Full Offer Stack Worksheet

A Full Offer Stack is essentially your pitch, where your customer’s perceived value of what you
are selling becomes so high that it easily outweighs the price. In eCommerce, you want to
get in the habit of assembling and testing different Full Offer Stacks, which are used to
compel customers to buy with irrefutable value.

A Full Offer Stack includes a hook that is used to win the customer’s attention, and multiple
Offer Attributes that are used to stack value:

1. A hook that speaks to your customer’s pain point, aspirational state, or user benefit —
and ultimately wins your customer’s attention
(You create this using your “Create Your Hooks Worksheet”)

2. A functional attribute that speaks to your product and/or service features and benefits
(Choose one of your functional attributes from your TBIF Offer Attributes Worksheet)

3. A brand attribute that speaks to your brand’s values and personality, through
narrative
(Choose one of your brand attributes from your TBIF Offer Attributes Worksheet)

4. An influence attribute that spotlights a third-party endorsement

(Choose one of your influence attributes from your TBIF Offer Attributes Worksheet)

5. A transactional attribute that initiates action from your customer, and positions your
price as a no-brainer, must-do
(Choose one of your transactional attributes from your TBIF Offer Attributes
Worksheet)

The reason it is a good idea to get in the habit of creating and testing multiple Full Offer
Stacks is that you don’t know which messaging/positioning will lead to the most sales. You
want to test different pitches on your website, in your emails, and in your ads, doubling down
on the ones that work.

Note that your Full Offer Stack doesn’t need to be in the order listed above, and you don’t
always need to use all four TBIF attributes every time (you could use only one, two, three, or
all four). It’s a mix-and-match process throughout your marketing campaign, where you will
test variations to validate which messaging and positioning clicks with your customers.

Although we use Full Offer Stacks on our homepages and product pages, in our emails, and
in our ads, we often validate the best Full Offer Stack combinations through ad testing, then
we apply the findings to other touch points in our campaign (ie., website pages and emails).

Note: Don’t apply these Full Offers Stacks to your website, emails or ads just yet. You will
apply your responses in this worksheet to your real-world campaign later in this
certification.

With this in mind, make sure you create all three Full Offer Stacks now, as you will be using
them throughout this certification! This is an incredibly effective way to know what to write,
when it comes time to create content for your website, emails, and ads.

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 Full Offer Stack Worksheet

BEFORE YOU GET STARTED…

Before you create your various Full Offer Stacks, here is a fictitious example of how Ocean
Sports may fill out the Full Offer Stack Worksheet (remember that Ocean Sports was
featured as a case study business in the eCommerce Certification):

Full Offer Stack 1 Full Offer Stack 2 Full Offer Stack 3

Hook Get your kids off Snapchat Make memories for your Be a cool dad
family

Offer Attribute 1 Functional Attribute Transactional Attribute Brand Attribute

(feature/benefit) (tiered bundle offer) (founder story)
(List one: T,B,I, or
F)

With 2022 model Take advantage of our We started this business as

wakeboards featuring the family bundle: dads on a mission to have
newest fiberglass Buy three Wake Vests, Get more fun with our kids
technology for better one 50% off
performance.

Offer Attribute 2 Brand Attribute Influence Attribute Functional Attribute

(values) (association endorsement) (selection)
(List one: T,B,I, or
F)

We believe your kids The Sports Safety We have over 20 wakeboard

deserve to enjoy the Association of Canada models for your kid to
outdoors at its best. approves our wakeboard choose from.
vests.

Offer Attribute 3 Influence Attribute Functional Attribute Influence attribute

(customer review) (design features) (celebrity/influencer
(List one: T,B,I, or
endorsement)
F)

“My kids absolutely love the
new gear and want to be on
the lake all summer!”
All wake boards are made
with:
- triple-protected waterproof
materials
- extra safety mechanisms
- etc.
Get the same wakeboards
your kids’ favorite athletes
use (could name a specific
athlete)

Offer Attribute 4 Transactional Attribute Brand Attribute Transactional Attribute

(gift with purchase offer) (supports a cause) (money-back guarantee)
(List one: T,B,I, or
F)

Buy a wakeboard and
receive a free wake vest of
your choice!
We will donate $1 from every All products include a 30-
wake board sold this day money-back guarantee.
summer to a charity of your
choice that supports
families.

The result is a Full Offer Stack that can serve as your pitch when placed together, and can be
presented on any one of your channels (website, emails, ads). Let’s look at how Full Offer
Stack #1 listed above reads when combined in one seamless pitch:

Get your kids off Snapchat with 2022 model wakeboards featuring the newest fiberglass

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 Full Offer Stack Worksheet
technology for better performance.

We believe your kids deserve to enjoy the outdoors at its best, and our customers agree:

“My kids absolutely love the new gear and want to be on the lake all summer!” - Jim

Buy a wakeboard this month and receive a free wake vest of your choice!

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 Full Offer Stack Worksheet

CREATE 3 FULL STACK OFFERS

Now it is your turn to create three Full Offer Stacks for your business. For each column, mix-
and-match different hooks, and different Functional, Brand, Influence and Transactional
Attributes from your TBIF Worksheet. Remember that your TBIF Offer Attributes don’t need
to be in any particular order, so try mix-matching things (as demonstrated in the Ocean
Sports example above).

Full Offer Stack 1 Full Offer Stack 2 Full Offer Stack 3

Hook

Offer Attribute 1 TBIF Attribute: TBIF attribute: TBIF attribute:

(List one: T,B,I, or
F)

Offer Attribute 2 TBIF Attribute: TBIF attribute: TBIF attribute:

(List one: T,B,I, or
F)

Offer Attribute 3 TBIF attribute: TBIF attribute: TBIF attribute:

(List one: T,B,I, or
F)

Offer Attribute 4 TBIF attribute: TBIF attribute: TBIF attribute:

(List one: T,B,I, or
F)

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