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$100M Offers: How To Make Offers So Good People Feel Stupid Saying No
I took home more in a year than the CEOs of McDonalds, IKEA, Ford, Motorola, and Yahoo….combined….as a kid in my twenties….using the $100M Offer method. It works. And it will work for you. Not that long ago though, my business had gotten so bad that I literally couldn’t even give my services away for free. At the end of each month, I would look at my bank account hoping to see progress (but there wasn’t). I knew something had to change...but what?
Over the next 48 months, I went from losing money to making $36 for every $1 spent. In that time period, we generated over $120,000,000 across four different service, e-commerce, software, and brick & mortar.
But, unlike everyone else, we didn’t have great funnels, great ads, or a wealthy niche. In fact, we didn’t even send emails until we had crossed $50M in sales(!). Instead, we were able to do this one thing really well….we created offers so good, people felt stupid saying no.
Here’s exactly what this book will show you how to The methods contained within this book are so simple, so instantaneous, and so effective , it’s as if they work by magic. If you implement even one tactic in this book, you’ll see the change in your prospects' demeanor. And you’ll know the $100M Offer method worked when you start hearing “What do I need to do to move forward?” ...before you even ask for the sale.
Over the next 48 months, I went from losing money to making $36 for every $1 spent. In that time period, we generated over $120,000,000 across four different service, e-commerce, software, and brick & mortar.
But, unlike everyone else, we didn’t have great funnels, great ads, or a wealthy niche. In fact, we didn’t even send emails until we had crossed $50M in sales(!). Instead, we were able to do this one thing really well….we created offers so good, people felt stupid saying no.
Here’s exactly what this book will show you how to The methods contained within this book are so simple, so instantaneous, and so effective , it’s as if they work by magic. If you implement even one tactic in this book, you’ll see the change in your prospects' demeanor. And you’ll know the $100M Offer method worked when you start hearing “What do I need to do to move forward?” ...before you even ask for the sale.
164 pages, Paperback
First published July 13, 2021
7254 people are currently reading
27409 people want to read
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Displaying 1 - 30 of 1,645 reviews
December 28, 2021
The reason I did not give this book a high rating is because the content is too general for me. I have read other books that have better content, such as "1-Page Marketing Plan" and books by Perry Marshall that show you how to create your USP. Instead, "$100M Offers" gives more of an impression that you need to be good copywriters.
However, I cannot deny that this book helps remind you of some important points, such as that you need to narrow your audience because no one can serve two masters. And I also like what he says: "If you play the same game as everyone else, you'll get the same results as everyone else." That phrase reminds me that I have to keep doing something different to get what I want.
In short, the essence of this book is this (spoiler alert!):
Step 1: You need to figure out your prospect's dream outcome.
Step 2: You need to list all the obstacles he might face along the way.
Step 3: You need to turn all those obstacles into solutions.
Step 4: You need to think of ways in which you could deliver those solutions.
Step 5: You need to narrow those opportunities down to the things that have the highest value and lowest cost to us.
Step 6: Put all the packages together into the ultimate, high value deliverables.
*Do not forget to apply the criteria of scarcity, urgency and guarantee).
However, I cannot deny that this book helps remind you of some important points, such as that you need to narrow your audience because no one can serve two masters. And I also like what he says: "If you play the same game as everyone else, you'll get the same results as everyone else." That phrase reminds me that I have to keep doing something different to get what I want.
In short, the essence of this book is this (spoiler alert!):
Step 1: You need to figure out your prospect's dream outcome.
Step 2: You need to list all the obstacles he might face along the way.
Step 3: You need to turn all those obstacles into solutions.
Step 4: You need to think of ways in which you could deliver those solutions.
Step 5: You need to narrow those opportunities down to the things that have the highest value and lowest cost to us.
Step 6: Put all the packages together into the ultimate, high value deliverables.
*Do not forget to apply the criteria of scarcity, urgency and guarantee).
August 13, 2022
Really nothing new here, also the author gives off a substantial amount of "ick" vibes... reading between the lines of his massively inflated egotistical prose... I found myself rolling my eyes half a dozen times.
August 4, 2021
So good, you can’t ignore it
Completely changed my view on pricing and building offers. This book and the advice in it are absolute gold. Recommend highly!
Completely changed my view on pricing and building offers. This book and the advice in it are absolute gold. Recommend highly!
June 20, 2022
“Make people an offer so good they would feel stupid saying no.”
A Grand Slam Offer is an offer that cannot be compared to any other product or service available, combining an attractive promotion, an unmatchable value proposition, a premium price, and an unbeatable guarantee, with payment terms that allow you to get paid to get new customers, removing the cash constraint on business growth. If you have a “commodity” offer, you will compete on price (having a price-driven purchase versus a value-driven purchase). Your Grand Slam Offer, establishes you as your own category. We want to make an offer that’s so different that you can skip the awkward explanation of why your product is different from everyone else’s.
In order to sell anything, we need demand. We are not trying to create demand. We are trying to channel it. That is a very important distinction. If you don’t have a market for your offer, nothing that follows will work.
Here are the basic tenets of what to look for in markets:
1) Massive Pain: The client must not want, but desperately need, what you are offering. Pain can be anything that frustrates people about their lives. “The pain is the pitch”. If you can articulate the pain a prospect is feeling accurately, they will almost always buy what you are offering. A prospect must have a painful problem for us to solve and charge money for our solution.
2) Purchasing Power: Your audience needs to be able to afford the service you’re charging them for. Make sure your targets have the money, or access to the amount of money, needed to buy your services at the prices you require to make it worth your time.
3) Easy to Target: make your life easier by looking for easy-to-target markets. Examples of this are avatars that have associations they belong to, mailing lists, social media groups, channels they all watch, etc. If our potential customers are all gathered together somewhere, then we can market to them. If searching them out, however, is like finding needles in a haystack, then it can be very difficult to get your offer in front of any potentially interested eyes.
4) Growth: Growing markets are like a tailwind. They make everything move forward faster. Declining markers are like headwinds. They make all efforts harder.
There are three main markets that will always exist: Health, Wealth, and Relationships. The reason that those will always exist is that there is always tremendous pain when you lack them. There is always demand for solutions to these core human pains. The goal is to find a smaller subgroup within one of those larger buckets that is growing, has the buying power, and is easy to target (the other three variables).
Think about what you are good at in regards to health, wealth, and relationships. Then think about who might value your service the most (is in the most pain), has the buying power to pay what you want (money), and can be found easily (targeting). As long as those three criteria are strong and the market isn't shrinking, you’ll be in good shape.
Order of importance between markets, offers, and persuasion skills:
Market > Offer Strength > Persuasion Skills
- Even if you have a bad offer and are bad at persuasion, you’re going to make money if you’re in a great market.
- If you are in a normal market and have a great offer, you can make tons of money even if you’re bad at persuasion.
- Let’s say you’re in a normal market and have a normal offer. In order to be massively successful, you would have to be exceptionally good at persuasion. It’s just the hardest path to follow and requires the most effort and learning.
You must stick with whatever you pick long enough to have trial and error. You will fail. In fact, you will fail until you succeed. However, you will fail far longer if you keep changing who you market to, because you must start over from the beginning each time. So, pick then commit.
“Charge as high a price as you can say out loud without cracking a smile.” Don't compete on price. As Dan Kennedy said, “There is no strategic benefit to being the second cheapest in the marketplace, but there is for being the most expensive.”
When you decrease your price, you decrease your clients’ perceived value, attract the worst clients and destroy any margin you have left.
When you raise your prices, you increase your clients’ emotional investment, attract the best clients and multiply your margin.
When you raise your price, you increase the value the consumer receives without changing anything else about your product. (Ex. blind wine test). The goal is to be so much higher that a consumer thinks to themselves, “this is so much more expensive, there must be something entirely different going on here.” That is how you create a category of one. Those who pay the most, pay the most attention. You need to have a big discrepancy between what something costs you and what you charge for it. It is the only way to be unreasonably successful.
You should never charge more than your product is worth. But you should charge far more for your product and services than it costs to fulfil it. Think up to a hundred times more, not just two or three times more.
If you can reduce your prospects' time delay to receiving value to zero (aka you realize your immediate dream outcome), and your effort and sacrifice is zero, you have an infinitely valuable product. If you accomplish this, you win the game.
Dream outcome (objective: increase): our goal is not to create desire. It’s simply to channel that desire through our offer and monetization vehicle. It’s not about the money, it's about the status (the perceived increase or decrease in relative standing when compared to others socially or professionally). Talk in terms of things your prospect believes will increase their status, and you will have your prospects drooling.
Perceived likelihood of achievement (objective: increase): people pay for certainty. They value certainty. Increasing a prospect’s conviction that your offer will “actually” work for them, will make your offer that much more valuable even though the work remains the same on your end.
