TEMPLATES

The offer one-pager

OFFER THESIS
Our first offer is [product], sold as [door], at [price and
mechanic], promising [promise]. It wins because [evidence],
and it leads to [next step].

FIVE DECISIONS
Product:     [what they buy first]
Door:        [brand / collection / hero product / use]
Mechanic:    [price, discount, bundle, gift, trial, guarantee]
Promise:     [in customer words, from reviews]
Next step:   [what happens at day __, and how]

NUMBERS
First-order contribution:        $__
Break-even acquisition cost:     $__ first order, $__ 12 months
Payback:                         __ months
Top objection it answers:        [from the objection map]

JUDGMENT DATES
Week 2: __/__   Day 90: __/__   Day 180: __/__
Replace it when: [the agreed rule]

The five-line offer test

Change:    [the one decision that differs: product, door,
            mechanic, promise or next step]
Beat:      [the current core offer, on new customers and
            first-order contribution]
Bet:       [what you expect to win, and why, in one line]
Evidence:  [30+ new customers per offer, a full week, 5+
            creatives per offer]
Then:      [if it wins / if it loses / if it's unclear]

A guarantee, in plain language

Try it for [60] days. If it isn't right, send it back for a
full refund or swap it for a different [size / shade] free.
We'll email you a prepaid label. No questions, no restocking fee.

Returns must be [unworn / at least half full / in original
packaging]. Final-sale items are marked on the product page.

The second-offer email (no discount)

Subject: Time For Your Next [Product]?
Preview: most people reorder around now

[First name], you ordered [product] [N] days ago. Most people
who use it every day run low about now.

Your refill is one tap: [link]
It ships [date] and arrives by [date].

You also have [points] points. That's [$ value] toward it,
already applied if you use the link above.