The Decoy Offer Strategy
Advertise something free or discounted as a decoy, then present a premium offer side-by-side that looks like an obvious better deal.
Advertise something free or discounted as the decoy. When leads engage, present both the decoy and a much more valuable premium offer side-by-side. The premium includes more features, benefits, bonuses, and guarantees. The decoy makes the premium look like an obvious better deal through contrast. The bigger the contrast between the decoy and premium, the more people choose premium. Advertise benefits (transformation), not features. When possible, present the premium offer first and keep the decoy in your back pocket.
- Make the decoy as basic as reasonable and the premium as awesome as possible
- Bigger contrast between decoy and premium equals more premium conversions
- Advertise benefits and transformation, not features
- Present premium first when possible, keep the decoy in your back pocket
- Use the Permission Question: 'Are you here for free stuff or lasting results?'
- Create the DecoyBuild a stripped-down, basic version of your offering. Include only the minimum features — no personalization, no support, no guarantee. Make it functional but clearly inferior.Pro tipThe decoy should still deliver some value. If someone takes it, throw in a few zero-cost premium features as a surprise benefit to increase upsell chances later.
- Build the Premium OfferCreate a comprehensive version with everything: personalized attention, 1-on-1 support, accountability, guarantees, bonuses, and exclusive access. Make it the obvious choice for anyone serious about results.
- Present with Maximum ContrastWhen the lead engages, present both options but emphasize the premium. Use the Assumed Close posture — present as if this is what everyone does, almost bored. Ask the Permission Question: 'Are you here for free stuff or lasting results?'Pro tipIf they say they want lasting results, skip the decoy entirely and go straight to premium. If they say free stuff, present the decoy then immediately contrast with premium.
Decoy includes group workouts, a general nutrition plan, recordings, no support, and no guarantee. Premium includes unlimited workouts, personalized nutrition, 1-on-1 accountability coaching, and results guaranteed.
Decoy offers one float per month plus DIY stress exercises. Premium offers two floats per week for 6 weeks plus 1-on-1 consulting, a journal, a sleep routine protocol, and a satisfaction guarantee.
Hormozi refined this strategy through his gym launch business where advertising free 21-day transformations with a basic option alongside a premium package consistently converted most participants to the premium offering.