Well… sort of. The real Alex is busy running his own companies. But his ideas are now sitting in my terminal, ready to review my landing pages whenever I ask. His first review taught me five things you can use on your own page today.

Ninety videos, one skill

If you do not know him: Alex Hormozi is an American entrepreneur who wrote $100M Offers and $100M Leads, and who gives away an absurd amount of marketing and sales advice on his YouTube channel. Too much to watch, honestly. The channel has over 550 videos, many of them hours long.

So I did not watch them. I use Claude Code (an AI assistant that runs on my computer) for most of my work, and it can be taught new tricks with so-called ‘skills’: a folder of notes that it reads when a task calls for it. I asked it to build one from Hormozi’s videos. It picked about 95 videos about marketing and sales, downloaded the captions of 92 of them (about 640,000 words, or 48 hours of talking) and boiled them down to notes on everything from how he diagnoses a business to how he handles a sales objection. I can call it by simply saying “Alex”.

Alex picks the strategy, Joanna picks the words

Alex is not alone. I already had a similar skill for copywriting, based on the method of Joanna Wiebe from Copyhackers, who shares it on her YouTube channel. That one now answers to “Joanna”. Alex decides what to sell and to whom, Joanna finds the words to sell it with.

Five lessons from his first review

I gave Alex my landing page Never update WordPress again and asked for a review. He was polite about the basics (clear headline, one call to action, a FAQ that works like a sales conversation) and blunt about the rest. Summarised in one sentence: a solid page with a weak offer. These are the lessons, and what they changed on my page:

• Admit your biggest downside before the reader finds it. Hormozi calls this a ‘damaging admission’: what you give up in promise, you gain in trust. Say the bad part, then ‘but’, then the good part. Mine: you cannot install plugins or design pages yourself anymore. That used to be hidden at the bottom of the FAQ. Now it is near the top, followed by: but you never have to update again either.
• Give your call to action a name. “Send me your details and I will send you a price” asks for something and promises a quote. Nobody gets excited about a quote. Mine became a free analysis of your site.
• Prove what others only promise. Everyone in your market promises the same thing. Your proof is what they cannot copy. Lots of people promise peace of mind; not many can say they run over 100 websites on Hugo.
• Name your guarantee. Many businesses already take away the risk, but never say so. I always kept the old site online until the client was happy with the new one. Now it is a guarantee called Happy first, then pay: you only pay for the rebuild once you are happy.
• If you are fast, say so. I often reply within a few hours, but the page only promised ‘within one working day’. Now it says both.

Always more than one option

There was one thing I did not like. Hormozi’s style is to find the bottleneck and tell you what to do about it. That is great on stage, but I prefer to make my own decisions. So I changed the skill: Alex now always gives two to four options, each with its pros and cons, followed by the one he would pick. When I asked him how to get more visitors to that WordPress page, I got four routes: asking my existing network, cold outreach, Google Ads and partnering with web designers. Each came with what it costs, how fast it works and what can go wrong. Then he told me to pick one and do it every day for 90 days. Joanna got the same treatment: she now always shows two or three angles before she writes.

The fine print

This is obviously not the real Alex Hormozi. It is an AI that read his transcripts, so it knows what he says, not what he would say about your business specifically. The captions were generated automatically, the examples are mostly American gyms and agencies, and some things (like how he builds an offer step by step) are in his books rather than his videos.

Still, having someone review your work with the mindset of someone who sold his gym program to some 5,000 gym owners, at any hour of the day, for free… I could get used to that.

Want to see all five lessons applied? Have a look at Never update WordPress again, then hold your own landing page next to it.

()  Joost van der Schee