---
title: "Four ways to display a discount"
description: "Same promotion, four framings to test."
canonical: https://tomsharman.com/bookshelf/100m-lost-chapters/four-ways-to-display-a-discount/
updated: 2026-11-03
---

# Four ways to display a discount

> Same promotion, four framings to test.

Alex Hormozi's framework, from $100M Lost Chapters, pp. 19 to 45.

Framework 2 of 14 from [$100M Lost Chapters](https://tomsharman.com/bookshelf/100m-lost-chapters/index.md) by Alex Hormozi. Category: Offers and pricing.

## The steps

1. **Percentage off.** State the saving as a percentage, for example 87% off.
2. **Absolute amount off.** State the saving in money, for example $181 off.
3. **Relative equivalent off.** Frame it as something comparable, such as less than going out to lunch.
4. **Simply the discounted price.** Show only the new price, which suits well-understood services.

## Where it comes from

From chapter: Section A: Attract, pp. 19–45

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-lost-chapters/four-ways-to-display-a-discount.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-lost-chapters/four-ways-to-display-a-discount-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-lost-chapters/four-ways-to-display-a-discount.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-lost-chapters/four-ways-to-display-a-discount-dark.png