Introduction: Why Attractive Offers Make or Break Your Business
If you’ve ever launched an eBook, course, or GPT-based tool and felt disappointed with the response, I’ll bet the problem wasn’t your content.
Most creators over 35 — especially coaches, consultants, and solopreneurs — fall into the same trap: they work hard on building products but forget that people don’t just buy products. They buy offers.
A product is a thing. An offer is a thing plus a promise, an incentive, a guarantee, or a structure that makes saying “yes” feel like the obvious choice.
Here’s the uncomfortable truth:
👉 A “meh” product with a great offer will outsell a great product with a “meh” offer every single time.
That’s where Attraction Offers come in.
Attraction Offers are cleverly designed deals that make your prospects lean forward, click, and buy. They’re the gateway into your world — they transform cold eyeballs into warm buyers. And once you have buyers, you can keep serving them with upsells, downsells, and continuity offers.
In Alex Hormozi’s $100M Money Models, Section II covers five Attraction Offers that have generated billions in sales. Let’s break them down and translate them into digital-creator language so you can apply them to eBooks, courses, GPTs, templates, or coaching packages.
I have just bought $100m Money Models from Alex Hormozi’s recent book launch that broke records, and I have also bought his other books – ‘$100m Leads’ in hardback and ‘$100m Offers’ in eBook form. My conclusion is that, with AI about to disrupt the job-market in a truly revolutionary way, our school system would do well to design a curriculum around studying these books so that school-leavers have the option of going into business for themselves. Even if they choose not to, the information is valuable to understanding how business works even if you are only a consumer of products and services – after all, we are all consumers!
Offer 1: The “Win Your Money Back” Offer
The Core Idea
Customers pay upfront, but if they achieve a goal or complete specific actions, they get their money back (as cash or store credit). It feels like zero risk: either they succeed and get their cash back, or they fail and still got coached, trained, or supported.
Why It Works
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Accountability: It gamifies success. People stay engaged because they want their refund.
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Social Proof: Those who succeed become testimonials.
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Upsell Potential: Store credit pushes people into higher-ticket products.
Digital Examples
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eBook Challenge: Pay £29 for your “30-Day Business Growth Journal.” If you complete all entries and post your reflections in the community, you get your £29 credited toward your next course.
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Mini-Course: Join a “5 Clients in 30 Days” bootcamp (£197). If you book 5 clients using the system, you get your £197 credited toward the advanced mastermind.
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Custom GPT Tool: Pay £17 for “Content Repurposer Pro.” If you actually use it to publish 30 posts in 30 days, you get a £17 voucher toward “Digital Product Builder Pro.”
How Mid-Life Creators Can Apply It
This offer is perfect for transformation-based products (fitness, business, writing, mindset). If your promise involves change over time (lose weight, publish a book, launch a funnel), this model is golden.
Offer 2: The Giveaway
The Core Idea
Run a contest or scholarship with a “grand prize” (the big version of your offer). Everyone enters. One person wins free access, but the rest are offered a partial scholarship or discounted deal.
Why It Works
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Lead Magnet on Steroids: Tons of people enter because everyone loves free.
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Built-in Scarcity & Urgency: There’s a deadline to apply.
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Price Anchoring: The big prize makes the discounted offer look like a steal.
Digital Examples
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Ebook Giveaway: “Win a full digital library of my 10 eBooks (worth £297).” Everyone else gets a “partial scholarship” — 70% off the bundle (£87 instead of £297).
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Course Giveaway: “Win my £997 flagship course.” Everyone else gets a “scholarship price” of £397 for the same course if they act within 7 days.
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GPT Giveaway: “Win a lifetime license to Prompt Builder Pro (£197 value).” All non-winners get a “founders-only voucher” to grab it for £47.
How Mid-Life Creators Can Apply It
This is brilliant if you’re launching something new. It creates buzz, builds an email list fast, and still makes you sales. Think of it as a list-building AND sales strategy in one.
Offer 3: The Decoy Offer
The Core Idea
Offer a basic, limited version of your product at a super low price (or free). Then position a premium version right next to it that looks ten times better. Most people choose the premium.
The cheap version is the decoy — it exists only to make the premium look irresistible.
Why It Works
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Contrast Bias: Humans compare. When we see two offers side-by-side, the premium feels like the obvious value choice.