Time delay (objective: decrease): the shorter the delay between the client purchase and the moment when they receive value/the outcome, the more valuable your services or product is. We want clients to have a big emotional win early (as close as possible to their purchase). This gives them the emotional buy in and the momentum to “see it through” to their ultimate goal. By doing this, their decision to work with us is reinforced, and they immediately trust us more. This is also backed by science. People who experience a victory early on are more likely to continue with something than those who do not.
Effort & sacrifice (objective: decrease): this is what it “costs” people in ancillary costs, both tangible and intangible. This isthe reason that the supplement industry ($123B) is twice the size of the health club industry ($62B). They both accomplish the same perceived objectives but one is perceived as more valuable because it entails lower effort and sacrifice. People are more willing to pay $200 for supplements than they are a $29/mo gym membership. Taking a pill, or drinking a shake, is so much faster and easier than going to the gym everyday. Hence, valued.
Convergent & Divergent Thinking
In simple terms, convergent problem solving is where you take lots of variables, all known, with unchanging conditions and converge on a singular answer. Think math. However, life will pay you for your ability to solve using a divergent thought process. In other words, think of many solutions to a single problem. Not only that, convergent answers are binary. They are either right or they are wrong. With divergent thinking, you can have multiple right answers, and one answer that is way more right than the others. Cool right? Our goal is to use a divergent thought process to think of as many easy ways to combine these elements to provide value.
Create a valuable offer that is differentiated and unable to be compared to anything else in the marketplace. We are selling something unique. As such, we are no longer bound by the normal pricing forces of commoditization.
“When demand increases, cut supply.” People want what they can’t have. People want what other people want. People want things only a select few have access to. Scarcity is one of the most powerful and least understood forces to unlock unlimited pricing power.
Enhancing the offer: Bonuses
Add bonuses instead of discounting whenever possible on core offers. Whenever trying to close a deal, never discount the main offer. It teaches your customers that your prices are negotiable (which is terrible). Adding bonuses to increase value to close the deal is far superior to cutting prices. It puts you in a position of strength and goodwill rather than weakness.
Enhancing the offer: Guarantees
Reversing risk is the number one way to increase the conversion of an offer. Experienced marketers spend as much time crafting their guarantees as the deliverables themselves. It’s that important.
That being said, guarantees are enhancers. They can enhance the magnetism or attraction of any offer, but they cannot make a business. If a guarantee is used to cover up a poor sales team or a poor product, it will backfire into lots of refunds.
Warning: While guarantees can be effective sellers, people who buy because of guarantees can become very shitty customers.
Summary:
1. Don't be a commodity in the marketplace.
2. Pick a growing market. Niches get you riches.
3. Create your value offer.
4. Charge a lot of money.
5. Shift the demand curve in your favour using scarcity.
6. Use urgency to decrease the action threshold of buyers.
7. Strategically use bonuses to increase the demand.
8. Reverse buyer risk with a creative guarantee.
9. Name your product in a way that resonates with your avatar.
"Entrepreneurship is about acquiring skills, belief, and character traits. To advance, we must determine which skills, beliefs, and character traits we lack."
A Grand Slam Offer is an offer that cannot be compared to any other product or service available, combining an attractive promotion, an unmatchable value proposition, a premium price, and an unbeatable guarantee, with payment terms that allow you to get paid to get new customers, removing the cash constraint on business growth. If you have a “commodity” offer, you will compete on price (having a price-driven purchase versus a value-driven purchase). Your Grand Slam Offer, establishes you as your own category. We want to make an offer that’s so different that you can skip the awkward explanation of why your product is different from everyone else’s.
In order to sell anything, we need demand. We are not trying to create demand. We are trying to channel it. That is a very important distinction. If you don’t have a market for your offer, nothing that follows will work.
Here are the basic tenets of what to look for in markets:
1) Massive Pain: The client must not want, but desperately need, what you are offering. Pain can be anything that frustrates people about their lives. “The pain is the pitch”. If you can articulate the pain a prospect is feeling accurately, they will almost always buy what you are offering. A prospect must have a painful problem for us to solve and charge money for our solution.
2) Purchasing Power: Your audience needs to be able to afford the service you’re charging them for. Make sure your targets have the money, or access to the amount of money, needed to buy your services at the prices you require to make it worth your time.
3) Easy to Target: make your life easier by looking for easy-to-target markets. Examples of this are avatars that have associations they belong to, mailing lists, social media groups, channels they all watch, etc. If our potential customers are all gathered together somewhere, then we can market to them. If searching them out, however, is like finding needles in a haystack, then it can be very difficult to get your offer in front of any potentially interested eyes.
4) Growth: Growing markets are like a tailwind. They make everything move forward faster. Declining markers are like headwinds. They make all efforts harder.
There are three main markets that will always exist: Health, Wealth, and Relationships. The reason that those will always exist is that there is always tremendous pain when you lack them. There is always demand for solutions to these core human pains. The goal is to find a smaller subgroup within one of those larger buckets that is growing, has the buying power, and is easy to target (the other three variables).
Think about what you are good at in regards to health, wealth, and relationships. Then think about who might value your service the most (is in the most pain), has the buying power to pay what you want (money), and can be found easily (targeting). As long as those three criteria are strong and the market isn't shrinking, you’ll be in good shape.
Order of importance between markets, offers, and persuasion skills:
Market > Offer Strength > Persuasion Skills
- Even if you have a bad offer and are bad at persuasion, you’re going to make money if you’re in a great market.
- If you are in a normal market and have a great offer, you can make tons of money even if you’re bad at persuasion.
- Let’s say you’re in a normal market and have a normal offer. In order to be massively successful, you would have to be exceptionally good at persuasion. It’s just the hardest path to follow and requires the most effort and learning.
You must stick with whatever you pick long enough to have trial and error. You will fail. In fact, you will fail until you succeed. However, you will fail far longer if you keep changing who you market to, because you must start over from the beginning each time. So, pick then commit.
“Charge as high a price as you can say out loud without cracking a smile.” Don't compete on price. As Dan Kennedy said, “There is no strategic benefit to being the second cheapest in the marketplace, but there is for being the most expensive.”
When you decrease your price, you decrease your clients’ perceived value, attract the worst clients and destroy any margin you have left.
When you raise your prices, you increase your clients’ emotional investment, attract the best clients and multiply your margin.
When you raise your price, you increase the value the consumer receives without changing anything else about your product. (Ex. blind wine test). The goal is to be so much higher that a consumer thinks to themselves, “this is so much more expensive, there must be something entirely different going on here.” That is how you create a category of one. Those who pay the most, pay the most attention. You need to have a big discrepancy between what something costs you and what you charge for it. It is the only way to be unreasonably successful.
You should never charge more than your product is worth. But you should charge far more for your product and services than it costs to fulfil it. Think up to a hundred times more, not just two or three times more.
If you can reduce your prospects' time delay to receiving value to zero (aka you realize your immediate dream outcome), and your effort and sacrifice is zero, you have an infinitely valuable product. If you accomplish this, you win the game.
Dream outcome (objective: increase): our goal is not to create desire. It’s simply to channel that desire through our offer and monetization vehicle. It’s not about the money, it's about the status (the perceived increase or decrease in relative standing when compared to others socially or professionally). Talk in terms of things your prospect believes will increase their status, and you will have your prospects drooling.
Perceived likelihood of achievement (objective: increase): people pay for certainty. They value certainty. Increasing a prospect’s conviction that your offer will “actually” work for them, will make your offer that much more valuable even though the work remains the same on your end.
Time delay (objective: decrease): the shorter the delay between the client purchase and the moment when they receive value/the outcome, the more valuable your services or product is. We want clients to have a big emotional win early (as close as possible to their purchase). This gives them the emotional buy in and the momentum to “see it through” to their ultimate goal. By doing this, their decision to work with us is reinforced, and they immediately trust us more. This is also backed by science. People who experience a victory early on are more likely to continue with something than those who do not.
Effort & sacrifice (objective: decrease): this is what it “costs” people in ancillary costs, both tangible and intangible. This isthe reason that the supplement industry ($123B) is twice the size of the health club industry ($62B). They both accomplish the same perceived objectives but one is perceived as more valuable because it entails lower effort and sacrifice. People are more willing to pay $200 for supplements than they are a $29/mo gym membership. Taking a pill, or drinking a shake, is so much faster and easier than going to the gym everyday. Hence, valued.
Convergent & Divergent Thinking
In simple terms, convergent problem solving is where you take lots of variables, all known, with unchanging conditions and converge on a singular answer. Think math. However, life will pay you for your ability to solve using a divergent thought process. In other words, think of many solutions to a single problem. Not only that, convergent answers are binary. They are either right or they are wrong. With divergent thinking, you can have multiple right answers, and one answer that is way more right than the others. Cool right? Our goal is to use a divergent thought process to think of as many easy ways to combine these elements to provide value.
Create a valuable offer that is differentiated and unable to be compared to anything else in the marketplace. We are selling something unique. As such, we are no longer bound by the normal pricing forces of commoditization.
