Alex Hormozi sends his Mozi Minute email about once a week, and hundreds of thousands of people read it. Each email is packed with useful ideas about sales, getting more calls booked, and growing a business. So it is no surprise that business owners are looking at his strategy and thinking, “I should do that too.”

But there is a problem. Copying what Alex does could actually cost you thousands of dollars in sales. You could end up with fewer people opening your emails, more overwhelmed customers, and fewer people ready to buy.

That does not mean Alex’s strategy is bad. Far from it. His strategy makes perfect sense for the business he has built. The danger comes when you copy his moves without understanding the game he is playing.

Because Alex Hormozi is playing a very different game from most business owners.

And if your business is under $2 million a year, you may need to play by a completely different set of rules.

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Alex Imozy sends out his Mozy Minute email about once a week-ish, and it's got a huge chunk of value inside of each email that hundreds of thousands of people read. And that means that, of course, lots of business owners have started copying what he's doing. The problem is, what they don't know is that he's playing a completely different game by a completely different set of rules.

So I'm not only going to show you the secret game that Alex is playing, but I'm also going to show you the parts of his email strategy that if you were to copy, it would cost you thousands of dollars in sales and less people would even open and read your emails. This is a typical Mozy Minute email that Alex sends out every week or so. The format is really simple.

One specific strategy taught in depth in an email about how to improve your sales, how to get more calls booked, whatever the actual specific topic happens to be. But if you were to copy this, it would probably cost you a lot of money because if you sat down to play checkers against a chess grandmaster who was playing by the rules of chess, they would crush you. There's no way you could win.

The difference between you and Alex is not just the size of his arms. It's that his game is to help companies grow to around a million dollars in revenue and then work with them to scale even higher and then finally invest in the ones that do break out. So here's a question for you.

Is that your game? Is that the model you are playing? It probably isn't. No, right? So this is where taking Alex's advice is a great idea but copying what he is doing is a terrible one. He is playing a long game of years and years to court and nurture a business and the owner so that one day he might acquire it.

You and I don't have the deep pockets and the long runway where we've got $100 million in book sales alone. What you and I need is sales now, sales this week, not next decade. So what is Alex doing in his emails? He's given high value and they're long and they're detailed.

The first thing you should not copy from Alex's strategy is the long and detailed nature of those emails. If an email is really, really long, less people are going to open your emails. Why is that? Really long and detailed emails actually reduce your open rate.

Less people actually open your emails. And secondly, when you're giving value to people, when you're teaching them how to do something, that actually adds to the very overwhelm that they came to you to solve. Remember, when someone comes to you and I right now, they've watched some YouTube videos, they've asked a couple of AIs for advice, they're already coming to you overwhelmed.

They come to us to remove that overwhelm. We're like the noise cancelling headphones trying to solve their problem and drown everything else out. Not just drown it out, to actually tune it out.

Also, overwhelm, when someone's overwhelmed, they cannot buy because they're standing in front of all these doors of all these different options. Should I do this? Should I do this? Should I do this? Should I do this? They don't know what to do. They're paralysed because they can't make the decision, which means they can't buy.

So instead, if you are under $2 million in annual revenue right now, here's what I want you to do. First of all, I want you to make your emails short. And the reason that you want to make your emails short is because you're going to train people, you're going to train your specific audience that they can read your emails quickly.

People talk about the best way to get more people reading your emails is to have fancier subject lines or to email more often or better deliverability. Here's the thing. If every time I receive an email from you, it's really long and detailed, there's going to be an occasion when I'm like standing in line at the coffee shop and I see your email come in and I think, oh, I haven't really got time to read that right now.

I'm sure you've done that with people's emails. Oh, I haven't got time to read that right now. Because just by seeing their name land in your inbox, you know that's going to be a lengthy email that's going to take you some attention.

It's going to take you some time to actually digest. Whereas if your emails are shorter, when that email lands in the inbox, you're going to think, hey, I've got time to read that. So we don't want to train people out of opening our emails by always having super long emails, right? Secondly, don't be just emailing about once a week because on average, if you're getting 30% of your audience to open an email and actually read it, that means if you're emailing once a week, 70% of people on your list miss an email.

