Ledgerly annual plan: offer redesign
Diagnosis
"Save 17% with annual billing" is a discount, not an offer. It's about two months free against the $228 monthly total, and it only lowers the price. It does nothing about what a freelancer actually worries about when prepaying $190: "Will I get my books in order, or will this sit unused until tax time?"
I scored the value equation from the information you gave me, so treat these as hypotheses:
| Lever | Score | Why |
|---|---|---|
| Dream outcome | 5 | "Bookkeeping app" is a feature. The real goal is being tax-ready without dread. |
| Perceived likelihood | 4 | The 30-day refund exists but isn't framed as a guarantee. |
| Time delay | 4 | Nothing promises a first win. |
| Effort and sacrifice | 3 | Setup, importing history and categorizing are the real cost, and the page ignores them. |
Effort is the binding constraint. Your onboarding capacity of 40 a month is the best asset you have. It lets you remove that effort for a limited number of people, and the limit is real.
The redesigned offer
Name: Ledgerly Tax-Ready Year
| Component | What it is |
|---|---|
| Core | Annual plan, $190/yr. Price unchanged, and no coupon. |
| Bonus (the scarce part) | A done-with-you setup session. We connect your bank, import your last 12 months, set up categories for your type of freelance work, and leave you with a first clean month. |
| Bonus 2 (low-cost, unlimited) | A year-end tax-prep export and checklist, so the annual plan pays off at tax time. |
| Guarantee | Your 30-day refund, made specific and conditional: "Finish setup in your first 30 days. If your books still aren't up to date, email us for a full refund." |
| Scarcity | "We onboard 40 new customers a month. When the month's slots are full, you can still join. Your setup session moves to next month." |
| Price framing | $190/yr, which is $15.83/mo. Show that against $19/mo billed monthly, stated as a fact rather than "17% off." |
Draft pricing-page copy
Ledgerly Tax-Ready Year: $190/year
Your books set up with us, not by you, and ready for tax time.
✔ A 1:1 setup session: bank connected, 12 months imported, categories built for your work
✔ Year-end tax export and checklist
✔ Set up in 30 days or full refund
7 of 40 setup sessions left for October. ← only if the number is live
Why these choices
- I didn't discount to win new customers. People who come in on a discount churn at roughly twice the rate, and a bigger "save %" badge would anchor Ledgerly as cheap. The 17% annual-versus-monthly gap can stay as a small line of supporting text. Pushing your existing monthly customers to annual is the one place a discount is legitimate.
- The scarcity is real. The 40-a-month cap is a true capacity limit, so the counter must reflect actual bookings. If you can't keep the number live and honest, drop the counter and keep the line "we onboard 40 per month." Don't add countdown timers or fake "only 3 left" messages.
- Don't cap the plan itself. Limit only the setup session. Selling a software plan on a quota you don't enforce is a lie.
- The guarantee is conditional on setup. It has one condition and a clear outcome. That filters out people who never engage, and those people are your refund risk and your churn risk.
Risks to check
- Refund exposure. Stress-test a 10% refund rate. On $190, that's $19 per customer sold, which is probably fine. Check it against your actual refund history.
- Capacity versus demand. If the offer works and you get more than 40 buyers a month, the overflow gets a delayed session. Decide now what they receive in the meantime, such as a self-serve setup video, so the wait doesn't turn into refunds.
- Facts I assumed. I assumed Ledgerly can import 12 months of bank history and generate a tax export. Cut or reword any bonus the product can't deliver today.
Projected lift
A single-component change like this usually moves conversion 10–40%. A realistic range is the low-to-middle of that, since I'm estimating without your funnel data. Run it as an A/B test on the pricing page and compare annual conversion and 90-day refund rate. Don't judge it on conversion alone.
Next steps
- Use the copywriting skill to turn the draft above into a full pricing-page section.
- Use the pricing skill if you want to test a monthly-versus-annual anchor or a higher annual price.
Share your current trial-to-paid rate and monthly-to-annual split, and I can tighten the projection.
Real run in an isolated folder with only this skill installed. Only the Skill and Read tools were enabled, so nothing was fetched from the web and no file was written. The example is fictional. The model opened three of the skill's reference files. The product and numbers are invented.
できること
コピーではなく、オファーそのものに取り組みます。価値の方程式（理想の結果、成功の可能性、結果が出るまでの時間、労力と犠牲）を使い、完成したオファーの構成を説明します。参考ライブラリは、特典の積み上げ、保証の設計（保証を付けないという選択の誠実な検討を含む）、本物の希少性と緊急性、オファーの形式、SaaS 向けのオファー、実例集、オファーの構成を扱います。診断の手順で最も弱い部分を見つけ（弱いオファーの多くは特典、保証、本物の希少性が欠けている）、オファーの技法を使うべきでない場面と使用禁止の言葉もまとめています。倫理面は明確で、偽のカウントダウンや「残り 3 枠」というでっち上げは認めず、見込みの改善幅も現実的に保ちます。
動き方
- 商品、価格、対象者、受け入れ可能な量を尋ねます。
- 現在のオファーを診断し、構成要素ごとに作り直し、誠実な見通しを示します。
向いている場面
言い回しだけでなく、より良いオファーそのものが必要な創業者やマーケター。
低リスク：スクリプトのない指示のみのパッケージで、ネットワーク接続やファイル書き込みはありません。オファーは約束になります。保証、返金、数量限定の表示は事実で、履行されなければならず、多くの地域で消費者保護や広告の規制があります。Skill 自身も偽の希少性を認めず、条件のない「100% 保証」という表現はリスクがあると注意していますが、法的助言ではありません。改善幅の数値（1 つの変更で 10〜40% など）は経験則であり、約束ではありません。モデルが複数の参考ファイルを開くため、回答が長くなることがあります。架空の商品で 1 回試用しました。