The Offers page (in the sidebar under Library) is where you describe what you sell and who it is for. Each audience is a group with the offers aimed at it in a table. Offers without an audience sit in an Unassigned group at the bottom. This page replaces the old Strategy page: products are the same, ICPs are now audiences, and offers/angles are now offers.
Work in the right brand: new products and audiences land in the brand picked in the brand switcher, or in your default brand under All brands. A new offer lands in its audience's brand. The home-warranty examples below are illustrative, not claims from a real account.
Start from an empty page
An audience needs at least one product, so add a product first.
Click Offers in the sidebar.
Click + New product and save your first product.
Click + New audience and save your first audience.
In the audience's group, click + Add offer.
Products
Click + New product to add one. To edit a product, pick it in the product filter, then click Edit product.
Field | What it asks for | Example |
Product name (required) | A short label for what you sell. | "Home Warranty Plans" |
Description | What your product is, who it is for and what problem it solves. | "Annual coverage for home systems and appliances, for homeowners past their builder's warranty." |
Product URL (optional) | Where a visitor lands to buy or learn more. | The plan's sales page |
Audience (optional) | Shown when you add a product: links it to an existing audience in the same step. | "Renewal-deadline procrastinators" |
Key benefits (optional) | The outcomes and differentiators that matter most. | "Covers HVAC, plumbing, electrical and six named appliances. 30-day claim response." |
Click Add product or Save product. Deleting a product keeps the audiences and offers that used it.
Audiences
Click + New audience in the page header, or click an audience's name to edit it. Your agent's strategy brief for this audience carries these fields, except Notes, so use the buyer's real situation and words.
Field | What it asks for | Example |
Audience name (required) | Who this is, in one plain line. | "Renewal-deadline procrastinators" |
Products (required) | Tick at least one product this audience buys. | Home Warranty Plans |
Who they are | Their role, situation and the job they are trying to get done. | "Homeowners whose plan auto-renews soon. They want to compare options before the renewal deadline." |
Buying trigger (optional) | The moment that makes them look for a solution. | "The renewal notice just arrived." |
Core objections (optional) | Reasons they talk themselves out of it, one per line. | "Every provider claims to be the cheapest." |
Language to mirror (optional) | Phrases they use, one per line. | "Didn't realize it auto-renewed until the charge hit." |
Notes (optional) | Anything else worth keeping about this audience. | "Skews older. Avoid overly casual copy." |
When you edit an audience, the Evidence tab lists the research sources linked to it. Deleting an audience keeps its offers; they move to Unassigned.
Offers
Click + Add offer in an audience's group, or click an offer's row to open it. The offer drawer has three tabs once the offer exists: Overview, Placements and Evidence. Use the arrows next to the audience name to step through that audience's offers.
Overview
Field | What it asks for | Example |
Offer (required) | A short name for the offer or argument. | "Beat the auto-renewal" |
Product | The product it sells, or No product. | Home Warranty Plans |
Audience | The audience it is for, or Unassigned. | Renewal-deadline procrastinators |
Folder | No folder, an existing folder or New folder… | "Q4 tests" |
Description | The problem this offer speaks to. | "Their plan renews at a higher rate if they miss the cancel window." |
Desired outcome (optional) | What life looks like once it is solved. | "Today's rate locked in, with no surprise renewal." |
Mechanism (optional) | How the product gets them there. | "We read the renewal date off the current policy and quote against it before the window closes." |
Incentive (optional) | The reason to act now. | "Price match for 12 months." |
Make the mechanism concrete. A different reason to believe makes a stronger test than another wording of the same claim. Don't copy illustrative proof into a real offer without evidence.
An offer can be linked to more than one audience or product. The drawer edits the link for the group you opened it from and keeps the others.
Placements
Tick the Funnels and Ad campaigns that run this offer. The ad campaigns list shows campaigns synced from your connected ad accounts. The offer's numbers come from these placements over the date range picked on the page, so linking a funnel or campaign that has been live for weeks fills in its history right away.
Number | How it is worked out |
CTR | Clicks divided by impressions on the linked ad campaigns. |
Conv. rate | Leads divided by visitor sessions on the linked funnels. |
Leads | Sessions that converted on the linked funnels. |
CPL | Spend on the linked ad campaigns divided by leads. |
The same four numbers show in the offer's table row and in the Offer performance box on the Overview tab.
Evidence
Lists the research sources linked to this offer. Add or edit sources on the Research page.
Row menu
Click ⋯ on an offer's row for Open, Duplicate, Move to folder…, Move to audience (any audience or Unassigned) and Delete. Deleting an offer doesn't stop its funnels or ad campaigns.
Filters and folders
Filter | Options |
Product | All products or one product |
Audience | All audiences or one audience |
Folder | All folders, one folder or No folder |
Date range | Last 7 days, Last 30 days or Last 90 days |
Data | Show all or Only with data |
Folders group offers on this page. They don't change where an offer runs. Pick a folder in the filter, then click Manage folder to rename it or delete it. Deleting a folder keeps its offers, audiences and products. Folders belong to a brand.
Sources (evidence)
Sources are the evidence behind your audiences and offers. They live on the Research page: click the Evidence pill, then + Add source, or use + Add source at the bottom of a foundation document.
Field | What it asks for | Example |
Title (required) | A short label for this piece of evidence. | "Reddit thread: renewal price shock" |
Kind | Transcript, SERP, Review, Competitor, Survey, Post, Comment, Interview, Article, Note or Other. | Post |
Source link | Where it came from. | A link to the original thread |
What this found | One finding per line. The first line is the exact quote the Research library shows. | "Didn't realize it auto-renewed until the charge hit." |
The write-up | The longer note behind the findings: quotes, transcript excerpts, context. | The full thread summary |
ICP, Offer, Product | What this evidence supports. Each can stay Not linked. | Renewal-deadline procrastinators |
Foundation document | The document whose Research library lists this source. | "Home warranty foundation" |
Research reports file their quotes and sources as evidence automatically, and your agent can file more with save_research_evidence.
Agent tools
Tool | What it does |
| One product, audience and offer with their linked evidence and what's missing, plus the research documents set as agent context. |
| The same brief, plus existing copy lines and the copy still missing for an ad or a landing page. |
| Read, add and update lines in Copywriting. |
| File cited quotes as sources. |
| Read and fill folders for products, audiences and offers. |
See Give your agent your strategy and context for how these fit together.