Picture two coaches selling the same thing: a training, some templates, and a bit of support. The first one says “it's 300 dollars.” The second walks you through each piece, tells you what each one is worth on its own, adds them up to over 1,800 dollars, and then says “you're only paying 297 of that.” The work behind both offers is identical, yet the second one feels like a gift. That's value stacking, and it's one of the most repeatable moves in Alex Hormozi's $100M Offers.
The mechanics matter because most people get them backwards. They assume stacking means cramming in more stuff, when the first move is actually to trim. Hormozi calls the whole thing Trim and Stack, and the order you do it in carries most of the weight.
First trim, then stack
Start by listing every single thing you could possibly include to solve the buyer's problem. Be greedy here and don't filter anything out yet. Then run each item through two questions: how much does this raise the buyer's perceived value, and how much does it cost me to deliver, in time and money, for every new buyer?
Trim the items that are expensive for you to deliver and only a little valuable to them. Keep the ones that feel valuable to them yet cost you next to nothing to deliver again. A template you build once and hand out a thousand times is the dream, because the perceived value stays high while the marginal cost sits near zero. Weekly one-on-one calls for everyone pull the other way: buyers adore them, and they quietly devour your calendar.
Keep the things that feel valuable to the buyer but cost you almost nothing to deliver again. Cut the things that bleed your time and money for little lift.
After the trim you're left with a lean set of high-value, low-cost pieces to work from. Now you stack.
“The goal is to charge a fraction of what the stack is worth.”
Alex Hormozi, $100M Offers
Name every piece and give it a value
A vague offer hides its own worth. “You get the course and some bonuses” lands as one fuzzy number in the buyer's head, so break it apart. Give every deliverable a real name and an honest standalone price, the price someone would actually pay if that piece were sold alone. Price the training, price the templates, price the community, and list them like line items on a receipt.
Then add them up out loud. The total should land at several times your price, and a 10x gap is a good target to aim for. That total does most of the heavy lifting, because it becomes the number the buyer measures your price against.
Reveal the total before the price (anchoring)
The order you reveal things in decides how the price feels. If you say the price first, the buyer judges every piece against it and starts subtracting. If you build the full stack first, let that big total sit for a beat, and thendrop the price below it, the total becomes the anchor and your price reads as the discount. It's the same number with a completely different feeling, purely because of what you showed right before it.
This is just anchoring, the same reason a 200 dollar item next to an 800 dollar item looks cheap. You're setting the reference point on purpose, and you're setting it honestly, because every value in the stack is a price you could actually defend.
One warning: keep it honest
Inflated values poison the whole stack. If you slap a “5,000 dollar value” label on a one-page PDF, a sharp buyer feels the lie and stops trusting every other number you said. The rule is simple: only assign a value you could charge for that piece on its own with a straight face. A believable 1,800 dollar stack beats a laughable 50,000 dollar one every time, because trust is what makes the anchor hold.
Where the stack actually lands: the webinar
A stack on a sales page is a list you scroll past. A stack revealed live, near the end of a webinar, turns into an event. By the time you get there you've already shown the dream outcome, built belief with proof, and handed over a quick win, so the room is warm. Then you stack: piece by piece, value by value, building the total while everyone watches it climb. You let the big number sit. And only then do you reveal the price, far below it, while the gap is widest and attention is at its peak. That reveal is what the whole pitch has been building toward.
That moment is exactly what Webinlyis built to carry. You build the stack once, present it live in the room, and the checkout sits right there, so a buyer can act on the anchor while the value still feels too high to walk away from. There's no new tab, no “link in the email,” and no cooling-off window between the reveal and the buy. If you want the full pitch structure that wraps around the stack, start with how to pitch on a webinar, and to build the offer itself see how to create a webinar offer.
Turn the offer into sales, in the room
Build it once, go live or evergreen, and take the payment inside the webinar. That is the part Webinly handles for you.
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The one thing to take away
Frame better before you add more. Trim the heavy, low-value pieces, name and price the light, high-value ones, sum them to a total many times your price, and reveal that total before you ever say the number. Keep every value honest, and the stack will make your price feel small without you discounting a thing.
References
Hormozi, Alex. $100M Offers: How To Make Offers So Good People Feel Stupid Saying No.Acquisition.com Publishing, 2021. The Trim and Stack method and the principle of charging a fraction of the stack's worth are his. The examples, the dollar figures, and the webinar application here are our own.