hormozi-gtm

---
name: hormozi-gtm
description: >-
  Apply Alex Hormozi's go-to-market methodology from $100M Offers, $100M Leads, and $100M Money Models
  to real businesses — build offers, design lead-generation engines, and structure money models — OR
  review/audit existing offers, funnels, ads, pricing, and monetization against his frameworks. Use this
  whenever the user wants to create, improve, critique, price, or package an OFFER; design or fix LEAD
  GENERATION (outreach, content, cold, paid ads, referrals, affiliates); build a MONEY MODEL / upsell /
  downsell / continuity / pricing sequence; or asks to "make this offer better", "how do I get more
  leads/customers", "how should I price/upsell this", "run this past Hormozi", "audit my funnel", or
  mentions Value Equation, Grand Slam Offer, Core Four, lead magnet, client-financed acquisition, LTV:CAC.
  Trigger even when Hormozi is not named, as long as the task is offer design, lead gen, or monetization.
---

# Hormozi GTM — Offers · Leads · Money Models

This skill operationalizes three Alex Hormozi books as ONE system:
1. **$100M Offers** — make the thing worth buying (value & pricing).
2. **$100M Leads** — get strangers to want it (demand & distribution).
3. **$100M Money Models** — get paid fast enough that growth self-finances (monetization sequence).

They chain: a **Grand Slam Offer** (Offers) is what your **lead engine** (Leads) advertises, and the **money model** (Money Models) sequences that offer over time so acquisition pays for itself. Weakness in any one caps the other two.

## Two modes

Detect which the user wants (ask only if genuinely unclear):

- **APPLY** — build something from scratch or improve it ("build me an offer", "design a lead engine", "how do I monetize this"). Walk the relevant workflow below, producing concrete, usable output for *their* business — not a summary of the book.
- **REVIEW** — audit existing work ("here's my offer/funnel/pricing — what's wrong?"). Run the matching checklist, score each item, and for every gap give a specific before→after fix grounded in the framework.

Default to doing real work on the user's actual context. Never just recite the book. Always tie advice to their market, product, price, and constraints. If key facts are missing (price, margin, target customer, current numbers), ask for them — the frameworks are quantitative and need real inputs.

## How to work

1. **Locate the task** in one of three domains (Offer / Leads / Money Model). Many requests span all three — handle the one they asked about first, then flag adjacent gaps.
2. **Pull the framework** from the relevant module below. For exhaustive tactic lists, sub-types, numbers, and quotes, read the matching file in `references/` (`offers.md`, `leads.md`, `money-models.md`) — the modules below are the working summary; the references are the full method.
3. **APPLY**: execute the step-by-step procedure on their inputs. **REVIEW**: run the checklist, score, fix.
4. **Quantify.** Use Hormozi's actual rules and thresholds (below). Do the math (LTV:CAC, 30-day payback, guarantee/refund math), don't hand-wave.
5. **Be direct and commercial.** Hormozi's voice is blunt and numbers-driven. Push back on weak offers, vanity pricing fears, and "do it later" thinking. Flag when the user is optimizing the wrong lever.

---

## MODULE 1 — OFFERS ($100M Offers)

**Core idea:** escape commodity/price competition by building a **Grand Slam Offer** so differentiated it can't be compared — a "category of one" — so the buyer decides on value, not price.

**The Value Equation** (the master lens for everything):
> **Value = (Dream Outcome × Perceived Likelihood of Achievement) ÷ (Time Delay × Effort & Sacrifice)**
Increase the top two, drive the bottom two toward zero. Beginners inflate the top (bigger claims); pros attack the bottom (make it immediate and effortless — this is harder and more differentiating). Value must be *perceived* by the prospect, not merely true.

**Market first.** Priority of levers: **Starving Crowd (market) > Offer strength > Persuasion.** Score any market on the 4 criteria: **Massive Pain · Purchasing Power · Easy to Target · Growing.** Commit to a niche (you can charge up to ~100× more for the same product, niched). Three evergreen markets: Health, Wealth, Relationships.

**Pricing.** Charge a premium; be the most expensive, never the second-cheapest. Raise price only *after* raising value. **Virtuous Cycle of Price**: higher price → more client investment → better results → better clients → fatter margin to reinvest. Price should sting. Aim for a value-to-price gap so large it's an obvious steal.

**Offer-creation sequence (APPLY):**
1. Identify the **Dream Outcome** (sell the destination, tie to status).
2. **List every problem** before/during/after purchase, in extreme detail.
3. Turn each problem into a **named solution** ("How to ___").
4. Brainstorm **delivery vehicles** (Delivery Cube: 1-on-1 / group / one-to-many; DIY / DWY / DFY; medium; format; speed).
5. **Trim** (cut high-cost/low-value first) **& Stack** the survivors into one deliverable whose itemized value dwarfs the price. Favor high-value one-to-many assets.

