Hormozi's $250M persuasion blueprint

This is how you attract your ideal avatar

Want to attract your ideal customer?

AND unlock maximum monetization in your business?

Then Alex Hormozi's persuasion blueprint is exactly what you need.

Last month Alex revealed the system behind his $250,000,000 business empire (video below).

And today, I'm breaking down his framework for writing compelling copy so you can immediately start reeling in your audience with your emails, ads, and LinkedIn posts to make more money—the easy way.

And of course…

At the end, we'll do it all with AI so you can implement this 10X faster!

Let's dive in.

Hormozi’s More Good / Less Bad Framework

If you want your target avatar to read your email or click a link in your ad, then you need to give them clarity on why it matters to them right now.

How?

Hit as many of these angles in your copy as possible:

• The good they'll gain

• The pain they'll avoid

• The risk of doing nothing

• What they might lose if they wait

Each angle shows them why taking action is urgent and important.

Which keeps them from ignoring your message, putting it off, or forgetting about it.

So before you write any piece of copy, ask yourself these four More Good / Less Bad questions to maximize your chances of getting a response:

1. More Good Stuff: What positive things will they get if they do what you want?

2. Less Bad Stuff: What negative things will they avoid if they take action?

3. More Bad Stuff: What negative consequences will happen if they DON'T take action?

4. Less Good Stuff: What positive things will they miss out on if they don't act?

Example:

Let's look at a freelance writer example.

Using the four questions, it breaks down like this:

• More Good: A freelance writer wants more confidence, respect, and freedom.

• Less Bad: A freelance writer wants less rejection, uncertainty, and stress.

• More Bad: If a freelance writer doesn’t change, they’ll be stuck charging $50/hr.

• Less Good: And they’ll miss out on premium high-ticket $5,000 writing projects.

See how this works?

Instead of just saying “Do this and your life will be better,” you hit on the four emotional levers and show them when they follow your advice they’ll “have more confidence, be less stressed, and never have to charge $50/hour again.”

Now you can make this even more compelling by breaking the benefits down in two different parts:

Part 1: Turn Benefits Into Tangible Moments

Instead of using a generic benefit like "more confidence," you need to break it down into a specific moment your avatar can visualize.

Maybe: confidently stating your rates without your heart racing, or declining a project because it's beneath your expertise level.

Here’s what happens when you do this:

Your avatar thinks, “That’s exactly what I’m dealing with.”

And suddenly your offer feels like the perfect solution.

Example:

I used this framework on a call with a student inside our Digital Writing community.

Rather than spend 30 minutes brainstorming examples together, I used an AI prompt.

It turned this chunk of copy from his landing page:

You're technically ready. Your work is exceptional. So why aren't you partner yet?

While you're perfecting briefs at midnight, others are perfecting their visibility at drinks.

They've discovered what the firm won't say:

Into this:

You delivered that flawless $500M acquisition memo that had zero redlines from the client. Your utilization rate hits 2,400 hours while others barely crack 2,000. So why did they just announce another lateral hire straight into the partnership tier?

While you're alone in your office at 11:47 PM restructuring debt covenants that no one will read until morning, James from your year is schmoozing the London managing partner at the rooftop reception you couldn't attend because of "urgent client needs."

They've discovered what becomes crystal clear after your third consecutive "not quite ready yet" conversation:

I was blown away at the specificity AI generated.

The second version puts you right in that lawyer's shoes.

That’s the power of specificity.

Let’s keep going.

Part 2: Add Who + When

Now, here's the Level 2 framework that multiplies your copy variations infinitely.

Alex calls this the "Who and When" layer you put on top of the basic four angles.

The "Who"

Instead of just talking about the prospect, expand to talk about their relationships and status with regards to:

• Their spouse/family

• Their competitors

• Their clients

• Their peers/colleagues

This makes the stakes feel higher because now it's not just about them—it's about how others see them.

The "When"

Time creates urgency and consequence.

So pace your messaging across different time horizons:

• Today: What happens immediately if they take/don't take action

• The Future: Paint the picture of what life looks like down the road

This makes the decision feel time-sensitive instead of something they can put off forever.

Examples:

• More Good + Who + When: "Two years from now, while your competitors are still charging $50/hour, you're confidently booking $20K strategy calls"

• Less Bad + Who + When: "Never again having to deflect when your father-in-law asks 'how the writing thing is going' at Christmas dinner"

This gives you unlimited copy variations by combining the 4 persuasion angles with multiple relationships and time frames.

The More Good / Less Bad Prompt To Generate Dozens Of Compelling Copy Variations In Minutes

To make this framework as easy as possible to implement, I've created an AI prompt that generates hyper-specific copy variations using Hormozi’s four-step framework.

Here's how it works:

Input your avatar description.

AI outputs dozens of specific moments you can use as:

• Email subject lines

• Ad hooks

• Landing page headlines

• Social media posts

• Sales page copy

Just describe your avatar and watch as the AI generates copy that feels like you're reading their mind.

Here’s the prompt: