[PDF]100m Offers

VOLUME 1
"Dude...this book is SO GOOD!" LIE


Russell Brunson, CEO of Clickfunnels


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ALEX HORMOZI


HOW TO MAKE OFFERS SO GOOD
PEOPLE FEEL STUPID SAYING NO


ACQUISITION.COM VOLUME I: $100M OFFERS


HOW TO MAKE OFFERS SO GOOD PEOPLE PEOPLE FEEL STUPID SAYING NO


ALEX HORMOZI


Copyright O 2021 by Alex Hormozi


All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other
electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief questions embodied in critical reviews and certain other
noncommercial uses permitted by copyright law. For permission requests, write to the publisher at the address below.


Ebook ISBN: 978-1-7374757-0-5

Acquisition.com, LLC

3610-2 N Josey Lane #223

Carrollton, TX 75007-3150

Cover Design by Charlotte Chan Mikkelsen

Photography, Illustrations, and Interior Layout by Alex Hormozi
DISCLAIMER


The content provided in this book is designed to provide helpful information on the subjects discussed. This book is not meant to be used, nor should it be used, to diagnose
or treat any medical condition. The numbers in this book are theoretical and to be used for illustrative purposes only. The publisher and the author are not responsible for
any actions you take or do not take as a result of reading this book, and are not liable for any damages or negative consequences from action or inaction to any person
reading or following the information in this book. References are provided for informational purposes only and do not constitute endorsement of any websites or other
sources. Readers should also be aware that the websites listed in this book may change or become obsolete.


WHAT OTHERS HAVE SAID


*Afier spending one day with Alex, we added $5 MILLION PER YEAR in profit without adding any new services. When Alex talks about
acquisition, you should listen (as long as you don t hate money). ”


BROOKE CASTILLO, CEO, LIFE COACH SCHOOL


"My career can be broken into two chapters: the first was 15 years of banging my head against the wall trying to figure out why I was not
fulfilling my potential. The second chapter started when I read '$100M Offers' by Alex hormozi. It was then that I had the confidence to know
exactly how to have the success that I knew I was capable of enjoying. If you are a business owner that is done settling for less than your
potential, this book will quickly show you that it's not your fault; no one has taught you how to make irresistible offers. This book will change that
within a few chapters. Consider this book your second chapter. It is an absolute game changer.”


RYAN DANIEL MORAN FOUNDER, CAPITALISM.COM


“Ve first found out about Alex and instantly bought his book. Its the best book I've ever read really in business. Probably the biggest thing I
learned from him is that so many times in business you want to charge your customers more and you almost feel guilty like ‘oh my gosh can I
really do this? ' but I think there's nobody better that really puts packages and prices together that not only you can increase your price for your
business but you're also increasing the value for the customer at the exact same time. Since we started working with him...within two months...our
business was already doing $10M/yr in sales...INSTANT DOUBLE and it's only been two months since we came in touch with him and our
business is on a run rate to do $23M/yr in sales now. Just from changing our pricing, our packaging, and at the same time delivering better
results and outcomes for the clients that we work with.”


ANDREW ARGUE FOUNDER, CEO ACCOUNTINGTAX.COM


GUIDING PRINCIPLES


There are no rules.


[hank You


To Leila:
You are my ride-or-die:
a term used to describe a person (usually a woman) that is willing to do anything for their partner, friend, or family, even
in the face of danger.
Couldn't do this without you... . and wouldn't want to.
You make waking up everyday worth it.
Thank you for being unapologetically you.
You're a down motherfucker.


To Trevor:
You're the best friend a guy could ask for.
Thank you for spending hours upon hours beating up the ideas that became this book
with me.
It would not be half as good as it is without your relentless drive for simplification and
clarity.
Eternally grateful for our friendship.
You make me feel less alone in the world.
Cheers to becoming old and crotchety.


