Intrigued about the strategies behind skyrocketing business growth? Want to discover the secret of Grand Slam Offers that can catapult your business into a unique category? Ever wondered how the principles of scarcity and urgency could be ethically used to drive your sales? Ready to dive into the magic of transforming your business even when all seems lost?

$100M Offers: How To Make Offers So Good People Feel Stupid Saying No

On December 24, 2016, Alex Hormozi, the author, was in a theater with his girlfriend Leila and her family. They were stuck in the front row, the movie's projection filling his entire view. He could see the outlines of Leila’s family, hypnotized by the movie. He envied their peace, while his mind was racing with dread.

Earlier that day, Alex was in Leila’s parents’ playroom, crouched in a tiny chair, staring at his laptop. The voice on the phone was distant and apathetic, informing him that $120,000 of his funds were frozen due to "irregular activity." He owed his salesman $22,000 for sales that never materialized. In a daze, he wired him the money anyway, leaving him with just $1,036.

The sunlight blinded them as they left the theater. "The money isn’t coming," Alex told Leila. Her concern turned to dread. They sat in silence on the drive home, her hand comforting his.

30 days earlier, Alex had gone all-in on a business called "Gym Launch." He sold five of his six gyms, placing the proceeds in an account with a new partner. But one day, the account showed just $300. His partner had taken all the money. Alex was crushed.

A week later, on Christmas Eve, his salesman had generated $120,000 in sales that he couldn't access. His last card was a business credit card with a $100,000 limit. Despite the risk, he launched ads for six new gyms, spending $3,300 per day. Miraculously, by January 2017, they had made $100,117. It was working.

By the end of the year, they were doing $1.5 million per month. Twelve months later, $4.4 million per month. They crossed $120 million in sales, donated $2 million, and met Arnold Schwarzenegger, joining the board of his charity, After School All Stars.

All of this came from a girl who believed in Alex, a credit card, and a Grand Slam Offer.

When he was 23, Alex attended a marketing seminar in Las Vegas, feeling completely out of his depth. The organizer, TJ, asked him a question that changed his life: "Do you want to know the secret to sales?" He told Alex, "Make people an offer so good they would feel stupid saying no." That advice transformed his mindset.

This book will teach you how to craft those Grand Slam Offers. It’s about making offers so compelling that they transform your business and life. Alex has made many mistakes, but he's also learned how to create offers that work.

Can an Irresistible Offer Turn $1,036 into $120 Million?

"Think different" and "grow or die" are more than just catchphrases—they're the lifeblood of successful businesses. The harsh truth is, if you’re not growing, you’re falling behind.

The market grows steadily, and if your business isn’t growing at least 9% annually, you’re losing ground. In fast-growing markets, you might need to grow 20-30% just to keep up. So, what does it take to grow? It boils down to three things: acquiring more customers, increasing their average purchase value, and getting them to buy more frequently. 

Let's break it down further. Suppose you sell to 10 clients a month, each worth $1,000 over their lifetime. Your revenue caps at $10,000 per month. To grow, you either need more clients or need to make each client more valuable by increasing their profit per purchase or buying frequency. 

Gross profit and lifetime value (LTV) are crucial to understanding growth. Gross profit is the revenue minus the direct costs of serving an additional customer. Lifetime value is the gross profit over a customer's lifetime. For example, if your gross margin is 90%, and a customer stays for five months, paying $1,000 per month, their LTV is $4,500.

A key strategy for growth is shifting from price-driven to value-driven purchases. A Grand Slam Offer differentiates your product so much that it defies direct comparison, allowing you to command premium prices. This isn’t just theory—it's a strategy that transforms businesses.

Consider a software company, which transitioned from a commoditized model to a Grand Slam Offer. They went from charging $1,000 per month to a model where clients only paid if they saw results. This irresistible offer led to a 22.4x increase in revenue. 

In essence, a Grand Slam Offer can catapult your business into a "category of one," making direct price comparisons irrelevant. This shift enables you to charge more, get more customers, and grow exponentially.

Transform Business Growth with Grand Slam Offers: Unlock Exponential Success Today!

Let’s talk about the importance of finding the right market. Picture this: a marketing professor asks his students what they’d want if they could only have one advantage for a hotdog stand. The students shout out answers like location, quality, and low prices, but the professor reveals the ultimate answer: a starving crowd. 

Even with the worst hotdogs in a terrible location, a starving crowd guarantees sales. This principle was evident during the toilet paper shortage at the start of COVID-19. Despite no compelling sales pitch and exorbitant prices, the massive demand drove people to pay $100 or more per roll.

Consider the story of Lloyd, who owned a software business that served newspapers. Despite having a great product and offer, his business declined because his market was shrinking. Realizing the issue, he pivoted to mask manufacturing during COVID-19 and quickly achieved massive success. This shift underscores the power of choosing the right market.

