The latest Alex Hormozi guide, $100M Cash Fashions, broke the Guinness World Document for the Quickest-Promoting Non-Fiction E-book. The report was set on August sixteenth, 2025, when the guide bought over 2.9 million copies in a single day. 

So how did he expertise such success? Right this moment, we’re going to be unpacking the spectacular Alex Hormozi guide launch, however earlier than we do, let’s discuss a little bit bit in regards to the man himself. 

Who’s Alex Hormozi?

Alex Hormozi is an Iranian-American entrepreneur, investor, and creator recognized for constructing and scaling companies with out outdoors funding. He started in health, founding Fitness center Launch, which helped hundreds of gyms develop and bought for $46.2M. 

Hormozi later created Acquisition.com, investing in high-cash-flow, digital-focused firms producing lots of of tens of millions yearly. 

Hormozi can be a bestselling creator and runs a well-liked YouTube channel sharing enterprise recommendation. His philosophy emphasizes worth creation, long-term pondering, and sensible methods over hype or fluff.

What firms has Alex Hormozi began?

Listed here are a number of the firms Alex Hormozi has launched. 

United Health (2013)

His first entrepreneurial enterprise was a sequence of six gyms in Huntington Seashore, CA, launched and scaled between 2013 and 2016. 

Fitness center Launch (2016)

Initially provided in-person “turnarounds” for underperforming gyms, it developed right into a licensing enterprise in 2017. Over 4,500 fitness center services used its mannequin to enhance efficiency. 

Status Labs (2019)

A complement firm designed to assist gyms diversify income with high-quality dietary merchandise. 

ALAN (2020)

A software program firm focused at buyer acquisition for brick-and-mortar companies designed to double buyer visitors at a fraction of front-desk staffing prices. 

Acquisition.com (2020)

A holding and funding agency the place Hormozi and his workforce spend money on and scale excessive cash-flow, founder-owned companies. As of 2023–2024, the portfolio spans round 16 firms producing over $200 million in annual income. 

Skool.com (2024; as a co-owner)

Alex invested in and have become co-owner of this neighborhood platform in 2024. Skool.com’s instruments assist digital entrepreneurs construct programs, host occasions, and monetize communities. 

Alex Hormozi books 

100M Presents: The way to Make Presents So Good Individuals Really feel Silly Saying No (2021)

Synopsis:

This guide teaches entrepreneurs methods to craft irresistible affords that lower via the noise and convert prospects persistently. Hormozi breaks down pricing psychology, worth stacking, and provide creation right into a repeatable course of. His “Worth Equation” is a cornerstone framework that helps readers improve perceived worth whereas lowering buyer effort and danger.

Superb for:

Coaches, consultants, service suppliers, and entrepreneurs struggling to distinguish themselves or increase costs with out dropping gross sales.

$100M Leads: The way to Get Strangers to Need to Purchase Your Stuff (2023)

Synopsis:

In $100M Leads, Hormozi tackles the following downside after having an excellent provide—getting individuals to see it. This guide focuses on lead era via natural content material, paid adverts, outbound methods, and platform leverage. It’s stuffed with sensible methods for constructing consideration and demand, particularly for digital or service-based companies.

Superb for:

Entrepreneurs, content material creators, and entrepreneurs who need predictable visitors, consideration, and certified leads at scale.

$100M Cash Fashions: The Playbook for Constructing Enterprise Empires (2025)

Synopsis:

This is without doubt one of the greatest new enterprise books on the market. Hormozi’s newest launch explores how high-growth companies construction their affords, monetization, and worth ladders to unlock compounding returns. The guide outlines 4 scalable “cash fashions” and explains methods to align your pricing, merchandise, and positioning with long-term wealth era. 

Superb for:

Superior entrepreneurs, company homeowners, and founders seeking to scale past six or seven figures and create enduring enterprise methods.

Classes from the Alex Hormozi guide launch

A guide is without doubt one of the greatest methods to get leads for what you are promoting, so that you wish to do your guide launch proper. Listed here are a number of the issues you’ll be able to study from Alex Hormozi’s spectacular guide launch. 

Dig the effectively earlier than you’re thirsty 

Alex Hormozi’s record-breaking launch of $100M Cash Fashions in 2025 wasn’t an in a single day success, it was the results of 4 years of affected person, strategic groundwork. 

Again in 2021, Hormozi had simply 2,000 subscribers on YouTube. He didn’t promote something. No programs, no packages, simply actual worth. Each video, each submit, was aimed toward serving to entrepreneurs develop, with no strings connected. That consistency constructed belief, and belief constructed an viewers.

Slightly than ready till he had one thing to advertise, Hormozi dug his effectively early. He constructed a workforce, upped his content material high quality, and handled his free materials prefer it was premium. By the point he lastly had one thing to promote, his viewers was not solely prepared, they have been keen. The launch didn’t really feel like a pitch; it felt like a thank-you from somebody who had already given a lot. That’s the facility of value-first advertising: construct the connection earlier than you want it.

So what can you’re taking away from this as an creator? Begin NOW. Present worth via weblog posts or social media content material. Construct an e-mail checklist and a big launch workforce. Develop your neighborhood so it’s prepared when it comes time for launch day. 

Use paid adverts neatly 

Alex Hormozi didn’t simply hope for a profitable guide launch, he engineered one. Within the months main as much as $100M Cash Fashions, he reportedly spent over $4 million on adverts. Nevertheless it wasn’t blind spending. 

