Listen to the audio version of this article (summarised by OwO GPT)
Alex Hormozi just pulled off what could be one of the most talked-about marketing events of the year.
His third book, $100 Million Money Models (which was launched on August 17th) didn’t just launch, it exploded, and social media (especially Money Twitter) hasn’t stopped talking about it ever since.
From a record-breaking live stream that attracted millions of viewers on YouTube, to over 3.6 million in pre-orders and winning a Guinness World Record for “The Fastest Selling Non-Fiction Book Of All Time”, Hormozi proved (again) why many call him one of the Greatest Of All Time when it comes to sales and marketing.
However, this wasn’t just another book launch; it was a masterclass on product launches & content sales.
This is why if you are an entrepreneur or creator, you shouldn’t be sleeping on the lessons to learn from this event.
The Genius Behind the Launch
Alex Hormozi, the author behind New York’s best-selling books like “100 million Offers” and “100 million Leads,” didn’t rely on traditional book tours, press runs, or even heavy ad spend for his third book; instead, he combined four marketing levers that amplified each other:
1. A Massive Pre-Launch
For weeks, his social channels were constantly showing the behind-the-scenes snippets, frameworks, and “teasers” that prepared his audience. From meeting random people on the streets to come for his book launch on August 17th, to making engaging short clips with his mascots with the book cover, to even giving snippets of what to expect in the book. By the time the book went live, anticipation was sky-high.
2. A Cinematic Live Event
Instead of a quiet release, Hormozi hosted a high-production live stream with hundreds of marketers showing live as they tuned in from their computers or phones.
That itself felt like a keynote, a Netflix special, and a product launch rolled into one. Apart from the people we could see behind Hormozi, Millions tuned in on various social media channels. It wasn’t just an announcement, but an experience.
3. A Value-First Play
Prior to the event, Alex Hormozi had spoken about how his book launch wasn’t just a launch but a cause he was working towards. He made it known that he wanted his book to be in the hands of every entrepreneur, especially in the USA.
This is because the average entrepreneur earns below $30,000 in Annual Recurring Revenue, and this prompted him to give value first by giving away the book for free.
However, here’s how it worked:
Hormozi did not make use of the traditional publishing style, instead he turned his book launch into a live case study.
The book itself was sold for $30, but instead of a simple sales push, he stacked layer upon layer of proof and value.
He hosted a 7-hour live stream on YouTube where he walked viewers through his own frameworks in action.
He showed how he used strategies from his first book ($100 Million Offers) to craft irresistible bundles, then revealed how insights from $100 Mlillion Leads helped him scale his audience from 5 million to 30 million followers.
Finally, he broke down his current strategy, spending $4 million on ads to drive traffic into a funnel built for maximum conversion.
Then came his irresistible offer: a $5,998 book bundle.
Anyone who bought it not only received his full stack of resources but also sponsored 200 free copies of his new book to be donated to struggling entrepreneurs and small businesses.
In essence, every purchase was both an investment and an act of service.
To drive urgency, he capped the bundle at 25,000 slots. With over 113K marketers watching live, the demand was insane.
After the event, he opened the offer exclusively to his 1.4 million strong email list, giving even more people a chance to buy in but with a limited time.
And he didn’t stop there, bundle buyers also got exclusive perks, including early access to Acquisition.com AI and a 90-day free membership on Skool.
The result is an offer so packed with value that most people who streamed in couldn’t say no.
Even after the launch, thousands of marketers are still on his waitlist, eager for the next opportunity to get in.
This flipped the script on traditional publishing.
Instead of pushing sales, he pushed value first.
And the trade-off was explosive, massive reach, endless goodwill, and brand loyalty that will compound for years.
4. A Genius Affiliate Strategy
While his offer was explosive, here’s the part most people forget to look at.
You see Alex didn’t break this record alone, he mobilized an army of over 23,000 affiliates, a distribution machine.
Each affiliate was equipped with ready-made email scripts, social posts, and swipe files so they didn’t have to figure out what to say or how to sell; they simply plugged in, pressed send, and amplified his message at scale.
Instead of rewarding average commissions for every successful referral, he gamified the process by giving offers that if people sign up as an affiliate and they will receive his Acquisition.com Affiliate Black Book.
Then when they refer ten people, they get to unlock a bonus audiobook of 70 1-Minute Profit Tactics.
Also if anyone makes it to the top ten referrers and they earn a private fireside chat with Hormozi himself. (a bounty reward)
These weren’t just transactional payouts, they were value-packed rewards that affiliates will enjoy and share with their audience.
That single shift reframed the narrative.
It wasn’t “sell for me and get paid,” it was “help me help your audience, and we all win together.”
Affiliates felt like collaborators in a cause, not just marketers pushing a product.
The result was massive.
This affiliate strategy drove hundreds of thousands of people to the livestream and sales pages, fueled a surge of virality as buyers shared free codes online, and ultimately contributed to Hormozi’s record-shattering $81 million in revenue in one day.
What looked like a book launch was really a masterclass in community-driven amplification, engineered, gamified, and impossible to ignore.
Why It Worked – The brilliance of his launch lies in psychology, not just marketing tricks.
Scarcity & Urgency
The live event wasn’t a “watch anytime” replay. It was an “if you miss it, you miss it” moment, especially if you are into sales and marketing. That urgency created FOMO & pulled in millions of real-time viewers.
