As a marketer and someone who closely see how businesses operate, I’ve come to realization that any successful business is run if they’ve good offer in place. Offer that are irresistible.

There are too many frameworks to build it, but one of my favorites is Trojan Horse Method by Daniel Bustamante.

Though I think this offer creation is mostly applicable for service business, but if smartly done it can be helpful for product centric business also. I’ll list down couple of companies that are doing it smartly – and how some companies can work around it.

So not wasting your time, let’s first jump in understanding what does Trojan Horse offers means, and then learn with simple steps how to create them.

What are Trojan Horse offers?

Simply said, those offers that are;

• Valuable piece of something that you offer in your full service package.
• Small enough that it won’t require too much effort or time to fulfil, but it’s something that a prospect or client would like.

The goal of creating is not to generate revenue (though its good if you charge small fee for offering it), but instead build a portfolio (if you don’t have one) or help create a prospect client interested in your full package service.

In simple words Trojan Horse Offers is no brainer freemium software, that your prospect would be willing to sign up too.     

Here’re some steps involved in it including AI Prompts, now I’ve mentioned only 8 steps. You can further expand on it or compress it down.

Step 1: Dismantle Your Offer Stack Completely

Take out a blank paper, and simply write what key scope of work you offer in your full package offer. And be as much as meticulous in writing every action you do.

Our goal here is to slice trojan horse offer from the list of tasks involve, so its important if we do this right.

Step 2: Brainstorm “Trojan Horse Offers”

Initially instead of start choosing, focus on identify and coming up with as many as Trojan Horse offers its possible. We can always filter good or quality ones out.

I would suggest first doing it manually, and later on running below mentioned AI Prompt.

AI Prompt

I’m a [your profession/service] who helps [target audience] with [main outcome] through a done-for-you [service name]. Here’s my current offer stack (the key deliverables I provide in my paid services):

1. [List your first deliverable]  
2. [List your second deliverable]
3. [Continue listing all key deliverables]

My typical project size/scope is [describe typical engagement length and price range].

Based on this information, please help me brainstorm 10 potential “Trojan Horse Offers” that meet these criteria:

• Can be completed within 2-3 days
• Delivers standalone value but naturally leads to my full service
• Represents a small portion of my complete offer
• Can be systematized and repeated for different clients
• Addresses a common pain point or gap for my target audience

My goal is to pitch ideal clients on this free offer as way to get my foot in the door, overdeliver with value, and then upsell them on a paid project/engagement.

Now, for each suggestion, please explain:

1. What exactly I would deliver
2. Why it would be valuable to the client
3. How it connects to my larger paid offer
4. What makes it an irresistible “foot in the door” opportunity

Please also highlight any potential challenges or considerations I should keep in mind for each suggestion.

Step 3: Research Your Ideal Clients

Don’t create trojan horse offer, without going out and confirming if the clients actually need or not.

Look for what they’re struggling with, what’re they trying to achieve. Where they’re missing out? And stuff like that.

Not just rely on secondary research, reach out to customers and do directly ask from them.

Step 4: Pick your “Trojan Horse Offer”

Now match those ideas that were generated in step 2 while brainstorming, and match them with our ideal client needs.

Remember to find sweet spot:

• Something that can be knocked out in few days
• That solves a real problem our dream is struggling with
• Something if done right will naturally leads into paid offer

Some pro bonus points:

• Find something unique to offer
• You much be enjoying or like doing it
• Focus on solving key issues and resoliving key priorities first

Step 5: Create your “Trojan Horse Offer” DM/email scripts

Make it personalized. Start with something which shows that you’ve done your homework. Then present your trojan horse like a solution.

Key is to make your offer exclusive and time-sensitive.

Write like your offer should be hard for them to say no to.

Step 6: Start pitching your “Trojan Horse Offer” (script template)

Don’t focus on quantity instead focus on quality & precision. Pick 5-10 dream clients and focus just on them.

Every Trojan Horse follow this:

1. Personal Openor
2. Specific observations about their business
3. Identify gap/opportunites
4. Connect it to their goals
5. Acknowledge why they haven’t addressed it
6. Present Trojan horse offer
7. Low Pressure CTA

Then once they show interest we need to follow  up with the specifics;

1. Outline exactly what they’ll get
2. Show how it connects to their goals
3. Be clear about what you want in return
4. Keep it feeling exclusive

AI Prompt

Hey [Name]! Congrats on [recent achievement]!

[Personal connection point – how you found them/have been following them]

I noticed [specific observation about their business]

I think [connect observation to their known goal]

Although [empathetic assumption about why they haven’t addressed it]

So I’d be happy to [your Trojan Horse Offer]

Just let me know if you’d like to hear more details.

Step 7: Overdeliver on your “Trojan Horse Offer”

Now not just you have to do their work good, but also do it fast. Be fast, explain everything, documents everything, and show them strategical consideration behind the tactical work.

Step 8: Upsell your client

Though it will be happening automatically but don’t assume it, you need to bring them over a call or mail them, and highlight.   

• Break down everything you built for them.
• Remind them how its going to benefit them (whether they did they with you or alone)
• And walk them through the next logical steps – and how you can implement that through your paid offers.