---
title: "Call out + Value + Call to action"
description: "The three core elements of every ad."
canonical: https://tomsharman.com/bookshelf/100m-leads/call-out-value-call-to-action/
updated: 2026-11-03
---

# Call out + Value + Call to action

> The three core elements of every ad.

Alex Hormozi's framework, from $100M Leads, pp. 191 to 219.

Framework 22 of 46 from [$100M Leads](https://tomsharman.com/bookshelf/100m-leads/index.md) by Alex Hormozi. Category: Life and thinking.

## The steps

1. **Call out.** Get the right people to notice with labels, yes-questions, if-then statements, ridiculous results, contrast, likeness and the scene.
2. **Value.** Give them a reason to be interested using the value elements.
3. **Call to action.** Spell out what to do next.

## Where it comes from

From chapter: #4 Run Paid Ads Part I: Making An Ad, pp. 191–219

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/call-out-value-call-to-action.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/call-out-value-call-to-action-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/call-out-value-call-to-action.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/call-out-value-call-to-action-dark.png