Finding the right market involves identifying one with significant pain points, purchasing power, easy targeting, and growth potential. Take health, wealth, and relationships—areas with persistent demand. For example, focusing on relationship coaching for seniors rather than college students can be more lucrative because seniors experience more pain, have more buying power, and are easier to target.

When it comes to pricing, premium pricing is key. Charging higher prices can increase perceived value and client investment, attracting better clients and allowing for greater reinvestment in your service. An example is a time management course priced generically at $19. By niching down to “Time Management for B2B Outbound Sales Reps,” you can charge $499 or even more, as the perceived value increases with specificity.

Raising prices is not just a business strategy; it’s a moral obligation. It ensures that clients are more invested and achieve better results, and it provides the resources to deliver exceptional value. For instance, in Alex's business, Gym Launch, they charged $16,000 for a 16-week program, three times the price of their highest competitor. This premium pricing allowed them to provide unmatched value and achieve significant client success.

Ultimately, choosing the right market and charging premium prices can transform your business. It’s not about offering the lowest price but about delivering the highest value, ensuring both your success and that of your clients. So, find your starving crowd, niche down, and don’t be afraid to charge what you’re worth.

Can a Starving Crowd and Premium Pricing Skyrocket Your Business Success?

Ever wonder why some companies can charge sky-high prices and still have customers lining up? It's all about understanding value. Picture this: enormous companies charge you for things that cost them almost nothing. Think about your phone bill or pharmaceutical prices. The secret to their success? A massive gap between the cost to them and the price you pay.

Take a cue from a photographer. By leveraging value, they increased their average sale from $300 to $1,500. This 5x jump didn't just boost revenue; it increased their profit by 38x. They not only scaled their business but also gave back generously to children’s charities. It’s all about delivering immense value and cutting out the fluff.

Here's a game-changer: The Value Equation. It’s a formula to help you pinpoint what makes your offer irresistible. Focus on four drivers: Dream Outcome, Perceived Likelihood of Achievement, Time Delay, and Effort & Sacrifice. The goal is to maximize the first two and minimize the latter two. For instance, Amazon excels because it makes shopping seamless and fast, cutting down effort and wait time.

Consider the example of the London subway system. Rider satisfaction soared not by speeding up trains, but by installing a simple dotted map that told riders when their train would arrive. It’s all about managing perceptions and expectations.

And think about Xanax vs. meditation. Both promise relaxation, but Xanax wins because it’s fast and effortless, whereas meditation takes time and practice. It’s about delivering value quickly and with minimal effort.

So, how do you apply this? Make your dream outcome clear, bolster the belief that it can be achieved, shorten the time to achieve it, and reduce the effort required. This way, you create an offer that's perceived as infinitely valuable.

Finally, remember: perception is reality. It’s not just about delivering value but making sure your customers perceive it. Like the London subway map, sometimes a small tweak can make a world of difference.

Unlocking Sky-High Profits: The Value Equation’s Secret Formula

Let's delve into a captivating exercise that will alter the way you approach problem-solving and offer creation. Consider the contrast between convergent and divergent thinking. 

Convergent thinking is akin to solving a math problem with a single correct answer. For instance, say there are three salespeople each making 100 calls a month with a 22% success rate and 110 sales are required. You would deduce that two more salespeople are needed to hit the target. It's simple math, with one correct solution.

However, life doesn’t function like a math problem. It rewards those who think divergently—crafting multiple solutions for a single problem. To illustrate, let's engage in a swift, entertaining exercise called the “brick” exercise. Set a timer for 120 seconds and brainstorm as many uses for a brick as possible.

How did you do? Did you consider the brick’s size, material, or shape? Here’s a few ideas: a paperweight, a doorstop, a plant holder, a weight for resistance training, or even a payment (if it’s a gold brick). The exercise demonstrates how thinking divergently can lead to many innovative solutions.

Let's apply this to business. When Alex initiated his gym, he found selling memberships challenging. People compared his $99/month bootcamp to cheaper alternatives. Frustrated, he discovered Dan Kennedy’s concept of crafting “irresistible offers.” Alex realized that people didn’t crave a membership; they desired to lose weight. 

So, Alex conceptualized a weight loss challenge: lose 20 pounds in six weeks. He wasn’t peddling gym memberships anymore; he was promoting the dream outcome—weight loss. Alex listed all the potential problems people faced: purchasing healthy food, cooking, eating, exercising, and more. Then, he transformed these problems into solutions: simple grocery shopping tips, quick cooking guides, enjoyable exercise routines. 

