Offer Design 101: What Are Fans Actually Buying From You?

The brutal truth (and the fix)

Streams pay awareness. Offers pay you. If your “store” is just a T-shirt and a linktree, you’re asking fans to do the hard work. We’ll make it easy for them to buy the right thing at the right time—by building a value ladder that matches how fans actually become superfans.

Value ladder = a few clear steps from free → entry → core → premium. Each step delivers a bigger transformation, not just “more stuff.”

Step 1 — Define the transformation (not the item)

Fans don’t buy files; they buy a feeling in a moment. Tie each offer to a use-case from your positioning:

• Gym metal → “push harder, hit a PR.”

• Night-drive rock → “burn off the day, breathe.”

• Lo-fi focus → “get into flow for 25 minutes.”

Write one sentence:
“This offer helps fans [achieve feeling] when they [moment].”

Step 2 — Sketch your 4-step ladder

Use these working price bands. You can adjust later.

StepPricePurposeFree magnet$0Capture email/SMS and deliver a quick winEntry$7–$12Low-risk impulse; test product-market fitCore$20–$50Your main bundle; raises AOVPremium$100–$200+For superfans; margin pays for experiments

Step 3 — Pick one offer per step (by lane)

Gym / charged lanes

• Free: PR Warm-Up Playlist + exclusive hype track.

• Entry ($9): PR Pack (unreleased track + 3 warm-up timers MP3 + phone wallpaper).

• Core ($35): Gym Bundle (EP download + wrist wrap PDF guide + sticker pack + discount for hoodie).

• Premium ($129): Strength Kit (signed vinyl + limited tee + numbered poster + private live workout stream access).

Night-drive / cathartic lanes

• Free: Midnight Drive Mix (15-min continuous).

• Entry ($9): Midnight Pack (B-side + reflective sticker PNG + lockscreen set).

• Core ($29): Road Kit (EP + physical air freshener + enamel pin).

• Premium ($149): Neon Box (signed vinyl + photo zine of night shots + invitation to secret listening drive).

Study / cozy lanes

• Free: 25-Minute Pomodoro Mix.

• Entry ($7): Focus Mini (mix + printable habit tracker).

• Core ($24): Deep Work Bundle (stems pack + desk wallpaper pack + extended mix).

• Premium ($119): Creator Edition (sample pack + project files + 30-min private Q&A).

Step 4 — Bundle the outcome

Bundle rules that sell:

1. One clear outcome headline. (“Hit your next PR in 30 days.”)

2. 3 items max in entry; 3–5 in core; 5–7 in premium.

3. Include one “surprise” physical in core/premium (sticker, pin, air freshener, zine).

4. Add an experience: private stream, listening room, Q&A, community role.

Bundle anatomy (copy/paste):

• Headline: State the outcome.

• What’s inside: 3–5 bullets.

• Time to value: “Instant download; under 5 minutes to set up.”

• Guarantee: “If this doesn’t help you [outcome] in 7 days, reply for a refund.”

• Urgency: limited quantity / seasonal run / price rises on [date].

Step 5 — Do the math so you don’t guess

Use this quick break-even and margin pass.

Digital:

• Variable cost ≈ $0 (payment fee ~3%).

• At $9, margin ≈ $8.73.

• If 2% of your email list buys, every 1,000 subscribers → ~$180 per mini-drop.

Physical example (core bundle $35):

• Tee print $10, sticker $0.50, mailer $1.25, pick-pack $2.00 → COGS ~$13.75.

• Payment/shipping subsidy estimate $3.50.

• Gross margin ≈ $17.75 (51%).

• If 1 in 50 email subscribers buys, 1,000 subs → 20 orders → ~$355 gross profit (before ads).

Premium example ($149):

• Vinyl $20, tee $10, poster $3, zine $6, box/packing $5, shipping subsidy $6 → COGS ~$50.

• Gross margin ≈ $99.

• Sell 25 and you’ve funded your next single’s creative.

Step 6 — Raise AOV with tiny tweaks

• Order bump ($4–$7): add a digital add-on checkbox in cart (“Add the continuous night-drive mix for $4”).

• Upsell (1-click): after checkout, offer a limited physical add-on (+$12–$25).

• Variant anchoring: show Premium first (price anchor), Core second, Entry last.

• Bundles over coupons: bundle value > percent-off; it protects brand.

Step 7 — Product pages that convert

Above the fold:

• Outcome headline + 6–10 word subhead.

• Hero image showing everything in the bundle.

• “What you’ll feel / do in 10 minutes.”

• Buy button + trusted payment icons.

Below the fold:

• What’s inside (bullets).

• How it works (3 steps).

• Social proof (screenshots/comments).

• FAQ (shipping, sizing, refunds, access).

CTA copy bank (buttons):

• Get the Pack

• Start My PR Run

• Save My Spot

• Download & Go

Step 8 — Post-purchase flow that prints money

• Receipt page: “Here’s how to get the most from your pack in 10 minutes.”

• Email #1 (0 min): access + quick-start.

• Email #2 (24–48h): “Did you try step 1?” + invite reply.

• Email #3 (Day 7): win collection (“Hit reply with your PR/photo/desk setup”) + referral link.

• Email #4 (Day 10–14): invite to membership or premium.

Step 9 — Membership (when to launch it)

Do it when:

• You can fulfill 2 recurring deliverables monthly without dying (e.g., one exclusive track + one community event).

• You have ≥300 engaged email subscribers or ≥30 buyers.

Starter tiers:

• $5–$7: early drops + members’ chat.

• $12–$15: plus monthly exclusive + behind-the-scenes.

• $29–$49: plus quarterly merch, VIP streams, discounts.

Step 10 — Your 7-day ship plan

Day 1: Write the outcome for each step; choose 1 offer per step.
Day 2: Build product pages (headline, bullets, images).
Day 3: Create the entry digital (export + zip).
Day 4: Source physical(s) and calculate COGS.
Day 5: Set order bump + upsell.
Day 6: Write post-purchase emails.
Day 7: Soft launch to email list; 48-hour “founder price.”

Paste-ready copy (steal this)

Entry pack hero (night-drive lane):

• Headline: Your 15-Minute Midnight Reset

• Subhead: B-side + reflective lockscreen set + continuous mix.

• Bullets: instant download • built for night drives • save for later.

• Button: Get the Midnight Pack

Core bundle hero (gym lane):

• Headline: Hit Your Next PR in 30 Days

• Subhead: Hype track + warm-up timers + sticker pack.

• Bullets: instant start • 10-minute setup • community playlist invite.

• Button: Start My PR Run

Premium anchor (lo-fi lane):

• Headline: Creator Edition (Limited 200)

• Subhead: Sample pack + project files + 30-min private Q&A.

• Bullets: for producers • keep forever • members discount included.

• Button: Reserve My Spot

Metrics that tell you it’s working

Aim for these ballparks:

• Entry CR: 1–3% of email recipients.

• Core attach rate: 20–35% of buyers add the core (when entry is the front door).

• Order bump take rate: 10–25%.

• Refunds: under 3%.

• Repeat purchase: 20–30% within 60 days.

Track them in the KPI Dashboard (from Post #5).

Common pitfalls (and quick fixes)

• “More merch” ≠ better. Reduce SKUs; raise clarity.

• Weak photos. Shoot products on brand background; show everything together.

• Confusing pages. One outcome, one button above the fold.

• No follow-up. Post-purchase emails are mandatory, not “nice to have.”

CTA

👉 Download the Fan Value Ladder Worksheet
You’ll get:

• a one-page ladder map

• a margin & COGS calculator (quick math)

• product page copy blocks

• email & upsell scripts