---
title: "Twelve copy commandments"
description: "The checklist applied to every ad Gym Launch writes."
canonical: https://tomsharman.com/bookshelf/gym-launch-secrets/twelve-copy-commandments/
updated: 2026-11-03
---

# Twelve copy commandments

> The checklist applied to every ad Gym Launch writes.

Alex Hormozi's framework, from Gym Launch Secrets, pp. 85 to 94.

Framework 6 of 33 from [Gym Launch Secrets](https://tomsharman.com/bookshelf/gym-launch-secrets/index.md) by Alex Hormozi. Category: Personal brand.

## The steps

1. **Headline comes first.** It is the most read part and curiosity is king.
2. **Say what only you can say.** Name anything remarkable or different.
3. **Call out who you want and do not want.** Excluding people is even more powerful.
4. **Reason why.** Always say why you are running the promotion.
5. **Damaging admission.** Own your flaws to make the rest believable.
6. **Show, don't tell.** Describe the emotion rather than the claim.
7. **Tie benefits to status.** Make the benefit about how others will see them.
8. **Use urgency and scarcity.** Keep both legitimate.
9. **Implied authority.** State credentials and results.
10. **P.S. = power sentence.** Headline and P.S. are the most read words.
11. **Clear next steps.** Make it stupid simple with steps one, two and three.
12. **Third-grade level.** Check the reading level with a free tool.

## Where it comes from

From chapter: Chapter 3, Get Paid To Acquire Customers, pp. 85–94

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/gym-launch-secrets/twelve-copy-commandments.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/gym-launch-secrets/twelve-copy-commandments-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/gym-launch-secrets/twelve-copy-commandments.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/gym-launch-secrets/twelve-copy-commandments-dark.png