---
title: "Decoy Offer"
description: "Get every lead to engage, then steer them to the premium offer."
canonical: https://tomsharman.com/bookshelf/100m-money-models/decoy-offer/
updated: 2026-11-03
---

# 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.

Framework 4 of 17 from [$100M Money Models](https://tomsharman.com/bookshelf/100m-money-models/index.md) by Alex Hormozi. Category: Lead generation.

## The steps

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

## Where it comes from

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

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-money-models/decoy-offer.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-money-models/decoy-offer-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-money-models/decoy-offer.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-money-models/decoy-offer-dark.png