Claude x Hormozi Business Coach Setup Guide

By @lifeofarjav

Build a Claude Project that acts like a ruthless business coach for offers, positioning, landing pages, sales scripts, content, and weekly strategy reviews.

This guide is designed for people who saw the carousel and want the complete setup, not a vague idea.

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What you are building

You are creating a dedicated Claude Project with:

1. A clear role and behavior instruction
2. A focused knowledge base
3. A repeatable set of business critique prompts
4. A workflow for using Claude as a strategy operator, not just a chatbot

The goal is simple:

Turn scattered business thinking into clearer offers, sharper positioning, better sales assets, and more honest decisions.

This is not magic. If your business has no offer, no audience, no sales motion, and no proof, Claude will not save you. It will only expose the mess faster.

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Important note before you start

Do not upload copyrighted books, paid courses, private recordings, or proprietary material unless you have the right to use them.

The smarter move is to upload:

• Your own notes from books you have read
• Publicly available frameworks
• Your own sales calls
• Your own offer docs
• Your own landing pages
• Your own strategy notes
• Your own customer research
• Your own business metrics

Also, do not instruct Claude to impersonate Alex Hormozi as if it is literally him. That is sloppy and unnecessary. You want the strategic style, frameworks, and critique pattern, not fake identity cosplay.

Use language like:

Act as a direct, no-fluff business coach inspired by Hormozi-style offer, lead generation, sales, and business model thinking.

Not:

You are Alex Hormozi.

That one sentence is the difference between a professional setup and a gimmick.

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What you need

Minimum setup

• A Claude account
• A Claude Project
• 3 to 10 business documents
• One strong project instruction
• 5 to 10 reusable prompts

Recommended setup

Use a paid Claude plan if you want to upload more files, work with larger knowledge bases, and get better continuity across serious business work.

Claude Projects let you create a focused workspace with its own chat history and knowledge base. You can upload documents, add context, and define project instructions so Claude responds in a consistent way inside that project.

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Step 1: Create the Claude Project

Go to Claude and create a new project.

Recommended project name:

Hormozi Business Coach

Better version if you want it to feel less gimmicky:

Business Growth Critic

Best version if you want it to feel like a serious internal tool:

Offer + Growth Strategy OS

Project description:

A direct business critique workspace for improving offers, positioning, sales pages, sales scripts, content, lead generation, and weekly decision-making.

What this project should be used for:

• Offer reviews
• Landing page critiques
• Sales call analysis
• Lead magnet ideas
• Content strategy
• Funnel diagnosis
• Weekly business reviews
• Pricing and packaging
• Founder decision-making
• Identifying bottlenecks

What this project should not be used for:

• Random daily questions
• Personal journaling
• Generic ChatGPT-style brainstorming
• Anything unrelated to business growth
• Sensitive customer data you do not have permission to process

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Step 2: Upload the right documents

Claude gets useful when the project has real context. Most people will mess this up. They upload too much random content and wonder why the answers get vague.

Upload fewer files, but make them high-signal.

Upload these first

1. Your business overview

Create a file called:

business-overview.md

Include:

• What you sell
• Who you sell to
• Price point
• Current revenue
• Target customer
• Current acquisition channels
• Current sales process
• Main bottleneck
• Current offer
• Top competitors
• Proof or case studies
• Your 90-day goal

Template:

# Business Overview

## What we sell

[Explain the offer clearly.]

## Who we sell to

[Target customer, industry, company size, pain point, buyer role.]

## Current pricing

[One-time, monthly, retainer, performance-based, etc.]

## Current acquisition

[Cold email, LinkedIn, referrals, paid ads, content, outbound, partnerships.]

## Current sales process

[Lead source, qualification, sales call, proposal, close, onboarding.]

## Current bottleneck

[Where the business is actually stuck.]

## Proof

[Results, testimonials, numbers, client outcomes.]

## 90-day goal

[Specific measurable outcome.]

2. Your current offer

Create:

current-offer.md

Include:

• Offer name
• Who it is for
• Pain it solves
• Desired outcome
• Deliverables
• Timeline
• Price
• Guarantee, if any
• Bonuses
• Why now
• Why you
• Objections prospects raise
• Why people do not buy

3. Your current landing page or sales page

Create:

landing-page.md

Paste the page copy directly into the file.

If you do not have a landing page, paste:

• Website homepage copy
• Sales deck copy
• Cold email copy
• Sales call pitch
• Proposal copy

Claude cannot critique what it cannot see.