For instance, Alex simplified buying healthy food with tailored grocery lists, in-person shopping tours, and even pre-made Insta-cart lists. For cooking, he provided meal prep instructions and quick, healthy recipes. Alex covered all bases, even for those who traveled often or dined out frequently.

Generating solutions for every problem made Alex's offer irresistible. He transitioned from struggling to give away services to creating a high-value package people couldn’t refuse. Over time, he even trained other gym owners to do the same, significantly scaling his business.

The key takeaway: think divergently, resolve all perceived problems, and create an offer so valuable it’s a no-brainer for your customers. This approach not only sets your business apart but also ensures you aren't simply competing on price. Make your offer unique, compelling, and laden with value. 

Ready to craft your Grand Slam Offer? Identify your customers' dream outcomes, list their problems, transform those problems into solutions, and combine these solutions into a high-value package. Your customers will feel like they’re getting a steal, and your business will prosper. Now, venture out there and make offers people can’t refuse!

Can Divergent Thinking Transform Your Business Like It Did for This Gym Owner?

In May 2019, Alex and his wife Leila found themselves at Arnold Schwarzenegger’s home for the After School All Stars fundraiser. To them, it felt like stepping into a Bond movie, complete with luxury cars, A-list celebrities, and a red carpet. The event was exclusive, with just 100 tickets sold at $25,000 each—a strategy that played on the psychology of scarcity and exclusivity.

As they mingled, Ben, the CEO of the charity, introduced them to George, a major donor who had contributed $700,000 worth of high-end jewelry and watches for the auction. George had advised Ben to raise ticket prices and cut the number of tickets, leveraging demand to increase donations. His wisdom proved effective; the event raised a record $5.4 million.

This experience highlighted the power of scarcity, urgency, and bonuses in driving demand. By limiting supply and creating a sense of urgency, you can significantly enhance the perceived value of your offer. For instance, selling limited edition products or restricting the number of clients can make your offering more desirable.

One memorable example involved a limited supply of a checklist Alex created. By restricting downloads to just 20 per week, he turned a simple freebie into a coveted item, increasing its perceived value and engagement.

Scarcity also works well for services. By capping the number of clients or offering exclusive, high-ticket 1-on-1 access, you can command higher prices and foster a sense of exclusivity. Honest scarcity, where you genuinely limit the number of clients you can handle, can also be incredibly effective.

In short, mastering the delicate dance of supply and demand can transform how your offer is perceived, making it more desirable and allowing you to command higher prices. This strategy not only maximizes profits but also keeps your customer base eager and engaged.

Scarcity Secrets: Lessons from Arnold Schwarzenegger's Elite Fundraiser

Scarcity is about quantity, while urgency hinges on time. Both create a compelling need for action. Let’s explore how to ethically use urgency to drive sales through four strategies:

1. Cohort-Based Rolling Urgency: Launch new client cohorts regularly. For example, starting new clients every Monday. This approach prompts clients to act quickly to avoid waiting. A personal favorite of Alex is offering a spot from a client who dropped out, nudging potential buyers to seize the moment.

2. Rolling Seasonal Urgency: Create seasonal promotions to add urgency. Think “New Year Promotion ends Jan 30!” followed by a “Valentine’s Lovers Promo” in February. This tactic keeps the offer fresh and leverages the human tendency to act before a deadline.

3. Pricing or Bonus-Based Urgency: Use limited-time discounts or bonuses. For instance, “Get started today to take advantage of our current discount; it might not be available next month.” This creates fear of missing out on a good deal, driving quicker decisions.

4. Exploding Opportunity: Highlight opportunities that diminish over time. For example, “Act now on this investment opportunity before the market adjusts.” This approach emphasizes the cost of delay and encourages immediate action.

In practice, let’s address the fear of lost sales by turning clients away. Experienced marketers know that urgency drives last-minute sales, often accounting for 50-60% of total sales in the final hours. So, the fear of losing sales is largely unfounded.

For clients who just missed a cohort, offer a personalized onboarding as a bonus or highlight the extra preparation time they’ll have before the next cohort begins. This reinforces the value of waiting without losing the sale.

Local businesses can particularly benefit from seasonal urgency. By frequently changing the marketing wrapper around the same service, they create a sense of novelty and urgency that keeps customers engaged.

For pricing urgency, remember to clean your pipeline before a price increase by informing potential clients of the upcoming change. This not only boosts sales but also positions you as a strong, confident business.

Exploding opportunities are perfect for time-sensitive market conditions, like investment openings or job offers. Emphasize the fleeting nature of these opportunities to prompt quick decisions.

To maximize sales, always add deadlines and urgency to your offers. They push people to act, often turning potential interest into actual sales. And remember, bonuses can be a powerful tool. By breaking your offer into valuable components and presenting them as bonuses, you can increase perceived value without discounting your core services.

Consider collaborating with other businesses for bonus services, creating a win-win scenario. For instance, a pain clinic could partner with a massage therapist to offer free sessions as part of their package. This not only adds value but can also generate referral commissions.

In short, scarcity and urgency, when used ethically, can significantly enhance your sales strategy. Whether through cohort launches, seasonal promotions, pricing urgency, or highlighting time-sensitive opportunities, these techniques encourage prompt decision-making and drive sales. So, embrace these strategies and watch your business grow!

How Can You Ethically Harness Urgency to Skyrocket Sales?

Risk is the biggest hurdle in selling any product or service. Reversing risk through guarantees can significantly boost your offer's appeal. Jason Fladlien once observed that simply enhancing the quality of a guarantee could increase conversions by 2-4 times.

There are four main types of guarantees: Unconditional, Conditional, Anti-Guarantee, and Implied. Each has its own unique power. For example, unconditional guarantees are essentially trials where customers pay first and decide later if they want a refund. Conditional guarantees require specific terms and actions from customers, often leading to better results.

Anti-guarantees, on the other hand, state explicitly that "all sales are final." These are crucial for products that lose value once used. Implied guarantees are performance-based, where if the seller doesn’t deliver, they don’t get paid.

Stacking guarantees can also be a powerful tactic. For instance, offering an unconditional 30-day money-back guarantee followed by a conditional triple-your-money-back 90-day guarantee can effectively reduce perceived risk.

But what about those who might exploit these guarantees? The math often works in favor of offering strong guarantees. Even if refund rates increase, the net sales usually outweigh the losses. For instance, if you sell 130 units with a 10% refund rate, you still end up with 117 net sales compared to 95 net sales from 100 units with a 5% refund rate, translating to a 23% increase in net sales.

However, be cautious with high-cost services. Conditional or anti-guarantees are preferable since you don’t want to absorb the high costs associated with refunds.

A good guarantee must have "teeth." It needs a clear consequence if the promised results aren’t achieved. For example, "You will get 20 clients in your first 30 days, or we give you your money back plus your advertising dollars spent with us."

Remember, guarantees are meant to enhance the appeal of a solid product or service, not to cover up its weaknesses. Start with service-based guarantees or performance partnerships and scale from there.

In short, naming your offer is crucial for capturing attention. Creative and specific names can double or triple the response rate. For example, a "Free Six-Week Lean-By-Halloween Challenge" sounds more engaging than a generic offer.

By following these principles, you can create compelling offers that attract and convert your ideal customers. And if you ever feel stuck, remember: don’t be emotional, just do the math.

Unlocking Sales: How Guarantees Can Skyrocket Your Conversions

The crux of success lies in creating irresistible offers. The secret to sales is making propositions so good that clients feel foolish saying no. By focusing on acquiring customers, increasing their average purchase value, and encouraging frequent buys, you can grow your business significantly. Understanding gross profit and lifetime value is essential in this process.

To differentiate and charge premium prices, you must offer unparalleled value that defies direct comparison. A Grand Slam Offer can elevate your business to a unique category, driving exponential growth.

Choosing the right market is crucial. You need a market with significant pain points, purchasing power, and growth potential. Additionally, premium pricing increases perceived value and client commitment, ensuring greater success for both you and your clients.

Understanding value is vital. The Value Equation—maximizing dream outcomes and perceived achievement likelihood while minimizing time delay and effort—makes your offer irresistible. Perceptions matter, and managing them can make a huge difference.

Divergent thinking can lead to innovative solutions and irresistible offers. By addressing every potential problem your clients face and turning them into solutions, you can create high-value packages that stand out.

Scarcity and urgency are powerful tools. Limiting supply and creating time-based urgency can significantly enhance the perceived value of your offer. Techniques like cohort-based launches, seasonal promotions, and limited-time bonuses drive quick decisions and boost sales.

Reversing risk through guarantees can also increase conversions. Offering strong guarantees, whether unconditional, conditional, or implied, reduces perceived risk and enhances appeal. However, ensure your guarantees have clear consequences and are used to highlight the strengths of a solid product or service.

Ultimately, naming your offer creatively and specifically can significantly boost response rates. Crafting compelling offers that attract and convert customers is key. Embrace these strategies, and you're on your way to transforming your business.

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$100M Offers: How To Make Offers So Good People Feel Stupid Saying No

Alex Hormozi

9 Key ideas

22 MINS

4.9 (1.4k)

Intrigued about the strategies behind skyrocketing business growth?

Want to discover the secret of Grand Slam Offers that can catapult your business into a unique category?

Ever wondered how the principles of scarcity and urgency could be ethically used to drive your sales?

Ready to dive into the magic of transforming your business even when all seems lost?

Key Ideas

#1