| name | hormozi-attract-offers |
| description | WHAT: Alex Hormozi's Attract frameworks — how to use Premium, Free, and Discount promotions to generate leads. From $100M Lost Chapters.
WHEN: When applying hormozi attract offers knowledge |
Hormozi Attract Offers
hormozi-attract-offers
Core Principle
"Generate flow, monetize flow, then add friction."
The key insight: If you're not getting enough response, you need to make your front end more appealing. Free and discount promotions wrap around your core premium offer to generate demand from cold audiences.
The Three Attract Wrapper Types
| Type | What It Is | When to Use |
|---|
| Premium | Present your Grand Slam offer at full price | When you already have proof and reputation |
| Free | Give something away for free | When starting in a new market or testing |
| Discount | Massive discount (50%+ off) | When you need volume but can't go free |
Key principle: Free and discount are wrappers around your core premium offer. They don't replace your Grand Slam offer — they make it more attractive to cold audiences.
Premium Promotions
What It Is
Presenting your Grand Slam offer on its own, at full price, without any discount or free component.
When It Works
- When you already have proven results and testimonials
- When your avatar is well-understood
- When you can afford to filter for quality over quantity
The Math Advantage
Business 1: $100 sale, $50 profit → needs 190 customers to make $9,500
Business 2: $10,000 sale, $9,500 profit → needs 1 customer to make $9,500
Speaking to the same 190 people with the $10K offer:
5% conversion = 9.5 sales × $9,500 = $90,250 (9.5x more profitable)
The Power of Premium
"While everyone buys traffic on their $6.75/hour budget, you buy traffic with your $25,000/hour budget."
Pros of Premium Offers
- Simplest math — fewest moving parts
- Higher quality customers — decreases operational drag
- High lead quality — only serious buyers respond
Cons of Premium Offers
- Highest CAC — expensive to get initial traction
- Requires copywriting skill — must know avatar deeply
- Must be good at sales — no crutch of discount to lean on
- Lowest volume — requires more eyeballs for same profit
The Rule
"If I lost everything and had to start over, I would not start with a premium offer. I would add on a free or discount money model."
Free Promotions
What It Is
Giving something away for free to generate leads and demand flow.
Why Free Works
"The penny gap: 9x more people take a free Hershey Kiss than one sold for a penny."
Free is the fastest way to test if anyone wants your thing. If your free offer doesn't work, it shows:
- They don't want what you're giving
- They don't believe you
- You're targeting the wrong audience
The Key Rule
When you create a crazy free offer, you must always answer: "Why?"
Examples:
- "Going out of business" → 90% off
- "All products must go in 30 days"
- "Founding member pricing"
"As long as it's true, give them a good reason."
Pros of Free Offers
- Highest lead volume — most people respond to free
- Lowest cost per lead — highest response rate
- Generates testimonials — easy to get proof when working for free
- Builds conviction — helps you close first sales
Cons of Free Offers
- Volume can overwhelm — may attract more than you can handle
- Tire kickers — some people just want free stuff
- Broke people myth — FALSE. Close rates are the same as premium.
The Free Math (Important!)
"Free makes more money. Most times going from non-free to free decreases lead cost by 5x or more."
How to Add Friction (Increase Quality)
When free attracts too many low-quality leads, add friction:
| Method | Example |
|---|
| Qualification | "Must be 25+, homeowner, employed" |
| Information requirement | "Fill out 20-question application" |
| Number of steps | Multi-step forms vs. single opt-in |
| Forced consumption | "Watch 40-min video before call appears" |
| Ad length | 2-hour video vs. 30-second ad |
The Sweet Spot
"You want just enough friction to weed out the weirdos, but not so much that you lose lazy whales."
Discount Promotions
What It Is
Massive discounts (50%+) that make an offer accessible to more people.
When to Use
- In regulated industries where free is restricted
- When you need to collect money upfront
- When you want to reduce no-shows
- With well-understood services (dentists, gyms, haircuts)
The 5 Types of Discount Displays
| Display Type | Example |
|---|
| Percentage off | "87% off first visit" |
| Absolute amount off | "$181 off, normally $210" |
| Relative equivalent | "Less than going out to lunch" |
| Simple discounted price | "$29 New Client Special" |
| Save comparison | "Save a steak dinner" |
Pro tip: Test all four — people respond differently to the same discount displayed differently.
When Discounts Work Best
- When the service is well-understood (people know what it costs)
- When there's a specific timeframe or reason
- When paired with upsell to core offer
When Discounts Don't Work
- For complex or novel services people don't understand
- If you always discount (trains customers to wait for sales)
- If discount is too marginal (5-25% off doesn't drive behavior)
Pros of Discount Offers
- Compliant — works where free is restricted
- Collects money — even small amounts reduce CAC
- Higher close rates — people expect to spend something
- Two-step sale — card on file enables easy upsells
- Eliminates no-shows — 85-90% show up when they pay
Cons of Discount Offers
- Giving away the farm — if you always discount core offer
- Bargain hoppers — if offer structure doesn't qualify prospects
The Two-Step Sale Pattern
Discount offer → Get card on file → Schedule follow-up → Upsell to core offer
Example:
- "$19 heavy metals test consultation" → card on file
- Follow-up appointment → "$2,100 lemonade detox plan"
"It's easier to upsell than to sell. Once someone buys something, even small, the likelihood they buy again goes way up."
The Attract Sequence
The Order of Operations
1. FREE or DISCOUNT (attract leads, generate flow)
↓
2. Upsell to PREMIUM core offer (monetize flow)
↓
3. Add FRICTION once proven (qualify, increase quality)
The Rule
"I try to generate demand first, then figure out how to make money on it. Too many people try to put the cart before the horse."
Why This Works
- Free/discount gets attention from cold audiences
- You demonstrate value and get testimonials
- You earn the right to sell premium
- Over time, remove free/discount wrappers as reputation grows
The Information Advantage
"Fundamentally, to make this process work, you must know your business and your product better than your customers do. All businesses capitalize on an information advantage."
You know more about their problems than they do. You capitalize by:
- Making them aware of other problems they're facing
- Capitalizing through upsells
Key Questions for Attract Offers
/prompts:
- "Which attract wrapper fits my current situation? (Premium if established, Free/Discount if starting out)"
- "What's my free offer? Does it demonstrate value for my core offer?"
- "How can I add friction to increase lead quality without killing volume?"
- "What's my discount display test sequence? (Percentage, absolute, relative, simple price)"
- "Do I have a two-step sale process in place?"
- "What's my upsell after the attract offer?"
- "How do I remove the discount wrapper over time as I build reputation?"
Source
From $100M Lost Chapters by Alex Hormozi, Acquisition.com Publishing
Section A: Attract — Premium, Free, and Discount promotions
Core concepts:
- Premium as standalone offer
- Free as lead generation tool
- Discount as volume driver with card collection
- Friction to increase quality
- The two-step sale pattern
Transcript source: ~/Downloads/100MLostChapters.txt (Docker: /home/GOD/100MLostChapters.txt)
Related Skills
hormozi-grand-slam-offer — The core offer that gets wrappedhormozi-lead-generation — Getting leads in the doorhormozi-money-models — The four types of offershormozi-cfa — Using CFA (Customer Financed Acquisition) to afford customer acquisition
