Alex Hormozi didn’t just sell a book. He sold a movement. In just two days, his book launch smashed world records: 2.7 million copies sold, $100 million in revenue, and Guinness World Records to prove it.

And guess what? He didn’t do it with TikTok dances. He didn’t do it with flashy Super Bowl ads. He did it with email.

Yes, the same inbox that most of us think of as spam central. The same inbox that “marketing gurus” have declared dead for the past 20 years. Hormozi used it to pull off one of the biggest nonfiction book launches in history.

So, how did he do it? Let’s break down the email choreography behind the madness and how you can use the same playbook even on a smaller scale.

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00:00.98

Kennedy Kennedy

Alex Hermozzi sold 2.7 million copies of this book in just two days. What was it that he did in his emails to make more than $100 million dollars in sales in just a weekend?

00:14.73

Kennedy Kennedy

I mean, most of us would be living our dream life if we just got a small percentage of that, right?

00:48.49

Kennedy Kennedy

This was a ridiculous event. So, of course, I had to break down what Homozi did in his email marketing in particular that made this launch so ridiculously successful.

01:02.82

Kennedy Kennedy

I think it it it has to be the most successful. um I mean, it's definitely the most successful nonfiction book launch ever. The Guinness World Records people have. certified that which is incredible and just what an event for our space. So what did he actually do in his emails? Well first of all it's interesting that there's so many naysayers saying oh emails dead or emails dying and yes they've been saying that for like 20 years or something since I even started in this space but to see the impact and the amount of leverage that Homozi put into his emails just

01:38.72

Kennedy Kennedy

01:55.88

Kennedy Kennedy

And everything goes backwards from there. And that's what we're going to do. We're going to go to the beginning of when we start to get a real sniff of the main launch event itself and go through how at each step Homozi and his team architected and manufactured this incredible event that basically could not fail.

02:20.53

Kennedy Kennedy

And if businesses like you and I just took the idea of the architecture, the framework, or what I like to call the campaign choreography of what he actually did and did it on a small scale,

02:33.60

Kennedy Kennedy

without the millions of dollars in ad spend, and just did it with our launches, we can be modeling the absolute best in the business. Look, like or hate the guy, the results speak, right?

02:49.82

Kennedy Kennedy

The results are unequivocal, and and undoubtable. right? And that's what's exciting. So like his style, don't like his style, like his face, don't like his face, like his muscles, don't like his muscles, then it's that's that's it's irrelevant. What we're really studying here is we're looking at success. We're looking at success.

03:11.73

Kennedy Kennedy

03:28.21

Kennedy Kennedy

He sends out an email that says, you're invited. Now, what does that mean? Well, by positioning this as an invitation, the first thing Hermozzi is doing is he's saying, this is an event.

03:41.09

Kennedy Kennedy

He's creating an event out of it, not just, hey, I'm launching my product. Hey, I'm giving you the opportunity to send me money. I'm giving people opportunity to buy from me and for me to make sales.

03:52.47

Kennedy Kennedy

No, He's creating an event. Why? Because when we attend events, we have an emotional response to events. Hey, we went to see Imagine Dragons ah play a big concert in London just a few months ago.

04:07.74

Kennedy Kennedy

and It was an event. There was an emotional charge to everybody who's going in there. People have been to see Oasis. There's an emotional charge to going to your favorite band or event.

04:20.74

Kennedy Kennedy

If you're going to the theater, you're going to see that sporting game. Whatever it is, there is emotion around that. And the emotion is rarely about the price of the tickets because that happened ages ago. And the fact that it really is someone's business that we're spending money with, but it becomes this emotional event. So moving anything from being a purchase or transactional situation to being an event is a really good way of, first of all, diluting that sense for anybody who has any trepidation around asking for the sale or being salesy. But also, even in a skeptical marketplace, when you create an event, the emotions surge.

05:07.02

Kennedy Kennedy

And it really shuts down a lot of people's skeptical brains. So what he does in this event invitation is really interesting. He ties all of the messaging to success.

05:19.59

Kennedy Kennedy

05:41.51

Kennedy Kennedy

business exit. So that's kind of what successful people do. So ask yourself, what are the attributes that successful people in your space are actually doing?

05:52.70

Kennedy Kennedy

And then start applying on that and thinking, okay, well, this is how I apply that same thing. So maybe you're not in the B2B space and a lot of my audience are not in the B2B space, but what does success look like in that? In B2B, Big exits, big partnerships, big deals are kind of one of the big measures of success. So if you've got something like that to talk about, that's that's kind of one of the things definitely want to talking about.

