How to Craft a $100M Offer (and Actually Sell It) - lessons from Alex Hormozi

1. Why Most Offers Don’t Convert

When I started building Setsail, I thought results came from running better ads, improving website UX, or writing sharper copy. And while those things help — they’re not what make or break your marketing.

What I learned (the hard way) is this: You can have perfect creative and still lose if your offer sucks.

Over the years, I’ve spent six figures testing and running campaigns across industries — trades, tourism, healthcare, ecommerce. The common thread? When the offer isn’t clear, valuable, or compelling, the campaign dies. When the offer is strong, average creative still converts.

That’s when I came across Alex Hormozi’s $100M Offers.

“Make your offer so good people feel stupid saying no.”

That line stuck with me. And it changed how we run client strategy inside Setsail Marketing.

Here’s the reality: You don’t need a new digital marketing agency — you need a better offer. Once that’s in place, everything else becomes easier — paid ads convert faster, SEO performance improves, and your close rate jumps.

In this post, I’ll break down how we build irresistible, high-converting offers using the same process we use in our marketing lab — whether it’s for a $1M/year plumber or a fast-scaling SaaS team.

2. The $100M Offer Formula (Made Simple)

Here’s the core value equation from $100M Offers:

In plain English:

• Dream outcome: What your client really wants (e.g., booked jobs, 10 new customers/month, revenue predictability)
• Perceived likelihood of success: How confident they are that your marketing agency can actually deliver that
• Time delay: How long they think it’ll take
• Effort & sacrifice: How hard it feels

Let’s say a small business hires a marketing firm to run their Google Ads. The typical pitch?

“We’ll set up and manage your PPC campaigns with monthly reports.”

That’s not a compelling offer. That’s a deliverables list.

Now compare it to:

“We’ll get you 30 qualified leads in 30 days or you don’t pay. All setup, ad copy, tracking, and optimization done for you — no meetings, no learning curve.”

That second version increases the dream outcome, builds trust through a performance-based guarantee, and reduces perceived effort.

This is how high-growth companies think. Just look at brands like ClickFunnels or Dollar Shave Club— they sell outcomes, not features.

3. Building Grand Slam Offers for Service Businesses

Here’s how we help our clients — from electricians to ecommerce CEOs — build offers that cut through the noise.

Step 1: Start with the Pain

Forget what you do. Focus on what your audience wants to avoid.

• They don’t want “SEO services” — they want leads.
• They don’t want “content marketing” — they want credibility and awareness.
• They don’t want a “website redesign” — they want more conversions and sales.

Every great offer starts with a clear, painful problem. If you can't articulate it better than your prospect, you lose the sale.

Step 2: Make the Dream Outcome Vivid

Now paint the win. Make it specific, measurable, and emotionally desirable.

• “10 booked consultations in the next 14 days”
• “Get your calendar filled with sales-qualified leads — no cold calls”
• “A website that brings in leads daily, without you lifting a finger”

When we worked with a growing ecommerce brand doing ~$60K/month, they came in asking for Facebook ads. We reframed the conversation:

“We’ll help you break $100K/month in 90 days with a full-funnel performance marketing strategy — if we don’t hit the target, your final month is free.”

We weren’t selling Facebook Ads. We were selling revenue growth with a built-in guarantee.

Keyword hits: performance marketing, ecommerce website development, ppc agency, marketing strategy

Step 3: Stack the Value

Once the core offer is clear, we layer on multipliers:

• Speed: “We’ll launch in 7 days.”
• Bonuses: “We’ll also shoot your first three video ads in our Vancouver studio.”
• Exclusivity: “We only take on 2 clients per industry per region.”
• Guarantees: “If you don’t hit X, we don’t bill Y.”

For example, with our done-for-you content service, we say:

“You shoot content on your phone. We edit, brand it, post daily, and manage engagement. You never touch a thing.”

It’s easy to say yes to something that feels frictionless.