“When demand increases, cut supply.” People want what they can’t have. People want what other people want. People want things only a select few have access to. Scarcity is one of the most powerful and least understood forces to unlock unlimited pricing power.
Enhancing the offer: Bonuses
Add bonuses instead of discounting whenever possible on core offers. Whenever trying to close a deal, never discount the main offer. It teaches your customers that your prices are negotiable (which is terrible). Adding bonuses to increase value to close the deal is far superior to cutting prices. It puts you in a position of strength and goodwill rather than weakness.
Enhancing the offer: Guarantees
Reversing risk is the number one way to increase the conversion of an offer. Experienced marketers spend as much time crafting their guarantees as the deliverables themselves. It’s that important.
That being said, guarantees are enhancers. They can enhance the magnetism or attraction of any offer, but they cannot make a business. If a guarantee is used to cover up a poor sales team or a poor product, it will backfire into lots of refunds.
Warning: While guarantees can be effective sellers, people who buy because of guarantees can become very shitty customers.
Summary:
1. Don't be a commodity in the marketplace.
2. Pick a growing market. Niches get you riches.
3. Create your value offer.
4. Charge a lot of money.
5. Shift the demand curve in your favour using scarcity.
6. Use urgency to decrease the action threshold of buyers.
7. Strategically use bonuses to increase the demand.
8. Reverse buyer risk with a creative guarantee.
9. Name your product in a way that resonates with your avatar.
"Entrepreneurship is about acquiring skills, belief, and character traits. To advance, we must determine which skills, beliefs, and character traits we lack."
January 30, 2023
It’s a great title for a book. Unfortunately, the quality of the writing doesn’t match the promise though. Lacks depth of thinking, with mainly “water is wet” style advice, e.g. go into markets with high demand, and set your prices high to make more money. Well, duh, thanks for that. Very few real breakthrough insights or originality on show here. Like something a first year business student might have written and (barely) scraped a pass mark for.
Trying to find some positives. Well, it was cheap and it was short. Plus, it at least pulls on some genuine business models and thinking. For example, it explains the difference between a cost-led strategy and value-added niche approach. (based on the work of Michael Porter). And it references well-known influencer techniques like scarcity. (based on the work of Robert Cialdini).
However, it rarely cites the source of this work. And if you know the original work, you soon realise it often misuses / misunderstands the original point. e.g. the advice all businesses should go niche and never go for cost leadership is an over-simplified view. It also misses out the focus differentiation option for competitive strategy.
When it does cite other people, it’s random quotes from the likes of Jeff Bezos, Steve Jobs and Warren Buffet, which sound like it’s trying to benefit from association with these names, rather than offering any genuine insight.
Overall, It feels like a very Dunning-Kruger view of business. Someone who’s read a few bits and pieces, and suddenly thinks they’re an expert when they’re not.
If in reality, this approach works for him and for others, fair play. However, it feels more like a luck than design approach to business. Kudos for his level of confidence, but it’s not backed up by any sign of credible business competence in this book. Plus, there’s too many irrelevant personal stories, humble bragging about his business interests and charity work and overall, it just feels very shallow and sloppily put together. Not a great experience to read. I don’t feel stupid saying no to this book, only maybe a little stupid for believing it would be any good in the first place.
Trying to find some positives. Well, it was cheap and it was short. Plus, it at least pulls on some genuine business models and thinking. For example, it explains the difference between a cost-led strategy and value-added niche approach. (based on the work of Michael Porter). And it references well-known influencer techniques like scarcity. (based on the work of Robert Cialdini).
However, it rarely cites the source of this work. And if you know the original work, you soon realise it often misuses / misunderstands the original point. e.g. the advice all businesses should go niche and never go for cost leadership is an over-simplified view. It also misses out the focus differentiation option for competitive strategy.
When it does cite other people, it’s random quotes from the likes of Jeff Bezos, Steve Jobs and Warren Buffet, which sound like it’s trying to benefit from association with these names, rather than offering any genuine insight.
Overall, It feels like a very Dunning-Kruger view of business. Someone who’s read a few bits and pieces, and suddenly thinks they’re an expert when they’re not.
If in reality, this approach works for him and for others, fair play. However, it feels more like a luck than design approach to business. Kudos for his level of confidence, but it’s not backed up by any sign of credible business competence in this book. Plus, there’s too many irrelevant personal stories, humble bragging about his business interests and charity work and overall, it just feels very shallow and sloppily put together. Not a great experience to read. I don’t feel stupid saying no to this book, only maybe a little stupid for believing it would be any good in the first place.
September 3, 2021
I Suspected That Most of These over-the-top Reviews Were Fake, Until...
I Suspected That Most of These over-the-top Reviews Were Fake, Until I actually started listening to the audiobook. Exactly, like what YOU'RE thinking right now, isn't it? ISN'T IT??? Well, It's really all that and a bag o'chips! It really is that good.
It reminded me of many examples I'd heard about how companies turned themselves around from a failing business into a highly profitable one by going upmarket and raising their prices instead of lowering prices. It's THAT good.
Pure content. No fluff. I felt the content was so valuable, that I actually felt a bit guilty having paid so little for this wisdom. If this were an online course, it could literally sell for thousands of dollars and no one would disagree. Thank god its not. You won't regret this one. I don't.
I Suspected That Most of These over-the-top Reviews Were Fake, Until I actually started listening to the audiobook. Exactly, like what YOU'RE thinking right now, isn't it? ISN'T IT??? Well, It's really all that and a bag o'chips! It really is that good.
It reminded me of many examples I'd heard about how companies turned themselves around from a failing business into a highly profitable one by going upmarket and raising their prices instead of lowering prices. It's THAT good.
Pure content. No fluff. I felt the content was so valuable, that I actually felt a bit guilty having paid so little for this wisdom. If this were an online course, it could literally sell for thousands of dollars and no one would disagree. Thank god its not. You won't regret this one. I don't.
October 30, 2024
I'm very thankful for this guy for how impacting his business and entrepreneurial lessons are for my own career journey, which I have just started a month before. He is my personal hero!
To those of you who haven’t heard of Alex Hormozi before, you can check him out from his socials, especially his YouTube channel, where he always drops valuable golden nuggets there about discipline and business psychology. He is a pretty jacked guy who pretty much knows a heck of a deal about establishing gym companies (as he has done it thousands of times over the years from Gym Launch), a co-founder of an online educational workshop (Skool), and a co-owner of this huge scaling platform for million dollar revenue businesses (Acquisition.com).
At its premise, $100M Offers teaches us how to provide a significant value to our prospects by creating an offer that they couldn't even refuse for a premium charge. It is sort of like a hidden path to creating your wealth by selling, which has been generously unlocked to us by Alex. Not many rich people could afford to reveal what they had gone through, but the author had even shared some pieces of his experiences in which he was able to overcome the fear experienced by every dying entrepreneurs just by doubling down on his strengths to deliver value.
Mind you, it is unreasonable to raise prices for someone who may not even afford the services, but it is equally surprising to think that our skills to deliver should have to be prepared because there is literally some people who are still capable in giving you their hard-earned money if it means being able to solve their biggest problems in the first place. There is a particular section of the book that explains the specific qualities of your value from the services you offer based on four aspects that drive it. On top of that, there were also guidelines on the levers that will enhance your offers once you are finally geared to present it to your prospects.
The bottom line is that the $100 M Offers is a tightly packed business book that presents straightforward ideas and valuable insights to follow through in providing the value that your customers deserve in the marketplace. Alex Hormozi, you're the man!
4.5 ⭐️ (10/25/24)
To those of you who haven’t heard of Alex Hormozi before, you can check him out from his socials, especially his YouTube channel, where he always drops valuable golden nuggets there about discipline and business psychology. He is a pretty jacked guy who pretty much knows a heck of a deal about establishing gym companies (as he has done it thousands of times over the years from Gym Launch), a co-founder of an online educational workshop (Skool), and a co-owner of this huge scaling platform for million dollar revenue businesses (Acquisition.com).
At its premise, $100M Offers teaches us how to provide a significant value to our prospects by creating an offer that they couldn't even refuse for a premium charge. It is sort of like a hidden path to creating your wealth by selling, which has been generously unlocked to us by Alex. Not many rich people could afford to reveal what they had gone through, but the author had even shared some pieces of his experiences in which he was able to overcome the fear experienced by every dying entrepreneurs just by doubling down on his strengths to deliver value.
Mind you, it is unreasonable to raise prices for someone who may not even afford the services, but it is equally surprising to think that our skills to deliver should have to be prepared because there is literally some people who are still capable in giving you their hard-earned money if it means being able to solve their biggest problems in the first place. There is a particular section of the book that explains the specific qualities of your value from the services you offer based on four aspects that drive it. On top of that, there were also guidelines on the levers that will enhance your offers once you are finally geared to present it to your prospects.
