Alex Hormozi Quotes

Somehow, in the transition between “passionate to help others” and “owning my first business,” we gradually realized that we don’t even know the first thing about business, let alone turning a profit.

The degree of the pain will be proportional to the price you will be able to charge (more on this in the Value Equation chapter). 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.

Why? Because they think to themselves . . . they can't be that much smarter than me or work that much harder than me, so how is it possible for them to make 1,000 times more than me? Enough money that it would take me literally ten lifetimes to make what they make in a year. In the three years leading up to me writing this book, I took home over $1,200,000/mo in profit. Every. Single. Month. That’s more than the compensation for the CEOs of Ford, McDonalds, Motorola, & Yahoo . . . combined . . . every year . . . as a kid in his twenties.

He looked at me soberly and said: “Make people an offer so good they would feel stupid saying no.” I nodded, wrote it down, underlined it, and circled it. And with that, my entire worldview of selling was transformed. My mind began racing. I didn't have to be skilled . . . or even any good. I just had to come up with things that anyone would say yes to.

Some people get there fast. Some people get there slowly. But everyone gets there eventually, as long as you don’t give up. Keep moving forward. Keep getting up. Keep believing it can happen. And, it will.

He looked at me soberly and said: “Make people an offer so good they would feel stupid saying no.

Charge as high a price as you can say out loud without cracking a smile.” - Dan Kennedy

In order to sell anything, you need demand. We are not trying to create demand. We are trying to channel it. That is a very important distinction. If you don’t have a market for your offer, nothing that follows will work. This entire book sits atop the assumption that you have at least a “normal” market, which I define as a market that is growing at the same rate as the marketplace and that has common unmet needs that fall into one of three categories: improved health, increased wealth, or improved relationships.

«Haz a la gente una oferta tan buena que se sientan estúpidos si responden que no» - Travis Jones

Example #1: Even if you have a bad offer and are bad at persuasion, you’re going to make money if you’re in a great market. If you’re on the corner hocking hot dogs when the bars close up at 2am, with mobs of starving drunk folks, you’re gonna sell out your hotdogs. Example #2 (most of us): If you are in a normal market and have a Grand Slam Offer (great), you can make tons of money even if you’re bad at persuasion. This is most people reading this book. That’s why I wrote it — to help you maximize your success by learning to really build a Grand Slam Offer. Example #3: Let’s say you’re in a normal market and have a normal offer. In order to be massively successful, you would have to be exceptionally good at persuasion. Then and only then will you succeed, with your persuasive skills serving as the fulcrum of your success. Heck, many empires have been built by exceptional persuaders. It’s just the hardest path to follow and requires the most effort and learning. Nailing your offer helps you shortcut this path to success. Otherwise, you will just have a normal business that takes exceptional skill to be successful (nothing wrong with that, but probably not what you signed up for).

So let’s go down another level of niching and call our product…. “Time Management for B2B Outbound Sales Reps.” Following the same principles of specificity, now we know our sales people probably have very experienced deals and commissions. A single sale would easily net this salesman $500 (or more), so it would be easy to justify a $499 price tag. This is already a 25x increase in price for almost an identical product. I could stop here, but I’m going to go one step further. Let’s just niche down one last level…. “Time Management for B2B Outbound Power Tools & Gardening Sales Reps.” Boom. Think about it for a second, if you were a power tools outbound sales rep, you would think to yourself “This is made exactly for me” and would happily fork over maybe $1000 to $2000 for a time management program that could help you achieve your goal. The actual pieces of the program may be the same as the generic $19 course, but since they have been applied, and the sales messaging could speak so much to this avatar, they will find it more compelling and get more value from it in a real way.

I solve this type of problem for this specific type of person in this unique counter-intuitive way that reverses their deepest fear.

In an ideal world, a prospect would want to simply “say yes” and have their dream outcome happen with no more effort on their behalf. This is why “done for you services” are almost always more expensive than “do-it-yourself” because the person doesn't have all the effort and sacrifice. There is also a component of “perceived likelihood of achievement” difference as well. People believe that if an expert does it, then they will be more likely to achieve the outcome than if they try on their own.

Tienes que hacerlo accesible en sus teléfonos, en un ordenador y en múltiples formatos diferentes. Así, elegirán el que les resulte más fácil.

Think of it like salty pretzels at a bar. If somebody eats the pretzels, they’ll get thirsty and order a drink. The salty pretzels solve the narrow problem of hunger. They also reveal a thirst problem solved by a drink, which they can get, in exchange for money.