Alex Hormozi's Advice For Online Coaches In 2025

So, in this video, I'm going to break down exactly what Alex Hormozi's current advice is for online coaches looking to grow their business, to sign more clients, and to make lots and lots of money. Now, if you don't know who Alex Hormozi is and why you should listen to him, he basically got very rich building a course and coaching business. It was called Gym Launch. It was uh, not a done-for-you service; it wasn't an agency. It was really just, "Here's some information, here's a little bit of help, and go out and scale your gym by signing loads and loads of new clients." And in the end, he managed to sell that business for just over $40 million USD a few years ago. So he's pretty experienced, and he's got a great grasp of the online coaching industry.

And so that takes us on to basically his first point of order, which is: Make content. And yes, the answer should be always, even if your main source of traffic is cold outreach or paid ads or even something like door knocking. Yes, we'll get onto his advice of just the "one-one-one"—you know, one source of traffic, one conversion mechanism, one funnel, one offer to $1 million—but he does now maintain that you should always be making content. The reason for this is that content just synergizes with absolutely everything, and content essentially becomes multiple different sources of incubators where you can build a relationship, build a deeper connection, and nurture that relationship with your clients so that they're more likely to pay you later on. If you lose any leads when they're going down a sales funnel, well, content gives you an opportunity to reconnect with them, to get back in touch with them, and to get them nurtured again, then sent back down that sales funnel to become paying clients.

Now, put it this way: Let's say you see an advert for a coach on Instagram. You think it sounds interesting; he's talking about a free live training or webinar or something, and you want to go for it. So you go, you register, you sign up for the webinar, but then you check the time on it, and you probably can't make it. Who knows? The webinar comes around, and you just don't manage to turn up. Now, from a client's point of view, that's pretty much unavoidable. If you are a coach, you're always going to have churn throughout your funnels, but that is also a lost lead, and that is also money lost from your point of view. Now imagine that that ad was on something like YouTube instead, and in that ad you saw the coach's face, you heard his voice, you learned his name, you learned a little bit about him; maybe you watched a couple of videos in between when you signed up and when the webinar was supposed to happen. Now that same coach has a YouTube video that's going to pop up on your YouTube home feed. Are you going to be more or less likely to watch that person? Are you going to be more or less likely to enter that funnel again later on down the line? Simple fact is that content synergizes incredibly well with literally everything when it comes to selling something online, so we should all be making content, always.

The next reason we really want to be making content is: When someone enters your funnel, when they enter your sales process, a hell of a lot of leads—probably about 90%—are going to want to do at least a little bit of research, right? They're going to Google you, the coach; they're going to Google your conversion mechanism; they're going to Google your strategy; the opportunity you're talking about, whatever it might be. They might watch TikToks or YouTube videos or read blog posts or read emails. Now, at the end of the day, you can allow someone else to educate your leads if they're making content about these topics and you're not. But maybe the things that they say aren't true; maybe you disagree with them; maybe they're outright critical of you; or maybe your leads are going to learn about an opportunity through you and then go on to YouTube and then start learning through someone else, and then they're going to end up buying that information from them instead of you. So, by making content, by posting it on a bunch of different platforms, we increase the likelihood that we're the ones who are able to educate our viewers, our prospects, our leads in the manner that we want, and that is eventually going to lead on down and trickle into sales for your business and make you money. So yes, if you're getting most of your leads through X.com ads or LinkedIn ads or door knocking or cold email, it doesn't really matter; you should always be making content on top of that.