The bottom line is that the $100 M Offers is a tightly packed business book that presents straightforward ideas and valuable insights to follow through in providing the value that your customers deserve in the marketplace. Alex Hormozi, you're the man!
4.5 ⭐️ (10/25/24)
March 31, 2022
پیشنهاد ۱۰۰ میلیون دلاری
آقای الکس هرمزی کارآفرین ایرانی-آمریکایی کسب و کاری ۱۰۰ میلیون دلاری را اداره میکند. کتاب استراتژیهایی برای رشد سریع چند ده برابری کسبوکار پیشنهاد میدهد.
هر محصولی یک یا چند تا از سه نیاز بنیادین انسان یعنی ثروت، ارتباط با دیگران و سلامتی را به صورت مستقیم یا غیر مستقیم پوشش میدهد. برای فروش محصول خود، آن را برای یک گروه خاص (با تعداد محدود) شخصی سازی کنید. شخصیسازی محصول با یک هزینه کم میتواند تا چند برابر قیمت محصول عادی ارزشگذاری شود. مثلاً برنامه رژیم غذایی را در نظر بگیرید. قیمت محصول ممکن است یک میلیون تومان باشد. حال برنامه رژیم غذایی برای بانوان بالای ۶۵ سال خانهدار را میتوانید تا ۱۰ میلیون تومان قیمتگذاری کنید. دلیل آن این است که افراد ارزش بیشتری در ذهن خود برای محصولی که خاص نیاز آنها باشد قائل میشوند و در نتیجه قیمت بیشتری حاضرند که بپردازند.
سوال: ارزش یک محصول از منظر مشتری (بدون آن که حتی خودش بداند) چگونه در ذهنش تعیین میشود:
چهار عامل در ارزش محصول نقش اساسی دارند:
۱. چقدر محصول آرمان و ایدهآل شخص را محقق میکند؟
۲. چقدر احتمال میدهد که با خرید آن به هدفش دست پیدا میکند؟
۳. زمان ارائه کسب نتیجه
۴. تلاشی که باید برای رسیدن به نتیجه بکند
افزایش دو عامل اول و کاهش دو عامل آخر سبب افزایش ارزش محصول میشود. الکس اعتقاد دارد که ارزش محصول در نتیجه حاصل ضرب دو عامل اول و معکوس دو عامل آخر است (یعنی تعیین ارزش از جنس تفریق و جمع نیست بلکه از جنس ضرب و تقسیم است). مثلاً اگر دریافت لپتاپ خریداری شده را به کمتر از یک ساعت در کسب و کار خود کاهش دهید، ارزشی چند برابر بیشتر از شرکت دیگری دارد که همان محصول را با تأخیر یک روزه ارسال میکند.
نکته: هیچ وقت وارد بازی تخفیف نشوید! به جای آن انواع امتیاز (bonus) تعریف کنید. یک هسته کوچکی از محصول داشته باشید و مشتری با خرید محصول یک یا چند امتیاز دریافت کند. به این شکل از لحاظ روانشناختی ارزش نهایی محصول خود را افزایش میدهید و همچنین مشتری هم راضی خواهد بود. بازی برد-برد!
December 22, 2022
The way I view pricing and offers has completely changed since I listened to this book.
Need to read through it again with the physical book now.
Need to read through it again with the physical book now.
March 28, 2023
Will reassess this in a few years to see if it worked or not lol.
August 27, 2021
This is one of the most concise distillations I've ever seen of stuff that's taken me years to learn. I definitely recommend it to anyone needing to get up to speed in business fast. It also helped me make a big list of objections potential buyers might have to my flagship e-course, so thanks to the author!
The only thing that left me feeling less than delighted with this book was that, although most of it is universal principles, it was written with a focus on service offerings. There are a few points that I haven't yet figured out to translate to evergreen course offerings, which is what I do. He'll probably dig into that more in a future book. I must say, I'm looking forward to the rest of the series.
**Future self, note: Also excellent examples of freebies at the end of each chapter.
Highlights:
Yellow highlight | Location: 367
For free courses and books so good they grow your business without your consent, go to: Acquisition.com.
Yellow highlight | Location: 429
Grand Slam Offer. It’s an offer you present to the marketplace that cannot be compared to any other product or service available, combining an attractive promotion, an unmatchable value proposition, a premium price, and an unbeatable guarantee with a money model (payment terms) that allows you to get paid to get new customers . . . forever removing the cash constraint on business growth.
Yellow highlight | Location: 502
FREE GIFT #1 BONUS TUTORIAL: “START HERE” If you want a deeper dive, go to Acquisition.com/training/offers and watch the first video in the free course (starring yours truly) about how I differentiate offers in businesses I consult with and get them to charging premium prices. I also created some Free SOPs/Cheat Codes for you to use so you can implement faster. It’s absolutely free. Enjoy.
Yellow highlight | Location: 515
“A starving crowd.”
Yellow highlight | Location: 551
When picking markets, I look for four indicators:
Yellow highlight | Location: 552
1) Massive Pain
Yellow highlight | Location: 562
2) Purchasing Power
Yellow highlight | Location: 568
3) Easy to Target
Yellow highlight | Location: 576
4) Growing
Yellow highlight | Location: 659
And even more niched ‘I solve this type of problem for this specific type of person in this unique counter-intuitive way that reverses their deepest fear.”
Yellow highlight | Location: 673
FREE GIFT #2 BONUS TUTORIAL: WINNING MARKETS If you want to know more about how I pick markets, and find niches that are profitable, go to Acquisition.com/training/offers course then watch “Winning Markets” for a short video tutorial. I’ve also included a Free Checklist to see how your market or niche measures up. It’s absolutely free, enjoy.
Yellow highlight | Location: 698
“Is it legal what you’re doing?” he asked. Wow. That escalated quickly, I thought to myself. “Do they know they’re paying you that much?”
Yellow highlight | Location: 731
As Dan Kennedy said, “There is no strategic benefit to being the second cheapest in the marketplace, but there is for being the most expensive.”
Yellow highlight | Location: 735
FREE GIFT #3: BONUS TUTORIAL & FREE DOWNLOADS: Charge What It’s Worth If you want to know how I create value discrepancies for B2B or B2C products, go to Acquisition.com/training/offers course then watch “Charge What It’s Worth” for a short video tutorial. My goal is to gain your trust and deliver value in advance. As such, it’s absolutely free. Enjoy.
Yellow highlight | Location: 749
We are not trying to stay barely above water. We are trying to make egregious amounts of money that will have your relatives asking if what you are doing is legal.
Yellow highlight | Location: 868
FREE GIFT #4: Value Equation Bonus Tutorial & Free Download(s): If you want to know how I break down a businesses core offering into something more valuable go to acquisition.com/offers and select the “Value Equation” video to watch a short tutorial. I also included a downloadable checklist. My goal is to gain your trust and deliver value
Yellow highlight | Location: 942
In general, the dream outcome that most directly increases a prospect’s status will be the one they value most.
Yellow highlight | Location: 951
Pro Tip: Frame benefits in terms of status gained from the viewpoint of others When writing copy, you can make it that much more powerful by talking about how other people will perceive the prospect’s achievement. Connect the dots for them. Example: If you buy this golf club, your drive will increase by 40 yards. Your golf buddies' jaws will drop when they see your ball soar 40 yards past theirs . . . they’ll ask you what’s changed . . . only you will know.
Yellow highlight | Location: 956
when comparing two products or services that satisfy the same desire, the value from the dream outcomes will cancel out (since they are the same). It will be the other three variables that drive the difference in perceived value, and ultimately price.
Yellow highlight | Location: 985
Pro Tip: Fast Wins Always try and incorporate short-term, immediate wins for a client. Be creative. They just need to know they are on the right path and that they made the right decision trusting you and your business.
Yellow highlight | Location: 999
Pro Tip: Fast Beats Free The only thing that beats “free” is “fast.” People will pay for speed.
Yellow highlight | Location: 1,207
FREE GIFT #5 Bonus Tutorial: Offer Creation Part 1 If you want to walk through the process with me live, go to Acquisition.com/training/offers then select “Offer Creation Part 1” to watch a short video tutorial. As always, it’s absolutely free. I also have a Free Offer Creation Checklist for you that you can swipe and immediately deploy in your business. Enjoy.
Yellow highlight | Location: 1,290
Here are my “cheat codes” for product variation/enhancement and a visual to break down the process for you from my consulting deck:
Yellow highlight | Location: 1,304
Remember, it’s important that you solve every problem. I can’t tell you the amount of times one single item becomes the reason someone doesn't buy.
Yellow highlight | Location: 1,332
live with someone). If there’s one type of delivery vehicle to focus on, it’s creating high value, “one to many” solutions. These will be the ones that typically have the biggest discrepancy between cost and value.
Yellow highlight | Location: 1,400
Free Gift #6: BONUS Tutorial: Offer Creation Part II: If you want to walk through the profit maximizing trimming & stacking process with me live, go to Acquisition.com/training/offers and select “Creating Offers Part 2”. You’ll also find some checklists I made to make this process more streamlined for you so you can reuse for each product you make. As always, it’s absolutely free. Enjoy.
