# Hormozi Content Copywriting > Creates high-converting content and sales copy using Alex Hormozi's frameworks for hooks, headlines, storytelling, calls-to-action, and audience-building content strategy. Covers YouTube titles, email campaigns, ad copy, social media posts, landing pages, and long-form content. Use when writing any marketing content, headlines, hooks, emails, ads, social posts, video scripts, or sales pages. - Skill: `wrenbjor/hormozi-content-copywriting` (Agent Skill) - Install (CLI): `npx skillmds@latest add wrenbjor/hormozi-content-copywriting` - Raw SKILL.md: https://api.skillmd.com/api/skills/wrenbjor/hormozi-content-copywriting/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: Wrenbjor (https://skillmd.com/u/wrenbjor) - Updated: 2026-09-17 - Page: https://skillmd.com/skills/wrenbjor/hormozi-content-copywriting --- # Hormozi Content Creation & Copywriting ## Core Philosophy Content is the new cold calling. Every piece of content should do one of three things: (1) attract your ideal customer, (2) build trust and authority, (3) make an offer. The best content does all three simultaneously. Give away the secrets, sell the implementation. ## The Hook Framework The hook is the single most important element of any piece of content. If the hook fails, nothing else matters. ### Hook Formulas That Work **The Contrarian Hook**: Challenge a widely-held belief - "The reason you're not growing isn't what you think" - "Stop [common advice everyone gives]. Here's what actually works." **The Proof Hook**: Lead with a specific result - "How we generated $1.2M in 90 days using a strategy nobody talks about" - "I went from $0 to $100K/mo in 6 months. Here's the exact playbook." **The Curiosity Gap**: Open a loop the reader must close - "There's one number that predicts whether your business will succeed or fail" - "The #1 mistake I see business owners making (and how to fix it in 24 hours)" **The Direct Benefit Hook**: Promise a specific outcome - "Watch this to get your first 5 customers this week" - "How to double your close rate on sales calls" **The Story Hook**: Start mid-action - "I was $100K in debt, sleeping on a gym floor, when I discovered..." - "A client called me crying last week. She'd just had her first $50K month." ### Hook Writing Process 1. Write 20+ hook variations for every piece of content 2. Pick the top 3 based on: specificity, curiosity, and relevance to your audience 3. Test them (as titles, subject lines, or opening lines) 4. The hook that gets the most engagement wins — save the pattern and reuse it ## Content Creation Framework: Give-Give-Give-Ask ### The Content Value Ladder **Level 1 — What**: Tell them what to do. (Free content, social posts) - "You need to raise your prices" **Level 2 — How**: Show them how to do it. (Long-form content, YouTube, podcasts) - "Here are 3 ways to raise your prices without losing customers" **Level 3 — Done-with-you**: Walk them through doing it. (Paid courses, coaching) - "Let me help you restructure your pricing this week" **Level 4 — Done-for-you**: Do it for them. (Agency, service, productized service) - "We'll rebuild your entire pricing and offer structure for you" Free content lives at Levels 1 and 2. Paid products live at Levels 3 and 4. Give away the WHAT and the HOW — charge for the implementation, accountability, and speed. ### The Content Volume Strategy Hormozi's audience growth playbook (7.8M followers in 40 months): 1. **Create one long-form piece per week** (YouTube video, podcast, or blog post) 2. **Chop it into 7+ short-form pieces** (Reels, Shorts, TikToks, tweets, LinkedIn posts) 3. **Repurpose across all platforms** — same message, adapted to each platform's format 4. **Post daily** on every platform you care about 5. **Consistency beats virality** — 1 post/day for a year beats 1 viral hit ## Copywriting Frameworks ### The Sales Page Structure (Long-Form) ``` 1. HEADLINE — Hook with dream outcome + specific proof 2. PROBLEM — Agitate the pain they're experiencing right now 3. FAILED SOLUTIONS — Why what they've tried hasn't worked 4. MECHANISM — Your unique approach (what makes you different) 5. PROOF — Case