Of course, Hormozi does firmly believe that you should be focusing 80% of your time into the 20% of inputs that are going to drive the best results for you. And so a big thing for him is: Pick one traffic source; pick one main place to gather leads and to get them into your funnels to actually make money with; and then go all in on that until you're doing about a million dollars a year, and then you can start to diversify outside of that and move into different areas. And so he thinks that this should be the case with your content as well, except you don't only post on that one source; you only optimize for that one source. Let's take YouTube videos as an example. You're going to spend time or money, or maybe both, making two YouTube videos every single week. Now you can just post those videos onto YouTube, but in reality, these days on TikTok, you can post a 10-minute video, so you can also cross-reference them and take them from YouTube and put them onto TikTok as well. You can also take that YouTube video and turn it into an email newsletter that you send out at the same time each week, and you've already got what you're going to talk about; you've probably got a transcript as well, so you can very, very easily turn a YouTube video into an email newsletter, clip it up into a few short ones, put them on TikTok, put the whole thing on YouTube or on TikTok if it's under 10 minutes long, and suddenly you've managed to quadruple or quintuple your content output with only a marginal increase in your time input for actually making that content.

So Hormozi's advice: You should be focusing on one main source of traffic and one main source of content, but you should be adapting that content and putting it out onto other forms of platforms—Instagram, turning it into tweets or short videos or long videos or email newsletters or blog posts—whatever it is, you should be using that content that you've already created to its best possible outcome, which is plastering it everywhere. Now, with content, when you're making it, you don't need to go viral; you can go slow and steady. A few views on each video each day is going to build up over time. Occasional virality is, of course, going to help. At the end of the day, we should really be targeting content which is actively targeting our ICP, our ideal customer profile. Who are we selling our offer to? We want to make content that that person is going to click on and watch. We want to answer their questions; we want to show them testimonials or results; we want to be giving them value. My videos on YouTube every month are a great example, right? I don't get a lot of views from these videos, but every month I sign roughly two high-ticket clients for my full done-for-you agency, which is helping coaches scale their businesses. So if you're a coach, you're struggling to scale, and you just want someone who knows what they're doing to come in and literally do it all for you, that's what I do. High-ticket clients—it's about two a month. I do $8,000 on a setup fee with those clients alone and then a 20% rev share of the revenue that I drive for them going forward, right? If I deliver really, really well for my clients and I get them up to like $50,000 a month, that's $10,000 a month essentially on retainer that I get from them as well. So that client is very easily worth $100,000 for me, and I get this—I get these two clients signed every month with 500-1,000 views. Occasionally I get a few thousand views on these videos. So you don't need to go viral; you just need to go niche down and make sure that your content is appealing to the right people.

Now, how do I make sure that my content, as an example, reaches the right people? Well, I make videos just like this: "What is Alex Hormozi's advice for online coaches in 2025?" If you know who Alex Hormozi is and you're an online coach in 2025, you are my ICP. I'm the perfect person to help you scale your business, and so I make videos that appeal to you. I make videos about funnels and conversion mechanisms and a little bit about sales and content creation and the softwares that I use or I don't like to use, like School. And I also make content about people that my ICP are likely to recognize and be interested in as well, which is why I make a load of videos about IMMadzi and Alex Hormozi and Charlie Morgan as well, because I can hijack their audiences by using their names and faces to reach the people—people that I want to help with my service.

The next big thing that Hormozi goes on about is that you need to make a declaration of business; you need to state what you are selling. You cannot assume that 100% of your audience have seen every single video you've ever posted and they've seen your cool tractions and they resonated; they heard what it is, and so they've made a conscious decision on whether or not they're going to buy. That simply isn't the truth. You need to be actively telling people about your service, about what you're offering, and doing it frequently, and don't be shy about it either. 95% of your viewers are going to watch you sporadically; maybe they watch one out of five videos; maybe they only watch the first 5 minutes and they miss that CTA. If you aren't stating your offer every week on a minimum basis, that person might end up taking six months to even learn what you sell and realize that they wanted to work with you all the time. If you're selling a service, if you are actually helping your clients—which, let's be honest, we should be as coaches or agency service providers or whatever it is—we should be wanting to help these people because we know when we work with them we can genuinely help them. So we basically have a moral obligation to make sure that our viewers, our ICP, know that we are an option and that we can help them.

