# $100M Offers **Alex Hormozi** | [[Strategy]]  --- > "The only way to conduct business is through a value exchange, a trade of dollars for value. The offer is what initiates this trade." Every business transaction is a value exchange. The offer is what initiates the trade. This is the core reframe: you're not persuading anyone to buy; you're designing packages so compelling that comparison becomes irrelevant. The three markets that will always exist are **Health, Wealth, and Relationships**. The reason is simple: there's tremendous pain when you lack them. Everything you build should channel existing demand within these three domains—never try to create demand from scratch. We are not trying to create demand. We are trying to channel it. The Grand Slam Offer lets you skip the awkward justification of why you're different and instead let the structure of the offer do that work for you. You're solving a different problem, in a different way, for a different type of person. The goal is to be **incomparable**. --- ## Core Ideas ### [[The Grand Slam Offer]] An offer you present to the marketplace that cannot be compared to any other product or service. It combines: - An attractive promotion - An unmatchable value proposition - A premium price - An unbeatable guarantee - A payment model that lets you get paid to acquire customers (forever removing the cash constraint on growth) The goal is to make your offer so different that prospects don't need to compare you to alternatives. If they have to ask how you're different from everyone else, they're probably too ignorant to understand the explanation anyway. Let the offer do the work. ### [[The Value Equation]] Value isn't objective—**perception is reality**. The equation has four variables: 1. **Dream Outcome** – What they want (ideally something that increases their status) 2. **Perceived Likelihood of Achievement** – Do they believe it'll work? 3. **Time Delay** – How long until they see results? 4. **Effort & Sacrifice** – How much pain is required? Increase the first two, decrease the last two. But remember: it's not about the actual increase in likelihood or decrease in time. It's about the **perceived** changes. The Grand Slam Offer only becomes valuable once the prospect perceives the increase. In general, the dream outcome that most directly increases a prospect's status will be the one they value most. Talk in terms of things your prospect believes will increase their status, and you'll have them drooling. When writing copy, talk about how other people will perceive the prospect's achievement. Connect the dots for them. ### [[Pain is the Pitch]] > "The pain is the pitch." If you can articulate the pain a prospect is feeling accurately, they will almost always buy what you're offering. The degree of the pain will be proportional to the price you can charge. When they hear the solution to their pain—and inversely, what their life would look like without this pain—they should be drawn to your solution. The point of good writing is for the reader to understand. The point of good persuasion is for the prospect to feel understood. Not to understand you—to feel understood. --- ## Key Insights **Getting people to buy is not the objective of a business. Making money is.** Most business owners are not competing on price or value. They're not actually competing on anything at all. The reason people buy anything is to get a deal—they believe what they're getting (VALUE) is worth more than what they're giving in exchange for it (PRICE). **Markets follow the 80/20 Fractal Rule.** One-fifth of prospects are willing to pay five times the price (or more). Demand is non-linear. Charge high when you deliver transformational value. You're not competing on price if you're not a commodity. **Choose niches with three traits: intense pain, ability to pay, and ease of targeting.** Think about who values your service most (is in the most pain), has the buying power to pay what you want (money), and can be found easily (targeting). Pick a normal or growing market. Shrinking markets are hard mode. **"The only thing that beats free is fast."** People will pay for speed. Always incorporate short-term, immediate wins for a client. They need to know they're on the right path and that they made the right decision trusting you. Many will always be willing to pay for the value of speed. If you're competing against free, double down on speed. **Create flow, then add friction.** "Create flow. Monetise flow. Then add friction." At first, over-deliver like crazy. Fill the business with customers and cash flow. Once you have people saying yes, **then** you can optimise operations, add constraints, or charge more for less. Most founders optimise too early and end up with a beautiful system that nobody wants. Create cash flow by over-delivering at first, then use the cash flow to fix your operations and make your business more efficient. **Desire comes from not getting what you want.** If we seek to increase demand, we must decrease or delay satisfying desires. Sell fewer units than we otherwise can. The person who needs the exchange less always has the upper hand. This is one of the negotiating and pricing principles that's served best. **The longer you delay the ask, the bigger the ask you can make.** The biggest sales on a week-long campaign happen in the last 4 hours of the last day (up to 50-60%). The last 3% of time allotted creates 50-60% of sales. Completely illogical, but unmistakably human. **Three types of scarcity: limited supply of seats, limited supply of bonuses, or never available again.** Employ one or multiple methods of scarcity in your business. You will drive faster purchasing decisions from your prospects, at higher prices. Just let them know your limits and let psychology do the rest. **Bonuses increase the price-to-value discrepancy by increasing value delivered instead of cutting price.** Anchor the price to the core offer, then stack bonuses. This is how you make the deal feel irresistible without devaluing your core offering. **The stronger the guarantee, the higher the net increase in purchases—even if the refund rate increases alongside it.** Broader guarantees work better for lower-ticket B2C. Higher-ticket B2B needs specific, conditional guarantees. Hormozi's gym guarantee: "Best case you get the body of your dreams and we give you all your money towards staying with us. Worst case you tell me I suck, I write you a check, and you get six weeks of free training. Both options are risk-free." Two people took him up on it out of 4,000 sales in 3.5 years. **Focus on creating high-value, one-to-many solutions.** Scalability is the unlock. Remove solutions that are high cost and low value first. Then remove low cost, low value items. When in doubt, test what's high value using the value equation: Does it have financial value? Does it increase belief in success? Does it reduce effort? Does it reduce time? --- ## Connects To - [[Better, Simpler Strategy]] – The Value Equation is about maximising perceived WTP (willingness-to-pay) - [[7 Powers]] – The Grand Slam Offer is a form of differentiation and counter-positioning; you're exiting the commodity game entirely - [[Playing to Win]] – Market selection = Where to Play; the offer structure = How to Win within that market - [[The 1-Page Marketing Plan]] – Hormozi's bonuses and urgency tactics are direct applications of direct response marketing - [[Influence]] – Scarcity, urgency, and guarantees are all Cialdini's principles weaponised for offer design --- ## Final Thought This book reframes selling as value design, not persuasion. You're not chasing customers—you're constructing offers so compelling that resistance dissolves. Stop trying to convince people and start building packages that win by default. The framework is deceptively simple. Identify the pain (Health, Wealth, or Relationships). Articulate it better than they can. Design a solution that addresses the four value drivers (dream outcome, likelihood, speed, effort). Stack bonuses. Add scarcity. Remove risk with a bold guarantee. Name it well.