The Offer Builder: Hormozi's $100M Offers Method, Step by Step

Step 1: Find the dream outcome

1. Pick one customer

   One type of buyer with a painful problem and money to spend. The book stresses picking a market that can pay. 'Dentists in one city' beats 'small businesses'.

2. Write what they want, not what you do

   Not 'blog posts'. 'More patients booking from Google.' Not 'gym access'. 'Lose 10 kg before the wedding.'

3. Check it in their words

   Read reviews, Reddit threads and sales-call notes. Use the exact phrases they use. Copy them into the template.

Step 2: List every problem in the way

Write down every reason they might fail or quit, before, during and after buying. Aim for 15+. Each one is a reason they say no. Use these five buckets so you don't miss any.

• Before buying: 'Will this work for me?' 'I tried before and failed.'

  Doubt lowers how sure they feel it'll work.

• Time: 'I don't have time.' 'It will take forever.'

  Raises time delay.

• Effort: 'I don't know how.' 'It's too hard.'

  Raises effort and sacrifice.

• Money: 'It's expensive.' 'What if I lose money?'

  Solved later by the guarantee and the price framing.

• After buying: 'I'll get stuck and nobody will help.'

  Fear of being alone after paying.

Step 3: Turn each problem into a solution

Flip every problem into 'How to … even if …'. Then decide how you deliver it: done for them, done with them, or done by themselves. Done-for-you costs you more but cuts their effort most.

Step 4: Trim and stack

1. Score each solution

   For each one, rate 1–5: how much value it gives the customer, and how much it costs you to deliver.

2. Cut the expensive, low-value ones

   Keep high value + low cost. Keep high value + high cost only if it is the core result.

3. Stack what's left into one offer

   List every component with its own name. A bundle of named pieces feels worth far more than one vague service.

Step 5: Add enhancers

The book covers four ways to make an offer harder to refuse: scarcity, urgency, bonuses and guarantees. Only use what is true. Fake limits are a dark pattern and are named in India's 2023 dark-pattern guidelines.

• Scarcity: a real limit on spots or units.

  Only if you truly can't serve more.

• Urgency: a real deadline (cohort start, seasonal price, bonus ends).

  Fake timers destroy trust and can break consumer law.

• Bonuses: extra named pieces that solve the next problem they'll hit.

  Each bonus should answer one objection.

• Guarantee: pick a type from the table in Step 6.

  Removes the risk, so saying no starts to feel like the bigger risk.

Step 6: Pick your guarantee

The book sorts guarantees into a few kinds. Use this table to choose one you can keep.

Step 7: Name it (the MAGIC formula)

Hormozi's naming checklist. Use 3–5 of the letters, not always all of them.

Worked example: pricing the offer with numbers

Illustrative numbers for a made-up SEO freelancer. Swap in your own. The point is to price against the value, not against other freelancers.

Your offer template

WHO: I help ________ (one type of customer)
DREAM OUTCOME: get ________ (result in their words)
IN: ________ (time frame)
EVEN IF: ________ (their biggest doubt)

WHAT YOU GET:
1. ________ (named component) — solves ________
2. ________ (named component) — solves ________
3. ________ (named component) — solves ________
BONUS: ________ — solves ________

GUARANTEE: If ________, then ________.
LIMIT / DEADLINE (only if true): ________
NAME: ________ (MAGIC)
PRICE: ________
VALUE TO THEM PER MONTH: ________ (show your maths)

WHO: I help local dentists
DREAM OUTCOME: get new patients booking from Google
IN: 90 days
EVEN IF: you've paid an SEO agency before and saw nothing

WHAT YOU GET:
1. Google Business Profile rebuild — solves 'nobody finds us on Maps'
2. 8 treatment pages written for you — solves 'no time to write'
3. Monthly call-tracking report — solves 'I can't tell if SEO works'
BONUS: review-request script — solves 'we have few reviews'

GUARANTEE: If you approve pages on time and calls from Google don't go up in 90 days, the next month is free.
NAME: The 90-Day Dentist Google Patients Sprint
PRICE: ₹20,000/month

I sell [offer] to [customer]. Their dream outcome is [result].
List 25 reasons this customer might not buy, or might quit after buying. Group them into: doubt, time, effort, money, after-purchase.
For each, suggest one thing I could include to remove it, and say if it's done-for-you, done-with-you or do-it-yourself.
Don't invent statistics or results.

Common offer mistakes

• You named the offer after what you do ('SEO package').

  Name it after the result and who it's for.

• You cut the price instead of adding value.

  The book's core argument: raise value until the price feels small.

• You stacked bonuses that solve nothing.

  Every bonus should remove one real objection. Filler makes it look cheap.

• Your guarantee is one you can't afford to honour.

  Run the worst case: if 30% claim it, do you still survive?

• You used fake scarcity or a reset-every-day timer.

  Buyers notice, and false urgency is treated as a dark pattern by India's CCPA.

• You picked a market that can't pay.

  A great offer to people with no budget still doesn't sell.

• You never tested it with real buyers.

  Show it to 3 customers. Watch which line makes them lean in, and which one confuses them.