Now, how should we actually run these CTAs? Well, on a bare minimum basis, we should be running a give-to-ask ratio of 10 to 1 for our organic content. That means if we're doing a 10-minute YouTube video where we're giving value, we should not be pushing our call to action or our service pitch for more than one minute of that video. Or, on the other hand, if we're doing 10 YouTube Shorts, we should have 10 YouTube Shorts which are pure value, purely about reaching new people and nurturing them and engaging with them, and then one which is just one hard and fast, sheer CTA and nothing else. That's for content. When we move into the sales funnel itself, once someone has opted in and stopped just being a viewer and they've become a lead, we should really aim for something closer to a 3 to 1 nurture give-to-ask ratio, but again, a higher give is always ideal. What does that mean? Well, if we're running something like a webinar and it's going to last for 60 minutes long, we can do that 60-minute-long value proposition, giving them that information they came for, giving them the free training, and then we can chuck on top of that a 20-minute-long CTA. But if we do a 40-minute-long CTA with only 20 minutes of value, we're going to be outside that give-to-ask ratio, and we're going to see much lower conversions.

Now, Hormozi also states that he sees three separate ways of running these calls to action, of telling people, of making these declarations of business: There's integrated, there's intermittent, and then there's a full break. What is integrated? Really, really simple: It's just related to what you're talking about. So, for example, we're talking about how to structure out your content for building a service-based online business, a coaching program, something like that. This is me mentioning, "Oh, I actually help coaches and agencies with this stuff. I have a full done-for-you service explicitly for coaches where I run the entire back-end business for you, and you can just focus on fulfilling and making content or doing it whatever you want, and I make most of my money on a profit share as well, so you know I'm going to be good." As an example of an integrated CTA, right? It's incredibly relevant to what we're actually talking about, and it isn't a full break. The style of this content that we're talking about here hasn't changed; it's still me with my iPad on the side here and my face just sat here talking to you. There's no music; there's no fancy editing or anything on top, so it isn't going to be a jarring transition from someone who's just there for the content but then gets that pitch in. Very few people are going to fast-forward past my integrated pitches because they are so relevant to the people I'm talking to. But then we have intermittent. Now these work really, really well, according to Hormozi, for short-form content in particular. So this is going to be short and sharp—tiny calls to action for something. Instead, "By the way, if you want to learn more about this, I've got a free guide in the description below; check it out." It's short, and it's sharp, and it's still related to the content; it's still heavily integrated. We're still not changing the format of the content that we're making, but it's so much shorter that we can run multiple of these per piece of content. Or if we're using short-form content, right, we're on TikToks; view duration is the single most important metric, but when you run a call to action, that view duration is going to drop off, so you want to make them really, really quick, and that's what Hormozi calls intermittent. You can chuck multiple of them in throughout a piece of content, and it doesn't get jarring; it doesn't distract people; it doesn't turn them away. Then we have our full-break CTAs. Now these are really, really jarring, and a great example of these are going to be any YouTuber who talks about a sponsor like BetterHelp. It's going to be one style of content, and it's going to be recorded on one day, and it's going to be consistent throughout that entire video, except for this 90-second-long break during the middle of the video where suddenly they're in different clothes and the microphone sounds differently, and now they're using a different editing style, and they're talking about something that's not even closely related to the topic of the video, and it'll be like, "Get free mental health counseling or whatever with BetterHelp." It isn't effective; it turns people away; it cuts down your view duration; and it doesn't even drive a high level of CTA. So yeah, we really, really don't want to be running full-break CTAs pretty much ever; we always want to keep them integrated. For an example of amazing integrated CTAs, take a look at any MrBeast YouTube video. He will literally intertwine the story of his YouTube video into the sponsor itself. So if you skip out that 60-90 second sponsored segment, you also miss elements of the story.

