---
title: "The four types of offers"
description: "The building blocks of any money model, each doing a different job."
canonical: https://tomsharman.com/bookshelf/100m-money-models/the-four-types-of-offers/
updated: 2026-11-03
---

# The four types of offers

> The building blocks of any money model, each doing a different job.

Alex Hormozi's framework, from $100M Money Models, pp. 20 to 29.

Framework 1 of 17 from [$100M Money Models](https://tomsharman.com/bookshelf/100m-money-models/index.md) by Alex Hormozi. Category: Offers and pricing.

## The steps

1. **Attraction Offers.** Turn strangers into customers.
2. **Upsell Offers.** Get people to spend more cash.
3. **Downsell Offers.** Get people to say yes when they would have said no.
4. **Continuity Offers.** Keep people buying.

## Where it comes from

From chapter: Section I: What’s A Money Model?, pp. 20–29

A money model is a sequence of offers that solves each problem a customer meets in turn, shown by a car rental that turned a $19 a day booking into $100 a day. Bad money models cost more to win a customer than the customer earns, which starves a business of cash. A good one recovers the cost of a customer within 30 days. The four offer types are attraction, upsell, downsell and continuity, and the chapter closes with seven ground rules for using them.

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-money-models/the-four-types-of-offers.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-money-models/the-four-types-of-offers-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-money-models/the-four-types-of-offers.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-money-models/the-four-types-of-offers-dark.png