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WHAT: Alex Hormozi's Money Models framework — Four types of offers (Attraction, Upsell, Downsell, Continuity) that combine to build a $100M money model. From $100M Money Models. WHEN: When applying hormozi money models knowledge
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WHEN building any customer-facing content, funnel, page, email, call script, or offer structure THEN apply the AIDA fractal at every scale — each value ladder stage has its own AIDA cycle, each piece of content has AIDA within AIDA, and the customer journey is a Hero's Journey where the customer convinces themselves to go because they already believe themselves to be the hero.
WHAT: Dan Kennedy's framework for ascending customers through the value ladder — retention through progression WHEN: When applying direct marketing ascension knowledge
WHAT: Dan Kennedy's adaptation of Dale Carnegie's "make them feel important" for direct marketing WHEN: When applying direct marketing carnegie secret knowledge
WHAT: Dan Kennedy's Direct Marketing Diet — 6-step framework for direct marketing success WHEN: When applying direct marketing diet knowledge
WHAT: Craig Proctor's 8 Breakthrough Strategies for direct marketing success WHEN: When applying direct marketing eight breakthroughs knowledge
WHAT: Dan Kennedy's Follow-Up Framework — the 4-step structured follow-up campaign, closed loop systems, and the "no-fail" follow-up strategy. From No B.S. Direct Marketing. WHEN: When applying direct marketing follow up knowledge
| name | hormozi-money-models |
| description | WHAT: Alex Hormozi's Money Models framework — Four types of offers (Attraction, Upsell, Downsell, Continuity) that combine to build a $100M money model. From $100M Money Models. WHEN: When applying hormozi money models knowledge |
"Making one offer works better than making none. Making more offers works better than making one. Combining offers in a sequence makes a Money Model."
The key insight: If you only make one offer, you're leaving money on the table. The magic happens when you combine offers in the right sequence.
Every business has a "money model" — a sequence of offers. There are only 4 types of offers:
| Type | Purpose | When It Fires | Example |
|---|---|---|---|
| 1. Attraction | Get customers | First (lead generation) | Free/discount offers |
| 2. Upsell | Get customers to spend MORE | After they say YES | "Want to upgrade?" |
| 3. Downsell | Convert NO into YES | After they say NO | "What about this instead?" |
| 4. Continuity | Recurring revenue | Ongoing | Subscriptions, memberships |
Offers that generate leads and convert strangers into customers using free or discounted entry points.
"Everyone wants a great deal. In a great deal, customers get far more value than the price they pay."
| Option | Description |
|---|---|
| Free | No cost to the customer (highest barrier to refuse) |
| Discount | Reduced price (easier to structure) |
| Contingency | You only get paid when they get results |
The greater the discount, the better the deal. The greatest discount of all = FREE.
Problem they have:
↓
Attraction Offer (free/discount):
↓
Core Offer (the real business)
Offers that get existing customers to spend MORE during or after their initial purchase.
"The second worst thing that happens is they say no. The worst thing is if they would have said yes, but you never asked."
| Type | Description |
|---|---|
| Same product, more | "Double your order" |
| Premium version | "Get the deluxe package" |
| Related product | "Add this complementary item" |
| Extended version | "Get the full system" |
| Add-on/Bundled | "Package deal" |
"Most buyers enter a hyper-buying cycle when they decide to do something new. It's a short window when they're most excited about a new thing."
People spend heavily during this window. Capture it.
Offers that convert a "no" into a "yes" by reducing friction, risk, or commitment.
"When someone says no, they usually mean 'not that.' Your job is to find what they actually want."
| Strategy | How It Works |
|---|---|
| Lower the price | Same offer, less cost |
| Reduce the commitment | Shorter term, smaller commitment |
| Remove risk | Add guarantee, make it risk-free |
| Change the scope | "What about the smaller version?" |
| Payment plan | "Can I get you a payment plan?" |
| Different timing | "What if we started smaller?" |
Never leave without making another offer. Every "no" is an opportunity.
Offers that generate recurring, predictable revenue over time.
"It's even better if we get cash guaranteed to come in month after month."
| Model | Description |
|---|---|
| Subscription | Monthly/annual recurring payment |
| Membership | Ongoing access for recurring fee |
| License/Access | Pay for continued use |
| Retainer | Ongoing service agreement |
| Maintenance contract | Ongoing support/updates |
"Would customers pay X per month to have access to this forever?"
If yes → Build continuity into your model.
Attraction Offer (get customers in)
↓
Core Offer (primary transaction)
↓
Upsell Offers (get them to spend more)
↓
Downsell Offers (rescue the no's)
↓
Continuity Offers (recurring revenue)
If you double your leads, your business grows 8x faster (because each layer multiplies revenue).
When all four types work together:
"All businesses have money models. It makes a business a business."
"Be creative. They all work."
| Problem | Offer Type |
|---|---|
| "I can't afford to get customers" | Attraction |
| "They bought but won't spend more" | Upsell |
| "They're saying no and leaving" | Downsell |
| "I need predictable revenue" | Continuity |
/prompts:
From $100M Money Models by Alex Hormozi, Acquisition.com Publishing
Core sections:
Transcript source: ~/Downloads/100MMoneyModels.txt (Docker: /home/GOD/100MMoneyModels.txt)
hormozi-grand-slam-offer — Building the core offer itselfhormozi-lead-generation — Getting customers in the doorhormozi-pricing — Pricing strategy for each offer typehormozi-bonuses — Upsell and bonus tactics