What is Hormozi style: Bold Claim Risk Reversal Guarantee Social Proof (Anecdote) Calling things different things What is anti Hormozi style Ogilvy: Credentials Network Track Record of Performance KPIs Both actually work!  What works really well is selling anti Hormozi in a Hormozi way (i.e. via cold calls, cold emails, and LinkedIn, but using anti Hormozi selling points) Some issues: Overgaming (it would be weird if an established company did this, like Jacob Elordi waiting 3 days to call a girl or something, why does he need to play games?) Race to the bottom with bold claims and guarantees (wears prospects out) So you want to find the "correct" level of "game" for each client, and the best medium.  We don't think about this but we associate Hormozi style offers with things like cold email, and anti Hormozi style offers with things like in person networking, but you can do a lot by using a Hormozi style offer in a conference, or an anti Hormozi offer via cold email. Learn to enjoy both "cheesy," and "sophisticated" marketing to expand and combine your skillset.  Most people stick to one or the other, but it's fun to do and combine both.