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Inclusivity: The decoy ensures no one leaves empty-handed.
Digital Examples
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eBook Decoy: Free PDF (10 pages of “Starter Tips”). Premium option: Full 200-page guide with templates, checklists, and bonuses for £47.
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Course Decoy: Free 3-video mini-series. Premium option: Full 8-week course with live coaching, community access, and Q&A for £497.
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GPT Decoy: Free trial with 10 outputs per month. Premium: Unlimited outputs, advanced frameworks, and bonus integrations for £27/month.
How Mid-Life Creators Can Apply It
If you’re worried people won’t “get” your value at first glance, give them a stripped-down version. Just make sure the premium feels so much better that it makes the decision easy.
Offer 4: Buy X, Get Y Free
The Core Idea
A classic. Customers buy one thing and get another of equal or higher value for free. It feels like doubling their money.
Why It Works
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Simplicity: Everyone understands “free.”
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Bundle Power: You can package slow-selling products with your core product.
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Perceived Value: Getting more than you paid for feels like a win.
Digital Examples
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eBook Bundle: Buy “Fit at 65” (£19) and get “Nutrition Hacks for Energy” free.
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Course Bundle: Buy the “AI Blog Writer Masterclass” (£197) and get “Prompt Builder Pro GPT” (normally £47) free.
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GPT Bundle: Buy 3 GPTs (£97 bundle) and get 2 bonus GPTs free.
How Mid-Life Creators Can Apply It
Bundle your assets. If you’ve been creating eBooks, templates, or GPTs over time, this is a chance to stack them. The bonus doesn’t need to cost you extra to deliver — but it massively increases perceived value. ( I am in the middle of creating GPT stacks now!)
Offer 5: Pay Less Now or Pay More Later
The Core Idea
Give customers a choice: pay a smaller amount now, or pay a lot more later. It creates urgency and makes early action feel like a bargain.
Why It Works
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Anchors Urgency: “If I don’t act now, it will cost me more.”
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Predictable Cash Flow: Early buyers fund the business.
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Tiered Commitment: Risk-averse customers can dip their toe in.
Digital Examples
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eBook Launch: Pre-order your eBook for £7 now (goes up to £27 after launch).
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Course: Join the beta round for £197 now (later it’s £497).
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GPT Tool: Get lifetime access for £47 today (switches to £17/month subscription after launch).
How Mid-Life Creators Can Apply It
This is especially powerful for launches. It rewards action-takers, creates FOMO, and locks in cash flow so you can reinvest into ads, content, or delivery.
True story:I use a software called Groove for my sales funnels. I paid $1,395 for lifetime access to the software before it was fully developed i.e. I was paying towards the development costs of the product because the product would eventually cost more to new customers. I trusted the vendor to deliver and today I do not regret my investment. The vendor wins and so do his loyal initial buyers.
Why Mid-Life Creators Struggle With Offers (and How to Fix It)
Many 35+ creators resist bold offers because:
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They worry about “cheapening” their expertise.
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They don’t want to deal with refunds or discounts.
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They underestimate how fast trust needs to be built online.
But here’s the truth: Your product doesn’t sell itself. Your offer sells it. And your delivery keeps customers.
Once you master offers, you’ll finally feel what it’s like to have people excitedly buy instead of reluctantly saying, “I’ll think about it.”
Putting It All Together
Let’s recap:
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Win Your Money Back: Risk-reversal that motivates action.
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Giveaway: Build a big list, then sell discounted versions to non-winners.
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Decoy Offer: Use a weaker option to highlight your premium offer.
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Buy X, Get Y Free: Double perceived value by bundling bonuses.
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Pay Less Now or Pay More Later: Create urgency with tiered pricing.
Not every offer will fit every product. But at least one (and usually two or three) will fit your eBooks, courses, GPTs, or coaching packages.
Think of Attraction Offers as the key to turning attention into income. Without them, even the best product gets ignored. With them, even a modest product becomes a bestseller.
Call to Action
Ready to start building digital products that actually sell themselves? At IMMachines.com, I’ve created a suite of GPT-powered tools that help you design, test, and launch your offers fast — from crafting irresistible headlines to bundling your products into attractive systems.
Your next customer isn’t waiting for your expertise. They’re waiting for your offer.
Make it irresistible.
One of my other mentors was Jason Fladlien who always emphasised the importance of making an irresistible offer!
