What-Who-When framework

A way to generate many ad angles from the value equation.

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

What
Know the eight key elements: dream outcome, likelihood, time delay, effort and their opposites.
Who
Show how the offer changes the customer's status in the eyes of others.
When
Run it through the past, present and future for them and the people they know.

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

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