studies, testimonials, screenshots, data 6. OFFER STACK — Core offer + bonuses with individual values 7. PRICE ANCHOR — Show total value, then reveal actual price 8. GUARANTEE — Reverse all risk 9. SCARCITY/URGENCY — Why they should act now 10. CTA — Clear, specific next step 11. FAQ — Handle remaining objections 12. FINAL CTA — One more push with urgency ``` ### The PAS Framework (Short-Form) For emails, social posts, and ads: **P — Problem**: Call out the specific pain "Tired of posting content every day and getting zero leads?" **A — Agitate**: Make the pain worse, show the consequences "Meanwhile, your competitors are booking calls from a single Instagram post. Every day you wait, they're pulling further ahead." **S — Solution**: Present your answer "That's why I created [offer] — the exact system I used to generate 200 leads from one post." ### The AIDA Framework (Ads and Emails) **A — Attention**: Stop the scroll with a bold hook **I — Interest**: Share a surprising insight or story **D — Desire**: Paint the outcome they want **A — Action**: Tell them exactly what to do next ### Email Copy Rules - Subject lines: 3-7 words, curiosity or benefit driven - First line: continue the curiosity from the subject line (no "Hey [name], hope you're doing well") - One idea per email - Write at a 5th grade reading level - Every email ends with a clear CTA (one link, one action) - Send more emails than you think you should — frequency builds familiarity ### Headlines and Titles The 4 Us of headlines: - **Useful** — promises a clear benefit - **Urgent** — gives a reason to read NOW - **Ultra-specific** — uses numbers, timeframes, specifics - **Unique** — angles the reader hasn't heard before Examples applying all 4: - "How to Get 10 Clients in 30 Days Using LinkedIn DMs (Even If You Have Zero Followers)" - "The 5-Step Script That Doubled Our Close Rate in One Week" ## Storytelling Framework Every story in content or copy follows this arc: ``` 1. NORMAL — Set the scene. Relatable starting point. 2. EXPLOSION — Something changed. A problem emerged. 3. NEW NORMAL — Struggle. Failed attempts. Emotional low point. 4. DISCOVERY — Found the solution (your method/product/insight) 5. TRANSFORMATION — Achieved the result. Specific, measurable outcome. 6. LESSON — The takeaway the audience can apply ``` Rules for stories: - Specificity is credibility. "I was $53,247 in debt" beats "I was in debt" - Include the emotional state at each stage, not just the facts - The hero of the story should mirror your ideal customer - The lesson should naturally lead to your offer or CTA ## Platform-Specific Guidelines ### YouTube - Title: 50-60 chars, front-load the hook, use numbers when possible - Thumbnail: high contrast, 3-5 words max, expressive face, clear before/after - First 30 seconds: restate the hook, tell them what they'll learn, give a reason to stay - Retention: deliver on the promise. Use pattern interrupts every 30-60 seconds (cuts, B-roll, graphics) ### Email - Subject: short, curiosity-driven, avoid spam triggers - Body: conversational, one idea, personal stories, end with CTA - Frequency: minimum 3x/week for warm lists, daily if you're building relationships ### Social Media (Short-Form) - Hook in first line (visible before "see more") - One actionable takeaway per post - End with engagement prompt or CTA - Use formatting: line breaks, bold, numbered lists for readability - Carousels/threads for longer frameworks ### Ads - Match the hook to the platform's native content style - Lead with proof or a contrarian take — not your brand name - The ad's job is to get the click. The landing page's job is to convert - Test 5-10 hook variations per ad concept - Kill losers fast, scale winners ## Content Ideas Generator When stuck, use these prompts against your niche: - "The #1 mistake [avatar] makes with [topic]" - "How to [desirable outcome] without [common sacrifice]" - "I [did impressive thing]. Here's exactly how." - "Why [common advice] is wrong (and what to do instead)" - "[Number] [things] I wish I knew before [experience]" - "If I had to [start over / do X], here's what I'd do differently" - "[Controversial opinion about your industry]"