How to Use Alex Hormozi's Value Equation to Write Viral Hooks

One insight that took me way too long to realize:

If your hook doesn't catch attention, your post is invisible.

Sure, I knew about this statistic: 8 out of 10 people read your headline, yet only 2 continue to engage with your content. But I hadn't considered its impact.

So, what did I do?

I spent hours writing a thread and slapped on a hook in a few minutes using AIDA or PAS.

Big mistake.

But one day, while flipping through Alex Hormozi's $100M Offers, I had a lightbulb moment:

Alex says:

Those who understand value are the ones who will be able to charge the most money for their services.

I realized that 'value' isn't just about pricing or offers. It's universal. You can easily apply this concept to content—especially your hooks.

Alex Hormozi's Value Equation

The Value Equation is a powerful framework that helps you make your content irresistible.

It breaks down your posts's value into four parts:

1. Dream Outcome: What's the transformation your readers will experience? What problem do you solve or desire do you fulfill? Paint a vivid picture of the best-case scenario they can achieve by following your advice.
2. Perceived Likelihood of Achievement: Your hook should bridge the gap between what your readers want and how likely they think they can achieve it. A step-by-step guide, proven system, or fail-proof playbook boosts their confidence.
3. Time Delay: How long do your readers have to wait for results? You could promise them to 'Lose 10 lbs in 10 days' or 'Lose 10 lbs in 3 months'. See the difference? Avoid being too gimmicky, though. No one believes you can get a '4-year degree in 4 minutes'.
4. Effort & Sacrifice: How much work do your readers need to put in to achieve their dream outcome? Most people are lazy. They want the results without putting in the effort. So, phrases like 'simple steps', 'easy-to-follow', or 'beginner-friendly' can improve the value dramatically.

The more you increase the first two and decrease the latter, the more valuable the promise to your reader.

They almost can't help but click to find out more.

Let's run a few hooks through this framework.

• Dream Outcome: Build a $2,000/mo membership site for $0. Monthly cash flow without cost? 100% margin? Who wouldn't want that?
• Perceived Likelihood of Achievement: Many people might object that they don't have enough followers to achieve this. Jon addresses this by saying 'Even if you have a small audience'.
• Time Delay: Jon promises to 'get you started', so the first step towards your dream outcome is only one click away.
• Effort & Sacrifice: A 'simple guide' means little effort.

• Dream Outcome: Build a 7-figure business within 2.5 years.
• Perceived Likelihood of Achievement: You don't need a team. And you don't even need to know how to code. Justin suggests that nearly anyone can do this.
• Time Delay: Not explicitly stated but Justin's list of 14 no-code tools is only one click away.
• Effort & Sacrifice: You'll get a list of tools Justin curated for you. You don't have to do any work. Just click.

• Dream Outcome: Build a 7-figure business by writing online.
• Perceived Likelihood of Achievement: If Dan Koe started with 0 followers, why can't you? And if he's doing this by writing only 2 hours a day, what would happen if you wrote for 4 hours?
• Time Delay: The promise is that you can build your creator business in 2024 by following his system. Not in 5 years. Not in 3. No. This year.
• Effort & Sacrifice: You'll get Dan's system in an easy-to-consume video thread. No effort or sacrifice required. Just click, watch, and learn.

Now it's your turn.

From now on, when you write hooks, think through each element of Hormozi's Value Equation.

• How can you increase the dream outcome and perceived likelihood of achievement?
• How can you decrease the time delay and the effort and sacrifice?

You have to get your readers into the post you spent so much time writing.

Crank it up a little.