Hormozi examined lots of of advert iterations, fine-tuning messaging, visuals, and affords till he had a system that labored. Certainly one of his best strikes? Pre-selling the guide via a one-time provide as a part of a extremely optimized gross sales funnel.

Whereas most authors aren’t going to throw tens of millions at adverts (nor ought to they) there’s a key lesson right here: deal with your guide like a product, not a ardour challenge. 

Paid adverts can work after your launch, too. Think about self-liquidating guide funnels that pay for themselves or Amazon Advertisements that preserve your guide seen lengthy after the thrill dies down. 

You don’t want Hormozi’s price range, however you’ll be able to borrow his mindset: take a look at relentlessly, study rapidly, and by no means be afraid to spend money on your personal success.

Self-publish for final freedom

Some of the highly effective parts behind Alex Hormozi’s guide launch success? Full management/ Which is one thing solely self-publishing can provide. 

By selecting to self-publish $100M Cash Fashions, Hormozi didn’t have to attend on a publishing home’s schedule or approval. He dictated the launch date, crafted the gross sales funnel, and managed achievement on his personal phrases. 

That freedom allowed Hormozi to layer in bonus content material, unique chapters, and particular affords that will’ve been practically inconceivable underneath a conventional publishing contract.

For authors seeking to construct a enterprise via your guide, self-publishing offers you the leverage to be inventive, quick, and versatile. 

Reframe the provide

Alex Hormozi reframed your complete idea of a launch. Realizing that solely a small fraction of his viewers would spend large, he created a premium provide for these keen to purchase 200 copies of $100M Cash Mannequins. 

To keep away from alienating the remainder of his viewers, Hormozi additionally provided an enormous bonus stack without spending a dime. This ensured everybody felt included, whether or not they purchased one copy or 200. 

He additionally positioned it as a philanthropic act: “Donate 200 books to entrepreneurs and get a tax write-off.” It turned a transaction right into a mission.

Takeaway for authors: You don’t want tens of millions of followers to use this. Create one thing actually precious (a course, toolkit, workshop) and provides it away as a bonus for bulk guide purchases. It’s not nearly promoting extra books; it’s about turning consumers into ambassadors. 

Stack worth & affect 

Alex Hormozi didn’t simply depend on advertising ways, he used psychological rules straight out of Affect: The Psychology of Persuasion by Robert Cialdini. Shortage, urgency, reciprocity, and social proof have been all baked into the DNA of his $100M Cash Fashions launch. 

Through the years, Hormozi gave away large quantities of free, high-quality content material. Then, in the course of the livestream, he made a easy ask: “If I’ve ever helped you, contemplate shopping for this guide.” That’s reciprocity in motion. 

He additionally advised viewers he had solely printed 5,000 premium bundles creating actual shortage and urgency. Individuals believed (accurately) that they needed to act earlier than the livestream ended, and lots of did.

Takeaway for authors: When you haven’t learn Affect, learn it. These rules don’t simply apply to entrepreneurs, they’re highly effective instruments for launching your guide with goal and integrity. Layer actual worth with considerate persuasion, and your viewers received’t really feel bought to, they’ll really feel compelled to behave.

Just one actual buy choice

One of many smartest strikes in Alex Hormozi’s guide launch was retaining the decision-making lifeless easy. As an alternative of overwhelming individuals with a number of asks (purchase the guide, go away a overview, share it with pals) simply give attention to only one: “Depart a overview.” 

This precept of readability extends to Hormozi’s affords, too. His bundles got here with one clear name to motion, not a menu of decisions. As a result of right here’s the reality: confused individuals don’t purchase. Simplicity builds momentum.

A dwell launch

Alex Hormozi didn’t simply drop his guide, he turned the launch right into a 9-hour dwell occasion. It felt like a worldwide taking place, with a real-time counter exhibiting books flying off the cabinets and bonus livestreams within the days that adopted. The power was excessive, the urgency was actual, and the viewers was absolutely engaged.

Authors can take a web page from this playbook. You don’t want Hormozi’s scale, however you’ll be able to host a dwell webinar or digital occasion. Use it to presell your guide, announce bonuses, or provide unique bundles. Need to increase conversions? Supply a free ticket to the dwell occasion with each guide buy. Flip your launch into one thing individuals wish to expertise, not simply scroll previous.

Launch your guide like a professional – in your phrases 

Alex Hormozi’s $100M Cash Fashions launch wasn’t nearly promoting books, it was a masterclass in technique, generosity, and execution. 

From digging the effectively years earlier than launch, to stacking irresistible worth, utilizing good adverts, and internet hosting a high-energy dwell occasion, Hormozi handled his launch like a enterprise, not a chance. He reframed affords, used confirmed psychological triggers, stored calls to motion easy, and leveraged the complete energy of self-publishing to regulate each step of the method.

The excellent news? You don’t want tens of millions of followers or a large advert price range to use these rules. Whether or not it’s constructing an engaged viewers, crafting a one-click bundle provide, or launching with a livestream, you’ll be able to take one or two methods from Hormozi’s playbook and see large outcomes.

And also you don’t need to do it alone.

At selfpublishing.com, we assist authors not simply write and publish their books, however launch them efficiently. From thought to stipulate, enhancing to cowl design, and advertising to launch technique, we offer knowledgeable steering and instruments that can assist you hit the bottom operating. 

Simply attain out at the moment to get began!