The way we usually do it it: Objective A,B,C. Action A, Result A, Action B, Result B.
You want to make sure you're clear about your objectives and the client knows what success will look like weeks/months from now.
Simple Headers and bullet-points are enough. This is a good example of really simple and useful document - http://webmeup.com/downloads/seo-checklist.pdf
Also, don't forget about some conclusions, where you basically just wrap up everything, in case the client isn't patient enough to read the whole document.
If you think in terms of quality and not in terms of quantity, it doesn't take thousands of links to rank.
The best strategy is to make a list of other websites in your industry/niche that are extremely relevant to your topic, then figure out how can you generate links on those websites.
Typically the best method is to share content or show the site owner that your page should be linked to due to the quality of your content.
The bottom line is you should try to get links you'd find valuable enough to click if you were a user.
Do you mean a. The offer to the prospect you're trying to get the lead from. B. The offer to a prospective SEO client or C. Neither