--- title: Referral offers and event-based lead gen for high-ticket services slug: referral-offers-and-event-marketing summary: Hormozi's plan for a $3M concierge-medicine practice — replace cash referral credits with a "bring a friend" treatment at every visit (BAMFAM), a quarterly giveaway in the newsletter, and weekly local events with a free scan watched alongside a VSL, or a $99 Meta-ad workshop, closed in person. domain: marketing tags: [referrals, events, lead-generation, high-ticket, services, giveaway, vsl] related: [lead-magnet-types-and-delivery, sales-funnel-rules-of-thumb, membership-retention-tactics, giveaway-campaign-before-sale] sources: [yt:B-ogfFiQpXg] updated: 2026-10-24 --- # Referral offers and event-based lead gen for high-ticket services ## TL;DR - A **$500 referral credit** means little to wealthy members. Give the *friend* something real instead, like a $1–2k treatment that costs you far less, so referring earns the member social capital. - **Don't ask for referrals. Ask "who do you want to bring?"** Bake a plus-one into membership (for example five friend passes on a $5k plan) and ask at the close and at every booked visit (**BAMFAM**: book a meeting from a meeting). - Trigger asks at the **"wow" moment**. For this practice, about day 90. - Add a **PS to the newsletter**: a quarterly giveaway of a year of the premium service, where every entrant's friend gets a smaller prize regardless. It also makes the price public. - **Events:** sponsor existing local events weekly. Give a free scan (normally $150–500) and play a VSL during the 20-minute scan, then close on the spot or book a meeting. The scalable version is Meta ads to a **$99 one-day workshop**, which filters out riff-raff and puts a card on file. ## Details **Context.** Guest Dr. Ziad Asi (name as transcribed) runs Precision Health Concierge Medicine in Sarasota: about $3M revenue, ~475 patients, memberships of roughly $5–20k a year, growing mostly on word of mouth and SEO.[^1] Alex Hormozi's diagnosis was to speed up referrals and add event-based demand rather than a classic ads-to-call funnel. The existing warm sales process (a phone call, then Zoom with the doctor, then onboarding) already closed fine.[^2] **Referral offer.** The practice had offered both member and newcomer a $500 credit at an open house. Hormozi's version: members get a $1–2k-value treatment they can give to a friend, offered only through referrals and never in ads, so walk-ins aren't coupon hunters. Members bring the friend along to their own treatment, the way a gym plus-one works.[^3][^4] Ask at the close, then at each booked visit: "who do you want to bring?" Back it with the claim that people who do healthy things together get better results.[^5][^6] Look for a near-universal wow moment in the patient journey. Here that was about 90 days, when patients feel markedly better, which also makes it the natural point to ask.[^7] **Newsletter and giveaway.** The newsletter had no call to action. Add a low-key PS for a quarterly giveaway of a year of the VIP service, where everyone who enters a friend gets something. Because the giveaway announces the price, there's no sticker shock when the others are then offered the $5k or $10k plans.[^8][^9] **Events.** The first event spent ~$10k and made ~$70k. Hormozi thinks it could have made ~$400k, and asked why not one event a week, since a city that size has health, wealth or business events every week.[^10] The play: a big giveaway (a year of scans), free scans for attendees, a VSL playing while they're scanned, and a close right after. If it feels rushed, book a follow-up and send the VSL in between.[^11][^12] His math: a 300-person event → ~100 scans → 25% convert → 25 sales ≈ $2.5M in LTV.[^13] Most events won't work. Find the one in three that does and lock it into the permanent sponsorship calendar.[^14] For a high-trust sale, in-person workshops "work better than just about anything". The ads version is Meta → a paid $99 one-day health workshop with a scan included → in-person close by the sales rep, with a VSL before the meeting.[^15][^16] **What actually happened.** In a later update the guest said Sarasota is very seasonal (from May to September half the population leaves), so he couldn't find enough events. Against Hormozi's advice not to create your own events, he built a lecture series at venues where his ideal clients live.[^17] ## Disagreements / caveats - This is advice from one live consultation (a competition episode), with the guest's later update showing the weekly-events plan didn't survive local seasonality. The $2.5M figure is a hypothetical. - The pattern (a valuable friend gift, an asset that bakes in the ask, events with a diagnostic lead magnet) generalises to other high-ticket local services. It's less relevant to low-ticket e-commerce. ## See also - [[lead-magnet-types-and-delivery]] — the scan is a "reveal a problem" lead magnet - [[sales-funnel-rules-of-thumb]] [^1]: yt:B-ogfFiQpXg @ 00:00 — Dr. Ziad Asi (guest) [^2]: yt:B-ogfFiQpXg @ 13:02 — Alex Hormozi [^3]: yt:B-ogfFiQpXg @ 03:58 — Alex Hormozi [^4]: yt:B-ogfFiQpXg @ 04:44 — Alex Hormozi [^5]: yt:B-ogfFiQpXg @ 05:39 — Alex Hormozi [^6]: yt:B-ogfFiQpXg @ 08:07 — Alex Hormozi [^7]: yt:B-ogfFiQpXg @ 07:15 — Alex Hormozi [^8]: yt:B-ogfFiQpXg @ 08:56 — Alex Hormozi [^9]: yt:B-ogfFiQpXg @ 09:44 — Alex Hormozi [^10]: yt:B-ogfFiQpXg @ 13:53 — Alex Hormozi [^11]: yt:B-ogfFiQpXg @ 15:31 — Alex Hormozi [^12]: yt:B-ogfFiQpXg @ 16:17 — Alex Hormozi [^13]: yt:B-ogfFiQpXg @ 20:18 — Alex Hormozi [^14]: yt:B-ogfFiQpXg @ 22:00 — Alex Hormozi [^15]: yt:B-ogfFiQpXg @ 17:51 — Alex Hormozi [^16]: yt:B-ogfFiQpXg @ 18:38 — Alex Hormozi [^17]: yt:B-ogfFiQpXg @ 30:51 — Dr. Ziad Asi (guest)