4. Customer research

Create:

customer-research.md

Include:

• Customer pains
• Exact customer language
• Sales call objections
• Competitor complaints
• Reasons people buy
• Reasons people do not buy
• Transformation customers want
• Common buying triggers

5. Your content examples

Create:

voice-and-content.md

Add:

• 5 to 10 posts you like
• 5 to 10 posts you wrote
• Your preferred tone
• Phrases you use
• Phrases you hate
• What your audience cares about
• What you never want to sound like

6. Framework notes

Create:

frameworks.md

Add your own summaries of the frameworks you want Claude to use.

Suggested sections:

# Framework Notes

## Value Equation

Use this to evaluate how compelling an offer is:
-Dream outcome
-Perceived likelihood of achievement
-Time delay
-Effort and sacrifice

## Offer Diagnosis

Check:
-Is the outcome specific?
-Is the buyer clearly defined?
-Is the pain urgent?
-Is the proof strong enough?
-Is the mechanism clear?
-Is the price justified?
-Are objections handled?

## Lead Generation

Check:
-Who is the exact buyer?
-What painful problem already exists?
-What trigger makes them act now?
-What proof earns attention?
-What CTA creates a low-friction next step?

## Sales Page

Check:
-Headline
-Problem
-Outcome
-Mechanism
-Proof
-Offer stack
-Risk reversal
-FAQ
-CTA

Do not upload raw massive books unless you legally have the right. Your notes are often better anyway because they force the model to use the parts you actually understand.

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Step 3: Set the project instructions

Go to the project instructions area and paste this.

You are a direct, no-fluff business growth coach for ambitious founders, creators, consultants, agencies, and operators.

Your job is to help me improve offers, positioning, sales pages, lead generation, content, sales scripts, pricing, funnels, and business decisions.

Use a practical, blunt, evidence-first style inspired by high-performance business coaching and offer-building frameworks. Do not impersonate any real person. Do not claim to be Alex Hormozi. Do not flatter me. Do not give motivational filler.

Your operating principles:

1. Diagnose before prescribing.
2. Prioritize the bottleneck that matters most.
3. Use my uploaded business context before giving generic advice.
4. Be specific, not theoretical.
5. Challenge weak assumptions.
6. Explain what is broken, why it is broken, and what to fix first.
7. Prefer simple, executable changes over complicated strategy.
8. Ask for missing information only when it blocks a useful answer.
9. When uncertain, say what you are assuming.
10. End with clear next actions.

When reviewing an offer, check:
- Target customer clarity
- Pain urgency
- Dream outcome
- Perceived likelihood of success
- Time to value
- Effort and sacrifice required
- Proof
- Mechanism
- Risk reversal
- Pricing
- Objections
- Differentiation
- Call to action

When reviewing a landing page, check:
- Headline clarity
- Buyer relevance
- Specificity of outcome
- Proof strength
- Offer stack
- Objection handling
- CTA clarity
- Message-market match
- Friction
- Trust

When reviewing content, check:
- Hook strength
- Specificity
- Usefulness
- Founder authority
- Audience relevance
- Shareability
- CTA
- Whether it sounds generic or actually owned

When reviewing strategy, force prioritization:
- What matters now
- What can wait
- What is a distraction
- What assumption needs proof
- What action creates the highest leverage

Response format:

1. Brutal diagnosis
2. What is actually broken
3. What to fix first
4. Rewrite or improved version, if relevant
5. Next 3 actions

Keep responses clear, direct, and useful.

This is the core. If you only do one thing from this guide, do this part properly.

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Step 4: Start with a calibration chat

After uploading your files and setting instructions, start a new chat inside the project.

Paste this:

Read the project knowledge and build a business context map.

Do not give advice yet.

Summarize:
1. What business I am in
2. Who I sell to
3. What my current offer is
4. What my main growth bottleneck appears to be
5. What information is missing
6. Which documents you will rely on most

Then tell me where my context is weak or unclear.

Why this matters:

You are checking whether Claude actually understands your business before asking it to critique anything.

If the summary is wrong, fix the uploaded documents before continuing. Do not keep prompting over bad context. That is how you get garbage output that sounds smart.

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Step 5: Use the core business critique prompts

Prompt 1: Offer critique

Use this when your offer feels weak, unclear, or hard to sell.

Critique my current offer using the project knowledge.

Focus on:
1. Who this is clearly for
2. Whether the pain is urgent enough
3. Whether the outcome is specific enough
4. Whether the proof is strong enough
5. Whether the mechanism is believable
6. Whether the price makes sense
7. Which objections are still unanswered
8. What would make the offer feel like a no-brainer

Give me:
- The brutal diagnosis
- The 3 biggest weaknesses
- The exact offer rewrite
- A stronger one-sentence positioning line
- A better CTA

Prompt 2: Landing page teardown

Use this for website pages, sales pages, funnels, proposal pages, or lead magnet pages.

