Capability template for marketing and content
Offer review
Before you sell a packaged service, see it the way a buyer will: what they get and what is left out, what answers each doubt they raise, what protects them, and whether there is an honest reason to decide now. The weakest point is named and one change drafted, from your facts only.
The outcome
You read your offer the way a careful buyer does, part by part, before it goes on a page or into a proposal. Six parts are each marked present, weak or missing, with the line each rests on: what the buyer has at the end, the extras, what protects the buyer, the reason to decide now, the name, and the price and terms. Every doubt your buyers have raised is set beside the line that answers it, or marked as answered by nothing in the offer.
Then the review names the weakest of four things a buyer weighs: the outcome they want, their belief it will work for them, the wait for the first useful result, and the effort and risk it asks of them. It drafts one change to that one, built only from facts you supplied. A line that promises more than you do, such as a guarantee your terms do not hold, a result you cannot show or a deadline you do not keep, is held back with the reason and what your facts support instead. You decide what changes, and the price stays yours.
Who starts the work, and when
Whoever packages the service, usually the owner, starts it. Good moments: a new service is about to go on sale, the page or proposal that presents an offer is due a rewrite, the same doubt keeps coming up from buyers, or a colleague suggests a new line and you want it checked before it goes in.
The person who starts it supplies the inputs, reads the review and decides what changes. The AI assistant publishes nothing, edits no page and sends nothing to a buyer.
What they supply
- The offer as written. The page, the proposal section or the note that describes it today.
- Your facts. A short note, in your words, of what is true today: who your buyers are and why they want the result; how the work runs and what you need from the buyer; the proof you could show now; what you really promise if something goes wrong; any real limit you keep, such as capacity or a start date; and the price and how it is paid.
- The objections. The doubts buyers have raised, with where and when, typed as a list or exported from your call notes or CRM. Doubts you expect but have not yet heard are marked as expected.
- Optional: buyers' own descriptions of the offer, to test the name, and any new line you want checked.
What comes out
One review in six numbered sections:
- The six parts, each rated, with the line quoted and what your facts hold that the offer leaves out.
- The objections, each in the buyer's words, with the line that answers it.
- The four levers, each rated missing, stated or shown, and the weakest one named.
- The change proposed, with the facts it is built from and a question to watch in your next conversations with buyers.
- The lines held back, each with its reason.
- The questions only you can answer.
Good looks like this: anyone on your team can check each rating against the line it quotes, and the proposed wording promises nothing your facts do not already promise.
An invented example
Illustrative example with invented data. Quillmere Bookkeeping is an invented firm, and its offer, its notes and every objection quoted below are invented; no real firm or person is described. The firm's owner packages a catch-up service for businesses whose books have fallen behind, and asks for a review before the page is rewritten.
The inputs come first, in full, so the template can be run on them. The review follows.
The inputs
The request
Please review our catch-up package before we update the page. We are
thinking of adding "Done in 10 days or it's free." I am the owner and I
check our terms myself.
The offer as written (the services page, saved 2 November 2026)
The Books Back on Track Package
Behind on your books? We'll catch you up.
We reconcile every bank and card account for the months you're behind,
categorise every transaction, and set up a monthly close so you never
fall behind again.
What you get:
- All bank and card accounts reconciled up to last month end
- Transactions categorised in your accounting software
- A profit and loss statement and balance sheet for each month caught up
- A 45-minute walkthrough call
- Monthly bookkeeping setup
Price: $2,400 for up to six months behind. Each further month $350.
100% satisfaction guaranteed.
Limited spots — book now!
Your facts (written by the owner)
Who buys: owners of service businesses with 5 to 30 staff whose books
are 3 to 12 months behind, usually because the person who kept them
left, or before a loan application or a tax deadline.
What they want it for: numbers they can hand to their accountant or
lender, and to stop worrying about it.
Proof we can show: a sample month-end pack with invented figures, made
last year; our written 14-step catch-up checklist. No client has
agreed to be named.
How it runs: the client invites us as a user of their bank feeds and
accounting software (we never ask for passwords) and sends statements
for any account without a feed. We start the Monday after everything
arrives. A typical catch-up takes 10 working days for six months
behind.
What the client does: invite us; send missing statements; answer a list
of questions on unclear transactions, usually 20 to 40, in one sitting
of about an hour.
If something goes wrong: if the client's accountant finds a
categorisation error in a month we caught up, we correct it at no
charge within 60 days of handover. The handover includes a list of
every transaction we could not categorise and why.
Real limits: two catch-up projects at a time; we have two senior
bookkeepers. The next free slot starts 1 December.
After catch-up: monthly bookkeeping is a separate monthly fee, quoted
after the catch-up. It is not included in the $2,400.
Price: $2,400 for up to six months behind; $350 for each further
month.
Terms: 50% on booking, 50% at handover. No refunds. The "satisfaction
guaranteed" line was written by our old web designer and is not in
our terms.
Owner role: the owner. Terms owner: the owner.