Yellow highlight | Location: 1,475
In other words, one fifth of the prospects are willing to pay five times the price (or more).
Yellow highlight | Location: 1,486
Conversely, if we were to promote scenario one again (the $500 price point), we would probably sell fewer slots the second time around. Why? We have no pent up demand. All desire has been satisfied. When you “pull the trigger too early,” each successive instance we promote, we sell even fewer.
Yellow highlight | Location: 1,491
We must endeavor to keep our supply (and satisfaction of desire) under the demand that we are able to generate. This maximizes profits and keeps desire ravenous in our customer base. This is the real key to never going hungry.
Yellow highlight | Location: 1,562
Three Types of Scarcity Limited Supply of Seats/Slots: in general or over X period of time. Limited Supply of Bonuses Never available again.
Yellow highlight | Location: 1,567
Important point: to properly utilize this method you should always sell out. Here’s why: it’s better to sell out consistently than over order and fail at creating that scarcity. This method stacks in effectiveness if it is done repeatedly over time (just not too often). Once a month seems to be the sweet spot for most of the companies that I know who do this with regularity.
Yellow highlight | Location: 1,571
When using this tactic, you must also let everyone know that you sold out. That is part of what makes it work so well.
Yellow highlight | Location: 1,580
Total Business Cap - Only accepting….X Clients.
Yellow highlight | Location: 1,586
Growth Rate Cap - Only accepting X clients per week (on-going)
Yellow highlight | Location: 1,591
Cohort Cap - Only accepting….X clients per class or cohort.
Yellow highlight | Location: 1,595
Pro Tip - Provide Limited Access For Higher Ticket Services These scarcity tactics work especially well for higher ticket upsells. If you want to create one off workshops, trainings, events, seminars, consulting, etc. These are things that by their nature take time and provide more access.
Yellow highlight | Location: 1,598
But always remember have less spots available than you think you can sell .
Yellow highlight | Location: 1,611
Well, you might as well define a number that you are willing to take on in a given time period, then advertise that. Simply letting people know that you are three-fourths of the way to capacity this week will move people over the edge to buying from you. Or letting people know that you are 81% to capacity in your total business, will make people more likely to sign up with you “before they lose the chance.”
Yellow highlight | Location: 1,620
Pro Tip - Extreme Scarcity If you don’t hate money, sell a very limited supply of 1-on-1 access.
Yellow highlight | Location: 1,627
Pro Tip - Once You’re Out, You Can Never Come Back
Yellow highlight | Location: 1,643
Cohort-Based Rolling Urgency For example, if you start clients every week (even in unlimited amounts), you can say: “If you sign up today, I can get you in with our next group that kicks off on Monday, otherwise you’ll have to wait until our next kickoff date.”
Yellow highlight | Location: 1,662
What to do if you just started a cohort and someone wants to buy….
Yellow highlight | Location: 1,668
Rolling Seasonal Urgency
Yellow highlight | Location: 1,681
3) Pricing or Bonus-Based Urgency
Yellow highlight | Location: 1,694
Exploding Opportunity
Yellow highlight | Location: 1,705
Free Gift #7: Bonus Tutorial: How to Ethically Use Scarcity & Urgency If you want to walk through some live (ethical) examples of scarcity & urgency with me, go to Acquisition.com/training/offers and select “Scarcity & Urgency” to watch a short video tutorial. You’ll also be able to grab my Scarcity Urgency Checklist I use when creating offers. As always, it’s absolutely free. Enjoy.
Yellow highlight | Location: 1,797
Free Gift #8: BONUS...on...BONUSES There are a million and one ways to use bonuses in your offers. You can get people to act faster. You can price anchor and product anchor (little known). You can get more people to say yes than you otherwise would. If you want to a live deep dive with me on this, go to Acquisition.com/training/offers and select “Bonus Creation” to watch a short video tutorial. I also have a Free Bonus Checklist I use when creating offers. Swipe it for your own business on the house!
Yellow highlight | Location: 1,817
What should be a bonus vs part of the core offer if I am the one fulfilling it? Short answer: Wow Factor - in other words - something you wouldn’t want someone to miss. Many times you have so much “stuff” you will be providing your customers (good thing) that valuable nuggets can get lost in the mix. You want to take the most distinct ones that can almost stand on their own and pull those out to highlight them. This is especially true for things that are short in length but high in quality or value. Checklists or infographics can condense a lot of information into a small space.
Yellow highlight | Location: 1,843
Don't be emotional, just do the math. For a guarantee to not be worth it, the increase in sales would have to be 100 percent offset by people who refunded.
Yellow highlight | Location: 1,882
You can also stack two conditional guarantees around different (or sequential) outcomes. For example, you’ll make $10,000 by 60 days, $30,000 by 90 days as long as you do thing 1, 2, and 3.
Yellow highlight | Location: 1,943
[Conditional] Service Guarantee What the Client Gets: You keep working for them free of charge until X is achieved.
Yellow highlight | Location: 2,007
We have an “all sales are final” policy, but that is because our product is so exclusive and so powerful that once used it cannot be unused.” Since it is so standard to have some sort of guarantee, not having one is attention-worthy.
Yellow highlight | Location: 2,017
Implied Guarantees: Performance Models, Revshares, and Profit-Sharing Performance: A) ...Only pay me $XXX per sale/ $XXX per show B) $XX per Lb Lost Revshare: A) 10% of top line revenue B) 20% profit share C) 25% of revenue growth from baseline Profit-Share: A) X% of profit B) X% of Gross Profit Ratchets: 10% if over X, 20% if over Y, 30% if over Z Bonuses/Triggers: I get X when Y occurs.
Yellow highlight | Location: 2,049
That being said, I will show you how to generate unlimited names or “wrapping paper” for your offer. That way it never fatigues, no matter how small your market may be. This is the key to evergreen lead generation.
Yellow highlight | Location: 2,051
Free Gift # 9 BONUS: Create A Winning Guarantee With Me Guarantees can make or break businesses. They are like dynamite, they can be incredibly powerful if in the hands of an expert. Go to Acquisition.com/training/offers and select “Creating Guarantees” to watch a short video tutorial so you can start using this in your business to make more sales ASAP. I also made a Free Guarantee Checklist for you to use when thinking through all the variables. As always, it’s absolutely free. Enjoy.
Yellow highlight | Location: 2,082
Make a Magnetic “Reason Why”
Yellow highlight | Location: 2,090
Announce Your Avatar
Yellow highlight | Location: 2,094
Give Them A Goal
Yellow highlight | Location: 2,098
Indicate a Time Interval
Yellow highlight | Location: 2,106
Complete With A Container Word
Yellow highlight | Location: 2,108
Examples: Challenge, Blueprint, Bootcamp, Intensive, Incubator, Masterclass, Program, Detox, Experience, Summit, Accelerator, Fast Track, Shortcut, Sprint, Launch, Slingshot, Catapult, Explosion, System, Getaway, Meetup, Transformation, Mastermind, Launch, Game Plan, Deep Dive, Workshop, Comeback, Rebirth, Attack, Assault, Reset, Solution, Hack, Cheatcode, Liftoff, Etc.
Yellow highlight | Location: 2,112
Pro Tip: Find Time To Rhyme
Yellow highlight | Location: 2,113
Google “rhyming dictionary” for an easy shortcut.
Yellow highlight | Location: 2,117
Pro Tip: Alliteration
Yellow highlight | Location: 2,144
What Happens When Offers Fatigue
Yellow highlight | Location: 2,146
Change the creative (the images and pictures in your ads) Change the body copy in your ads Change the headline - the “wrapper” of your offer Free 6 Week Lean Challenge to Free 6 Week Tone Challenge Holiday Hangover to New Year New You Change the duration of your offer Change the enhancer of your offer (your free/discount component) Change the monetization structure, the series of offers you give prospects, and the price points associated with them (Book II)
Yellow highlight | Location: 2,187
Free Gift # 10 BONUS: Create The Perfect Name For Your Product Naming your product properly helps your avatar know the product is for them and is valuable and will solve their problems. If you want to do this live with me, go to Acquisition.com/training/offers and select “Naming Products” to watch a short video tutorial so you can start using this in your business to make more sales ASAP. I also made a Free Naming Formula Checklist for you to use and reuse with your team. It also works for naming promotions. As always, it’s absolutely free. Enjoy.
The only thing that left me feeling less than delighted with this book was that, although most of it is universal principles, it was written with a focus on service offerings. There are a few points that I haven't yet figured out to translate to evergreen course offerings, which is what I do. He'll probably dig into that more in a future book. I must say, I'm looking forward to the rest of the series.
**Future self, note: Also excellent examples of freebies at the end of each chapter.
Highlights:
Yellow highlight | Location: 367
For free courses and books so good they grow your business without your consent, go to: Acquisition.com.