**Enhancers** (add after the core is built):
- **Scarcity** (limit quantity; sell out and announce it).
- **Urgency** (real deadlines: cohorts, seasonal, exploding opportunity). ~50–60% of timed-campaign sales land in the final hours.
- **Bonuses** (break the offer into named, price-tagged components; each kills a specific objection; total bonus value should eclipse the core; add bonuses instead of discounting).
- **Guarantees** (risk reversal — the #1 objection). Four types: Unconditional / Conditional / Anti-guarantee / Implied (performance). Give it teeth: "If you don't get X by Y, we do Z." Match type to ticket & fulfillment cost.
- **Naming — MAGIC**: Magnetic reason-why · Announce Avatar · Give a Goal · Indicate Interval · Container word. Change the "wrapper" to refresh a fatiguing offer.

→ Full tactics, guarantee sub-types, and the fatigue change-order: `references/offers.md`.

---

## MODULE 2 — LEADS ($100M Leads)

**Core idea:** advertising = "making known." The real output is **engaged leads** (people who *show* interest). Get more/better/cheaper of them via the **Core Four**, then leverage the **four Lead Getters**.

**Lead magnet** (usually advertise this, not the core offer): a *complete solution to a narrow problem* that, once solved, reveals the bigger problem your core offer solves. Make it "so good they feel stupid saying no." 3 types (Reveal-a-problem / Sample-or-trial / One-step-of-a-process) × 4 delivery methods (software / info / service / physical). End with a **CTA** (what to do + reason to act now).

**The Core Four** (the only ways to advertise):
| | Warm (gave permission) | Cold (strangers) |
|---|---|---|
| **1-to-1** | **Warm Outreach** (list → 100/day → A-C-A → primer "know anybody?" → first 5 free → then charge) | **Cold Outreach** (build list → personalize + Big Fast Value → volume + follow-up, re-run in 3–6 mo) |
| **1-to-many** | **Post Free Content** (Hook-Retain-Reward units; give-until-they-ask; ~3:1 give:ask) | **Paid Ads** (Callout + Value[What-Who-When] + CTA → matching landing page → track/lose/print) |

If you're not getting enough leads, you're not doing the Core Four with enough **skill** or **volume**.

**Amplify — More · Better · New:** *More* = **Rule of 100** (100 primary actions/day for 100 days). *Better* = fix the **constraint** (biggest drop-off), one test/week/platform, abandon after 4 tries. *New* = new placement → new platform → new activity (only after More & Better are exhausted). Do Paid Ads last.

**Four Lead Getters** (people who run the Core Four for you): **Customer Referrals** (product goodwill + actually *ask*, 7 ways; referrals > churn = self-sustaining), **Employees** (Internal Core Four + train via the 3 Ds: Document/Demonstrate/Duplicate), **Agencies** (use to *learn* a method/platform, not to depend on), **Affiliates & Partners** (highest leverage; 6-step army: find → offer → qualify → pay [3-tier CAC] → launch [Whisper-Tease-Shout] → integrate).

**Economics (shared with Money Models):** measure **LTGP : CAC**, target **≥ 3:1**. If CAC is below 3× industry average → fix the business model (raise LTGP); above → fix advertising (lower CAC). Engineer **Client-Financed Acquisition** (recover acquire + fulfill cost within 30 days).

→ Full Core Four how-tos, benchmarks, and Lead Getter playbooks: `references/leads.md`.

---

## MODULE 3 — MONEY MODELS ($100M Money Models)

**Core idea:** a **Money Model** is a *deliberate sequence of offers* engineered so one customer's first-30-day profit funds acquiring **2+ more** — removing cash as the growth constraint (**Client-Financed Acquisition**). The 30-day rule mirrors an interest-free credit cycle: get paid, recycle the cash, repeat.

**Four offer types, sequenced in three stages:**
- **Stage I — Get Cash: Attraction Offers** (turn strangers into customers via free/discount): Win-Your-Money-Back · Giveaways · Decoy · Buy-X-Get-Y-Free · Pay-Less-Now-or-Pay-More-Later.
- **Stage II — Get More Cash: Upsells** (Classic · Menu · Anchor [5–10×] · Rollover [next offer ≥4× credit]; higher-profit first) **& Downsells** (Payment-Plan · Trial-With-Penalty · Feature-Downsell; after a "no" change *how they pay* or *what they get*, **never the same thing cheaper**).
- **Stage III — Get the Most Cash: Continuity** (Continuity-Bonus · Continuity-Discount · Waived-Fee · last; bill in 4-week cycles [+8.3%/yr]; +3% fee; capture backup payment).

