HOW TO MAKE $82 MILLION IN 1 DAY

Morning!

Today, I’m going to try to tell you how you can make $82 million in 1 day.

I highly doubt any of us here will ever manage to execute on it, but I do think knowing how it was done will make us better marketers.

But before we get into the playbook behind that $82 million day, I need to tell you the strange way this red book in front of me arrived here.

Because as I tap the keys to type the words you’re now reading, my brand new book stares back at me, screaming at me to read it.

I’ve been waiting for it to arrive for 2 weeks, and finally, just before I sat down to write this newsletter… it arrived.

The book is called ‘Sell Like Crazy’ by Sabri Suby. It’s not the typical book I’d buy or read, but what’s interesting about this book is that I never actually bought it…

After recently being told to check out Sabri’s marketing funnels, an ad of his popped up on my feed.

“Get my best-selling book for free,” it read. “Why not?” I thought.

I was pretty confident it was going to be a lie, that there would be some sort of catch, but my curiosity got the best of me. I clicked the ad and signed up on the landing page.

30 seconds and $2.99 later, the book was on the way to my house - all I had to do was pay for shipping.

But the biggest irony here isn’t that I doubted Sabri or that I got his book for free. The irony here is that I spent $2.99 for Sabri to spend 3 weeks indoctrinating me on all of his thoughts as I read through his book. Because that’s what this book is. It’s marketing.

It may be valuable. It may help me “Sell like crazy”. But more than anything, it’s probably going to dramatically deepen my relationship with Sabri Suby and possibly make me a fan of his. It’s marketing. And I paid to ship his marketing to me.

Now, what if I told you that this wasn’t the only time in the last few weeks I’ve paid someone to market to me?

Don’t laugh.

But the week after paying Sabri $2.99, I paid $30 for another book. Alex Hormozi's new one.

Now, I've never been a huge fan of Hormozi. I don't watch his content. Yet somehow, he'd managed to make this launch feel so massive, so unavoidable, that I found myself paying thirty quid without even thinking twice about it.

And I wasn’t the only one…

If you didn’t see, he managed to break the Guinness World record for fastest-selling book ever by selling 2.7M copies of his new book “$100M Money Models” in 24 hours.

That’s $82M in revenue in 1 day. All through selling books.

But Hormozi is no Shakespeare or Colleen Hoover. No, just like Sabri Suby, Hormozi’s book is just as much marketing material as it is book. Because Hormozi is hoping that the readers of his book will convert into paying customers of his consulting company.

If that didn’t resonate, let me just repeat it again.

Last week, Alex Hormozi got paid $82 million to put a piece of marketing material in the hands of 2.7M entrepreneurs. And yes, I was one of the 2.7M.

It’s crazy, but it’s also genius.

So let’s figure out how in the world he did it.

How do you make $82M in a day? That’s the question I’m going to try and answer in this essay today.

Let’s see how I do!

BREAKING DOWN THE STRATEGY

Only a small number of people make millions. Very few make millions in a week. Nearly no one makes $80 million in a day.

Yet Alex Hormozi did. And he did it by selling… a book.

If it’s still not quite resonating, how crazy that is, to get the Guinness World Record for fastest-selling non-fiction book, he had to outcompete 1 member of the royal family, 1 former president, and 1 former first lady.

Not bad for a random business guy from Texas.

So how in the world did he do it? How in the world did he sell so many books?

Of course, I could sit here and type for 600 hours on every specific thing he did from a tactical perspective and all of the different landing pages he used etc. But who has time for that?

For me, there were 4 key things Hormozi did that any marketer can learn from.

And they all boil down to the fact that he didn't invent new marketing for this campaign. He just stole the best tactics that have historically worked and applied them to how we operate in the modern age.

Daniel Priestley has this brilliant analogy about how presidents win elections and how that defines the next few years of marketing.

He says:

And in 2024, Trump dominated podcasts - with his infamous Joe Rogan podcast. Now, podcasts are the new media everyone looks to jump on.

Each time a president cracks the code on a new medium, marketers everywhere scramble to copy the playbook.

What's brilliant about Hormozi's book launch is that very similar to everyone else after these election campaigns. He saw what worked in 1 industry then applied it to his. Starting by stealing from the movie business…

1. Make it a premiere (not a book launch)

The simplest way to make something feel big is to just act like it's big.

Think about film premieres. When a big movie launches, they don't just stick it in cinemas and hope for the best. They create these massive premieres with red carpets, all the stars turn up, photographers everywhere, the whole theatrical production. When you see those images splashed across social media or in the papers, you immediately think, "This must be an important film."

That's exactly what Hormozi did. He didn't just post about his book going live or throw a little party for friends and family. He created a live 6-hour YouTube stream and treated it like a premiere. Hundreds of thousands of people tuned in to watch this "launch event" in real time.

Now imagine this as an A/B test…

Person A announces "My book launches on August 20th" and hope people see the social media graphic they post when it goes live.

Person B announces, "I'm hosting a massive live event to launch my book where we are going to try and break a world record as well as a bunch of other things I can’t reveal yet."

Which book feels more important?

The reality is, the bigger you make something seem the bigger it will feel to everyone else. For this book launch it felt massive - which is quite ironic as this is Hormozi’s 4th book and wasn’t any more special than the others.

It also seems kinda crazy to run a 7-hour live stream launch event to launch a book doesn’t it? But that’s another reason why this event became so big.

By turning his book launch into this massive live event, Hormozi made it crazy enough for people to talk about.

