| name | hormozi-bonuses |
| description | WHAT: Alex Hormozi's framework for constructing and presenting bonuses that make your offer irresistible. From $100M Offers.
WHEN: When applying hormozi bonuses knowledge |
Hormozi Bonuses
hormozi-bonuses
Core Principle
"A single offer is less valuable than the same offer broken into its component parts and stacked as bonuses."
Key insight: Don't discount. Add bonuses instead.
The Psychology of Bonus Stacking
How infomercials work:
- Establish the price
- Say "But wait, there's more!"
- Stack bonus after bonus
- Each bonus expands the value gap until it feels stupid to say no
The anchor: Price is anchored to the core offer. Each bonus makes the gap wider.
The Rule: Never Discount the Main Offer
Why?
- Discounting teaches customers prices are negotiable
- Once discounted, it's hard to go back
- Discounting signals weakness
The alternative: Add bonuses that increase perceived value without changing the core price.
Bonus Presentation: 101 vs Group Selling
One-on-One (101 Selling):
- Ask for the sale first
- If they say YES → Reveal bonuses as "wow experience"
- If they say NO → Present a bonus that matches their obstacle, then ask again
Group Selling:
- Present all bonuses upfront
- Each bonus is a reason to say yes
- Layer them until the gap is too big to reject
The 11 Bonus Rules
| # | Rule | Description |
|---|
| 1 | Always offer them | Use the bullet bundle you built |
| 2 | Give them benefit names | Name bonuses with the outcome they provide |
| 3 | Explain the connection | HOW it relates to their issue |
| 4 | Provide proof | Stats, testimonials, case studies |
| 5 | Paint vivid picture | What their life looks like after using it |
| 6 | Always price them | Put a dollar value on each bonus |
| 7 | Tools > Trainings | Checklists and tools have lower effort = higher value |
| 8 | Address obstacles | Each bonus should neutralize a specific objection |
| 9 | Solve next problems | Address what they'll need AFTER they buy |
| 10 | Value > Core offer | Total bonus value should eclipse core offer value |
| 11 | Add scarcity/urgency | Put time limits on bonuses themselves |
The Bonus Construction Process
Step 1: List All Deliverables
From your value stack, list everything you COULD deliver.
Step 2: Group by Delivery Method
ONE-ON-ONE (done-for-you)
- In-person experience
- Personalized solution
- Direct coaching
SMALL GROUP (done-with-you)
- Group coaching
- Shared experience
- Peer learning
ONE-TO-MANY (done-by-you)
- Recorded training
- Templates
- Self-paced course
Step 3: The Delivery Cube
Ask these three questions for each deliverable:
| Question | Options |
|---|
| Level of personal attention | One-on-one / Small group / One-to-many |
| Level of effort expected | DIY / Done with you / Done for you |
| Environment/Medium | In-person / Virtual / Async / Physical |
Step 4: Apply Bonus Scarcity
Quantity scarcity: "Only people in this program get these bonuses — never available elsewhere"
Urgency scarcity: "If you buy today, I'll add X bonus worth $Y for free"
Advanced: Joint Venture Bonuses
Get other businesses to contribute bonuses for FREE.
How it works:
- Approach non-competitors with your ideal clients
- Offer them exposure to your high-quality customers
- They give you their product/service as a bonus
- You get valuable bonuses at zero cost
Example — Pain Clinic Bundle:
Chiropractor → 2 free adjustments ($100 value)
Massage therapist → 1 free massage ($75 value)
Health food company → 30% discount ($50 value)
Orthotics company → Discount ($150 value)
Local gym → Free training session + month membership ($100 value)
Pharmacy → Monthly discounts ($100 value)
Total bonus value: $575 on top of core offer
The multiplier effect:
- You can justify a higher price because total value > price
- Negotiate affiliate commissions ON TOP of the donated products
- Creates a win-win-win for you, the partners, and the client
The "Free Plus" Affiliate Model
Alex did this with their supplement company:
- Gym owners get 30% discount for their clients (from Prestige Labs)
- Owners also get 40% commission on all sales netted after discount
- Result: Clients save money, owners earn commissions, supplements company gets customers
The Stacking Order
When presenting bonuses, order matters:
- Core offer first — Establish the anchor price
- Biggest value bonus — Peak their interest
- Related bonuses — Build on the momentum
- Urgency trigger — "If you act today..."
- Final bonus — The "one last thing"
Questions to Ask When Building Bonuses
/prompts:
- "What do my clients need BEFORE they achieve results? (Address those obstacles)"
- "What will they need AFTER they achieve initial results? (Solve next problems)"
- "What are the specific objections that prevent people from saying yes? (Neutralize each)"
- "What tools/checklists could I create that would make their job easier?"
- "Who are non-competitive businesses that serve the same客户? (Joint venture partners)"
- "What would each bonus be worth to the client? (Price everything)"
- "How can I add scarcity or urgency to the bonuses themselves?"
- "Is the total value of bonuses greater than the core offer price?"
Source
From $100M Offers by Alex Hormozi, Chapter 13: "Bonuses"
Related Skills
hormozi-grand-slam-offer — The complete offer frameworkhormozi-scarcity-urgency — The 4 types of urgency and scarcityhormozi-guarantees — Risk reversal techniqueshormozi-value-equation — The math behind value construction