CONTENTS


Start Here


Section I: How We Got Here
1. How We Got Here
2. Grand Slam Offers


Section II: Pricing
3. Pricing: The Commodity Problem
4. Pricing: Finding The Right Market -- A Starving Crowd
5. Pricing: Charge What It's Worth
Section III: Value - Create Your Offer
6. Value Offer: The Value Equation
7. Free Goodwill
8. Value Offer: The Thought Process
9. Value Offer: Creating Your Grand Slam Offer Part I: Problems & Solutions
10. Value Offer: Creating Your Grand Slam Offer Part II: Trim & Stack


Section IV: Enhancing Your Offer
11. Enhancing The Offer: Scarcity, Urgency, Bonuses, Guarantees, and Naming
12. Enhancing The Offer: Scarcity
13. Enhancing The Offer: Urgency
14. Enhancing The Offer: Bonuses
15. Enhancing The Offer: Guarantees
16. Enhancing The Offer: Naming


Section V: Execution


Your First $100,000


START HERE


"Outsized returns often come from betting against conventional wisdom, and conventional wisdom is usually right. Given a 10 percent chance of
a 100 times payoff, you should take that bet every time. But you're still going to be wrong nine times out of ten . . . We all know that if you swing
for the fences, you're going to strike out a lot, but you're also going to hit some home runs. The difference between baseball and business,
however, is that baseball has a truncated outcome distribution. When you swing, no matter how well you connect with the ball, the most runs you
can get is four. In business, every once in a while, when you step up to the plate, you can score 1,000 runs. This long-tailed distribution of returns
is why it's important to be bold. Big winners pay for so many experiments."


JEFF BEZOS


As entrepreneurs, we make bets everyday. We are gamblers — gambling our hard-earned money on labor, inventory, rent,
marketing, etc., all with the hopes of a higher pay out. Oftentimes, we lose. But, sometimes, we win and win BIG.

However, there is a difference between gambling in business and gambling in a casino. In a casino, the odds are stacked
against you. With skill, you can improve them, but never beat them. In contrast, in business, you can improve your skills to shift
the odds in your favor. Simply stated, with enough skill, you can become the house.

After beginning a series of books on acquisition, it became apparent that I could not talk about any other topic without first
addressing the offer: the starting point of any conversation to initiate a transaction with a customer. What you are literally
providing them in exchange for their money. That's where it all begins.

This book is about how to make profitable offers. Specifically, how to reliably turn advertising dollars into (enormous)
profits using a combination of pricing, value, guarantees, and naming strategies. I call the proper combination of these
components: a Grand Slam Offer.

I chose this term partially in homage to the above quote from Amazon founder Jeff Bezos and because, like a grand slam in
baseball, a Grand Slam Offer is both very good and very rare. Additionally, to extend the baseball metaphor, it takes no more
effort to make a Grand Slam Offer than to strike out. The difference is dictated by the skill of the marketer and how well he
connects his offer with his audience's desires. In business you can have so-so offers: the “singles” and “doubles” that keep the
game going, pay the bills, and keep the lights on. But, unlike baseball, where a grand slam scores a maximum of four runs, a
Grand Slam Offer in the business world, can score you a thousand-fold pay off and result in a world where you never need to
work again. It would be like connecting with the ball so well during one single at bat that you automatically win every World
Series for the next hundred years.

It takes years of practice to make something as complicated as hitting a major league fastball into the bleachers look
effortless. Your stance, vision, prediction, ball speed, bat speed, and hip placement all must be perfect. In marketing and
customer acquisition (the process of getting new clients), there are just as many variables that must all align to truly knock it
out of the park.” But with enough practice and enough skill, you can turn the wild world of acquisition, which will throw
curveballs at you everyday, into a homerun derby, knocking offer after offer out of the stadium. To everyone else, your success
will look unbelievable. But to you, it will feel like “just another day at work." The greatest hitters of all time also have many
strike outs, just as there are many failed offers in the track record of great marketers. We learn skills through failure and
practice. We do this knowing that nine out of ten times we will be wrong. We still act boldly, hoping for that offer we connect
with so well that it results in our big payoff.

