Pretend you had the solution to their problem. Use that same level of passion when you write. How to structure your offer. An offer is the way you present what you are selling in your letter. It takes some doing to get your offer exactly right, because what you're selling is not necessarily what your buyer is buying.
People have their own perception of what they buy.
And it may not match your perception. One of the best ways to figure out how to structure your offer is to talk to some of the people who've already bought from you. What you will hear may surprise you. You may find, for example, that people bought your service because of the reputation of your company, what they've heard from friends. Then, of course, you want to find out what is it that your friends said.