I like Alex Hormozi.

Great content.

Smart marketer.

If you are into the marketing / business stuff online, you probably know him.

I follow him since he had < 100k on YouTube or something like that.

And I remember turning to my brother and saying:

“This dude is going to blow up”.

Why?

Not because of this content. It’s great, but there’s plenty of that online.

Not because of his appearance. Although he’s a very muscular dude that lifts weights.

And not even because of his graphics. At the beginning, they weren’t even that good (he then fixed them lol).

If all of that wasn’t the reason…what was?

A single, 6-words-sentence that he used in EVERY single video.

Ready to discover it?

Here it is.

Uhm. Interesting.

People loved his content.

But they loved EVEN more the fact that he didn’t have any sales pitch to offer them.

So…what does it teach us?

That selling is bad?

It sure as hell seem like that. Right?

Well…

Not exactly.

Because he is indeed selling something.

He just found a smarter way to do it.

And that way, my dear Marketing For The Tribe reader, is what we’re going to cover in today’s episode.

Hormozi made his money by selling some kind of information.

His main business venture, Gym Launch, sold mainly (high-ticket) coaching programs / courses / and stuff to gym owners.

*I’ve dedicated considerable time to studying the Gym Launch funnel.

Particularly the inclusion of a book funnel (as I also build these funnels).

To gain deeper insights, I purchased Alex Hormozi’s book, ‘Gym Launch Secrets,’ directly from their website rather than from Amazon.

Let me tell you, his content was FREAKIN’ GOOD.

If you’re interested in hearing more about what I discovered while analyzing Hormozi and the Gym Launch funnel, leave a comment below, and I’ll make sure to discuss it in upcoming episodes.***

Anyways, my point is…

He made A LOT of money.

And sold his business for millions.

So he HAD something to “sell you” in the past…

And he kinda still does today.

Yet…

He based his personal brand on the fact that he didn’t have any sales pitch.

Huh.

What changed?

Here’s what caused him to do so.

In the vast world of information and online marketing…

Lousy and fake sales pitches have become all too common.

WAY too common.

It seems like everyone is shouting and making grandiose claims.

They all promise overnight success and unimaginable wealth with minimal effort.

Webinar here. Webinar there.

Free report here. Free report there.

But everyone knows they’re just an excuse to make a sales pitch.

And people don’t like it.

The market is getting used to hearing these kinds of messages.

Here’s how it goes.

Another creator pops up.

“What’s he trying to sell me now…huh?”

And instead, he went the opposite route.

A pattern-interrupt.

“Wait…what? He’s not trying to sell me ANYTHING…? Let me check this…”

Lesson here: going against what most people in your industry do help you stand out.

Does This Mean You Can’t Sell Information Or Knowledge Anymore?

Not exactly.

Here’s the truth.

The shift we’re experiencing in the information space doesn’t mean that you can no longer sell knowledge.

Far from it.

It simply means that the packaging and sales message need to adapt to the changing landscape.

In other words…

You need to be able to lower sales resistance.

Does this mean that it’s harder than it was?

You can bet.

But hey.

Know this.

It’s not your fault.

It’s just the result of many people flooding the market in the past few years.

Too many people created crappy courses.

Copy-and-pasted ebooks.

Or not-effective coaching programs.

Guess what happened then?

Sales resistance went UP.

So it is…how it is.

But let’s not waste time crying or complaining.

Let’s talk about how you can lower sales resistance for your business.

The first thing to grasp your mind on is the fact that sales resistance is absolutely normal.

Think about it.

If given the choice, wouldn’t people prefer to get everything they want for free?

Yep.

It’s only natural that there’s resistance when you’re asking for their hard-earned money.

Therefore, it’s up to you to lower that resistance.

You hold the power to make what you’re offering more valuable than the price you’re asking.

The key is to create an irresistible offer that makes people want your thing more than they want their money.

Let me say that again.

They need to want YOUR THING more (read, WAY more) than they want to keep THEIR MONEY.

That’s the principle.

Your product success relies on crafting a message that highlights the unique value your offering brings to their lives.

When you can effectively communicate the transformation, the solution, or the knowledge they stand to gain, you tap into their deepest desires and aspirations.

But…

Only if they believe you.

And that’s what Hormozi mastered.

He lowered sales resistance so much, people got in line to get his offers.

His book 100M Offers? Amazon bestseller and thousands of 5-star reviews.

His company Acquisition.com?

Has (probably) more application that they could possibly handle.

His personal brand? Blowing up on every social media platform.

What’s the lesson here?

In a world saturated with exaggerated claims and empty promises…

Authenticity and genuine value shine through.

By focusing on delivering real results, providing actionable insights, and genuinely helping your audience…

You can stand out from the noise and build trust.

And therefore…sell your stuff.

Hope you got value from this episode,

Talk soon,

Nick