Tear down this landing page like a conversion strategist.

Use the uploaded business context.

Evaluate:
1. Headline
2. Subheadline
3. Above-the-fold clarity
4. Problem framing
5. Offer clarity
6. Proof
7. Objection handling
8. CTA
9. Trust
10. Friction

Then give me:
- What is confusing
- What is weak
- What is missing
- What to remove
- What to rewrite
- A full improved version of the page structure

Prompt 3: Sales call diagnosis

Use this after you paste a sales transcript or call notes.

Analyze this sales call.

Tell me:
1. Why the prospect did or did not move forward
2. Where I lost control of the conversation
3. Which objection mattered most
4. What I should have asked
5. What I should have said differently
6. Whether the offer was positioned clearly
7. Whether the next step was strong enough

Then give me:
- The real reason this call did not convert
- The exact follow-up message I should send
- The sales script improvement for next time

Prompt 4: Content strategy

Use this when you need posts that drive business, not vanity engagement.

Build a content strategy from my business context.

I want content that attracts my ideal buyer and creates demand for my offer.

Give me:
1. 5 content pillars
2. 20 post ideas
3. 10 strong hooks
4. 5 carousel ideas
5. 5 reel ideas
6. 5 authority-building posts
7. 5 objection-handling posts
8. 5 proof-based posts

Avoid generic AI influencer content. Make this specific to my business, my audience, and my offer.

Prompt 5: Weekly business review

Use this every week.

Run my weekly business review.

Here is what happened this week:
[Paste numbers, wins, problems, calls, revenue, content, pipeline, team issues.]

Analyze:
1. What moved the business forward
2. What was fake productivity
3. What bottleneck is most important now
4. What decision I am avoiding
5. What I should stop doing
6. What I should double down on
7. What one metric matters most next week

End with:
- The 3 priorities for next week
- The one thing I must not ignore
- The one action I should do today

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Step 6: Build your reusable prompt library

Create a Notion page or Google Doc called:

Claude Business Coach Prompt Library

Add these sections:

Offer prompts

Rewrite this offer so the outcome is clearer, the pain is sharper, and the CTA is stronger.

List the top 10 reasons someone would not buy this offer. Then fix each one.

Make this offer more specific for [industry / buyer].

Positioning prompts

Compare my positioning against these competitors and show me where I sound generic.

Rewrite my positioning so it is obvious who it is for, what pain it solves, and why now.

Sales prompts

Turn this sales call transcript into a better discovery script.

Write a follow-up email that handles the real objection without sounding needy.

Create a sales call scorecard from this transcript.

Content prompts

Turn this business insight into 10 LinkedIn posts and 5 Instagram carousel ideas.

Make this post sharper, less generic, and more useful for my ideal buyer.

Strategy prompts

Tell me what I am overcomplicating in this business.

Find the highest-leverage bottleneck based on the uploaded context and current metrics.

Create a 30-day execution plan based on the one bottleneck that matters most.

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Step 7: Use this as an operating rhythm

The setup only matters if you use it consistently.

Daily

Use it for:

• One decision
• One piece of content
• One sales message
• One customer objection
• One bottleneck

Daily prompt:

Based on my business context, what is the highest-leverage thing I should fix today?
Give me one answer only. Explain why.

Weekly

Use it for:

• Pipeline review
• Content review
• Sales call review
• Offer improvement
• Strategy reset

Weekly prompt:

Review this week’s business activity and tell me what to stop, start, and double down on.

Monthly

Use it for:

• Offer refinement
• Pricing changes
• Positioning
• Funnel improvements
• Team delegation
• New growth experiments

Monthly prompt:

Act as a strategic operator. Review my current business context and create a 30-day plan to improve revenue, pipeline quality, and conversion.
Prioritize only the highest-leverage actions.

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Step 8: Keep the knowledge base updated

This is where most people fail.

They build the project once, then never update it.

Update these files every 2 to 4 weeks:

• business-overview.md
• current-offer.md
• customer-research.md
• sales-call-notes.md
• voice-and-content.md
• metrics.md

Add a new file called:

decision-log.md

Use this format:

# Decision Log

## Date

Decision:
Why:
Expected result:
Actual result:
Lesson:
Update needed:

This turns Claude into a better strategic partner over time because it can see what you tried, what worked, and what failed.