Step 4: Strip the Friction

Long sales calls, vague deliverables, bloated timelines — all friction.

We focus on clarity, speed, and done-for-you simplicity. This is why our highest-performing SEO and ad clients typically choose fixed, productized service packages with milestone-based pricing.

When you reduce risk and make the decision easy, people move fast.

4. The Biggest Mistakes Agencies Make With Offers

I’ve seen it over and over — agencies with sharp branding, a slick website, and great portfolios still struggle to close deals.

Why? Because they’re selling services, not solutions.

Mistake #1: Talking About Features Instead of Outcomes

Saying “we offer SEO, PPC, and web design” is like a personal trainer saying “I own weights.”

No one cares about the tool. They care about the result.

• Don’t say: “We do Facebook Ads”
• Say: “We bring you 20+ qualified leads every month through targeted Facebook campaigns, tested and refined weekly”

That’s what performance marketing is about — not the channel, but the conversion.

Keyword hit: performance marketing, ppc services

Mistake #2: No Differentiation

There are 10,000+ digital marketing agencies out there. If your offer sounds like everyone else’s — you’re invisible.

Generic offers like “custom marketing solutions for growing businesses” won’t cut it anymore.

What works? Specificity. Speed. Risk reversal.

Example:

“90-day ROAS guarantee. Net-90 payment terms. Done-for-you funnel, built and launched in 7 days.”

That’s a unique selling proposition people can remember and talk about.

Here's the Alex Hormozi's guide to crafting irresistible offers

Mistake #3: No Proof

Your offer is only as strong as your proof.

We show behind-the-scenes campaign dashboards. Share client revenue wins. We even include video testimonials from clients who got 10x ROAS or closed 6-figure B2B deals off a lead funnel we built.

Proof builds trust. And trust sells.

Internal link: See how we helped a brand scale with a full-funnel strategy →

Mistake #4: Too Much Friction

Every extra click, form, or layer of jargon is a reason not to buy.

That’s why our copy says:

“You shoot short videos. We edit, post, and grow your brand. No meetings. No stress.”

Simple. Clean. Confident.

In 2025, your offer is your competitive edge. And most agencies are leaving money on the table by not refining it.

5. How We Build and Test Offers at Setsail

This is the part where most agencies fall short — they overthink the strategy and never test it. Or worse, they run ads without validating the offer.

Here’s how we avoid both.

Step 1: We Pressure Test the Offer Before Spending a Dollar

At Setsail, every campaign starts with an Offer Sprint — a rapid, 5–10 day process where we:

• Clarify the dream outcome
• Define the pain it solves
• Stack the value (bonuses, speed, exclusivity)
• Create 3–5 variations of the offer headline

We test these variations organically (via email, social posts, landing pages, outbound sales calls) before putting ad dollars behind it.

If one starts generating qualified responses or high CTR, that’s our signal to scale.

Why testing offers matters more than testing headlines – CXL

Step 2: We Build the Funnel to Match

Once the winning offer is validated, we design a high-converting landing page that matches the messaging exactly.

This is where most agencies mess up — their PPC ad talks about “30 leads in 30 days,” but their landing page just says “Welcome to XYZ Agency.”

That disconnect kills conversions.

Our team uses Webflow and HighLevel to rapidly build pages that are clean, fast, and conversion-focused — no fluff. No “award-winning creative.” Just offer-first content with clear CTAs.

Step 3: We Track Everything in One Dashboard

We plug everything into our marketing analytics system so clients can see exactly what’s happening:

• Which offer variations are performing
• How many leads were generated
• CPL, ROAS, and funnel drop-offs

That’s how we remove the mystery from marketing. It’s also how we maintain trust.

Step 4: We Iterate Fast

Every 2 weeks, we review results and update creative, copy, or targeting based on what’s working.

Sometimes we double down on urgency. Other times we reposition the headline or tweak the guarantee. It’s not static — it’s living strategy.

This agile process is what helped one of our B2C clients go from “we’ve tried everything” to generating consistent, high-intent leads within 30 days.

That’s the power of a dialled offer, paired with high-quality execution.

6. Three Offer Frameworks You Can Steal Today

By now, you know the formula. But sometimes it helps to see exactly how it looks in the wild.

Here are three plug-and-play offer styles we’ve used with service businesses, trades, coaches, and even enterprise clients — all of which made buyers say, “Honestly… I’d feel dumb not taking this.”

Framework 1: The Performance Guarantee

This is our go-to for paid media clients.

“Get a positive ROAS in 90 days or you don’t pay. We’ll even front the work with net-90 payment terms.”

That’s right — we take the risk.

You get a performance marketing campaign built and launched by a senior team, including strategy, copy, ad creative, landing pages, tracking, and ongoing optimisation. If it doesn’t pay off? You don’t pay up.

This has changed the game for us. We’re winning deals against bigger agencies because business owners aren’t buying “PPC management services” — they’re buying confidence in ROI.

This works especially well for:

• eCommerce brands stuck below $100K/month
• Trades & local service businesses who rely on inbound leads
• B2B companies with high-ticket offers but weak funnels

Keyword hits: ppc agency, paid media management, ppc services, ecommerce website development, digital marketing company

Framework 2: The Speed-to-Value Offer

Some clients don’t want to hear about your process. They want results — now.

So here’s how we frame it:

“We’ll launch your campaign or sales page in 7 days or less. That includes strategy, design, copy, and tracking — done-for-you.”

It’s bold. It forces operational efficiency. And it works.

Speed is a moat. Most digital marketing agencies take 3–6 weeks just to get through a kickoff call. When you offer velocity + clarity + control, you win.

This applies beautifully to:

• Funnel builds
• New product launches
• Offer pivots that need to go live fast

Internal link: Want your new campaign live in 7 days? See how our sprint model works →

Keywords: marketing strategy, sales funnel agency, landing page design, website development services

Framework 3: The Fixed, Productized Service

I’ll be honest: one of the best decisions I’ve made was shifting from custom scopes to clean, fixed-scope service packages.

No hourly mess. No scope creep. Just high-margin, high-clarity execution.

We tell clients:

“You get 30 branded video posts a month — filmed, edited, and scheduled. You don’t touch a thing. Just upload your raw clips. We do the rest.”

It works because it solves a real pain point (inconsistent content) with zero client effort.

This model is also scalable. Clients get predictable results. We get predictable cash flow. Everybody wins.

If you’re in coaching, media, trades, or SaaS — I’d strongly recommend moving toward this model.

Keywords: content marketing services, social media agency, digital marketing solutions, seo packages

7. Want Us to Build Your $100M Offer? Here’s the Deal

If your current agency is still talking about “monthly reporting” and “custom strategies,” it’s time to upgrade.

We’re not here to drown you in dashboards. We’re here to build offers that grow your business and generate real revenue.

That’s why we created the Setsail Guarantee:

Get a Positive ROAS in 90 Days or You Don’t Pay.

BONUS: Net-90 payment terms included.

We front the work, build the offer, launch the funnel, and run the ads — all before you pay a dollar.

It’s the same offer model we’ve used to close high-ticket clients, scale eCommerce stores, and help local businesses go from “word of mouth” to “leads on autopilot.”

And yeah, it works.
Because when your offer is this strong — the rest falls into place.

Want to see if it fits your business? Book a free 30-minute strategy session. We’ll audit your current offer, review your funnel, and show you what’s possible.

If we’re not confident we can beat your current results — we’ll tell you straight.

Book Your Free Offer Strategy Session →

Final Thought

Hormozi was right: traffic isn’t the problem. Your offer is.

Fix that — and your cost-per-lead drops, your sales go up, and your team finally gets off the hamster wheel.

We’re here to help you do it. And we’ll even take the first 90 days on our dime.

Because that’s what confident marketing looks like.