Yellow highlight | Location: 429
Grand Slam Offer. It’s an offer you present to the marketplace that cannot be compared to any other product or service available, combining an attractive promotion, an unmatchable value proposition, a premium price, and an unbeatable guarantee with a money model (payment terms) that allows you to get paid to get new customers . . . forever removing the cash constraint on business growth.
Yellow highlight | Location: 502
FREE GIFT #1 BONUS TUTORIAL: “START HERE” If you want a deeper dive, go to Acquisition.com/training/offers and watch the first video in the free course (starring yours truly) about how I differentiate offers in businesses I consult with and get them to charging premium prices. I also created some Free SOPs/Cheat Codes for you to use so you can implement faster. It’s absolutely free. Enjoy.
Yellow highlight | Location: 515
“A starving crowd.”
Yellow highlight | Location: 551
When picking markets, I look for four indicators:
Yellow highlight | Location: 552
1) Massive Pain
Yellow highlight | Location: 562
2) Purchasing Power
Yellow highlight | Location: 568
3) Easy to Target
Yellow highlight | Location: 576
4) Growing
Yellow highlight | Location: 659
And even more niched ‘I solve this type of problem for this specific type of person in this unique counter-intuitive way that reverses their deepest fear.”
Yellow highlight | Location: 673
FREE GIFT #2 BONUS TUTORIAL: WINNING MARKETS If you want to know more about how I pick markets, and find niches that are profitable, go to Acquisition.com/training/offers course then watch “Winning Markets” for a short video tutorial. I’ve also included a Free Checklist to see how your market or niche measures up. It’s absolutely free, enjoy.
Yellow highlight | Location: 698
“Is it legal what you’re doing?” he asked. Wow. That escalated quickly, I thought to myself. “Do they know they’re paying you that much?”
Yellow highlight | Location: 731
As Dan Kennedy said, “There is no strategic benefit to being the second cheapest in the marketplace, but there is for being the most expensive.”
Yellow highlight | Location: 735
FREE GIFT #3: BONUS TUTORIAL & FREE DOWNLOADS: Charge What It’s Worth If you want to know how I create value discrepancies for B2B or B2C products, go to Acquisition.com/training/offers course then watch “Charge What It’s Worth” for a short video tutorial. My goal is to gain your trust and deliver value in advance. As such, it’s absolutely free. Enjoy.
Yellow highlight | Location: 749
We are not trying to stay barely above water. We are trying to make egregious amounts of money that will have your relatives asking if what you are doing is legal.
Yellow highlight | Location: 868
FREE GIFT #4: Value Equation Bonus Tutorial & Free Download(s): If you want to know how I break down a businesses core offering into something more valuable go to acquisition.com/offers and select the “Value Equation” video to watch a short tutorial. I also included a downloadable checklist. My goal is to gain your trust and deliver value
Yellow highlight | Location: 942
In general, the dream outcome that most directly increases a prospect’s status will be the one they value most.
Yellow highlight | Location: 951
Pro Tip: Frame benefits in terms of status gained from the viewpoint of others When writing copy, you can make it that much more powerful by talking about how other people will perceive the prospect’s achievement. Connect the dots for them. Example: If you buy this golf club, your drive will increase by 40 yards. Your golf buddies' jaws will drop when they see your ball soar 40 yards past theirs . . . they’ll ask you what’s changed . . . only you will know.
Yellow highlight | Location: 956
when comparing two products or services that satisfy the same desire, the value from the dream outcomes will cancel out (since they are the same). It will be the other three variables that drive the difference in perceived value, and ultimately price.
Yellow highlight | Location: 985
Pro Tip: Fast Wins Always try and incorporate short-term, immediate wins for a client. Be creative. They just need to know they are on the right path and that they made the right decision trusting you and your business.
Yellow highlight | Location: 999
Pro Tip: Fast Beats Free The only thing that beats “free” is “fast.” People will pay for speed.
Yellow highlight | Location: 1,207
FREE GIFT #5 Bonus Tutorial: Offer Creation Part 1 If you want to walk through the process with me live, go to Acquisition.com/training/offers then select “Offer Creation Part 1” to watch a short video tutorial. As always, it’s absolutely free. I also have a Free Offer Creation Checklist for you that you can swipe and immediately deploy in your business. Enjoy.
Yellow highlight | Location: 1,290
Here are my “cheat codes” for product variation/enhancement and a visual to break down the process for you from my consulting deck:
Yellow highlight | Location: 1,304
Remember, it’s important that you solve every problem. I can’t tell you the amount of times one single item becomes the reason someone doesn't buy.
Yellow highlight | Location: 1,332
live with someone). If there’s one type of delivery vehicle to focus on, it’s creating high value, “one to many” solutions. These will be the ones that typically have the biggest discrepancy between cost and value.
Yellow highlight | Location: 1,400
Free Gift #6: BONUS Tutorial: Offer Creation Part II: If you want to walk through the profit maximizing trimming & stacking process with me live, go to Acquisition.com/training/offers and select “Creating Offers Part 2”. You’ll also find some checklists I made to make this process more streamlined for you so you can reuse for each product you make. As always, it’s absolutely free. Enjoy.
Yellow highlight | Location: 1,475
In other words, one fifth of the prospects are willing to pay five times the price (or more).
Yellow highlight | Location: 1,486
Conversely, if we were to promote scenario one again (the $500 price point), we would probably sell fewer slots the second time around. Why? We have no pent up demand. All desire has been satisfied. When you “pull the trigger too early,” each successive instance we promote, we sell even fewer.
Yellow highlight | Location: 1,491
We must endeavor to keep our supply (and satisfaction of desire) under the demand that we are able to generate. This maximizes profits and keeps desire ravenous in our customer base. This is the real key to never going hungry.
Yellow highlight | Location: 1,562
Three Types of Scarcity Limited Supply of Seats/Slots: in general or over X period of time. Limited Supply of Bonuses Never available again.
Yellow highlight | Location: 1,567
Important point: to properly utilize this method you should always sell out. Here’s why: it’s better to sell out consistently than over order and fail at creating that scarcity. This method stacks in effectiveness if it is done repeatedly over time (just not too often). Once a month seems to be the sweet spot for most of the companies that I know who do this with regularity.
Yellow highlight | Location: 1,571
When using this tactic, you must also let everyone know that you sold out. That is part of what makes it work so well.
Yellow highlight | Location: 1,580
Total Business Cap - Only accepting….X Clients.
Yellow highlight | Location: 1,586
Growth Rate Cap - Only accepting X clients per week (on-going)
Yellow highlight | Location: 1,591
Cohort Cap - Only accepting….X clients per class or cohort.
Yellow highlight | Location: 1,595
Pro Tip - Provide Limited Access For Higher Ticket Services These scarcity tactics work especially well for higher ticket upsells. If you want to create one off workshops, trainings, events, seminars, consulting, etc. These are things that by their nature take time and provide more access.
Yellow highlight | Location: 1,598
But always remember have less spots available than you think you can sell .
Yellow highlight | Location: 1,611
Well, you might as well define a number that you are willing to take on in a given time period, then advertise that. Simply letting people know that you are three-fourths of the way to capacity this week will move people over the edge to buying from you. Or letting people know that you are 81% to capacity in your total business, will make people more likely to sign up with you “before they lose the chance.”
Yellow highlight | Location: 1,620
Pro Tip - Extreme Scarcity If you don’t hate money, sell a very limited supply of 1-on-1 access.
Yellow highlight | Location: 1,627
Pro Tip - Once You’re Out, You Can Never Come Back
Yellow highlight | Location: 1,643
Cohort-Based Rolling Urgency For example, if you start clients every week (even in unlimited amounts), you can say: “If you sign up today, I can get you in with our next group that kicks off on Monday, otherwise you’ll have to wait until our next kickoff date.”
Yellow highlight | Location: 1,662
What to do if you just started a cohort and someone wants to buy….
Yellow highlight | Location: 1,668
Rolling Seasonal Urgency
Yellow highlight | Location: 1,681
3) Pricing or Bonus-Based Urgency
Yellow highlight | Location: 1,694
Exploding Opportunity
Yellow highlight | Location: 1,705
Free Gift #7: Bonus Tutorial: How to Ethically Use Scarcity & Urgency If you want to walk through some live (ethical) examples of scarcity & urgency with me, go to Acquisition.com/training/offers and select “Scarcity & Urgency” to watch a short video tutorial. You’ll also be able to grab my Scarcity Urgency Checklist I use when creating offers. As always, it’s absolutely free. Enjoy.
Yellow highlight | Location: 1,797
Free Gift #8: BONUS...on...BONUSES There are a million and one ways to use bonuses in your offers. You can get people to act faster. You can price anchor and product anchor (little known). You can get more people to say yes than you otherwise would. If you want to a live deep dive with me on this, go to Acquisition.com/training/offers and select “Bonus Creation” to watch a short video tutorial. I also have a Free Bonus Checklist I use when creating offers. Swipe it for your own business on the house!
