# $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. **Choose niches with three traits: intense pain, ability to pay, and ease of 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. If you're competing against free, double down on speed. **Create flow, then add friction.** Over-deliver like crazy at first. Fill the business with customers and cash flow. Once you have people saying yes, *then* optimise operations. Most founders optimise too early and end up with a beautiful system nobody wants. **Desire comes from not getting what you want.** If we seek to increase demand, we must decrease or delay satisfying desires. The person who needs the exchange less always has the upper hand. **The longer you delay the ask, the bigger the ask you can make.** The last 3% of time in a campaign 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.** Let them know your limits and let psychology do the rest. **Bonuses increase value without 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.** Broader guarantees work better for lower-ticket B2C. Higher-ticket B2B needs specific, conditional guarantees. --- ## 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