**Build discipline:** one offer perfected at a time; never deploy a full money model at once; each stage funds the next; raise prices in stages; **Simple Scales, Fancy Fails** (100 offers for one product, not 100 products).

→ Full tactics, thresholds, and pricing-ratio tables: `references/money-models.md`.

---

## Decision rules & thresholds (quick reference)

- **Lever priority:** Market > Offer > Persuasion. Fix the biggest constraint, not the easiest thing.
- **Pricing:** premium, most-expensive, up to ~100× cost while a steal; raise price only after raising value; never discount the core — add bonuses.
- **LTGP:CAC ≥ 3:1** to scale. CAC below 3× industry avg → fix model; above → fix ads.
- **Client-Financed Acquisition:** recover acquire + fulfill cost in **30 days**; ideal = 1 customer funds 2+.
- **Growth multiplier:** 2× value × 2× volume × 2× speed = **8×** faster (3× each = 27×).
- **Leads:** Rule of 100; give:ask ≥ 3:1; ~1 customer per 100 warm reach-outs; re-run cold lists every 3–6 months; do paid ads last.
- **Money model numbers:** anchor 5–10×; rollover next offer ≥ 4× the credit; giveaway discount 10–30% of margin; billing 4-week cycles = +8.3%/yr; churn by cadence ≈ monthly 10.7% / quarterly 5% / annual 2%.
- **Red-lines:** Win-Your-Money-Back only if refunds <5%; Pay-Later cancels >10% = offer too weak; Waived-Fee early cancels >5% = investigate product.
- **Guarantee math:** decide on *net* (sales − refunds), not fear. +130% sales at 2× refund rate still nets ~1.23×.

---

## REVIEW checklists (run these in REVIEW mode)

Score each item pass/fail/partial, then give a specific fix. Full versions in the references.

**Offer audit:** Growing market scoring all 4 criteria? · Committed niche? · Premium price with a huge value gap that still stings? · Dream Outcome tied to status? · Perceived Likelihood raised with proof? · Time Delay minimized with fast early wins? · Effort/Sacrifice minimized (DFY)? · Every problem turned into a named solution (nothing unhandled)? · Trim & Stack done, components priced, total value dwarfs price? · Truly incomparable? · Scarcity (sell out + announce)? · Real urgency? · Bonuses stacked, each killing an objection, value eclipsing core? · Teeth-bearing guarantee, type-matched? · MAGIC name? · Money model removes the cash constraint?

**Lead-engine audit:** Distinguishing leads vs *engaged* leads? · Grand Slam core offer exists? · Strong lead magnet + CTA? · All Core Four running (or one deliberately maxed) — which are at zero? · Warm ~100/day with A-C-A + primer? · Content daily, high give:ask? · Cold: targeted list + Big Fast Value + volume + follow-up + re-runs? · Paid: right platform/targeting, Callout-Value-CTA, matching landing page, tracking? · Know LTGP:CAC per channel, ≥3:1? · 30-day payback / CFA? · Rule of 100 + constraint testing? · Referrals asked-for and > churn? · Employees trained via 3 Ds? · Agencies used to learn, not depend? · Affiliate army built?

**Money-model audit:** Does one customer's 30-day profit cover their own CAC + delivery? Fund 2+ more? · Distinct Attraction Offer collecting enough up-front cash? · Defined upsell at point of greatest need, higher-profit first, anchor available? · Defined downsell that changes how-they-pay or what-they-get (never same-thing-cheaper), no cannibalization of full-pays? · Continuity placed last, 4-week billing, processing fee, backup payment, churn managed? · One offer perfected at a time? · Prices raised in stages? · Refund/cancel thresholds respected? · Simple (many offers, one product)? · Legal & refunds honored?

---

## Common mistakes to flag

Competing on price / copying broke competitors · lowering price instead of raising value · under-charging · staying in a shrinking market / niche-hopping · inflating claims while ignoring time & effort · leaving one objection unhandled · weak teeth-less guarantees · fake scarcity/urgency · lazy naming · confusing a **sales** problem with an **advertising** problem · mistaking a bad business model (low LTGP) for bad ads (high CAC) · the "size of the pie" fallacy · asking for money too early in content · giving up on ad winners early / running losers long · only having a front end (no upsell) · discounting the same product to close · deploying a whole money model at once · using continuity as a standalone attraction offer.

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## Notes on use

- When the user gives real numbers, always compute LTGP:CAC and 30-day payback and state whether it clears the bar.
- When building an offer, produce the actual stacked offer with named components and dollar values — a usable artifact, not advice about how one might build one.
- When all three domains are in play, sequence the work: **offer → money model → lead engine** (make it worth buying, make it pay back fast, then pour in traffic).
- These are US-sales-culture frameworks; adapt tone and tactics to the user's market and legal context (e.g. giveaways/sweepstakes and guarantees are regulated).