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What should be a bonus vs part of the core offer if I am the one fulfilling it? Short answer: Wow Factor - in other words - something you wouldn’t want someone to miss. Many times you have so much “stuff” you will be providing your customers (good thing) that valuable nuggets can get lost in the mix. You want to take the most distinct ones that can almost stand on their own and pull those out to highlight them. This is especially true for things that are short in length but high in quality or value. Checklists or infographics can condense a lot of information into a small space.
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Don't be emotional, just do the math. For a guarantee to not be worth it, the increase in sales would have to be 100 percent offset by people who refunded.
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You can also stack two conditional guarantees around different (or sequential) outcomes. For example, you’ll make $10,000 by 60 days, $30,000 by 90 days as long as you do thing 1, 2, and 3.
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[Conditional] Service Guarantee What the Client Gets: You keep working for them free of charge until X is achieved.
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We have an “all sales are final” policy, but that is because our product is so exclusive and so powerful that once used it cannot be unused.” Since it is so standard to have some sort of guarantee, not having one is attention-worthy.
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Implied Guarantees: Performance Models, Revshares, and Profit-Sharing Performance: A) ...Only pay me $XXX per sale/ $XXX per show B) $XX per Lb Lost Revshare: A) 10% of top line revenue B) 20% profit share C) 25% of revenue growth from baseline Profit-Share: A) X% of profit B) X% of Gross Profit Ratchets: 10% if over X, 20% if over Y, 30% if over Z Bonuses/Triggers: I get X when Y occurs.
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That being said, I will show you how to generate unlimited names or “wrapping paper” for your offer. That way it never fatigues, no matter how small your market may be. This is the key to evergreen lead generation.
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Free Gift # 9 BONUS: Create A Winning Guarantee With Me Guarantees can make or break businesses. They are like dynamite, they can be incredibly powerful if in the hands of an expert. Go to Acquisition.com/training/offers and select “Creating Guarantees” to watch a short video tutorial so you can start using this in your business to make more sales ASAP. I also made a Free Guarantee Checklist for you to use when thinking through all the variables. As always, it’s absolutely free. Enjoy.
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Make a Magnetic “Reason Why”
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Announce Your Avatar
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Give Them A Goal
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Indicate a Time Interval
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Complete With A Container Word
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Examples: Challenge, Blueprint, Bootcamp, Intensive, Incubator, Masterclass, Program, Detox, Experience, Summit, Accelerator, Fast Track, Shortcut, Sprint, Launch, Slingshot, Catapult, Explosion, System, Getaway, Meetup, Transformation, Mastermind, Launch, Game Plan, Deep Dive, Workshop, Comeback, Rebirth, Attack, Assault, Reset, Solution, Hack, Cheatcode, Liftoff, Etc.
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Pro Tip: Find Time To Rhyme
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Google “rhyming dictionary” for an easy shortcut.
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Pro Tip: Alliteration
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What Happens When Offers Fatigue
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Change the creative (the images and pictures in your ads) Change the body copy in your ads Change the headline - the “wrapper” of your offer Free 6 Week Lean Challenge to Free 6 Week Tone Challenge Holiday Hangover to New Year New You Change the duration of your offer Change the enhancer of your offer (your free/discount component) Change the monetization structure, the series of offers you give prospects, and the price points associated with them (Book II)
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Free Gift # 10 BONUS: Create The Perfect Name For Your Product Naming your product properly helps your avatar know the product is for them and is valuable and will solve their problems. If you want to do this live with me, go to Acquisition.com/training/offers and select “Naming Products” to watch a short video tutorial so you can start using this in your business to make more sales ASAP. I also made a Free Naming Formula Checklist for you to use and reuse with your team. It also works for naming promotions. As always, it’s absolutely free. Enjoy.
July 31, 2021
Amazing…
I’ve been watching Alex’s YouTube channel for a while, so when this book hit my feed it was a no brainer to get. It doesn’t disappoint. This is one of the most accessible and actionable business books I’ve ever read, and I read a lot. I’d say every aspiring entrepreneur should read this multiple times, but hopefully none of my competitors will 😏. I was a fan before but now I am converted. Can’t wait for the next parts of the series to drop.
I’ve been watching Alex’s YouTube channel for a while, so when this book hit my feed it was a no brainer to get. It doesn’t disappoint. This is one of the most accessible and actionable business books I’ve ever read, and I read a lot. I’d say every aspiring entrepreneur should read this multiple times, but hopefully none of my competitors will 😏. I was a fan before but now I am converted. Can’t wait for the next parts of the series to drop.
July 1, 2024
I really have no clue why this book is so highly rated. I gave it 2 stars because it at least offered some tidbits of good advice at the foundation, but I genuinely found this to be a slog of a book (kept putting it down and found it very difficult to read more than 10 pages at a time) and poorly written. Honestly feel like there are much better books discussing the fundamentals of sales and business and this one is just missing a lot and is not something I really enjoyed reading.
Edit: changed to one star after going through a solid portion of "The Personal MBA" that covers a lot of these concepts in a much more thorough and well written manner. The comparison of how poorly written this book is pushed me over the edge.
Edit: changed to one star after going through a solid portion of "The Personal MBA" that covers a lot of these concepts in a much more thorough and well written manner. The comparison of how poorly written this book is pushed me over the edge.
May 19, 2024
If you want to know if this book is worth yours, just observe the way this book is written.....
I mean the words were selling to you whilst learning...what more conviction do i need to believe this author has some nuggets to share? But to add to the sales pitches, he really really makes sense on many levels. Yep a number of the nuggets are not new but he presents them in ways that opened me to them all over.
Great book. I must thank myself for listening to a podcast (The Tyro Experience) wherein the guest (Vance Elrod) indicated he learnt a lot from this book.
I mean the words were selling to you whilst learning...what more conviction do i need to believe this author has some nuggets to share? But to add to the sales pitches, he really really makes sense on many levels. Yep a number of the nuggets are not new but he presents them in ways that opened me to them all over.
Great book. I must thank myself for listening to a podcast (The Tyro Experience) wherein the guest (Vance Elrod) indicated he learnt a lot from this book.
March 17, 2023
It's like a compilation of copywriting basics but framed differently.
March 22, 2024
The storytelling and prose tends to be bewildering and exhausting. Some helpful examples in the book.
The formula:
Step 1: You need to figure out your prospect's dream outcome.
Step 2: You need to list all the obstacles he might face along the way.
Step 3: You need to turn all those obstacles into solutions.
Step 4: You need to think of ways in which you could deliver those solutions.
Step 5: You need to narrow those opportunities down to the things that have the highest value and lowest cost to us.
Step 6: Put all the packages together into the ultimate, high value deliverables.
(*apply the criteria of scarcity, urgency and guarantee)
The formula:
Step 1: You need to figure out your prospect's dream outcome.
Step 2: You need to list all the obstacles he might face along the way.
Step 3: You need to turn all those obstacles into solutions.
Step 4: You need to think of ways in which you could deliver those solutions.
Step 5: You need to narrow those opportunities down to the things that have the highest value and lowest cost to us.
Step 6: Put all the packages together into the ultimate, high value deliverables.
(*apply the criteria of scarcity, urgency and guarantee)
September 28, 2023
We should stop giving our money to people like this
January 20, 2024
Read this book in two days. WOW. Quite possibly one of the best sales books I've ever read. Definitely going to implement Alex's advice into my own business.
Can't wait to see what happens!
Five stars.
Can't wait to see what happens!
Five stars.
May 3, 2024
This is not a book, this is a step by step method to build (or rebuild) your best offer. I will keep it on my desk to always go back to it everytime I do a new offer or a new ad. You need to read it if you have a business, it will change the way you work forever.
September 22, 2024
A helpful book. I took notes and will be able to use it in my selling practices.