They don't connect with you. There's no deepening of that relationship. But imagine if you send two emails a week, maybe 50% of people will open it and read an email.

And then if you email six or seven times a week, well, in my case, 85% of my list read an email from me every single week. Just think of the relationship I have on my list because of doing that, because they're all seeing emails more regularly. But to email multiple times a week, it's really important that you don't use the same formulaic framework every single time.

Otherwise, people are going to get bored and they're going to find another reason to not open your emails because they kind of know what's coming. So one of my defaults that I always default to is I start with a surprising story, then I go into the lesson I learned, and then I relate it to my offer. That's a standard one, right? But also imagine if you switched it up the next day to a totally different format and you started off with, you mentioned your offer in the first line.

Hey, inside of my Velocity Coaching Program, and that word Velocity Coaching Program was linked to your sales page or your application page. That's a different way. And then it goes into how you discovered the process.

And then how was it different to what you tried before? And then you make the offer again. Now what happens is your list and every single one of those subscribers has no idea what to expect from you. The way I often talk about this when I'm coaching people is I want you to imagine that your audience is sitting in a chair.

And if the chair is really plush and really comfortable, it's really sturdy with all four feet on the floor, then there's no reason for them to get off the chair and make any kind of decision. What we really wanna do in sales and marketing is to make the chair they're in uncomfortable. We wanna put them onto one leg of the chair so that the chair is wobbly.

When we do that, we have them engaged. Usually their core is engaged, right? And they're wanting to know how do we solve this problem? We don't wanna leave people in the comfortable four-legged chair. We want them on a one-legged stool so that they're feeling a bit wobbly and they've got no idea what you're gonna do next.

That makes you interesting. That makes it important for them to want to open your emails and look at all of your content when they just don't know what to expect. So what should actually be inside of these emails? Well, your emails need to teach what they should be doing and thinking and why they should be doing and thinking about it.

But the how to do it is what you do in your paid programs. But this is really important because if someone feels like you always are holding back from them and you're already ever teaching them what and why and they feel like this person never gives anything away, they're always holding back, they're gonna have a bit of a chilly experience with you and feel like they don't wanna engage with you because all you're trying to do is sell to them all the time. Nobody wants to feel that.

So how do we overcome that? We're gonna use something called the faux how because you don't want your audience to ever feel like you're holding back, like I said, right? So here's a technique that I call the faux how. I actually use the faux how inside of a webinar that I've been doing for like 18 months now and it's made us hundreds of thousands of dollars. So it works really, really, really well.

So here's one of the things I'll say. I'll say, hey, cool. Okay, now I'm gonna show you how, look, it sounds like I'm gonna say how, right? I'm gonna show you how to email your list for longer about the same one offer but do it without burning out your list.

Do you wanna learn how to do that? And of course, everyone in the webinar is saying, yes, I wanna know, I wanna know. I say, cool. The first thing we're gonna do is we're gonna send out a bunch of emails called a sales campaign.

Everyone writes down sales campaign, great. Then what we're gonna do is send out a content-led sales campaign and everyone writes down content sales campaign. Then we're gonna send out an objection handling sales campaign.

Then we're gonna send out a risk reversal sales campaign and then we're gonna send out an engagement campaign. So that is S-C-O-R-E, Sales Content Objection Risk Reversal Engagement. That is five different email campaigns which talk about your offer from lots of different angles.

That's how you do it. Now, let's just zoom back again for a second. What did I actually do there? I actually just gave them five more what's.

I didn't tell them how to write a sales campaign. I didn't share how and what should go inside of a content campaign or an objection campaign or what I actually even mean by a risk reversal campaign. I didn't do that.

But because I framed it as a how, it feels like we actually got value. We learned some more stuff because we learned there are these five different types of email campaign. So we did learn some stuff.

There's value in that, but we didn't add to the overwhelm because when you give people the step-by-step how, once again, they become so overwhelmed either by thinking about it or actually they become overwhelmed by the implementation of doing it that now they cannot buy. In fact, if you'd like to see the exact funnel I'm using to add $1 million to my business this year, go check out this video now.