Three brands. Different industries. Same problem.
Website fights the offer
Selling one thing. Saying another.
Ledbury — Menswear
- Selling: perfect fit guaranteed
- Showing: a smiling man and a houseplant
Offer tag: STABILITY
Content tag: PLAY
Plaine Products — Skincare
- Selling: sustainable routine
- Showing: calming blue palette, spa-like relaxation
Offer tag: STABILITY
Content tag: FLOW
Loeffler Randall — Womenswear
- Selling: joy, spring, playfulness
- Showing: brown palette, serious expression
Offer tag: PLAY
Content tag: STABILITY
Find out if yours does too. 15 minutes, $97.
Use the Deal Method
Tag & Match: that's it!
- Tag: what, how, where they buy
- Match: your offer, message, channel, price
12 SIMPLE TAGS
(1) ACTION: move, body, start
(2) SATISFACTION: resources, reserves, comfort
(3) TRANSMISSION: exchange, simplicity, mobility
(4) NOW: basic needs, family, home
(5) PLAY: fun, entertainment, originality
(6) USEFULNESS: practicality, functionality, efficiency
(7) INTERACTION: two-sided, partnership, public image
(8) SQUEEZE: intensity, pressure, transformation
(9) EXPANSION: conviction, belief, growth
(10) STABILITY: systems, structure, predictability
(11) CHAOS: surprise, sudden change, disruption
(12) FLOW: ease, autopilot, smoothness
Why The Deal Method works
same tags for offers, website, message, tone, content and customers: easier to match, faster to sell
Offer vs. Content Checks
Offering a Walmart discount
Article One sells sunglasses designed to move seamlessly from sport to daily life. Free-spirited identity. No compromise.
You land on the page. Popup: "Save 15% on your new sunglasses."
People buying identity-driven, no-compromise sunglasses don't lead with "save 15% on new." That's Walmart. For people seeking distinction, discount messaging adds friction — not removes it.
OFFER TAG: Expansion
DISCOUNT TAG: Transmission
Selling to everyone
Dr. Loretta positions itself as professional protection for skin under daily attack. High concentrations of effective botanical ingredients.
Then the About page expands the promise: individuality, diversity, feeling excited about who you are. Empowered in your skincare journey.
One brand. Six tags. When everything is included, nothing resonates.
OFFER TAGS: Stability + Usefulness + Squeeze
CONTENT TAGS: Expansion + Chaos + Play
Selling grace? Don’t sweat it.
A coffee brand called “En Pointe” with the tagline “Grace in Every Grind” is inspired by ballet. It’s an obvious move to ride on ballet’s charm. The name and tagline suggest beauty and effortless movement. In tag terms, that’s Interaction.
But the website tells a different story. The hero image is dark and blurred. The font is heavy. There are 63 coffee options. The merch section has baseball caps and tees. Everything feels like hard work, every day.
People admire ballet for grace, not effort. When the promise is elegance, sweat is not the headline.
OFFER TAG: Interaction
CONTENT TAG: Stability
Mystery discount
Peak State sells functional coffee. Brain function, focus, energy support. Coffee that does more than wake you up. Offer tag: Usefulness.
You land on the page looking for something practical and effective. First thing you see: mystery discount. You don't know what you'll save until you claim it. Discount tag: Flow (mystery, secret).
For people seeking function, mystery adds friction - not removes it.
OFFER TAG: Usefulness
DISCOUNT TAG: Flow
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