January 16, 2022
นักเขียนเป็นอดีตคนขายคอร์สฟิตเนส ตอนหลังได้ประสบความสำเร็จจากการขายสูตรเปิดยิมให้ Success ประมาณ Playbook แล้วประสบความสำเร็จ อยากจะแบ่งปันความรู้ที่ได้มา
หนังสือตั้งราคาไว้ในราคา 0.99 USD เพราะเขาบอกว่านี่คือราคาที่ต่ำที่สุดที่ตั้งได้ใน Kindle
อ่านแล้วมันก็มี Content ที่โอเคเกี่ยวกับแนวทางการทำธรุกิจ แต่ผมก็ไม่ได้รู้สึกว่ามันใหม่มากนัก หากไม่เคยอ่านหนังสือแนวนี้เลย ผมคิดว่าผู้เขียนก็เล่าเรื่องได้สนุกดี แต่มันก็เหมือนแนว เอาความรู้จากนู่นนี่นั่น มาแปะรวมๆกัน
ผู้เขียนมี Agenda หลักคือโปรโมต website แล้วก็เขาหา SMB ดีๆมาร่วมลงทุน ซึ่งผมคิดว่า เขาใช้วิธีที่ดี และถูกต้อง คือเขียนหนังสือให้ SMB อ่าน
ส่วนที่ชอบที่สุดในหนังสือ คือวิธีการเขียนของเขาที่จริงใจดี เพราะเราจะรู้สึกระแวงตลอดว่า สรุปหนังสือมันมี Agenda อะไรป่าวหว่า ซึ่งเขาก็เขียนแสดง Agenda ชัดตลอดทาง ซึ่งผมว่าพอบอกตรงๆมันก็ดูสบายใจดี
ถือว่าไม่ได้แย่ แต่สำหรับตนเองคิดว่าไม่ได้มีอะไรใหม่มากนักครับ
หนังสือตั้งราคาไว้ในราคา 0.99 USD เพราะเขาบอกว่านี่คือราคาที่ต่ำที่สุดที่ตั้งได้ใน Kindle
อ่านแล้วมันก็มี Content ที่โอเคเกี่ยวกับแนวทางการทำธรุกิจ แต่ผมก็ไม่ได้รู้สึกว่ามันใหม่มากนัก หากไม่เคยอ่านหนังสือแนวนี้เลย ผมคิดว่าผู้เขียนก็เล่าเรื่องได้สนุกดี แต่มันก็เหมือนแนว เอาความรู้จากนู่นนี่นั่น มาแปะรวมๆกัน
ผู้เขียนมี Agenda หลักคือโปรโมต website แล้วก็เขาหา SMB ดีๆมาร่วมลงทุน ซึ่งผมคิดว่า เขาใช้วิธีที่ดี และถูกต้อง คือเขียนหนังสือให้ SMB อ่าน
ส่วนที่ชอบที่สุดในหนังสือ คือวิธีการเขียนของเขาที่จริงใจดี เพราะเราจะรู้สึกระแวงตลอดว่า สรุปหนังสือมันมี Agenda อะไรป่าวหว่า ซึ่งเขาก็เขียนแสดง Agenda ชัดตลอดทาง ซึ่งผมว่าพอบอกตรงๆมันก็ดูสบายใจดี
ถือว่าไม่ได้แย่ แต่สำหรับตนเองคิดว่าไม่ได้มีอะไรใหม่มากนักครับ
December 13, 2023
I read this book a year ago and loved it.
But this 2nd time through, I used it as a workbook. I took my time with it, answering each question and chapter and never moving on until I finished the step I was on.
I truly believe this is the only book a beginner entrepreneur should start with. It answers the first question any aspiring business-owner has:
What do I sell?
Alex's insights helped me:
• clarify the problems I want to solve
• define who I want to solve problems for
• decomoditize my offer (make it incomparable to anything else)
• name it
• enhance it with guarantees, bonuses, and scarcity
• build something so great I feel 100% conviction in my sales calls
10/10
On to part 2: $100M Leads.
But this 2nd time through, I used it as a workbook. I took my time with it, answering each question and chapter and never moving on until I finished the step I was on.
I truly believe this is the only book a beginner entrepreneur should start with. It answers the first question any aspiring business-owner has:
What do I sell?
Alex's insights helped me:
• clarify the problems I want to solve
• define who I want to solve problems for
• decomoditize my offer (make it incomparable to anything else)
• name it
• enhance it with guarantees, bonuses, and scarcity
• build something so great I feel 100% conviction in my sales calls
10/10
On to part 2: $100M Leads.
July 22, 2023
Amazing book! ❤️
September 13, 2024
I’ve never returned a book before, but this was a matter of principle.
It was simply awful—no original thoughts, full of ego, a complete copy-paste that can be boiled down to the 4U Offer formula. Save yourself the time. If you have even a basic high school level understanding of economics, you already know all of this. But the author presents it as groundbreaking knowledge ✨ and even asks for a positive review halfway through the book saying that people who “give” usually happier and live longer… That was at least cringe-worthy.
Let him make his money, I don’t care, but releasing such a poor product is just shameful.
This is the first book I didn’t finish this year. Zero out of ten.
It was simply awful—no original thoughts, full of ego, a complete copy-paste that can be boiled down to the 4U Offer formula. Save yourself the time. If you have even a basic high school level understanding of economics, you already know all of this. But the author presents it as groundbreaking knowledge ✨ and even asks for a positive review halfway through the book saying that people who “give” usually happier and live longer… That was at least cringe-worthy.
Let him make his money, I don’t care, but releasing such a poor product is just shameful.
This is the first book I didn’t finish this year. Zero out of ten.
August 14, 2023
I will STAY Hungry!!!
This is very much right on time for me as I have a very limited time to find new clients to replace cancelled services from my biggest existing client. I am now ready to strongly put together a concrete action plan using the 11 lessons I have learned from this book. Thank you so much, Alex!!! I will see you on your next book!
This is very much right on time for me as I have a very limited time to find new clients to replace cancelled services from my biggest existing client. I am now ready to strongly put together a concrete action plan using the 11 lessons I have learned from this book. Thank you so much, Alex!!! I will see you on your next book!
January 14, 2023
Author and entrepreneur Alex Hormozi seems patently successful, and on Amazon this book has over 10,000 ratings (5/5). Some of Mr. Hormozi’s insight was decent, but overall (for me) it felt like junk food advice and sitting through an infomercial.
December 6, 2022
I think that this is one of the best books about how to create offers that attract customers. I love the 'grand slam offer' idea. I strongly recommended.
May 14, 2023
If you play the same game everyone else does, you'll get the same results everyone else does (mediocre).
Ideally, you want to play in a "category of one".
In order to do that you need to decommoditize your product, service, and offering and charge a premium price.
The way to achieve that is by changing your service/offering in a way that is NOT comparable to any other offering in the market.
If people can't compare you to other alternatives, they can't judge your service based on your "price".
Instead, they will judge you based on your "value".
When that happens, you can charge a high price for your service.
A higher price means higher value (literally) 🤔
When you raise your price, you increase the value the customer receives without changing anything else about your product! 😳
When you decrease your price, you...
... Decrease your clients' emotional investment since it didn't cost them much
... Decrease your clients' perceived value of your service since it can't be that good if it's so cheap, or priced the same as everyone else
... Decrease your clients' results because they do not value your service and are not invested
... Attract the worst clients who are never satisfied until your service is free
... Destroy any margin you have left to be able to actually provide an exceptional experience, hire the best people, invest in your people, and growth of your company
But when you increase your price, you...
... Increase your clients' emotional investment
... Increase your clients' perceived value of your service
... Increase your clients' results because they value your service and are invested
... Attract the best clients who are the easiest to satisfy and actually cost less to fulfill, and who are the most likely to receive and perceive the most relative value
... Multiply your margin because you have money to invest in systems to create efficiency; hire smart people; improve customer experience; scale your business
This was just some sneak pick into this highly insightful and actionable book by Alex Hormozi.
Took me around 10h to read with the whole book as highlights 😃
Great read and investment for entrepreneurs and business owners who want to break out of the competition and actually make a profit.
Happy reading! 📙
Ideally, you want to play in a "category of one".
In order to do that you need to decommoditize your product, service, and offering and charge a premium price.
The way to achieve that is by changing your service/offering in a way that is NOT comparable to any other offering in the market.
If people can't compare you to other alternatives, they can't judge your service based on your "price".
Instead, they will judge you based on your "value".
When that happens, you can charge a high price for your service.
A higher price means higher value (literally) 🤔
When you raise your price, you increase the value the customer receives without changing anything else about your product! 😳
When you decrease your price, you...
... Decrease your clients' emotional investment since it didn't cost them much
... Decrease your clients' perceived value of your service since it can't be that good if it's so cheap, or priced the same as everyone else
... Decrease your clients' results because they do not value your service and are not invested
... Attract the worst clients who are never satisfied until your service is free
... Destroy any margin you have left to be able to actually provide an exceptional experience, hire the best people, invest in your people, and growth of your company
But when you increase your price, you...
... Increase your clients' emotional investment
... Increase your clients' perceived value of your service
... Increase your clients' results because they value your service and are invested
... Attract the best clients who are the easiest to satisfy and actually cost less to fulfill, and who are the most likely to receive and perceive the most relative value
... Multiply your margin because you have money to invest in systems to create efficiency; hire smart people; improve customer experience; scale your business
This was just some sneak pick into this highly insightful and actionable book by Alex Hormozi.
Took me around 10h to read with the whole book as highlights 😃
Great read and investment for entrepreneurs and business owners who want to break out of the competition and actually make a profit.
Happy reading! 📙
August 19, 2025
Very specific and very tangible, solving the problem of packaging a product/offer that gives you everything you need to nail that one specific thing. Keen to read the next few books in the series!
July 24, 2024
4.75- 5 stars! Fabulous book that I hope to come back to and read again soon.
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