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This post is a $100M Offers summary. Specifically, it is a summary of Part 2: Pricing, Chapter 4: Pricing: Finding the Right Market - A Starving Crowd.
$100M Offers was written by Alex Hormozi. This chapter summary has been created using Sam Fury’s personal notes with the help of AI.
Download the complete summary via the SF Nonfiction Books library. Click Here for FREE access.
Most people think business success starts with a great offer or great persuasion.
It doesn’t.
It starts with the market.
If the demand is strong enough, you can have a weak offer, weak sales skills, and still make money.
That’s how powerful a hungry market is.
Below are the four signs that tell you you’re in the right one.
Great markets are built on real pain.
Not mild frustration. Not small preferences. Actual pain people want solved now.
When people feel deeply understood, they buy.
If you can articulate what they’re struggling with better than they can, you instantly earn trust.
Your job is simple: Find the people who desperately need what you offer.
Not just want. Need!
A market is only as good as its ability to pay.
The people you serve must be able to afford your offer without stretching themselves thin.
If someone can’t pay the price that makes your work worth it, they aren’t your market.
Serve the people who can pay you what you’re worth.
The best markets are easy to find.
They gather in groups, follow the same channels, belong to the same associations, read the same emails, or join the same communities.
If you can reach them quickly, you can sell to them quickly.
If you can’t find them, you can’t scale.
Simple as that.
A growing market is a tailwind. It pushes everything forward faster.
Even a normal market that grows at the pace of the larger economy can make you a fortune.
But a growing niche inside a larger category like health, wealth, or relationships is where things get exciting.
Pick a market that isn’t shrinking.
Growth makes everything easier.
Market strength beats offer strength, and offer strength beats persuasion skills.
A great market can carry a weak offer.
A normal market with a great offer can print money.
A normal market with a normal offer requires exceptional persuasion.
The hierarchy never lies…
So pick the right market first.
Once you choose your market, commit.
This is where most entrepreneurs fail. They jump from niche to niche and never stay long enough to figure anything out.
Pick one and stick with it.
You WILL continuously fail… until you succeed. But you will fail far longer if you keep switching markets.
Narrowing down will almost always make you more money, especially if your revenue is under eight figures.
Clarity creates focus. Focus creates better messaging. Better messaging creates buyers.
Aim to be the person who solves a specific problem for a specific person in a specific way.
That level of clarity wins.
Don’t pick a bad market. A normal one is fine. A great one is life changing.
Once you pick, commit until it works. If you keep trying, you won’t lose. You only lose when you stop.
If you ever find a truly great market and pair it with a grand slam offer, your life will never be the same.
Pick the right market and ride it hard!
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