Anchor value to the desired action
Consider the qualifying purchase, customer effort, category expectations, and the strength of the existing product proposition. The incentive should support the offer rather than compensate for unclear value.
Model exposure transparently
Forecast qualification, delivery, use, returns, exceptions, provider charges, support, and internal operating cost. Keep assumptions separate so decision makers can see what drives the range.
Test comprehension
Ask whether customers can explain what they receive, why they qualify, and when the value becomes available. Complexity can reduce perceived value even when the amount is unchanged.