Next here, we have one-one-one-one—one source of leads, one funnel, one conversion mechanism, one offer—all the way up to $1 million USD. So what do we mean by all this? Well, traffic source of leads: Who are we selling to, and how do we actually get them to know that we exist? We want to focus 80% of our efforts on just one source of leads, and then the other 20% can be that basic, simple YouTube stuff that you chuck out the content on top and just the accidental leads that come through through. Then we want to be leading people into a funnel, right? Now that these people know that we exist, how do we actually get them to take action? How do we get them to know what we want them to know? How do we educate them? How do we tell them? How do we want to close them? How do we want to get them there? For example, it might be YouTube video CTA into an opt-in page, a webinar, book a call, close, or something like that. Again, Hormozi's advice is really, really simple: One—pick one conversion mechanism. Pretty much all of them work, whether it's DM setters or triage coolers or sales calls or webinars or VSLs or landing pages or opt-in pages; it doesn't really matter. You just have to pick one and focus all of your effort and energy into improving it as much as possible. The people who fail often have three separate funnels running in different directions that all get in the way of each other and cannibalize each other.

Next, then we have a conversion mechanism. This is going to be the actual point where you take someone's money. So this can be straight to a sales page where you just click and input your card info; it can be a sales call where you speak with someone, a client, for 60 minutes before you actually try and pitch them; it can be a two-call close sales call; it can be a webinar straight to a sales page. This is the conversion mechanism; it's that final point of actually getting that person sold. Again, pick one; run with it; dedicate your time, effort, and energy into getting really, really good at it. And then finally, we move on to the final one-one offer, right? What are we actually selling? How much is it going to cost? What are the deliverables of that offer? What's the guarantee? Who will be selling it to our ICP? For example, something like what I do: I really have one key demographic—coaches, online service providers—who I can help scale. And then all those go together—one-one-one-one—until you're making $1 million USD a year in revenue or in sales for your business, and at that point, that's when it's now okay to start adding in extra offers or adding in extra ICPs that you're targeting or adding in extra forms of gathering leads. Hormozi's advice on this is really, really plain and simple: You shouldn't be wasting time moving around and trying 10 different things because pretty much everything will work if you're good enough at it, but the only way to get good enough at it to make it work is to focus down in on it for a long time, to learn about it, to track your data, so that repetition that you get from just focusing on one thing is super, super valuable.

Now next, we have the 80/20 rule, which is incredibly related to that one-one-one-one idea, and it's basically that most people will do 10 things within their business, and they'll do all 10 things badly, but two of those things will still drive 80% of their results, even though they're spending 80% of their time on the eight things which are only driving 20% of their results. So a lot of people get really, really unfocused, and they waste their time with busy work, with setting up a new funnel when they don't actually need to, with trying to work out how to run Meta ads and YouTube ads at the same time when really they should just be head down focusing on YouTube ads or Meta ads. On top of that, when you start adding these other things into the equation, like extra funnels or extra offers or extra traffic sources, they all start to cannibalize each other, right? If you're selling now a course down-sell to your main core offer coaching program, there's a 90% chance that you're going to start accidentally selling people on the course who would have been happy buying that higher-ticket coaching program, and they would have got better results. You'd have worked closely with them; they would have got a better testimonial given to you at the end, and you make more money for you. You end up costing yourself sales by adding too many offers into the mix. This is the big thing that I see so many times: People will make five different ebooks and two courses and three coaching programs and try and sell them all at once when in reality they just need to pick the one single most important offer that they want to be pushing and scale it as much as possible.

Now there are a couple of caveats here. Hormozi specifically says that you should be focusing on the one-one-one-one or the 80/20 rule all the way up until you're making $1 million a year in revenue. Personally, I don't think you need to go quite that high; I think getting to $30,000 to $50,000 a month is a reasonable place to start adding a little bit more complexity into the offers you're selling or into the funnels or the ways that you're getting traffic. The best example of this is going to be a second offer as a down-sell course, but you need to do it in a very, very specific way so that it doesn't cannibalize sales from your high-ticket coaching. Essentially, we need to make sure that this sales process and the fulfillment of this lower-ticket offer is 100% automated, right? You're only selling the information here, and you're removing all personalized help. You're going to take that same information you give them in the coaching, but you're only going to sell them the information; you're going to cut your prices down from $3,000, $5,000, $10,000, whatever it was, to $500, $1,000, or $2,000.