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Step 9: Add a metrics file

Create:

metrics.md

Use this structure:

# Business Metrics

## Revenue

Current MRR:
Monthly revenue:
Gross margin:
Cash collected:
Refunds:

## Pipeline

New leads:
Qualified leads:
Calls booked:
Calls attended:
Closes:
Close rate:
Average deal size:

## Acquisition

Main channel:
Cost per lead:
Reply rate:
Positive reply rate:
Show-up rate:
Sales cycle length:

## Content

Posts published:
Best post:
Worst post:
Profile visits:
Inbound leads:
Calls from content:

## Bottlenecks

Current bottleneck:
Evidence:
What we are testing:

Then use this prompt:

Analyze my metrics file and tell me what the business is actually saying.
Do not give generic advice.
Tell me:
1. The bottleneck
2. The false signal I might be chasing
3. The one metric I should focus on next
4. What to fix this week

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Step 10: Make it safer and cleaner

Do not upload

• Bank statements
• Passwords
• API keys
• Private customer data
• Confidential client data without permission
• Full paid books or courses you do not have rights to use
• Anything you would not want stored in a third-party tool

Do upload

• Your own notes
• Sanitized call transcripts
• Public pages
• Your own sales material
• Your own metrics
• Your own content
• Your own positioning documents

Redact before uploading

Replace:

• Customer names with [Customer A]
• Emails with [email removed]
• Phone numbers with [phone removed]
• Revenue numbers with rounded ranges if needed
• Sensitive contract terms with summaries

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The exact first 30 minutes

Do this in order.

Minute 0 to 5

Create the project.

Name it:

Offer + Growth Strategy OS

Minute 5 to 10

Create and upload:

business-overview.md
current-offer.md

Minute 10 to 15

Paste the project instructions.

Minute 15 to 20

Upload:

landing-page.md
customer-research.md
voice-and-content.md
frameworks.md

Minute 20 to 25

Run the calibration prompt.

Minute 25 to 30

Run the offer critique prompt.

That is enough to get value immediately.

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Starter file checklist

Use this checklist before you share the setup.

[ ] business-overview.md
[ ] current-offer.md
[ ] landing-page.md
[ ] customer-research.md
[ ] voice-and-content.md
[ ] frameworks.md
[ ] metrics.md
[ ] decision-log.md
[ ] sales-call-notes.md
[ ] prompt-library.md

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Common mistakes

Mistake 1: Uploading too much random context

More files do not automatically mean better answers. Bad context creates bad strategy.

Mistake 2: Asking vague questions

Bad prompt:

How can I grow my business?

Better prompt:

Given my current offer, target customer, and sales process, identify the one bottleneck that is most likely limiting revenue this month.

Mistake 3: Wanting compliments

You are not using this for validation. You are using it to find weak spots.

Mistake 4: Treating Claude like a guru

Claude is not the CEO. You are.

Use it to sharpen thinking, not outsource judgment.

Mistake 5: Not giving it real numbers

If you do not give pipeline, revenue, conversion, sales, and customer data, you will get generic advice.

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Copy-paste prompt pack

1. Business context map

Read all project knowledge and summarize my business context.
Then list the missing information that would make your advice more accurate.

2. Offer improvement

Improve my offer so it becomes more specific, more believable, and easier to buy.
Use my uploaded context.

3. Landing page rewrite

Rewrite my landing page for clarity, proof, urgency, and conversion.
Keep it direct and specific.

4. Objection handling

List the top objections my ideal buyer has and write a direct response to each.

5. Content calendar

Create a 14-day content calendar that attracts my ideal buyer and creates demand for my offer.

6. Sales call follow-up

Write a follow-up email based on this sales call.
Handle the real objection and create a clear next step.

7. Weekly review

Here is my week. Tell me what mattered, what was noise, and what I should do next week.

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Final recommendation

Use this system for one business bottleneck at a time.

Do not ask it to fix your entire company in one conversation.

Start with:

1. Offer
2. Landing page
3. Sales calls
4. Content
5. Weekly execution

That is the order.

If your offer is weak, better content will not save you.

If your landing page is unclear, more traffic will not save you.

If your sales calls are sloppy, more leads will not save you.

Claude is useful because it can force clarity. But only if you give it real context and ask it precise questions.

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Sources and research notes

This guide is based on current Claude Project behavior and Anthropic’s published guidance.

Useful references:

• Claude Help Center, What are Projects?
• Claude Help Center, How can I create and manage projects?
• Claude Help Center, Retrieval Augmented Generation for Projects
• Claude Platform Docs, Prompt Engineering Overview
• Claude Code Docs, Overview

Key implementation notes:

• Claude Projects support dedicated workspaces, uploaded knowledge, and project instructions.
• Project knowledge can be used across chats inside the project.
• Project instructions apply across chats inside that project.
• Claude can use RAG for larger project knowledge bases when needed.
• Better prompting starts with success criteria, context, examples, structure, and clear output requirements.

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