The good news is that in business, you only need to hit one Grand Slam Offer to retire forever. I have done this four or five
times in my life. As for my track record, I have a 36:1 lifetime return on my advertising dollars over my business career.
Consider this my lifetime “batting average,” if you will. That means for every $1 I spend on advertising I get $36 back, a
3600% return. That is my average over eight years. And I continue to improve.

This book is my attempt to share that skill with you, with a specific focus on building Grand Slam Offers, so you can
experience the same levels of success. It's also the first in a series of books meant to get entrepreneurs to financial freedom, in
plain words, “fuck you” money. Subsequent books in this series will look more deeply at getting more customers, converting


more prospects into clients, making those clients worth more, and other lessons I wish I had learned earlier scaling my


businesses.


Pro Tip: Faster, Deeper Learning By Reading & Listening At Same Time

Here's a life hack I discovered a long time ago....If you listen to the audiobook while reading the ebook or physical book you will increase your reading
speed and retain more information. The contents are being stored in more places in your brain. This is how I read most things worth reading. I’ve priced my
products as cheap as the platforms will allow me to, so this isn't a ploy to make an extra .99 cents - promise. If you want to give it a try, go ahead and grab
the audio version and see for yourself. You might find it as valuable as I have (as someone who struggles to stay focused). I took two days to talk this book
out loud and record it. I figured I'd put this "hack" at the beginning of the book so you had a chance to do it if you found this first chapter valuable enough
to earn your attention.


SECTION I: HOW WE GOT HERE


THE UGLY TRUTH


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HOW WE GOT HERE


"Magic will find those with pure hearts, even when all seems lost.”


MORGAN RHODES


December 24, 2016. Christmas Eve.


he room was pitch black. My shoes stuck to a floor covered in dried soda and crushed bits of candy. My nostrils were

full with the smell of stale popcorn. We had showed up too late to get good seats and ended up pressed near the front of
the theater. Just a few rows in front of me, the movie's blazing projection occupied my entire field of view. In the reflected
glow, I could see the outlines of Leila's family's faces. They may as well have been hypnotized.

I envied them. They sat, entranced, soaking in their paid time off for Christmas. Must be nice.

Anybody else would have missed it but Leila, my girlfriend at the time, knew me too well. Anybody else would have
thought I was watching the movie, but Leila could tell I was staring blankly at the screen, my eyes not tracking the movie. My
face was pale. My cheekbones and jawline appeared gaunt. Weeks of chronic stress had killed my appetite.

“What's wrong?" she asked.

I didn't answer.

She rested her hand on mine to get my attention. I didn't react. Within moments, her fingers tightened around my wrist, and
she looked at me, her eyes searching for mine. “Your heart is racing,” she whispered, concerned.

Without asking, she took my pulse.

It was 100 beats per minute. Nearly twice what it should be for a fit 27 year old male at “rest” in a cool, dark room.

“What's going on?” she asked more forcibly, but still whispering.

The truth 1s, I was terrified.

A few hours earlier...

I looked like a giant. I sat scrunched up in a children's miniature play chair. My knees almost touched my chest, even with
my feet firmly planted on the old beige carpeted floor. My laptop felt hot sitting atop my steeply angled knees. Dolls and toys
were scattered around me. They stared at me with wide eyes and toothy grins, motionless. I had been their entertainment the
past few weeks.

I was in Leila's parents’ house. They had recently become grandparents and used this spare bedroom as a playroom when
the grandchildren visited. I didn't have a place to live. So they were letting Leila and I stay there “as long as we needed.” They
had let me use the children's playroom as my office for my "business", which at this point felt almost as make-believe as the
stories they had told their grandchildren in this room.

I literally felt like I was playing dress up. Except the stakes were real. And this was my life.

My ears were hot and red from the phone being pressed against them for what felt like hours. I kept switching hands
because my arms would tire from holding the phone up for so long.

“Pm sorry Mr. Hormozi," the voice on the other end of the line said, “we have to hold onto these funds for the next six
months. We've seen some irregular activity, so this is precautionary."

“Are you fucking kidding me, $120-grand,” I said. “A ‘precaution’ !?”

“Pm sorry sir, our underwriting team—”
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