On Why "Irresistible" Offers Don’t Sell

Alex Hormozi lied to you.
(Kind of.)

You’ve probably heard it before:

Sounds great. And in theory, it makes sense.

But in practice?

It falls apart.

Let me explain.

Yesterday, after finishing my daily email, I was scrolling YouTube Shorts—killing a little time.

One video stopped me cold.
It was from a channel called BigDawsTV, and the concept was simple:

He walked up to random people on the street holding a $100 bill and asked:
“Would you like to buy this $100 for $1?”

A literal no-brainer.
The kind of offer you’d call irresistible.

But guess what?

Almost everyone said no.

Some ignored him.
Others laughed and walked away.
A few asked, “What’s the catch?”—and still walked away even after he explained there wasn’t one.

And here’s the kicker:

You see, people aren’t rejecting your offer because it’s “not valuable enough.”

They’re rejecting it because they’re not ready to receive it.

They’re distracted.
Guarded.
Suspicious.
Stuck in their own heads.

They’re thinking about their day, their stress, their bills, their insecurities—not your product. Not your logic. Not your bullet points.

You could walk up to them with a literal pile of gold, and they’d still hesitate if their context doesn’t match the value.

Because…

And meaning is personal.
It’s emotional.
It’s pre-framed.

Now, imagine if that same guy walked up to people who were desperate for cash.
People who actually needed the $100 to eat that day.

Would they say no?

Of course not.

They wouldn’t just say yes—they’d find a way to make it happen.

Because they were in a state of readiness.
Their mind was primed. Their urgency was real.

So here’s the truth:

You don’t sell by having the “best” offer.
You sell by creating the right conditions for the offer to land.

You sell by:

• Pre-framing the mind

• Aligning with their current state

• Making the problem real and the solution necessary

• Telling stories that shift beliefs before pitching solutions

An irresistible offer is worthless if no one’s listening.

So before you obsess over the next bonus, tweak, or pricing stack—
Ask yourself:

Because people don’t say no to value.
They say no to value that shows up at the wrong time, in the wrong way, through the wrong frame.

Get the frame right, and even a simple offer can hit like a revelation.

...Because people don’t say no to value.
They say no to value that shows up at the wrong time, in the wrong way, through the wrong frame.

So how do you fix that?

You open them up.

You shift their focus away from their internal noise and toward a new belief—one that aligns with the offer you’re about to make.

And the best way to do that?

Stories.

Stories bypass skepticism.
They speak in pictures.
They let people feel before they think—and that’s where real buying decisions come from.

A story disarms the “that won’t work for me” voice in their head.
It makes them see themselves inside the message before you ever talk about price, benefits, or bonuses.

It’s the difference between:

vs.

Stories set the emotional tone.
Then, beliefs get transferred.
Then, and only then, you make your pitch.

That’s the whole rhythm behind my emails:

If you skip the story, you skip the opening.
If you skip the belief shift, you’re selling into resistance.
If you pitch too early, they’re already halfway out the door.

So next time you're worried your offer "isn't converting,"
It might not be the offer.
It might just be the frame you’re putting it in.

Start with the story.
Plant the belief.
Then make the pitch.

That’s how you make anything irresistible—because now they’re ready to say yes.