Breaking down Hormozi's $100M launch

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Alex Hormozi is the greatest salesperson of all time.

His August 16th $100M Money Models book launch - streamed on YouTube - was the internet nerd Super Bowl.

It didn’t disappoint:

And a lot of money…

Days later, there was another high-profile info product sale.

After spending $500,000 to sponsor a Mr. Beast video, Zach Yadegari announced App Mafia, a $1,000+ course for viral consumer apps.

Who better to teach app marketing than the 18-year-old co-founder of Cal AI, which does $3.6M/month?

Now, I like Zach.

We have a lot of mutuals; his co-founder used to work for my buddy Oliver, and everything I’ve heard is that he’s extremely humble.

But the launch was a disaster.

A cringey trailer showing off Lambos/mansions and a rushed livestream led to $300,000 in sales despite 3M+ launch post impressions.

Two offers.

From world-class founders in their field.

One had amazing launch execution, the other didn’t.

The crown jewel of Hormozi’s $100M launch was a beautiful webinar - one of the best of all time.

And so today, I want to cover the tactics that made it work.

“But Nathan, I don’t sell digital products, I don’t need a web-”

Stop! You do:

Ya - I get it, Jacob showing you how Omeda can help you operationalize your first-party data and Hormozi selling $6,000 book bundles are not the same.

But it’s factually true that webinars work across many verticals.

And even more important than Alex’s webinar are the copywriting principles behind it - frames, hooks, pain agitation - that will help you sell anything to anyone.

The hook to show up to the live event wasn’t “buy my book.” It was a free live event with mystery headliners, surprise gifts, and bonuses.

Getting someone to attend live vs. watch the replay can be worth hundreds of thousands or millions of dollars.

Hormozi spent $4.5M on ads and made $6.5M back before the launch began.

How?

Dickie Bush recently did something similar.

He ran a pop-up webinar for non-buyers from his flagship webby: $350 digital product, ~55 sales = $19K. That’s ~20% conversion (benchmarks are 5–10%).

He spent $25k on ads for the flagship webinar, which means the downsell alone nearly liquidated all ad spend.

Your funnel should always have mechanisms (tripwire, downsell, order bump, continuity) that turn “nos” into cash and keep the machine self-funded.

Answer 3 things within 5 minutes of opening your webinar:

Proof:

Promise:

Audience:

People join webinars because something isn’t working.

Aspiring founders are daunted by the idea that you can put 70 hours a week into a business and that business is likely to lose money.

And for existing founders, even those who are successful, their growth is limited by their cash flow. They want to move faster.

Include 4-5 core strategies or steps that will get the prospect from stuck to their dream outcome.

But skim each one - give away an A+ version of 30-40% of the step so detailed that other people would charge for it.

This is 50% of your webinar time.

You must be zealous about explaining your steps, why they work for you, and then provide an example of the step working for someone in your prospect’s shoes.

Hormozi structured his value segment to show money models work in ALL business types.

He then systematically went through proof.

For model #1, he uses his gym business and begins with a huge mistake gym businesses make: They sell a free trial → gym membership

Hormozi, instead:

He then constantly reinforced claims with proof from regular business owners:

How will the viewer know your solution will work for them?

Their business is special!

Hormozi positioned his models as proven in real companies he built, not theory.

He started with a microagreement - there are only 4 ways to sell:

And it turns out, Hormozi has used money models to make millions of dollars in each one.

It’s a beautiful set of micro-agreements:

Alex’s money models work for all companies → therefore, Alex can help you, no matter what your company is.

The shift from teaching to pitching can’t feel like Dr. Jekyll to Mr. Hyde.

Create microagreements:

“So far, you’ve discovered X, Y, Z… Was this worth your time? Can you see yourself applying it? You could do this alone, but there’s another option…”

And then ask the viewer for permission to show the better path.

Hormozi, Mason Doerr ($500k/mo), and Dickie Bush ($500k/mo) all use this exact bridge:

Notice Hormozi is missing a slide to ask for permission to pitch?

Here, he takes the slides down, opens a letter, and reads.

He explains how he’s thankful to be in a country that enabled him to become an entrepreneur.

And how he wants to give that opportunity to every aspiring founder.

Ending with “To the beginners, who just got all that free stuff, are you going to complain if I incentivize the business owners to donate some books?”

He then proceeds to sell $5,998 book bundles to 10,000+ business owners in the greatest webinar pitch of all time.

The best copy reframes the opportunity entirely instead of just promising results.

Jason, the coach behind Hormozi’s webinar structure, once taught Amazon sellers: “What if Amazon isn’t just a store, but a search engine for buyers? I’ll show you how to rank brand new products there 10x more easily than on Google search.”

Great re-frame!

Hormozi’s re-frame was in the offer itself.

Your $5998 purchase was for 200 books.

Not for you or your bookshelf.

For you to donate to aspiring entrepreneurs on the call and all over the world, plus a series of ‘free’ bonuses (12+ private playbooks, a Hormozi GPT, etc.).

The audience for that pitch was explicitly business owners who were already making millions of dollars.

It was incredible positioning and extremely consistent with the perception of Hormozi as someone who has given away millions in free value to entrepreneurs over the past 5 years.

Hormozi’s coach for the webinar traditionally anchors high, then stair-steps down.

The $100M launch followed 50% of the framework:

Most offers are not one-time like Hormozi’s.

For evergreen offers, you’ll see something like a $1,499 offer jump up to $2,499 if you don’t purchase on the call.

(The reveal here was, of course, that you only had to donate 200 books).

No urgency = no decision.

You need to create scarcity in terms of:

Conditional > unconditional.

“If you do X, Y, Z and don’t see A, B, C — we’ll refund you + give you ___.”

It shifts focus from risk of loss → certainty of outcome.

Guarantees that require action create urgency and protect margins.

Hormozi used no guarantee.

Instead, he spent millions of dollars building the biggest personal brand in online business.

But he did de-risk the purchase with a few arguments:

That’s the letter.

- Nathan May

P.S. If you’re interested in going beyond the webinar to everything Hormozi did leading up to it - the registrations, the upsell, his emails, podcast placements, etc, you should watch these: