I read this book 3 times. Here are the main takeaways

100M Offers by Alex Hormozi

Dec 09, 2024

👋 Hey, it’s Orel here! Welcome to my weekly newsletter where I share my journey and lessons as a solopreneur who quit his 6 figures job to chase his dreams.

I develop crazy fast at a very high level. PM me if you have an idea you for your next SaaS product. I’ll take care of the rest.

Most books don’t make it to my re-read list.

But there are four exceptions: Dotcom Secrets and Expert Secrets by Russell Brunson, 100M Offers by Alex Hormozi, and Can’t Hurt Me by David Goggins.

And I will probably write a summary for all of them at a certain point, but today I want to focus on 100M Offers.

Why? Because I need to learn how to create great offers you’ll feel stupid saying no to.

Fun fact

After you read all these books several times, you realize that Alex borrows a lot of ideas from Russell.

In this article, I’ll break down some key takeaways from 100M Offers, including the value equation. I’ll also show some real-life examples and actionable strategies for improving your own offers.

The Value Equation

This is an equation Hormozi keeps referring to.

Simply put:

Dream Outcome - What will I make?
Perceived Likelihood of Achievement - How will I know it’s going to happen?
Time Delay - How long will it take?
Effort & Sacrifice - What is expected of me?

Your first instinct might be to increase the top side of the equation. Make a better product with more features.

The secret is actually the opposite.

Make the bottom side of the equation smaller. Make it immediate, seamless and effortless.

Amazon made buying online as easy as a mouse click.
Netflix made consuming television immediate and effortless
Apple made iPhone effortless compared to other phones at the time.

The goal with creating a superb offer is putting most of our efforts on the bottom part.

Let’s see a real life exmaple.

Meditation vs Painkillers.

Sitting down to meditate every day has more health benefits than you can count, it will make you calmer and less anxious and will reduce your need to consume painkillers by close to 100%.

Dream Outcome - Very High (5)
Perceived Likelihood of Achievement - High-Very High (4.5)
Time Delay - Very High (5)
Effort & Sacrifice - Medium-High (3.5)

Value = (5*4.5/(5*3.5) = ~1.3.

On the other hand, every time you feel anxious or have a headache due to stress, you can take a painkiller and get it over with in 30 minutes.

Dream Outcome - High (4) (It’s not natural)
Perceived Likelihood of Achievement - High-Very High (4.5)
Time Delay - Very Low (1)
Effort & Sacrifice - Very Low (1)

Value = (4*4.5/1) = 18.

14 times higher than meditation’s value.

Painkiller Market Value = 78.12B.
Meditation Market Value = ~7.41B.

Limit the quantity of your product

Allow me to explain this one with an example from Marc Lou’s products.

Even though we know these sales are not actually time-limited, and will probably stay there forever, we tend to have a gut feeling the urges us to buy.

Because what if the sale disappears tomorrow?

Offer guarantees to reduce the risk for customers.

Think about what your product offers. What change will it bring to the customer.

Are you sure you can deliver 100% percent? Good!

Wrap it inside a money-back guarantee to make your customers put more trust in you and buy from you.

Example:

I saw this type of offer guarantee presented best on Dan Kulkov’s website that sells landing page roasts.

https://www.makerbox.club/landing-page-roasting

Offering such a guarantee will make you take him up on his offer, even though you might not really need it.

It’s either you pay $99 for a conversion increase, which would probably cost you more time and money otherwise, or you get a free roast for free from a professional.

That’s an offer you feel stupid not taking.

Build a superb offer name

This is something I have been working on for quite a while.

Building a phrase in the Hero section that will make the user understand exactly what they get and how valuable it is to them.

And how do you do that?

1. Focus on the user’s deep desires

Identify the core problem your audience wants to solve or the aspiration they have.
Use words that reflect their emotional needs or ambitions. For example:
- "Effortless Content Creation in Minutes" speaks to someone seeking simplicity and speed.
- "Unlock Your Dream Website Without Coding" appeals to someone intimidated by tech but eager to create.

2. Define a clear benefit

Your phrase should clearly answer: What’s in it for the user?
Avoid generic statements. Instead, spotlight the transformation or results they’ll achieve. Examples:
- "Turn Ideas Into Sales Pages That Convert"
- "Grow Your Audience by 50% in Just 30 Days"

3. Add Urgency or specificity

Emphasize why now is the right time or what makes your offer unique.
Use time frames or exclusive language:
- "Launch Your Business in a Weekend"
- "The Fastest Path to Your First 1,000 Customers"

4. Use power words

Include dynamic, emotional, or high-impact terms that grab attention. Examples:
- "Accelerator" (speed), "Breakthrough" (innovation), "Unstoppable" (empowerment).

5. Tell a micro-story

Build a short narrative into the phrase to connect emotionally:
- "From Sketch to Stunning Site in Just One Click"
- "Say Goodbye to Overwhelm: Build Your Brand with Confidence"