06:12.45

Kennedy Kennedy

Next in that sentence, he suggests that he's had more than one big exit. So he wasn't lucky. This seems to be a manufactured process. Well, good. Because what he's about to sell us is a process, is a model, is a system.

06:27.83

Kennedy Kennedy

So the fact he said this was my first big exit tells us he's got a process which works. And what this does is it positions the money models as as rather than a book, rather than just some information, rather than some systems.

06:44.30

Kennedy Kennedy

It has it as a singular system. This seems to be a playbook of that works every single time. And not only that, he then goes on the email to mention the fact that he refers to the content himself.

07:01.55

Kennedy Kennedy

So he wrote it during these big successful things, and now it's a playbook he uses going forward. Again, this is really amplifying and elevating the the value of what's inside.

07:15.79

Kennedy Kennedy

He's saying he's really successful, and this is what he refers to. We all want to know the playbook that the successful person what refers to. We want to know what their instruction manual is.

07:29.05

Kennedy Kennedy

That's behind the scenes, right? That's what we want to do. And then I really love this bit. He says, of everything I've taught you, this book will teach you the most. So what he's doing here, he's very aware that he has had already some very successful books, very successful courses, a very successful podcast and social channels that he's been building up over the past few years.

07:54.83

Kennedy Kennedy

And he's positioning this book above all of that and why would you do that well if you've already got a track record if you've already got an audience who already love what you do and already bought into you then you can say hey i know you like all of this stuff but this is even better and they're gonna be like i in that case if this is better than what you share with me in the past i need i need to have that thing Right.

08:21.38

Kennedy Kennedy

So saying this thing is better is one thing, but he doesn't just say it's better because by saying, hey, this is better. This is this stuff is better. This stuff is better. What the hell does better mean? He uses the phrase, I'm going to be teaching you more.

08:36.49

Kennedy Kennedy

I'm going to be teaching you more. More than you've taught me ah ah in the past. If you've ever implemented anything that the guy has said, or if you've ever liked anything that he has shared, and he's saying now he's going to teach you more in this book, you have to buy the book.

08:56.75

Kennedy Kennedy

Right. That's how it works. And this is just the very, very first email where he's announcing the event. Lots going on there that immediately built this up. Oh, by the way, I have created a brand new. I'm really excited about this.

09:12.39

Kennedy Kennedy

A brand new mini course to share with you the exact details. process that I use, that I took one of my offers from just over $27,000 in sales to over $500,000 in sales within 30 days.

09:28.26

Kennedy Kennedy

It was the same offer, setting it to the exact same audience. why I didn't grow my email list at all. I didn't get new offers. It was literally same offer, same audience, and we went from 27 grand to over $500,000 for the same thing, right?

09:42.51

Kennedy Kennedy

And it is yours totally free for being a viewer of this channel. If you go to the link that's in the description or if you use the QR code that's on screen now, this is the complete system for turning more of your email subscribers into paying clients using a completely different way of doing email marketing that flies in the face of most things you've been taught.

10:04.52

Kennedy Kennedy

If you've ever been a bit underwhelmed, If you ever thought, oh all I need is a bigger email list or all I need is a better offer and you're sick of going around in circles on that stuff. This program is designed to get you out of that loop and show you brand new way of converting more subscribers. so You don't need as big an email list. You don't need as many offers. You just need convert more of them. So use the link in the description. It is completely free. Just get yourself signed in. There's a bunch of modules that you can work through and get this working in your business. You'll get loads of value from this and it's really, really, really good help you.

10:34.81

Kennedy Kennedy

So what did Homozi do next? Well, July the 6th comes along and he now puts something into an email which we've never seen in this space before. He does what's known as a pattern interrupt.

10:47.65

Kennedy Kennedy

He does something which shakes people up and makes them go, what is happening? And he introduces this phrase where he says, if you join us live on the on the launch event um this on the 16th, I'm going to give you something, everybody who's live, going to give you something that is better than an NFT, but less than a Bitcoin.

11:11.22

Kennedy Kennedy

And it's like, what? He's boxing us in to this bonus that he has really compound compounded or load a mystery around, not just by making it hyperbolic. I mean, and and hyperbole, hyperbole,

11:25.66

Kennedy Kennedy

would be, it's better than this, it's better than this, it's better than that. No, this is way smarter. This is way more ingenious. When lifting something up, you basically say, it's better than this, it's not quite as good as that. And you're like, well, I don't need it to be as good as the really ridiculous thing. In this case, he's using Bitcoin, because the marketplace tends to understand what Bitcoin is.