Now, how do we make sure that we aren't cannibalizing our core offer sales when we're pushing this down-sell? The first thing is literally to never down-sell on a sales call ever, until you are literally an absolute pro at sales; you shouldn't even be considering this, and even then there's really not that much benefit to it. Don't even consider it. The main problem is that the second you get that little bit of resistance when someone says, "Oh, it's a little bit expensive," you're then inclined to go, "Well, actually, I've got a more affordable option for you here; let me explain how it works," whereas all that person needed was a little bit of reassurance that they're going to get desired result X, and then they'd be happy to pay, but you've instantly jumped on down to your down-sell; you've cost yourself money as a result. This is even more important if you're running closes; if you have sales people running your sales for you, don't even give them the link or the option or the ability to take a payment for anything other than the core offer because they will default down to it, and they will cost both themselves and you money by going away too early and pushing for a down-sell. If that's how we don't sell the down-sell, then how do we? Well, basically, you're going to take your qualified leads, and anyone that you wouldn't waste your conversion mechanism on—let's say a sales call for this instance—you're going to instead send them into an automated flow for a down-sell instead, right? There's going to be zero time or cost input for yourself to run this going forward, and you're only ever going to send it to people who you would literally not even waste the time on a sales call with because they are so unqualified; they are literally broke; they have no money; they're open, and they say, "I don't have the money to invest in anything, but I'd just like to learn." Instantly unqualified; we stick them into the down-sell anyway. This second offer, run like this, isn't going to decimate your revenue; it's not going to make you a millionaire, but it can very, very easily add 10%, 15%, or even 20% to your sales every single month without any extra time on fulfillment or any extra time from yourself or your team on actually the selling process, and it's going to be incredibly high margin as well—95% margin—because we're not giving them personal time; we're not giving them help; we're purely giving them the information.

And my next and final caveat here is that actually content as a traffic source can be slow and inconsistent and very, very difficult. Here's the harsh reality: Making content that performs well is actually really difficult, right? It's a very competitive industry, especially when you move into short-form stuff. There is a very steep learning curve, and some people just hate it, and they're never going to be good at it because they don't enjoy doing it, right? If content is that...

One traffic source that you choose, just make sure you have some kind of experience, or some kind of success, or some kind of reason to believe that you will be able to do well with this. Because I do firmly believe that some people will never be good at content, no matter what.

Now, for me, for my business, content is my main lead source for my business, and I do very, very well with it. I make a lot of money from this content that I put out, but I've been making content for four years now. I've been making long-form YouTube videos for four years now, YouTube shorts and TikToks and Instagram Reels for about three years now as well. And so I can show, and I can look back at my data and consistently prove to myself that I'm driving sales calls and driving profits, sales revenue, new clients for my business.

If you're starting from scratch, literally from zero, you've never done anything with with content, with coaching, you have no experience with this whatsoever, I genuinely believe that cold outreach is going to be a better option than than content, unless you've got a reason to believe you'll do well. But paid ads are the best options across the board. Still do that bit of content on the side, but use it to nurture and sell leads, not necessarily to find them. And then after you've been running it for a while, after you're more comfortable and confident and you're just making better content, then start putting more time into it and treat content as a traffic source.

So there we are. That's basically Alex Homo's advice for online coaches throughout 2025. Pretty simple stuff, but I hope I didn't go too quickly and you managed to absorb all of that.

Of course, one final shameless pitch: If you are a coach, if you are a COR seller, and you're looking to scale, go on over to the link in my description, check out my page, learn a little bit more about my business and how it works. We do also offer coaching programs for agencies; we just don't offer that full done-for-you service where we literally run your entire business. If you want to scale your online business, your service-providing business that you're running online, head on down below below to the description. I've got a couple of lead magnets there as well, some free bits of value you can check out. All you have to do is give me your email, and then you get my emails, and then you can get even more value from me, and you don't even need to ever buy anything. Go check it out, and I'll see you for the next video.