Alex Hormozi has one of the simplest frameworks for figuring out why an offer isn’t selling:
Value = (Dream Outcome × Perceived Likelihood) / (Time Delay × Effort)
before rewriting your landing page or buying more ads, check these 4 things:
1. DREAM OUTCOME
what does the customer actually want?
“8 weeks of sales coaching” is the product.
“book 15 qualified sales calls” is the outcome.
simple, sell the second one.
2. PERCEIVED LIKELIHOOD
how sure are they that YOU can get them there?
increase it with:
• case studies
• specific proof
• guarantees
• demonstrations
• a clear process
3. TIME DELAY
how long until they get something they care about?
find a way to give them a win earlier.
day 1 > week 4.
4. EFFORT
how annoying is your product to actually use?
remove:
• setup
• learning curves
• unnecessary steps
• manual work
• decisions they shouldn’t have to make
if an offer is struggling, I’d audit these 4 variables before touching the copy.
a stronger offer makes every channel downstream way easier.