Alex Hormozi’s $100M Money Models Launch: How a “Donate 200 Books” Offer Drove Record Day-One Sales

On 16th August 2025, Alex Hormozi turned a book launch into a revenue machine.

Over a 10-hour live event, he framed purchases as donations, stacked outsized bonuses, and layered in a high-ticket upsell—fueling claims of $81M in a single day and the biggest 24-hour non-fiction sale to date.

Alex Hormozi hosted the $100M Money Models Virtual Live Book Launch on YouTube via a marathon stream and pushed viewers to the “most insane offer” at go.acq.com, with a hard deadline that the bundle ended Monday 8/18 at 11:59pm PT.

The Core Frame: Buy 200 Books for ~$6,000—Then Give Them Away

Instead of “buy my book,” the CTA became “donate” 200 copies (one to keep, 199 to distribute) for $5,998.

Lots of creators donated the books and promoted the books on their social channels.

Crucially, buyers who “donated” then shared the giveaway on their own social channels (e.g., “I’ve got 200 copies—claim one”), using the book codes as magnets to capture emails and leads for themselves while simultaneously promoting Hormozi’s launch.

$100M Money Models Simple Book Flywheel

Separate landing pages invited people to claim a free copy via email capture and redemption code. The mechanics:

• Enter an email address.

• Receive a unique redemption code by email.

• Click through to claim a free book.

• Complete the order on the official shop.

Because buyers broadcast their giveaways on social, the flywheel did double duty: they collected leads for themselves while promoting Hormozi’s launch to entirely new audiences.

That dual incentive—lead gen for the buyer, distribution for the author—supercharged reach.

What the $5,998 Bundle Included

The value stack blended physical and digital elements to spike perceived ROI:

• 12 physical ACQ playbooks in a premium binder: Closing Handbook, Proof Checklist, Retention, Marketing Machine, Lifetime Value, Hooks, Branding, Price Raise, Promo Cash, GOATed Ads, Lead Nurture, and more—positioned as internal SOPs used at Acquisition.com.

• $100M Money Models (hardback) plus 199 redemption codes to distribute; recipients cover shipping.

• Early access to the $100M Money Models course + audiobook and a live virtual Implementation Workshop to guide de-constraining and build a personalized plan.

• ACQ AI (custom-trained chatbot) pitched as “what Alex would do in your business,” trained on his books, playbooks, and consulting notes.

• Skool access incentives surfaced by attendees and affiliates, with mentions of $9/month entry for those who showed up live.

The Upsell Ladder: $3K/Month for Six Months

He also flagged a high-volume upsell for big business owners: a one-time 800-copy offer available after purchasing the 200-copy bundle, positioned as a path to work with him for 6 months.

This one-time ACQ Scale Advisory upsell at $3,000 per month for 6 months ($18,000 total)—a private Skool community with Alex and his advisory team plus six live virtual intensives (Marketing, Sales, LTV/Delivery, Profit, People/AI, Wealth) were genius.

The page copy framed it as a first/last chance and used a hard “No thanks, decline this one-time offer forever” link to reinforce scarcity.

“Meta Book” Positioning: The Launch Demonstrated the Book’s Premise

Hormozi labeled each $100M title a “meta book.”

$100M Offers taught offers and launched with a free course; $100M Leads taught advertising and was promoted across every channel; $100M Money Models teaches monetization architecture, so the launch itself functioned as a money model, proving the thesis in public.

he official recap doubled down on this “show, don’t tell” philosophy.

Social Proof & Reaction: “He Made $81M Today From a Webinar”

Posts across X claimed $81M in a day and a new 24-hour non-fiction record (surpassing Prince Harry), with creators doing back-of-the-napkin math to explain volume when thousands “donate” 200 books each.

The Referral Engine: Affiliates, Giveaways, and Leaderboards as Social Currency

An open affiliate challenge galvanized creators to drive registrations and sales, with leaderboards and VIP experiences as prizes.

Affiliates didn’t just generate the most signups—they also became a social-sharing mechanism: posting public rankings (“I’m #3—help me get to #1”) created status loops that pulled in more signups.

Top performers shared their snapshots and got even further proof that their lead generation strategy works in public to promote their B2B Lead Generation Agency.

The Psychology: Why the Offer Converted So Hard

• Generosity & reciprocity: reframing as a donation with “thank-you” bonuses created moral momentum to buy.

• Scarcity & urgency: a fixed deadline (Mon 8/18, 11:59pm PT) plus one-time upsells eliminated procrastination.

• Status & community: Leaderboards and public ranks turned distribution into a game and a badge.

• Risk reversal via overdelivery: The physical playbooks, AI, and workshop de-risked the $5,998 commitment.

• Social proof everywhere: Live counters, screenshots, and creator testimonials made purchase feel inevitable.

• Upsells for upsells: Every upsell had an upsell. Nicholas Cole mentioned this when he visited one of Alex Hormozi's $5,000 workshop with Dickie Bush and they got upselled into $35,000 coaching program to keep learning and growing.

The math is simple: 10,000 customers × $6,000 = $60M.

Add a meaningful take-rate on the $18K upsell and totals plausibly approach or cross nine figures, especially with a tight purchase window and relentless social amplification.

Bottom line: the 16th August 2025 launch of $100M Money Models combined a $5,998 “donate 200 books” frame, a value-dense bonus stack (12 playbooks, ACQ AI, live workshop), a one-time $18K advisory upsell, and a gamified affiliate leaderboard—all under hard deadlines.

The result was a meta demonstration of the book’s thesis: design and sequence offers so customers spend more, faster, again and again.

Top Tweets of the day

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Grok is pulling a masterclass in execution of a social product.

This tech is going to be hated by so many people and secretly used by so many others. The phone call is a genius idea since you can talk to it for hours and no one would know if its a real person or an AI.

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Merchant of Records (MoR) work on fear. Large scale of marketing is done by instilling fear into people. Lots of examples in this thread of big companies simply not paying sales tax and VAT.

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Badass trend since lots of people (mostly men) suck at pics / finding their perfect angle.

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3. Why LLMs Can't Really Build Software by Zed

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