The objections (exported from the firm's call notes)
date,source,buyer,objection
2026-09-08,discovery call,owner of a design studio,"How long will this take? Our accountant needs the numbers by the end of October."
2026-09-15,email,office manager at a physiotherapy clinic,"We tried a bookkeeper before and the books were a mess again three months later."
2026-09-22,discovery call,owner of a landscaping firm,"Will you need my online banking login?"
2026-10-02,discovery call,owner of an architecture practice,"What if my accountant finds mistakes in what you did?"
2026-10-14,email,owner of a marketing agency,"$2,400 seems a lot when I don't know what I'm getting at the end."
No buyers' own descriptions of the offer were supplied. The review was run on 9 November 2026.
The output
OFFER REVIEW: The Books Back on Track Package
For: the owner. Read: 9 November 2026. From: the offer as written (the
services page, saved 2 November 2026); your facts note; 5 objections
(5 heard, 0 expected); buyers' descriptions: none supplied.
Request: review the catch-up package before the page is updated, and
test the proposed line "Done in 10 days or it's free."
In short: The weakest lever is effort and risk: the offer never says
what the buyer has to do, how you get access or what happens if their
accountant finds an error, and once the guarantee your terms do not
hold is set aside, nothing protects the buyer. The change proposed
states what the buyer does and the correction you already promise.
1. THE SIX PARTS
What the buyer has at the end: weak. The offer says: "All bank and card
accounts reconciled up to last month end", "A profit and loss
statement and balance sheet for each month caught up" and "Monthly
bookkeeping setup". It lists what is delivered but not the end state
your buyers want, and nothing says what is not included. Your facts
hold: buyers want "numbers they can hand to their accountant or
lender"; monthly bookkeeping after catch-up is a separate monthly fee
and not included in the $2,400, which "Monthly bookkeeping setup"
leaves unclear.
Additions that answer an objection: weak. The offer says: "A 45-minute
walkthrough call" and "Monthly bookkeeping setup". Neither plainly
answers one of the five objections: the call does not say what it
covers, and the offer does not say what the setup includes, while the
line that describes it, "set up a monthly close so you never fall
behind again", carries a promise held back in section 5. Your facts
hold: a written 14-step catch-up checklist and a sample month-end
pack with invented figures, neither in the offer.
What protects the buyer: missing. The offer says: "100% satisfaction
guaranteed.", which is held back in section 5, so no line remains.
Your facts hold: if the buyer's accountant finds a categorisation
error in a month you caught up, you correct it at no charge within 60
days of handover; the handover includes a list of every transaction
you could not categorise and why.
The honest reason to decide now: weak. The offer says: "Limited spots —
book now!" It gives no number and no date, so a buyer cannot tell the
limit is real. Your facts hold: two catch-up projects at a time; the
next free slot starts 1 December.
The name: present. Buyer test: not tested with a buyer.
Price and terms: weak. The offer says: "$2,400 for up to six months
behind. Each further month $350." The price is stated, but not how or
when it is paid. Your facts hold: 50% on booking, 50% at handover.
This review does not set or change a price.
Parts: 1 present, 4 weak, 1 missing.
2. OBJECTIONS AND WHAT ANSWERS THEM
1. "How long will this take? Our accountant needs the numbers by the
end of October." (heard, discovery call, 8 September 2026, owner of a
design studio). Bears on: wait. Answered by: nothing in the offer.
Your facts hold: you start the Monday after everything arrives; a
typical catch-up takes 10 working days for six months behind. The
next free slot starts 1 December, after the end of October this
buyer needed, so the offer cannot meet that date.
2. "We tried a bookkeeper before and the books were a mess again three
months later." (heard, email, 15 September 2026, office manager at a
physiotherapy clinic). Bears on: belief. Answered by: nothing in the
offer. Your facts hold: monthly bookkeeping after catch-up, for a
separate monthly fee quoted after the catch-up.
3. "Will you need my online banking login?" (heard, discovery call, 22
September 2026, owner of a landscaping firm). Bears on: effort and
risk. Answered by: nothing in the offer. Your facts hold: the buyer
invites you as a user of their bank feeds and accounting software,
and you never ask for passwords.
4. "What if my accountant finds mistakes in what you did?" (heard,
discovery call, 2 October 2026, owner of an architecture practice).
Bears on: effort and risk. Answered by: nothing in the offer. Your
facts hold: you correct a categorisation error at no charge within 60
days of handover; the handover lists every transaction you could not
categorise and why.
5. "$2,400 seems a lot when I don't know what I'm getting at the end."
(heard, email, 14 October 2026, owner of a marketing agency). Bears
on: outcome. Answered by: partly, by What the buyer has at the end:
"A profit and loss statement and balance sheet for each month caught
up"; left open: what the buyer can do with them, and what is not
included. Your facts hold: a sample month-end pack with invented
figures.
3. THE FOUR LEVERS
Outcome: stated. The offer lists what is delivered ("All bank and card
accounts reconciled up to last month end") but gives the buyer
nothing to check; the sample month-end pack is not shown.
