Hey Reader,
OK, you know it’s August, so I don’t normally work, but this one was too good not to share …
Alex Hormozi just pulled off one of the biggest book launches in history: over 2.7 million copies in a single day, nearly $80M in revenue.
Now, most of us aren’t going to hit those numbers — and we don’t need to. But here’s the part that matters: the principles behind his launch can work whether you’re selling a £99 course, a £10k program, or a new service.
Here are my 5 big takeaways:
1. Trust Is the Real Funnel
Hormozi didn’t start by selling. He spent years building trust with free content — podcasts, YouTube, previous books.
👉 Lesson for you: Don’t wait until “launch week” to show up. Start building trust now. Your next launch will rise or fall on the depth of connection you’ve built in advance.
2. Launch as an Event, Not an Email
He didn’t just drop a sales page. He ran a 9-hour live masterclass and made it feel like history in the making.
👉 Lesson for you: Whether it’s a 90-minute workshop or a one-day challenge, give your audience a reason to show up. A launch should feel like an event, not just another product on the shelf. Make it something people want to be a part of …
3. Make Buying Shareable
Hormozi turned purchasing into a status move: donate 200 books, share the impact, feel part of something bigger. People bragged about buying.
👉 Lesson for you: Add a social layer to your offers. Could buyers unlock gifts for friends? Make the purchase feel like a story they want to tell.
4. Gamify the Journey
He added leaderboards, affiliate challenges, and public shoutouts. Status and competition kept the buzz alive.
👉 Lesson for you: You don’t need a leaderboard, but you can create fun, participation and recognition. From giveaways to “top contributor” spotlights, gamify the way people engage with your launch.
5. Show, Don’t Just Tell
His book was about building scalable offers — and the launch demonstrated that model in action. It was meta.
👉 Lesson for you: If you’re selling growth, show growth in your own launch. If you’re teaching productivity, run your launch with ruthless efficiency. People believe what they see.
📝 Quick Recap
- Build trust before launch
- Make launch a live event, not just a product announcement
- Turn buying into social currency
- Add fun + gamification
- Let your launch itself be proof of your message
And here’s the kicker: you don’t need a million followers or VC money to use these: pick one principle and apply it to your next launch. That alone could double your impact.
And if you want my complete LAUNCH PLAYBOOK breakdown of Hormozi’s launch - so you can implement it into yours, just reply LAUNCH and it will be heading its way over to you …
