
  • Sales Funnel – The path a prospect follows from awareness to purchase.
  • Perceived Value – What the customer believes the product is worth.
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