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Bookshelf · $100M Money Models

$100M Money Models by Alex Hormozi, framework 4 of 17

Decoy Offer

Get every lead to engage, then steer them to the premium offer.

Alex Hormozi's framework, from $100M Money Models, pp. 30 to 75.

Advertise the decoy
A lesser, smaller or simpler version of the premium offer.
Present both options
Show the premium next to the decoy and lead with the premium.

From chapter: Section II: Attraction Offers, pp. 30–75

More from this book

All 17 frameworks

Framework 5 · Offers and pricing Pay Less Now or Pay More Later Combine a delayed payment and a satisfaction guarantee, then pull payment forward.
Framework 6 · Offers and pricing Anchor Upsell Make the main offer look like a bargain by showing a much pricier version first.
Framework 7 · Offers and pricing Menu Upsell Guide the customer through a menu so buying feels like following a prescription.
Framework 8 · Offers and pricing Rollover Upsell Credit past purchases toward a bigger next offer.
Framework 9 · Offers and pricing Classic Upsell Sell the solution to the problem the first purchase creates.
Framework 10 · Offers and pricing Payment Plan Downsell Close people who say it costs too much by changing when they pay.

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