What separates an ordinary offer from an extraordinary one? And what does it take to level up your marketing skillset to create offers that stand out? If you're a marketer looking for clarity on the difference between a "level 2" and a "level 10" offer or skillset, this blog is your guide.

Based on insights shared by marketing legend Russell Brunson, the concept distills how the quality of your offer and skills evolves over time and with practice, and how these factors can drastically impact your ability to convert customers. Here, we'll break down the differences, provide actionable steps to advance your skillset, and discuss how marketers can build irresistible offers.

What Is a Level 2 vs. a Level 10 Offer?

Let's start with the core concept. A “level 2” offer is something basic, uninspired, and easy to pass up. Think generic discounts, features with no emphasis on unique benefits, or services that lack differentiation from competitors. It's the kind of offer a customer might glance at and think, "meh."

On the other hand, a “level 10” offer is irresistible. It grabs attention, speaks directly to the customer's dreams, and solves their pain points in significant ways. It’s transformational. Level 10 offers are carefully crafted through a deep understanding of the target market and require both creativity and skill.

Russell Brunson often explains this in relation to the value and perceived urgency customers associate with an offer. A higher-level offer focuses on experience, emotional impact, and scalability. For example, a level 10 offer doesn’t just sell a product—it sells a solution, a better lifestyle, or even an aspiration.

The Key Differences Between a Level 2 and Level 10 Offer

1. Customer-Centric Value

Level 2 Offer: Talks about the features and capabilities of the product or service without connecting it to the customer's real needs.

Level 10 Offer: Delivers meaningful value by offering a transformation. It focuses on why the product matters in the customer’s life.

Example:

• Level 2 offer for an online course: "Learn coding basics with our 6-week online course."

• Level 10 offer for the same course: "Discover how to land a dream tech job in 90 days—even if you’ve never written a line of code before."

2. Perceived Scarcity and Urgency

Level 2 Offer: Feels ordinary with no reason to act now.

Level 10 Offer: Creates a sense of scarcity and urgency, motivating immediate action.

Example:

• A streaming service with a typical discount may offer, "Save 20% off your membership."

• A level 10 approach could be: "Get VIP early access to exclusive content before it’s gone—offer ends in 24 hours."

3. Unique Positioning

Level 2 Offer: Competes on price or convenience, blending into a sea of competitors.

Level 10 Offer: Stands out by presenting a unique mechanism or benefit no one else is highlighting.

Example:

A level 2 supplement brand might focus on “all-natural ingredients," while a level 10 supplement brand positions itself as delivering “the only sleep aid with clinically proven ingredients to double your REM cycles.”

4. Narrative and Emotional Connection

Level 2 Offer: Describes what the product/service does in basic terms.

Level 10 Offer: Weaves a memorable narrative that connects emotionally with the audience.

Example:

• Selling a productivity planner at level 2 might highlight, “Includes weekly to-do lists.”

• At level 10, you’d promote, “Rediscover your focus and reclaim 10 extra hours each week—the key to crushing your daily goals.”

How Your Skillset Affects the Level of Your Offer

Crafting a level 10 offer isn’t just about brainstorming—it requires a high level of skill. A marketer with a level 2 skillset may lack the tools, knowledge, and experience to create anything beyond basic offers. However, elevating your skillset can transform the way you approach campaigns and customer engagement.

Traits of a Level 2 Skillset

• Basic Knowledge: A foundational understanding of marketing tools or platforms (e.g., being able to create ads or draft simple email copy).

• Minimal Testing: Reluctance or inability to use A/B testing for refining strategies.

• Little Creativity: Reliance on existing trends rather than experimenting with novel ideas.

Traits of a Level 10 Skillset

• Mastery of Persuasion: The ability to write compelling sales copy that speaks directly to the customer’s desires and fears.

• Comprehensive Data Analytics: Using key metrics and behavioral data to optimize campaigns for peak performance.

• Strategic Innovation: Knowing when to push boundaries and create offers that challenge the norms in your industry.

• Storytelling Expertise: Creating relatable and aspirational narratives that connect emotionally.

How to Advance Your Skillset

1 Invest in Education

Take specialized courses on offer creation, copywriting, or marketing psychology (Russell Brunson’s training materials from ClickFunnels are a great start).

2 Practice and Test

Create offers and run small-scale campaigns to see what resonates with your audience. Don’t be afraid to iterate.

3 Learn from Experts

Follow marketers who consistently hit it out of the park—Russell Brunson, Dan Kennedy, and Seth Godin are good names to start with.

4 Build Empathy

Talk to customers directly. Understand their barriers, desires, and what truly motivates them.

Building Your Level 10 Offer

Want to start building irresistible offers? Here’s a simple framework to follow:

1. Identify the Target Customer’s Biggest Problem

Every great offer begins with understanding your audience’s pain points. Conduct surveys, listen to customer feedback, and research your niche extensively.

2. Map Out the Transformation

What will life look like for your customer after they use your product? Paint the before-and-after picture vividly.

3. Build Unique Value

What sets your offer apart? Create something no competitor can duplicate—whether it’s through features, bonuses, or your approach.

4. Add Scarcity or Urgency

Give your audience a reason to act immediately, such as limited-time access, pre-order windows, or exclusive add-ons.

5. Clarify the Offer

Make sure the offer is simple to understand. A confused mind doesn’t convert.

6. Craft Compelling Messaging

Whether it’s through storytelling, visuals, or irresistible copywriting, your messaging should captivate the audience.

Why It’s Time to Level Up Your Offers and Skills

The difference between marketing mediocrity and game-changing success often boils down to the level of your offers and skillset. A level 2 offer might keep you afloat, but it’s the level 10 offers that catapult brands to extraordinary heights.

You don’t need to achieve mastery overnight—incremental steps will take you a long way. Start by analyzing your current offers, identifying areas for improvement, and developing your marketing skills systematically.

Take inspiration from what Russell Brunson and other visionaries have done, but remember that your unique creativity and audience insights can make all the difference.

Are you ready to elevate your marketing game? Find tools and resources to craft level 10 offers by exploring expert guidance today!

The Perfect Webinar by Russell Brunson will guide you to how on create and present your Level 10 offer.

Disclaimer: If you click on links we provide and make a purchase, we may receive compensation. There is never any guarantee of income in any of the links or programs we provide.