Alex Hormozi didn’t just sell a book. He sold a movement. In just two days, his book launch smashed world records: 2.7 million copies sold, $100 million in revenue, and Guinness World Records to prove it.

And guess what? He didn’t do it with TikTok dances. He didn’t do it with flashy Super Bowl ads. He did it with email.

Yes, the same inbox that most of us think of as spam central. The same inbox that “marketing gurus” have declared dead for the past 20 years. Hormozi used it to pull off one of the biggest nonfiction book launches in history.

So, how did he do it? Let’s break down the email choreography behind the madness and how you can use the same playbook even on a smaller scale.

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Step 1: Turn a Sale Into an Event

Hormozi’s first big move? He didn’t just say, “Buy my book.” On July 2, 2025, his very first email said: “You’re Invited.”

That one subject line changed everything.

He framed his book launch as an event. And people don’t think twice about paying for events. A concert. A sports game. A theater show. Events have energy. They have emotion. They feel bigger than just a purchase.

By doing this, Hormozi removed skepticism. He wasn’t begging people to buy. He was hosting something people wanted to be part of.

Step 2: Sell With Success

In that same email, Hormozi dropped a line that looks innocent but packs psychological punch:

“I wrote this book when I was preparing for my first big exit in 2020.”

What does that do? Three things at once:

1. Signals success. Only successful people talk about “big exits.”
   
2. Shows repeatability. If this was his “first” exit, he’s had more. Not luck, a system.
   
3. Positions the book. If it’s the system he used to win big, then buying the book means buying the playbook of success.
   

And then he layered it even higher: “Of everything I’ve taught, this book will teach you the most.”

If you’ve ever loved his past books, podcasts, or posts, you now have to get this one.

Step 3: Mystery Creates Madness

Just four days later, on July 6, Hormozi sent an email with a cryptic line:

“Join us live and I’ll give you something better than an NFT, but less than a Bitcoin.”

That single line created curiosity and urgency. Why? Because both NFTs and Bitcoin were only truly valuable if you got in early. By making that comparison, Hormozi planted a seed: you’d better show up live, or you’ll miss out.

And it worked. The teaser blew up. He knew it. So he rolled the same idea into ads, social posts, and sales pages. Lesson? Test your best ideas on email first. Then scale the winners.

Step 4: The “Columbo” Trick

Hormozi didn’t stop with the big mystery. In the PS of that same July 6 email, he dropped another bomb:

“I’ll randomly pick 10 people to come spend a day with me in Las Vegas.”

That’s what Kennedy calls the “Columbo Method.” Just like the old TV detective who always said, “Just one more thing,” Hormozi waited until the end to drop a killer offer.

Why does this work? Two reasons:

• For superfans: They already love him. A day with him? Dream come true.
  
• For new people: If spending time with him is a prize, he must be someone special.
  

Either way, his authority shot through the roof.

Step 5: When Something Works, Double It

That Las Vegas PS line was so hot, what did Hormozi do? He turned it into its own email on July 8.

Subject line: “Win a Day With Me Free.”

This is marketing gold. Too many businesses chase new angles when they should just repeat the winners. If a message works, make it a headline. If a subject line pops, reuse it.

Step 6: Make Your Audience Do the Marketing

By July 9, Hormozi flipped the script. Instead of just relying on ads, he made his list grow itself.

How? He told subscribers: “Bring a friend.”

Not only that, but he added prizes for bringing friends. And since it was a free event, inviting people didn’t feel salesy. It felt like doing your friends a favor.

Suddenly, every subscriber could multiply into five to ten new ones. His list exploded.

Step 7: Show, Don’t Just Tell

On July 20, Hormozi proved the hype was real with photos of trucks stacked full of books.

This is Kennedy’s SIPI method: Say It, Prove It.

Don’t just say “We’re going to sell a lot.” Prove it with visual evidence. People believe what they see.

He also cleverly opened pre-orders here. Instead of waiting for launch day to drop the offer, he started collecting sales weeks early. That way, when the big day came, the numbers already looked huge, fueling even more hype.

Step 8: Build the Frenzy

By early August, the countdown was on. Emails got more emotional. More urgent. More exciting.

And then came launch day, August 16, 2025.

Most people would send two or three emails that day. Hormozi sent seven.

They weren’t random reminders either. They were timed, strategic hits:

• “We’re live in 3 hours.”
  
• “We’re almost live.”
  
• “We’re live now.”
  
• A personal email from his wife, Layla, saying “Alex is killing it right now.”
  
• Real-time updates mid-event.
  
• A full breakdown of the bonuses.
  
• A final countdown: “60 minutes left.”
  

These weren’t nags. They were lifelines. Even if you missed the start, you could still jump in mid-event. Even if you skipped the stream, the bonuses were waiting in your inbox. No excuses not to buy.

Step 9: Go Bigger the Next Day

The very next day, August 17, Hormozi did it all again. Another event. Another seven emails.

This time, he added a twist: a Guinness World Record announcement. It was novel, surprising, and gave people a sense of being part of history. That novelty reset attention and pulled people back in.

Step 10: Don’t Just Sell the Book

Here’s the real kicker: the book was never the endgame.

Hormozi’s real Rome offer, the place he wanted everyone to end up, was his platform School.

Once the launch frenzy peaked, and people had their bonuses, pre-orders, and excitement, he redirected all that energy to School.

Smart, right? While everyone was still buzzing, he dropped a crazy deal on his flagship product. Thousands signed up. Not a one-time purchase. A recurring subscription.

That’s how you turn a book launch into a business empire.

Final Takeaway: Email Isn’t Dead, It’s Dominant

Hormozi’s record-breaking launch wasn’t powered by algorithms. It wasn’t powered by going viral. It was powered by emails sent at the right time, with the right psychology, and the right choreography.

He turned a book launch into the Super Bowl of entrepreneurship. And he did it from your inbox.

If you think email is old-school, think again. Done right, it’s still the number one revenue driver in business.

So ask yourself:

• How can you turn your next sale into an event?
  
• What success stories can you weave into your copy?
  
• Which angles can you test in email before scaling everywhere else?
  

Because if Hormozi can turn emails into $100 million, imagine what you can do on your own list.

That’s how to email like Alex Hormozi. Not just messages. Not just promotions. A campaign choreography so strong it made history.

Now the only question is: which piece of his playbook will you steal first?

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How to Use Storytelling in Your Emails to Get a 22% Higher Open Rate

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