How Alex Hormozi Ruined the Digital Marketing Industry

In this video, I explain how Alex Hormozi F*cked up the digital marketing industry.

[jakebolling]

I agree that it's creating a lot of noisy amateurs who will ride the new wave of internet scams, but I also like to think that it's forcing the agencies with sticking power to become better (optimistic). I wish everybody would listen to Alex's podcast more: the product is what matters. That's like his main teaching point. The product should be so good it sells itself, without a guarantee. The guarantee should be the last thing you add on once you've got the product figured out so much you know who it works for and when it works, so you only sell to people you can legitimately guarantee results for.

[bruno_nwogu]

I don’t agree totally.

It’s not his fault. If they read it as well as you read it…they’ll know that a guarantee only works because you are 100% sure you can deliver.

It’s not Alex’s fault that incompetent people are making outlandish promises.

[hashamshafqat]

I think a 100% satisfaction guarantee is that: we will keep working for you until you get the results we promise.
It should not be a money-back.

[talhakhalid]

Sadly, a lot of these people are simply relying on the power of a sentence to make a sale - which is ridiculous! When a client is going to explore you, and find out you have no brand, no testimonials, no base, no referrals, social media presence, they will distrust you. Your brand is what other people say about you, NOT YOUR GUARANTEES.

[joshdees]

how good do you have to get at Marketing, in order to not need a guarantee?

how long does that take?

what can One expect when arriving at this position of "Good"

How will you know when you are "Good enough" at Marketing, ie; "I have arrived, now I dont need a guarantee"?

[richpoorcycle-fr]

You misunderstood the book!
You give a big guarantee IF, and ONLY IF, you can deliver!
Alex Hormozi delivers hence his success!
Do not focus in your video on those who cannot deliver, but on those who can deliver regardless of how outlandish their guarantee is! Food for thought!
Wish you success!

[hamzap]

I agree with you .. but what we can use/add instead of guarantees !!?

[jerryloncey]

I made a tweet one day saying that the guarantee has become the offer.

I wanted to disagree with your video because I really like his content and thought process, but I've like to be objective about my goal models and your video is the first that is challenging him.

I don't have enough information to say if you're right or wrong (do you've data from at least 100 - 1000 agencies being fucked over?) but it does feel right.

I'll also think on this while applying his book.

Funnily enough, even on my recent second reread, I've almost entirely ignored the guarantees part because I felt that's literally impossible.

Keep on crushing it mate.

[maxkarpushko]

Pretty sure he says only use the guarantee if you can deliver and also that you only need to use it while your building up your testimonials and proof your service works. Once you have the proof, that replaces the need for a guarantee.

[cmgweb]

I was in an SEO group last month, somebody with an Agency, selling SEO services, was asking what a title tag was. I sh*t you not.

[jakesully]

Fully agree! That said, I feel what also needs to be said is that a lot of people in pretty much any marketplace are in fact looking to have some type of guarantee because "what if it doesn't work?" or "I tried that before and it didn't work?" or "what happens if you guys can't deliver?". Those customers/clients (which arguably are a big chunk of any marketplace) are part of the problem because they won't make a buying decision unless their risk is fully mitigated somehow.

[trailblazermastery]

Hormozi's trick was to get fat people to believe in a bullshit offer. If I'm correct, his original offer was a money-back guarantee on gyms services if clients were disciplined enough to lose 20 pounds in 90 days. A healthy loss is 1 pound per week, which is 12 pounds in 90 days. A person would need to fast for 45 days to lose 20 pounds with a 1500 calorie deficit per day. But then you're slowing your metabolism and you'll instantly gain the weight back because more of the calories you eat will be stored as soon as you stop fasting. But there are probably a lot less fat people now.

[dominicpollizzi_tri]

You're right, great video but I think it could have been framed slightly differently

Where I think a guarantee CAN succeed is if you're a big player or you actually have the skill or both

If an agency comes in and says "we'll increase your MoM rev by 40% in 30 days or your money back" but is only able to increase the business's rev by 15-20% over 6 weeks, is the business really going to be THAT upset?

In that situation, when the business comes to them the agency can go "well, you know, unfortunately, there were some unforeseen obstacles BUT you now have an additional 20% in cashflow and that indicates to us there is strong potential for continued growth with our strategy"

[cmgweb]

Hi again Sam, I bumped into you on Twitter and picked up a special you were offering, and joined your list. (just to clear up the 'who the f'k is this guy trolling me) I apologize I forget the name or the product, so no judgement there...I'm looking forward to digging that out of the hard drive) Anyway, Hormozi didn't ruin online marketing. He's just taken it up a notch or three. Here's some names that might ring a bell.
Frank Kern, Perry Belcher, Ryan Deiss, Jeff Johnson, James Arthur Ray, Russell Brunson and Ewen Chia, just to name a few. There's many many more. Literally 10's of 1000's of copycats who followed them even before you or Hormozi came on the scene.
Not that 'everything' those guys did was bad. But this whole 'over the top' bs has been around for ever. One of the main things wrong with online marketing is the selling of 'how to do' online marketing. Not much breathing room between that and MLM. Which is exactly how it was classified when Kern pled to charges way back when. Or Perry's 'vitamins'! LOL!
Edit: The charges were for a ponzi, not really mlm. Selling plr, so other can sell it on with resale rights.
Ha, now millions are doing it!!

[gishkagile]

If you are good, you would guarantee....

[matthewcaldwell]

How is this distinguishable from just...well, bullshitting someone? I mean, it will buy you time to actually deliver, but raising expectations to ridiculous levels is one of the biggest red flags for a scam. Why would anyone risk their money with you?

[htchamber]

Do you have a successful business if not your opinion doesn’t really hold much weight

[officialfabiohart]

YOU PICKED OUT GUARANTEE TO ATTACK. HE TALK ABOUT SPLINTER STACKING, HE ALSO TALK ABOUT SCARCITY, LIST GOES ON AND ON. I DISAGREE ON THIS ONE BOSS.

[Legacybldr]

I was just about to talk about this!!

The truth

[solomongodwin]

dude you completely missed the point of everything he talked about in the book. the book isn't based on creating a guarantee the book is entirely based on creating something so valuable that people will line up to buy it themselves. if you don't see it, then you will never get it.