An offering is Wyra's answer to the question every prospect is silently asking: what do you do, for someone like me, and why should I care right now? It's the structured pitch that powers every campaign you run.
What an offering is
A pitch playbook built for a specific audience.
An offering defines what you're selling, to whom, and why it matters — structured in a way that Wyra can use to generate personalized outreach at scale. Every campaign you run is anchored to an offering. The quality of your offering directly determines the quality of your campaign messaging, your prospect scoring, and your reply rates. Everything downstream improves when the offering is strong.
What's inside an offering
Two layers — foundation and content.
An offering starts with a foundational layer that locks in the context, then builds out six content sections that give Wyra everything it needs to run intelligent outreach.
Foundation — set first, defines everything else:
Industry + Sub-industry
The vertical this offering targets — e.g. Healthcare & Life Sciences → Healthcare Providers.
Business Function
The department or function you're selling into — e.g. IT Operations, Finance, Engineering.
Technology Area
The technology domain this offering addresses — e.g. Cloud Computing, GenAI, Cybersecurity.
Description
The elevator pitch — a concise summary of what this offering is and what it delivers.
Content sections — built by the agent, shaped by you:
Pain Points
The problems your target audience faces. These are the hooks that open conversations.
Solutions
What your company specifically does to address those pain points — capabilities, approaches, and delivery methods.
Business Outcomes
The results and value your customers can expect — ROI, efficiency gains, risk reduction, revenue impact.
Cost of Inaction
What happens if the prospect does nothing. The urgency lever — grounded in real consequences.
Objections + Responses
Common pushback this audience raises, with AI-generated responses.
Social Proof
Customer testimonials and quotes that back up your claims. Auto-populated from uploaded artifacts.
Why Social Proof isn't scored
Every other section is assessed on completeness and evidence strength. Social proof is binary: either you have customer quotes or you don't. Upload artifacts with real client testimonials and Wyra will populate this section automatically.
Confidence scoring
65% is the threshold. Below it, you can't finalize.
Every scored section gets its own confidence indicator, and the offering has an overall score that aggregates them. The score reflects how complete and evidence-backed each section is.
What each level means
High — 65%+
Required to finalize
Sections are well-developed with specific pain points, evidence-backed solutions, and clear outcomes. Ready to run campaigns.
Medium — 50–64%
Cannot finalize yet
Decent foundation but needs more specificity or supporting evidence. Continue the agent conversation or attach an artifact.
Low — below 50%
Cannot finalize yet
Sections are too thin. More input needed — either through chat with the agent or by attaching relevant artifacts.
The fastest way to raise confidence
Attach a relevant case study or proposal. Wyra reads the artifact and suggests specific improvements to each section — real pain points, named outcomes, actual metrics. Accepting those suggestions can take a Medium offering to High in minutes.
Draft and finalized
Two statuses. One transition. No going back — but you can duplicate.
Draft
Still being built
You can edit, refine, and attach artifacts. The agent conversation is still open. Cannot be used in campaigns or lists until finalized.
Finalized
Ready to use — locked
Available for campaigns and lists. Content is locked — no edits possible. To make changes, duplicate the offering and edit the new draft.
Before you finalize
Finalization is a one-way door. Review every section carefully — especially pain points and business outcomes, which have the most impact on campaign messaging. If you need to change a finalized offering later, duplicate it, make your edits in the new draft, and finalize that version.
Three ways to create an offering
Pick the path that fits where you're starting from.
From a Wyra-generated idea
The fastest path. Pick an idea from your Intelligence tab or the full Ideas page — the foundation, pain points, solutions, and outcomes are pre-populated from Wyra's research. Offerings created this way typically arrive at 65%+ confidence.
Fastest — recommended for first offeringsFrom scratch — chat with a domain-specific agent
Start with a blank canvas and build through conversation. The agent asks the right questions and populates each section based on your answers. Requires building confidence to 65% through the conversation.
Most control — best for custom or niche offeringsFrom a blog link
Paste a URL — a thought leadership article, a product page, a partner announcement — and the agent extracts the value proposition, pain points, and outcomes to build an offering from it.
Quick — best for content-led GTM motionsWhy offering quality matters
Everything downstream runs on what's in the offering.
The offering is the intelligence layer that shapes every part of Wyra's execution. A weak offering — generic pain points, vague outcomes, no social proof — produces weak campaigns. The investment in building a strong offering pays back in every campaign that uses it.
Prospect scoring
Wyra scores each prospect against the offering's industry, function, and pain point context. Sharper offering = more accurate scoring.
Message personalization
Email and LinkedIn messages are generated from the offering's pain points, outcomes, and social proof. Richer offering = more compelling messages.
Why Now suggestions
The campaign angle Wyra suggests is grounded in the offering's context. A specific, evidence-backed offering generates more actionable angles.
Where to go next