Stage 04 · Decision
Honest offers that solve a real problem and feel inevitable to the person reading them.
Revenue is the byproduct of an offer that meets a person where they already are. This stage is about shaping that offer, naming a price you can defend, and launching it without the anxious theatre that most beginners fall into.
What you'll have at the end
The work
People do not buy hours, pages, or modules. They buy the version of themselves on the other side. Write your offer as: 'You will [outcome] in [timeframe] without [the thing they fear].' If the outcome is vague, the offer is not ready.
Do this
A prompt
"What is the after picture they would screenshot and send to a friend?"
Start with the value of the outcome to one buyer, then work backwards. Pick a price you can say out loud without softening it. If your voice drops at the end of the sentence, the price is wrong — usually too low.
Do this
A prompt
"If only ten of the right people bought, would this price still be fair to me?"
Write to your existing list and one or two relevant communities. No countdown timers, no fake scarcity. Tell them what it is, who it is for, and who it is not for. Open it for a defined window. Close it. Listen.
Do this
A prompt
"What would I write if I were emailing one friend, not a list?"
After launch, talk to every person who bought and every person who almost did. Their words will rewrite your offer, your page, and your next launch. This is where most beginners stop too early.
Do this
A prompt
"Which sentence from a buyer keeps coming back to me?"
Worksheets
Print these or open a fresh document. They are not quizzes — they are quiet pages where the real work of this stage gets done.
On a single page, write: who it's for, who it's not for, the outcome, the timeframe, the price, what's included, what's not, and the one objection you most fear. If you cannot fit it on one page, the offer is not yet shaped.
Sit with these
Stand up. Say the offer and the price as one sentence, ten times, into a voice memo. Listen back. Note where your pitch wavers, where you add a softener ('only', 'just', 'starting at'). Rewrite until the sentence stands without crutches.
Sit with these
Readiness check
You don't have to tick every box — but the ones you can't tick yet are the most useful things to know about this stage.
Resources for this stage
Print-ready checklists, templates and planners built specifically for the work in Stage 04.
Next stage
Scale strategically