When to Use
Use this when you need to:
- Name a new offer, program, or course
- Name a lead magnet that converts
- Name bonuses in your offer stack (unnamed bonuses lose perceived value)
- Rename an existing offer that sounds generic
- Create a naming system for a product line
Good names do the selling for you. Bad names require explanation. If you have to explain what your offer is after someone hears the name, the name failed.
The Core Formula
Hormozi’s naming methodology, taught primarily through his lead magnet framework, follows a three-part structure:
[Result] + [Timeframe] + [Container]
Each element serves a specific psychological function:
Element 1: Result (What They Get)
The result should be the dream outcome expressed in the prospect’s language, not yours. Concrete beats abstract. Specific beats vague.
Weak results: “Success,” “Growth,” “Transformation,” “Mastery” Strong results: “Revenue,” “Six-Pack,” “First 5 Clients,” “20 Pounds Lost”
The result in the name should be the thing they’d tell a friend about: “I’m doing this thing that helps me get [result].” If [result] is vague, they can’t explain it, which means they can’t refer it.
Element 2: Timeframe (How Fast)
The timeframe compresses perceived time delay — one of the denominator variables in the Value Equation. A timeframe in the name signals speed, which signals value.
Timeframe options:
- Days: “7-Day,” “21-Day,” “30-Day”
- Weeks: “6-Week,” “12-Week”
- Minutes: “60-Second,” “5-Minute,” “90-Minute”
- Sessions: “First-Session,” “One-Call”
- Unique time markers: “Before Breakfast,” “Over Lunch,” “Weekend”
The timeframe should feel aggressive but believable. “30-Day Revenue Sprint” works. “1-Day Business Empire” doesn’t. The line is: could a reasonable person believe this if they saw the proof?
Element 3: Container (The Format)
The container tells the prospect what they’re getting — the delivery vehicle. It sets expectations for format, effort, and commitment level.
Container words and what they signal:
| Container | Signals | Effort Level | Best For |
|---|---|---|---|
| Challenge | Community, accountability, urgency | Medium-High | Group programs, launches |
| Sprint | Speed, intensity, short duration | High | Quick-result offers |
| Blueprint | Step-by-step, structured, comprehensive | Medium | Courses, guides |
| System | Automated, repeatable, professional | Low-Medium | Done-for-you, SaaS |
| Accelerator | Speed + support, premium | High | High-ticket programs |
| Audit | Diagnostic, personalized, specific | Low | Lead magnets, discovery calls |
| Toolkit | Practical, ready-to-use, tactical | Low | Resource bundles |
| Playbook | Strategic, sequenced, actionable | Medium | Guides, courses |
| Masterclass | Expert-led, educational, premium | Medium | Workshops, training |
| Protocol | Scientific, precise, step-by-step | Medium | Health, fitness, technical |
| Workshop | Interactive, hands-on, live | Medium-High | Events, group sessions |
| Vault | Exclusive, curated, high-value collection | Low | Resource libraries |
Examples Using the Formula
| Result | Timeframe | Container | Full Name |
|---|---|---|---|
| Revenue | 90-Day | Accelerator | ”The 90-Day Revenue Accelerator” |
| First 5 Clients | 30-Day | Sprint | ”First 5 Clients: The 30-Day Sprint” |
| Offer Design | Weekend | Workshop | ”The Weekend Offer Workshop” |
| Six-Pack | 6-Week | Challenge | ”The 6-Week Shred Challenge” |
| Sales Script | 60-Minute | Audit | ”The 60-Minute Sales Script Audit” |
| Lead Generation | 21-Day | Blueprint | ”The 21-Day Lead Gen Blueprint” |
| Profit Optimization | One-Call | Diagnostic | ”The Profit Diagnostic: One Call” |
Beyond the Formula: Advanced Naming Principles
The Differentiation Imperative
“Marketing is about different. Business is about better.” — Alex Hormozi, “How To Create A GRAND SLAM Offer”
Your name must sound different from every other offer in your space. If your market is full of “masterclasses,” use “sprint.” If everyone runs “challenges,” run a “protocol.” The container word is the easiest lever for differentiation.
Test: Google your proposed name. If the first page is full of similar names, change the container word.
The Cocktail Party Test
Can someone who bought your offer describe it to a friend in one sentence using just the name?
- “I’m doing the 6-Week Shred Challenge” - PASSES (friend knows: result = shredded, timeframe = 6 weeks, format = challenge)
- “I’m in the Elevate program” - FAILS (friend knows nothing)
The Proprietary Name Play
For your core offer (not lead magnets or bonuses), consider adding a proprietary element — a branded word or phrase that you own:
- “Grand Slam Offer” (Hormozi’s own)
- “The CLOSER Framework” (Hormozi’s sales method)
Proprietary names create intellectual property. They make your methodology unforgettable and unreplicable. The formula: [Your Branded Term] + [Container].
Naming Bonuses
Bonuses MUST be named. An unnamed bonus is an afterthought. A named bonus is a product.
Compare:
- “You also get a meal plan” (unnamed = low perceived value)
- “You also get The Complete Meal Blueprint” (named = feels like a standalone product worth buying)
For bonuses, use the same Result + Timeframe + Container formula, but keep names shorter and punchier. Bonuses are supporting actors, not the lead.
Naming for Different Price Points
| Price Point | Naming Style | Example |
|---|---|---|
| Free (lead magnet) | Punchy, result-forward, compressed timeframe | ”The 5-Minute Offer Audit” |
| Low-ticket (497) | Clear, specific, slightly longer | ”The 30-Day Lead Gen Blueprint” |
| Mid-ticket (4,997) | Premium container, professional | ”The Revenue Acceleration System” |
| High-ticket ($5,000+) | Proprietary, exclusive, minimal | ”The Grand Slam Intensive” |
At higher price points, names become more restrained. Luxury signals through brevity, not description.
Common Naming Mistakes
-
Clever over clear: “The Phoenix Protocol” sounds cool but communicates nothing. “The 90-Day Revenue Sprint” is less clever and 10x more effective.
-
No result in the name: “The Business Bootcamp” — what business result? “The First 10 Clients Bootcamp” — now you know.
-
No timeframe: “The Sales Mastery Program” — how long? “The 12-Week Sales Mastery Program” — now I can commit.
-
Generic container: “The Course” or “The Program” — meaningless. Pick a container that signals the experience.
-
Too long: “The Complete Step-By-Step Revenue Generation and Client Acquisition Accelerator for Service-Based Business Owners” — no one will say this out loud. 3-7 words maximum.
Output
After reading this, you should be able to:
- Name any offer, bonus, or lead magnet using the Result + Timeframe + Container formula
- Choose the right container word for the effort level and positioning
- Apply the cocktail party test to validate the name communicates instantly
- Create proprietary names for core offers
- Avoid the five common naming mistakes
Source: “100M Offer In 6 Minutes”