hormozi-bonuses

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:

1. Establish the price
2. Say "But wait, there's more!"
3. Stack bonus after bonus
4. 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):

1. Ask for the sale first
2. If they say YES → Reveal bonuses as "wow experience"
3. 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:

1. Approach non-competitors with your ideal clients
2. Offer them exposure to your high-quality customers
3. They give you their product/service as a bonus
4. 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:

1. Gym owners get 30% discount for their clients (from Prestige Labs)
2. Owners also get 40% commission on all sales netted after discount
3. Result: Clients save money, owners earn commissions, supplements company gets customers

---

The Stacking Order

When presenting bonuses, order matters:

1. Core offer first — Establish the anchor price
2. Biggest value bonus — Peak their interest
3. Related bonuses — Build on the momentum
4. Urgency trigger — "If you act today..."
5. 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 framework
• hormozi-scarcity-urgency — The 4 types of urgency and scarcity
• hormozi-guarantees — Risk reversal techniques
• hormozi-value-equation — The math behind value construction