Alex Hormozi
Founder of Acquisition.com; author of the $100M series.
Ad · Acquisition.comHormozi’s public output is almost entirely free — books priced at cost, full courses given away, a firehose of short-form video — and the funnels captured here show what that free material is for. He is the voice in the ads and the face in the video sales letters, and the first-person copy stays his even when the asset being offered is credited to Leila.
The ladder has only two rungs, and that’s the design. Where Robbins sells at every price from free to multi-thousand-dollar, Acquisition.com sells nothing below the workshop. Four free assets (a quiz, a set of scaling frameworks, a sales kit, a pair of roadmaps) each ask for a form with a revenue question in it, and the answer decides who sees the $5k workshop pitch. The workshop funnel itself is the top rung, and its ads skip the free asset and ask for the call directly.
The ladder
Every funnel Alex Hormozi runs, sorted by what it asks of you. The cheap rungs are doors to the expensive ones.
Free
A form, and your revenue
- Free roadmapScaling Roadmap QuizA six-screen quiz that hands out a personalised roadmap, and uses the revenue answer on its last screen to decide whether you get a $5k workshop pitch or a course video.View funnel →
- Free frameworks5 Scaling FrameworksA free lead magnet whose opt-in form quietly sorts you — one answer decides whether you get a sales pitch or a pile of free training.View funnel →
- Free kitSales Team Scaling KitA free sales-team kit whose form checks both your revenue and your ownership before deciding whether you get a workshop pitch or only a thank-you.View funnel →
- Free roadmapsSales & Marketing RoadmapsThe Roadmap split by function: free Sales and Marketing roadmaps on their own host, where the sales one ends on a "founders-only" booking page.View funnel →
- Free roadmapScaling Roadmap QuizA six-screen quiz that hands out a personalised roadmap, and uses the revenue answer on its last screen to decide whether you get a $5k workshop pitch or a course video.View funnel →
$5k
A call, then a seat at a two-day workshop in Las Vegas
