202401291054 Status: #📚 Tags: #business #sales #lead-generation #marketing # The Value Equation Value, as [[Alex Hormozi]] defines it, has four elements: 1. Dream Outcome 2. Perceived Likelihood 3. Time Delay 4. Effort and Scarfice ### Dream Outcome What the person wants to happen, the way they want it to happen State the best possible results your product can get. Big bonus points if those results come from people like the one you’re talking to. ### Perceived Likelihood of Achievement How likely they think it is for them to achieve their goal Include results, reviews, awards, endorsements, certifications, and other forms of 3rd party validation. Also, guarantees are huge. ### Time Delay How long they believe it’ll take to get results after they buy Describe how fast people start getting results, how often they get results when they start, and how long it takes to get the best results possible. ### Effort and Sacrifice The bad stuff they'll have to endure and the good stuff they'll have to give up in their struggle to get the result. Show them the good stuff they can keep doing, or get to do, and still get results. And show them the bad stuff that they can get rid of, or avoid doing, and still get results.   ### Creating Value The goal is to maximize the first two and minimize the second two. So all you have to do now is show someone: - You have exactly what they want - They’re guaranteed to get it - Insanely fast - Without lifting a finger or giving up anything they love We gotta get as close to that as we can without lying or exaggerating. *Eg:* > *...By the way, do you know anybody who is (describe their struggles) looking to (dream outcome) in (time delay)? I’m taking on five case studies for free, because that’s all I can handle. I just want to get some testimonials for my service/product. I help them (dream outcome) without (effort and sacrifice). It works. I even guarantee people get (dream outcome) or I work with them until they do. I just had a girl named XXX work with me (dream outcome) even though she (describe the same struggle your contact has). I also had another guy who (dream outcome) and it was his first time. I’d just like more testimonials to show it works across different scenarios. Does anyone you like come to mind? (Pause if on the phone) …and if they say no…Haha, well…does anyone you hate come to mind? (ha)* --- # Further Reading - [[100m Leads Playbook]] - [[Engaged Leads]] - [[Lead Magnets (Bar Snacks)]] - [[The Core Four]] - [[More Better New]] - [[The Four Lead Getters]] - [[The Five Step One-page Advertising Plan ]] - [[Hormozi-$100M Leads]]