What Alex Hormozi’s $100M Book Launch Reveals About Self-Publishing Success
- Priscilla Shumba
- Sep 2
- 5 min read
Updated: 4 days ago
How to Sell More Books: The Marketing Playbook Self-Published Authors Are Missing
Self-published authors, this has become the Official Gold standard for how to market your books. Pay Attention!
2,324,179 copies sold live at $25 per book (at the time this screenshot was taken).
Alex Hormozi's 100M Money Models book launch is the biggest event since the Harry Potter books took the world by storm for a few reasons:
It proved that non-fiction, niche books could hit #1 on the book charts.
It shattered all myths about writing a "magical/wizardry" book. There's a science to being a best seller.
You don't have to be Shakespeare. You need to have something to say that is of great value to a certain group of people.
Most important...who says writers die broke again??
Just in case you've been living under a rock, Alex Hormozi is a business owner, Co-founder of Acquisition.com, with a large social media following. He shares mostly business content, think: how to start a business, how to grow a business, tactics and strategies to make more money... typa content. 2 weeks ago, he did a live launch for his latest book 100M Money Models and sold copies of his book worth (as of this writing reportedly) $150 million most of which was made in the first hours of his launch with a live audience.
Now, here's what every self-published author and small business owner can learn from his book marketing execution:
It Wasn't About The Book.
It was all about the brand and his businesses, Acquisition.com and Skool.com The target readers of his books are the target clients for his businesses. A personal brand amplifies the business brand when done strategically.
Let's bust some personal brand myths for those (who like me) aren't fans of the concept.
Personal branding isn't about the person. What!!! Think about it, what do you know about Alex, the person? Beyond what I can see, not much. I know that he gives strategic and tactical advice on starting a business. And to be honest, that's all I care about. This isn't just me; so say 3.64 million subscribers on YouTube. We need to see a person, whom we then tie to a business name; in that order. Without Alex, I wouldn't remember the business names.
His online presence (personal brand) sticks a flag in the ground for his business. This is why, if you're a business owner, lead with you. Then tie in the business.
Books Build Brands
Alex knew that a series of books about exactly what his companies do would solidify their place in the marketplace.
BRAND on steroids, literally!
We don't need to reinvent the wheel. Many business consultants have done this in the past. We're still reading their books today. Most notable, think about Russell Brunson, Co-founder of Clickfunnels.com Most of us learnt about his software company through his books Expert Secrets, Dotcom Secrets, and Traffic Secrets .
Books remain the most effective marketing tool.
Not only do books say: This is a trusted source. They are also the ultimate evergreen content.
When the next wave of big-time social media personalities emerges, the books will still be there, doing their job of directing people to businesses and establishing the author as an authority.
Let's dive into the book marketing strategy.
Alex Hormozi took what works and amplified it for the attention economy. The first thing he did was build an audience with his now-famous YouTube video opening:
“FULL DISCLOSURE: I make content to make money — just — on a longer time horizon than most. I want to build trust with business owners so we can find the best ones and help them scale. And if they’re awesome, write them a check and go all the way as partners.”
This opening immediately answered the question, "What's the catch?" He's sharing all this stuff for free; Is he selling a course? Is this part 1, and the rest is behind a pay wall? What does he want from the viewer?
Transparency and trust building are key to building an audience. Tell them your WHY. "I share this because ... (what's the end goal)"
A Warm Audience = Book Launch Success
Without a warm audience, this level of success on a book launch is impossible. Now, of course, maybe you're not trying to make $100 million, but you still need a sizable warm audience to have a profitable book launch. How big? Let's stick to the 1000 true fans concept.
1000 raving fans who have an expectation about you based on the type of content you write and the difference it's made in their life (value).
They have to be pre-sold.
You've given them so much value in the past that buying your book feels like a no-brainer. Not only do they know they'll get more value, but it's also like a "thank you"; you've done so much for me already, what's $24 to support you?
What's the best way to build an audience for your book?
It's all about communicating at your best. Remember, you don't have to be a writer.
A YouTube channel,
A LinkedIn newsletter (which I break down in this video)
A substack paid newsletter,
X (previously Twitter).
A podcast
This isn't going to happen overnight, which is why the best day to start is TODAY.
Not sure what the book will be about? Perfect! The data & analytics from creating content will tell you what people are interested in. Begin with your end goal, and test some assumptions.
The Big Takeaway
Don’t wait for your book to build your audience; that's trying to cut down a tree with a bread knife.
Build your audience so your book has buyers waiting.
Start with one platform you’re comfortable with, show up consistently, and deliver value freely. Do that long before you hit publish, and your launch, big or small, will already have momentum.
When you're ready to launch, GO HARD. Step into your CEO role and let people know what you've created.
live launch
email marketing
affiliates
paid ads
"Bestseller doesn't mean best written. It means Best SOLD." - Grant Cardone #Facts
If you're ready to write your small business manifesto, call out your people and let your tribe know what you stand for. I'd love to help you on that journey with my self-publishing service.
The shrewd entrepreneur builds a toolbox of marketing assets that continue to work while they focus on mastery.
Hope this was helpful to you.
Blessings!
Business Communications Strategist
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