EP | 670 - Why Hormozi's Book Launch Was Genius — But Won't Work for Most Coaches
The Fitness Business Podcast with Erin Dimond and Jordan Dugger
Erin Dimond and Jordan Dugger
4.9 • 670 Ratings
🗓️ 2 September 2025
⏱️ 17 minutes
🧾️ Download transcript
Summary
Alex Hormozi recently broke a Guinness World Record for most non-fiction books sold in 24 hours and rose the charts of all time releases leaving only JK Rowling at the top. This was no accident and mutinously planned. So much so he recorded a Youtube episode before the launch calling his shot of selling 3 million plus books.
How does this apply to you as a coach? There are key takeaways we must talk about both on what to do and why this wouldn't work for most coaches. I'll break all of this down in today's episode. Let us know if you enjoy this timely style episode!
Time Stamps:
(0:08) Alex Hormozi's Recent Record Breaking Book Launch
(4:14) What Hormozi Did
(5:28) #1: Personal Brand
(6:10) #2: Email
(7:34) #3: Give Bonuses Not Discounts
(8:34) #4: One Simple Funnel
(9:52) #5: Show Up Consistently and Sell Hard
(12:45) What To Do This Week
(14:30) Ads Episode
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Transcript
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| 0:00.0 | free value nurture clear offer bonuses follow up that's all he was doing your version doesn't need to be |
| 0:08.3 | any more complicated than that one lead magnet magnet one freebie whether that's through a dm |
| 0:14.0 | funnel that i talked about in another podcast one thing um five to seven emails or SMS |
| 0:20.0 | offer your coaching get on a sales call follow up for a couple weeks like |
| 0:24.2 | that's it the our business model is not that hard and I love how Hermosey really proved this with |
| 0:28.9 | this launch what is going on welcome back to the podcast so I am talking today about Hermose's |
| 0:36.8 | book launch um I want to talk about why it was genius I want to give you some tactical things that you can take away from it. But I really want to talk about why this isn't going to work for a lot of coaches. And it has to do with a lot of coaches and a lot of business coaches mindsets. So Alex Hermosie, he spent, this is the part that people don't realize, he said on the |
| 0:57.6 | webinar that he spent $450,000 per day on marketing leading up to the launch of the book |
| 1:04.7 | $100 million money models. And he sold about 3 million copies on the first day beating Prince Harry's record by more than double. |
| 1:13.2 | Brok a Guinness World Record. |
| 1:14.3 | That's what you're seeing in the headlines, the Guinness World Record, the 3 million copies, all of that. |
| 1:19.6 | But here's what's wild, right? |
| 1:21.2 | With that money that he spent, he wasn't just throwing money at the wall. |
| 1:25.0 | And I know his mentality wasn't just, well, I'm rich. So like, |
| 1:28.4 | whatever, let's just spend it. Right. This is just a part of business that I want to talk to you |
| 1:33.4 | guys about and hopefully shift your minds set a little bit. So according to my rough estimated math, |
| 1:39.3 | um, I, I'm, I'm willing to bet he spent any, he spent around 20 to 23 million dollars in two months to make |
| 1:47.1 | that $100 million in revenue. And here's why I think that, because he claimed, or he said that he |
| 1:51.5 | spent 450K a day leading up. So let's, let's just, let's estimate, right? Estimate, right? |
| 1:56.8 | If he spent 450K a day on marketing leading up, let's say he did that for 30 days that's roughly 13 |
| 2:02.6 | million let's say the 30 days before that he spent uh 300k a day i heard i heard that thrown out |
| 2:08.4 | somewhere as well too and i know we spent this much because i saw so much of it um he tested |
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