Also his offer was limited to only 25,000 slots although over ten million viewers were streaming live on Youtube. The race to sign up for his $5,998 book bundle offer was real, and lots of marketers, creators & entrepreneurs were scared to miss out on the exclusivity that came with the offer.
Authority & Trust
Hormozi has built a reputation as someone who over-delivers when it comes to business and marketing.
By giving away insane value for free, especially on social media and his previous books, he reinforced the belief that if his free stuff is this good, his paid offers must be game-changing.
Community Effect
Watching the launch wasn’t a solo act, it was a global event, but a historic global marketing event that lasted for 3 days (From August 17th to August 19th), and each day Hormozi was discussing various models he wrote about in the book.
Twitter/X, LinkedIn, and YouTube were buzzing with reactions, & everyone wanted to be part of the conversation. That’s how virality compounds.
Why Traditional Launches Don’t Compare
Most authors still lean on book signings, press interviews, & paid ads to sell out their books or courses.
But let’s be honest, when was the last time a bookstore signing “broke the internet” or went to a book launch?
Hormozi showed that in 2025, attention is the new currency, and a well-executed digital launch can create more impact in 3 days than months of traditional PR.
Think of it as the difference between printing flyers vs. hosting the Super Bowl halftime show.
Take @rankbelloffical on Instagram for example, her thoughts on how Alex Hormozi pulled of a very successful book launch by building trust first true his personal brand, how he utilized affiliates and had the book shipped to people the next day after the launch was on point. And conversations like these had people talking over the internet.
Meanwhile others are putting in what they learned from the book & talking about it online, thereby causing more people to want to get their hands on it.
Here’s What Entrepreneurs Can Learn From This
The Hormozi launch wasn’t just about selling books, it was a blueprint for any product release. Whether you’re launching a course, an app, or even a small business, these lessons apply:
Make it an event, not an announcement: Don’t just “post” your offer, stage it like a show. Hormozi turned his book drop into a 7-hour live case study where he taught, demonstrated, and proved his methods in real-time. Showing > telling.
Lead with a story, cause, and value: People don’t rally around hype; they rally around meaning. Hormozi framed his book not as a product but as a mission to help entrepreneurs earning less than $30,000 a year. He gave massive value upfront; free books, free knowledge, and built goodwill that money alone can’t buy.
Leverage collaboration and community energy: A great launch isn’t a solo act. Hormozi pulled in his network, tapped into existing communities by collaborating with creators & entrepreneurs just like himself to create more awareness for his book launc, and created an atmosphere people wanted to share. When your launch feels like a movement, your audience becomes your best marketers.
Stack proof like bricks: Hormozi didn’t just say “this works”, he showed receipts from his past strategies when executed (Offers, Leads) and built momentum into the new one. Every step of the funnel was designed to reinforce trust before the sale.
Give an offer too good to refuse: From donating 200 books per bundle to exclusive tools like Acquisition.com AI, Hormozi’s offer was more than a book, it was a full-stack experience. Your offer should feel like a win even before the buyer receives it.
Turn Affiliates Into Partners: Your reach doesn’t have to depend on your own voice alone. Hormozi showed that when you make promotion feel like a partnership instead of a transaction, people don’t just promote you, they champion you.
Most people resist being “sold to,” but they embrace being invited into a mission.
By giving affiliates not just commissions but shareable rewards for their audiences, Hormozi created a win-win loop where everyone felt part of something bigger.
The lesson? Don’t just pay affiliates, enroll them in your cause.
Equip them with tools, value, and incentives that benefit both them and the people they bring in. When your partners feel like co-creators instead of hired hands, your launch doesn’t just grow, it multiplies.
What This Means for Nigerian Entrepreneurs & Creators
Hormozi’s launch isn’t just inspiration, it’s a blueprint Nigerians can adapt right now.
Most small business owners, affiliate marketers, or creators think they need a massive budget to make noise, but the truth is you don’t need $150M to apply Hormozi’s playbook. You just need creativity and consistency.
Micro-job Workers: Don’t just complete tasks, build case studies around your results. Learn your skill, Show the world how you add value, that’s how you stand out.
Affiliate marketers: Lead with education and value before you pitch a product. Share free insights, teach your audience, and position yourself as the trusted guide.
Creators & business owners: Treat every launch (whether it’s a product, service, course, or campaign) like an event. Use live sessions, community challenges, or limited-time rewards to build momentum. While at it, collaborate with other business owners or creatives in your niche to get more eye balls to your offer.
Platforms like OwoDaily already give you the tools for this from micro-jobs, affiliate offers, bounty rewards, and cashback but the real magic happens when you apply a similar priniple as Hormozi: make your work too valuable to ignore.
If Hormozi could break the internet with a book, what’s stopping you from breaking your own corner of it with the resources at your disposal?
My Final Take On this Case Study
This book launch wasn’t just a launch, it was a signal to what can be possible when you give value first & stack irresistible offers your audience can’t ignore.
The future of marketing isn’t about pushing harder, it’s about creating moments that people feel part of.
Alex Hormozi didn’t sell dreams, he didn’t push luck. He first built a system, and executed it flawlessly.
For entrepreneurs & creators watching from the sidelines, the question isn’t “Can I pull this off?”
It’s: “What version of this can I execute at my own level, today?”
