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1. Start with low prices (or free) Hormozi's first online PT business? He asked clients to donate to charity instead of paying him. It got people in the door, invested, and willing to pay later. Lesson: Create flow, monetize flow, then add friction.

2. More, better, new When scaling, focus on "more" first. Hormozi posted 5x more than competitors on social media. Only optimize when "better" gives higher ROI than "more." Go "new" when you can't do more or better. Volume negates luck.

3. Optimize front to back Spend 80% of your effort on the first 5 seconds of your ad or content. Why? It's the frame through which people consume everything else. Hormozi once changed a headline and increased booking rate by 62%. The hook is everything.

4. LTV to CAC is king Lifetime Value to Customer Acquisition Cost ratio is the only metric that matters. Hormozi's craziest ratios? 30:1 to 200:1. That's how you scale profitably and make "stupid money." Optimize your business back to front.

5. State the facts, tell the truth Track your results religiously. If you don't track, you don't care. Hormozi's gym clients averaged $100k+ in added profit in 12 months. Bottom 20%? Still made $40k extra. Concrete stats beat vague promises every time.

6. Say what only you can say, show what only you can show Do epic stuff, then talk about it. Hormozi doesn't just teach marketing; he shares case studies from his portfolio companies. Real results > theoretical advice. People want a return on their time. Give it to them.

7. Give away the secrets, sell the implementation Make your free stuff better than their paid stuff. Hormozi gives away his best content, then sells high-ticket implementation. Result? Higher conversions and qualified leads. Fortune 500 CEOs hire him because his free stuff is so good.

8. All advertising works, it's just a matter of efficiency "Facebook ads don't work for us" = "I don't know how to make Facebook ads work for us." Hormozi spends millions monthly on ads, even to unaware audiences. The size of the plane correlates with the runway length. Match your message to audience awareness.

9. There are only 4 ways to advertise: 1. 1:1 to people who know you (warm outreach) 2. 1:1 to strangers (cold outreach) 3. 1:many to people who know you (content) 4. 1:many to strangers (ads) Spend 4 hours daily on these. It's how you grow.

10. Provide value through the Value Equation: Dream Outcome + Perceived Likelihood of Achievement + Speed + Ease = Value Make it desirable, risk-free, fast, and easy. That's how Hormozi creates irresistible offers that print money.

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