Just take a look at this text I sent to my brother about it…

If Hormozi had just done a normal book launch, it would've been tough for me to message my brother and say, "Oh, did you see Hormozi is launching a book?" He'd probably reply, "No."

Instead, I had a crazy story to tell him that Hormozi had 70,000+ people on a live stream for the launch.

The next minute Morgan was checking out the stream, bought the book and Hormozi had another $30 in his bank account.

Which brings nicely on to point 2. Because why in the world was I sitting on a live stream on a Saturday night when I don’t even consume Hormozi’s content?

2. Steal relevance through the modern press tour

Let’s go back to the film analogy. Back in the day, when there was a big film coming out, they'd send the actors on all the legacy TV shows - The One Show, Good Morning Britain, all those breakfast shows. They'd be everywhere in the weeks leading up to the release.

People would see a good actor → Clock the name of the upcoming film → It would be top of mind when it launched → They’d watch it in the cinema.

In the modern age, that press tour happens on podcasts (as Trump showed us in the election).

Now I don’t listen to that many podcasts. I have 2-3 shows I love, and that’s it. But in the build-up to the book launch Hormozi started popping up on every show I knew.

• Moneywise with Sam Parr

• My First Million with Shaan Puri

• Diary of a CEO with Steven Bartlett

I couldn’t get rid of him.

Here's what's clever about this… I don't follow Hormozi on socials. I'm not a fan of his content. Yet in the build-up to his book launch, I was consuming more Hormozi content than ever. Simply because he turned up in the places I spend my time.

And just like in the movies, he was stuck at the top of my mind. He went from me not thinking about him to a massive amount of relevance right before he needed me to buy something from him.

Again, a classic tactic as old as time, applied in the new era.

And that theme continued right up to when I made the purchase…

3. Manipulated me with pricing psychology and urgency

Remember Sabri Suby's book that I mentioned at the start? I wouldn't have paid £10 for that book. He had to give it to me for free and that’s the only reason it’s sitting next to me.

I paid $30 for Hormozi's book. And it felt like a bargain.

Throughout his live stream, he kept mentioning this £6,000 offer that people were buying. They could pay 6k and get 200 books to give away + a bunch of other add-ons. And he wouldn’t stop talking about it.

The more he said "£6,000, £6,000," the more I thought, "Bloody hell, can I just get this book for £29.99?"

To me, it felt like other people were paying £6,000 for this book plus some add-ons, and I was getting an absolute bargain at thirty quid. It was price anchoring at its finest.

As I sit here writing this, I realise that might be one of the most expensive books I've ever bought. Books usually cost £12-16, sometimes £20, but very rarely $30. But Hormozi made it feel like the deal of the century.

Now, I skipped over a key part of this launch there… the $6K offer. Let’s me explain how that worked too, because it was a huge part of the launch.

4. Turn customers into a distribution army

One of the most brilliant things Hormozi did was turn his customers into his marketing team. And they paid him $6000 for the pleasure.

You have to understand that nowadays, especially the entrepreneurs Hormozi is targeting, loads of them create content online. Creating content is tough. Having something interesting to say every single day is even tougher.

So Hormozi created this perfect two-for-one situation. He positioned his $6,000 package around a mission: "We want to get this book in the hands of every entrepreneur in America." But you can't do that alone, he said. So he wanted successful entrepreneurs to buy 200 books and give them away to help the cause.

This was genius for three reasons:

1. First, it gave buyers a mission. They felt good about giving away 200 books and helping other entrepreneurs.
   

2. Second, he suggested they could share posts on social media and give the books away to their audience.
   

3. Third - and this is the most psychologically clever bit - it allowed people to flex that they'd spent $6,000 on a book.
   
   Being able to casually mention you'd dropped six grand on some books is a no-brainer offer to some people.

Those 4 things alone were probably the biggest driving factors, but there is one bonus thing I do need to mention…

5. Never let them forget (the power of persistence)

The day after Hormozi’s big launch, this sceenshot went viral all over LinkedIn & Twitter.

It’s a screenshot showing his team had sent a ton of emails leading up to the launch.

It does feel extremely spammy, but I think it’s such a great lesson for us as marketers.

So many times (even when we're launching stuff at my agency), I think, "Oh, we sent an email this morning. I don't want to send another one - we'll be spamming people."

But Hormozi wasn't going to let anyone forget he was launching a book. And sometimes that's exactly what you have to do.

If you want something, you have to risk being annoying by being persistent. Hormozi understands this better than almost anyone. He was relentless with those emails, constantly running ads, constantly making you aware of what was happening.

Persistence wins.

Now, before I leave you, I want to remind you about what I talked about at the start. Because what makes this whole campaign truly genius, and why I think it might be one of the best marketing campaigns of all time is that Alex Hormozi got paid $82 million to put marketing material in the hands of 2.7 million entrepreneurs.

Hormozi doesn't make his real money selling books. He makes his money through consulting, coaching, courses, and investing in businesses.

Do you think he'll dramatically increase the number of people paying for his coaching, buying his courses, or wanting to sell their businesses to him because of this launch? Absolutely.

Whether you like Hormozi or not, whether you think the whole thing's a bit much, whether you believe the sales numbers because people were buying 200 copies at once - none of that matters. From a pure marketing perspective, this was brilliant.

Hopefully you learned something because that’s all I’ve got for today. I’ve got an M&S pizza waiting for me in the fridge and it’s time I chomped down on it.

Until next Sunday.

— Niall

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