Belief: missing. The offer describes the work but gives no written
method, sample or proof a buyer could check, and "so you never fall
behind again" is held back.
Wait: missing. The offer says nothing about when the work starts or how
long it takes.
Effort and risk: missing. The offer says nothing about what the buyer
does, how you get access, or what happens if errors are found.
Weakest lever: effort and risk. Decided by: on a tie, the most heard
objections (2).
4. THE CHANGE PROPOSED
For effort and risk only. Proposed wording, for your decision:
"What you do: invite us as a user of your accounting software and
bank feeds; we never ask for your passwords. Send statements for any
account without a feed. Then answer our questions on unclear
transactions, usually 20 to 40, in one sitting of about an hour.
If your accountant finds a categorisation error in a month we caught
up, we correct it at no charge within 60 days of handover. At
handover you also get a list of every transaction we could not
categorise, and why."
Facts it uses: "the client invites us as a user of their bank feeds and
accounting software (we never ask for passwords) and sends statements
for any account without a feed"; "answer a list of questions on
unclear transactions, usually 20 to 40, in one sitting of about an
hour"; "if the client's accountant finds a categorisation error in a
month we caught up, we correct it at no charge within 60 days of
handover"; "The handover includes a list of every transaction we
could not categorise and why."
It changes: What protects the buyer, replacing the held-back "100%
satisfaction guaranteed.", and adds a line on what the buyer does. Price, name and every other line stay as they are.
From your request, usable as written: none.
How you will know if it helped: after the page changes, do buyers on
discovery calls still ask about bank access, or about errors their
accountant might find? No forecast is made.
5. LINES HELD BACK
"100% satisfaction guaranteed." (in the offer). Held back because: your
facts say it is not in your terms and you give no refunds. What your
facts support instead: you correct a categorisation error your
buyer's accountant finds at no charge within 60 days of handover.
"so you never fall behind again" (in the offer). Held back because: it
promises a lasting result your facts do not hold, and your facts make
monthly bookkeeping a separate service. What your facts support
instead: monthly bookkeeping after catch-up, for a separate monthly
fee quoted after the catch-up.
"Done in 10 days or it's free." (in your request). Held back because:
free work if late is a promise your facts do not say is in your
terms, and your facts give 10 working days as typical, not committed.
What your facts support instead: you start the Monday after
everything arrives; a typical catch-up takes 10 working days for six
months behind.
6. QUESTIONS FOR YOU
1. Is "Monthly bookkeeping setup" part of the $2,400, and what does it
include, given that monthly bookkeeping itself is a separate fee?
Bears on: what the buyer has at the end.
2. Would you commit in writing to a time for six months behind, or is
10 working days typical only? Bears on: wait.
3. What does the catch-up leave out, beyond monthly bookkeeping? Bears
on: what the buyer has at the end.
4. What does the 45-minute walkthrough call cover, and when does it
happen? Bears on: additions that answer an objection.
5. How do buyers describe the package in their own words? Note the next
two or three, so the name can be tested. Bears on: the name.
Prepared for the owner's decision. Nothing was published, sent or
changed, and no price was set.
Where it fits
- Marketing and content: the offer underneath the page, the advertisement and the email.
- Sales: an answer to each doubt is already in the offer before the call, not improvised during it.
- Professional services: firms that sell time and judgment need the end state, the limits and the safeguards of a packaged service written down.
- New business lines: a new service is the moment its offer is still easy to change.
What has to change for your company
- Your facts note. Decide who writes it and who keeps it current. The review can only use what the note holds.
- Where objections are kept. Agree where the team records what buyers say, and the columns of the export.
- Who checks terms. Before any line about refunds, cancellations or payment reaches a buyer, a named person checks it against your actual terms.
- Who decides wording. Name who approves the change and who updates the page or proposal.
- Your platform. It is written for ChatGPT, Claude, Copilot or Gemini, and works from text you paste or files you supply.
What has been checked
Fully Powered AI wrote this capability template, and it was editorially reviewed on 9 November 2026. That day it was tried in Claude on its invented example, revised, then tried a second time; the record of the second run is published with the template, and a few small clarifications were made to the instructions after it. It has not been tested in a client environment yet, nor as a packaged version in ChatGPT, Claude, Copilot or Gemini.
Testing in your environment means running it on an offer your team already knows well, plus hard cases written in advance, each with its expected behavior: a guarantee your terms do not hold, a "limited spots" line with no real limit, an export whose columns do not match, a request for a discount. Pilot acceptance-test preparation builds that test set, and What we test before we call an AI workflow ready shows the record.
The full capability template
Everything above is the outline. The complete capability template is the working version: the roles, the inputs, the procedure, the exceptions and stop conditions, the output format, the reviewer checklist, the acceptance tests, the instructions for an AI assistant and what to customize for your company. It comes with a download and the link to its folder in Fully Powered’s public repository.
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Next step
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