Alex Hormozi’s $100M Money Models Book Launch Marketing Playbook: Webinar, Upsells, and SMS

Alex Hormozi’s launch of $100M Money Models wasn’t just a book drop—it was a masterclass in info marketing, broadcast strategy, and offer design.

With physical mail, SMS, emails, multi-hour live streams, tiered upsells, and play-by-play scoreboard metrics, Hormozi turned attention into a conversion engine and broke the mold on non-fiction book launches.

The Backbone of the Webinar: Jason Fladlien’s One to Many Framework

At the heart of the launch was a 9-hour webinar structured using Jason Fladlien’s "One to Many" framework.

Hormozi followed Fladlien’s blueprint almost religiously: one-point-per-slide, the iconic yellow background with a blue CTA at the bottom, and a _"with great pleasure…" offer reveal.

As Jason Fladlien put it:

"When I consulted with him on this launch, one thing he said to me was—'don’t worry, we’re going to go long this time."

Alex Hormozi didn’t just apply the format—he stretched it. Over 3 days, he hosted a 7 hr 18 min stream on launch day, a 6 hr 41 min encore, and a 4.5+ hr final push.

The timing wasn't an accident—it came directly from feedback on his launch day where Jason advised he ended too soon.

Touchpoints Everywhere: Physical Mail, Email, SMS

Hormozi’s launch didn’t rely on any single channel. He went full-stack.

• Physical mailers with save-the-date inserts and QR codes showed up in fans’ homes weeks ahead of time

• Email blasts ramped up as the launch neared—sending 5+ emails in a single day without hesitation

• SMS pushes included video messages and links to join live moments—brutal frequency, full attention grab

Offer Ladder: From $30 to $100K and Beyond (An upsell… to the upsell… to the upsell)

The launch was built around a tiered value stack:

• $30 core book

• $6,000 offer: 200 books with 199 giveaway codes, 12 ACQ playbooks, access to a workshop + AI assistant

• $18,000 upsell: 800 books + six-month Skool mastermind and advisory intensives

• $100,000 secret tier: 4,000 books with high-touch support

Each offer was framed to reward generosity, enable social signaling ("I gave away 200 books"), and create incentive for repeat, higher-commitment purchases.

Buyers weren’t just buying books—they were buying status to brag.

Competing with Fiction Giants like Harry Potter

While most nonfiction authors would be happy cracking a bestseller list, Alex Hormozi tracked real-time book sales against Harry Potter, the best-selling fiction series of all time.

His dashboard showed $100M Money Models climbing among the top fiction books of all time—with over 3.1 million copies tracked during launch week and over $82M in revenue generated.

This wasn’t a launch—it was an orchestrated conversion machine. It followed a script, but pushed every channel and lever to the edge:

• Structure from "One to Many"

• Every medium used: email, SMS, direct mail, and live events

• Ad-spend that costed $5M across Facebook

• Offers stacked to $100K

• Frame purchases so customers earn status by sharing (and help your distribution).

• And a scoreboard that tracked in real-time against the biggest fiction franchises in history

All these tactics added up to generate over $100M in just 3 days.

Top Tweets of the day

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Brilliant analysis on women vs men when it comes to visual vs text who has seen the data.

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Rabbit Holes

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2. Programmatic SEO, the long tail and customer acquisition by Tanay Jaipuria

3. The Ultimate Guide to Buying Triggers: How Marketers Can Use Trigger Events to Reduce Costs and Drive Sales by Katelyn Bourgoin

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