Free tool
Build a better
offer.
A strong offer answers the buyer's biggest worry before they have to ask. This builder takes six answers about what you sell and who buys it, and writes three different offers: one that takes the risk away, one that makes the first step small, and one that adds value instead of cutting the price. Each comes with the rule that keeps it honest, because under the Australian Consumer Law an offer can't mislead, including through its conditions.
Made by Dan Picken, founder. Last checked 2 November 2026.Six questions, three offers, each with the rule that keeps it honest. Runs in your browser. Nothing you type is sent anywhere.
Offer builder
Six questions.
Three offers.
Answer in plain words. The starting answers are a made-up example for a cleaning business.
A drafting aid, not legal advice. Each offer comes with the rule that keeps it honest.
Why the offer
matters most.
Most marketing problems are offer problems in disguise. If the offer is 'contact us for a quote', every business looks the same and price is the only way to choose.
A good offer changes what the buyer is weighing. Instead of 'is this the cheapest?', they're asking 'what have I got to lose?' That's a far easier question to answer yes to.
Three ideas
behind the offers.
Risk reversal: people weigh a possible loss more heavily than an equal gain (loss aversion), so taking the risk off them is often worth more than a discount.
A small first step: a quick quote, a short check, a sample. A small yes is easier than a big one, and it lets people see how you work. Giving something useful first also draws on reciprocity.
Adding value, not cutting price: a discount resets what people expect to pay. An extra that costs you little keeps the price where it is. Price displays also have rules: the ACCC requires prices to be shown clearly, including the total.
Keep it
honest.
Guarantee only what you control. 'We'll come back and fix it free' is a promise you can keep. 'Guaranteed results' usually isn't.
'Free' must mean free, with no cost recovered elsewhere. 'Worth $200' must be a price people really pay. The ACCC's guidance on misleading claims covers 'free' offers, savings claims and fine print that changes the overall impression. A deadline must be a real deadline: the ACCC took a mattress seller to court over countdown timers that reset and sales that kept running.
And a guarantee you offer sits on top of the law, not instead of it. Customers already have consumer guarantees under the Australian Consumer Law, and the ACCC's guidance on warranties explains what you must and mustn't say about them. Your guarantee should add something, not suggest they have fewer rights than they do.
Put it
to work.
Pick one offer and use it everywhere for a month: the ad, the top of the landing page, next to the button and in the follow-up email. An offer only works if people see it at the moment they're deciding.
Then compare enquiries or sales with the month before. If you run ads, test two offers side by side and let the results pick. The ad and landing page scorer checks the ad that carries it.
What I see most often
The usual
leaks.
- 1
'Contact us for a quote'
The default offer on most service websites, which gives nobody a reason to pick you.
- 2
Discounts first
10% off as the first idea, when the buyer's real worry was whether it would work, not the price.
- 3
Guarantees nobody can find
A good guarantee buried in the terms page instead of next to the button.
The honest bit. A clever offer won't rescue a product people don't want. If none of the three options feels true for your business, fix the product or the process first.
Questions
people ask.
What makes a good offer?
One that answers the buyer's biggest worry, is easy to say yes to, and is true. Taking the risk away, making the first step small, or adding value usually beat a discount.
Can I offer a money-back guarantee?
Yes, if you honour it as stated and the conditions are clear. A guarantee with hidden conditions can be misleading. If it's a promise about what you'll do when something goes wrong, it's a warranty against defects and needs the ACCC's set wording about consumer guarantees.
Can I say 'free' in an offer?
Only if it's genuinely free. If the customer has to buy something else, or the cost is recovered elsewhere, say so plainly, up front. The ACCC has fined a web hosting business over 'free' extras that later charged fees.
Is a discount a bad offer?
Not always, but it's rarely the strongest one. It teaches people your normal price is negotiable. An extra or a guarantee often moves people more without cutting your margin.
Related
Keep
going.
Want me to
take a look?
Takes a minute. Audits come back within 1 to 2 business days. For anything else, I'll get back to you as soon as possible.
What happens next
- 1I'll ask for read-only access, or just your website for a search audit.
- 2I go through it and write up the 3 biggest fixes.
- 3A 20-minute call to walk you through it. No pitch unless you ask.