11:47.87

Kennedy Kennedy

And they say it's better than NFTs. Well, okay, we knew some people had some great success with NFTs. He's really adding in this this this credibility to it by saying, it's this good, it's not too it's not unbelievably good, right? It's not like unbelievable.

12:02.58

Kennedy Kennedy

And we have to really really be careful with that. So he's also, what he's doing by positioning those two things, NFTs and Bitcoins, he's positioning it as high value against high value things.

12:13.80

Kennedy Kennedy

But more importantly, and this is where the real advanced psychology of this email, an angle that he then, he had success with it in the email and then he rolled out a gazillion ads on it, which by the way,

12:25.43

Kennedy Kennedy

is something you we should absolutely all be taking a a lesson out of it, something we teach inside of our programs, is you test messaging to your email list, and when it works, you roll it out in your ads. You roll out onto the sales page.

12:39.28

Kennedy Kennedy

And you'll notice this is exactly what Homozy did. He used this technique of testing messaging in the emails when things really resonated, and they got lots of registrations, they got a surge of sales,

12:51.91

Kennedy Kennedy

They went, great, there's something about that that works. Let's do ads about it. Let's spend money in it. that Let's really test and and tweak some things based on that. But here's where it gets really advanced with this. The two things he selected to compare this secret mystery cloaked bonus with are not only like ah valuable, but they are only valuable when you get in early.

13:19.46

Kennedy Kennedy

NFTs and Bitcoins were only extremely valuable to people who got in early. And what does that do? That acts as a driver to get you to get in early, to show up live and really make an event out of this.

13:35.15

Kennedy Kennedy

So the implied suggestion there, the psychology of what's been put in there is this is something that only works if you get in early. And of course, then he went on and dropped what I call a Columbo message.

13:50.15

Kennedy Kennedy

And a Columbo message is you make your main message. And just like the the the yeah the detective Columbo played fantastically by Peter Falk on TV back in the day, he would like do his little bit in front and front of the group.

14:04.91

Kennedy Kennedy

He'd be about to leave the room. And then he's just about to leave and he'd turn around and say, ah, just one more thing, and then deliver some absolute killer, you know, steak to the throat kind of moment.

14:18.51

Kennedy Kennedy

And Homozi did exactly this. He used the Columbo method in the PS of the email. And yes, he created a lot of value in the email, but then he added a huge mic drop moment in the PS, which I call the Columbo.

14:33.13

Kennedy Kennedy

And this is what what he did. He leveraged his personal brand position As someone that you want to spend time with, that people respect. And he says, I'm going to randomly select 10 people to come to Las Vegas to our office and spend time with me in person.

14:52.09

Kennedy Kennedy

Now, what does that do? One, for people who already want to ah want that They're like, oh my God, i want that. That's amazing. what a great opportunity. Another reason to show up live.

15:02.40

Kennedy Kennedy

It's what I call a proximity offer. It allows you to get physically closer to the person, a proximity offer. Then for people who are not so familiar with him because he's doing lots of list building, he's got and a brand new bunch of audience, he's got other people talking about this online, getting him on that list.

15:19.44

Kennedy Kennedy

What does it say to those people? Because remember, we've got to think about those people too. Yes, we've got the already pre-indoctrinated super homozy fans who who just love everything he does. They've probably got the cap and they're starting to to dress and talk like him.

15:33.28

Kennedy Kennedy

And on the other end, we've got people are brand new who are like, who is this guy that everyone's so excited about? The way he addresses those people is think about it. If you say, hey, I'm going to randomly select 10 people to join me in Las Vegas.

15:47.85

Kennedy Kennedy

If you've never heard of this guy, you might think you must think you've got to think, if that's a prize, this guy must be pretty special if everyone else is going to be like fawning over him to to actually spend that time with him. So it really positions him even to a brand new crowd.

16:05.65

Kennedy Kennedy

Really powerful email. Now, July the 8th, and the email's really about win a day with me free. that's the That's the subject line, win a day with me free.

16:18.48

Kennedy Kennedy

Why is he doing that? Well, just the previous day, well, sorry, two days ago, July 6th, they sent this email with the Columbo in the bottom, in the PS, that said, hey, as a bonus, you can spend a day with with me for free.

16:30.69

Kennedy Kennedy

That email evidently must have blown things up. They must have got a huge surge of people registering for the event, for all the kind of things, buying books, all the kind of things that were going on. It must have been successful.

16:44.71

Kennedy Kennedy

So what did they do? They did what great marketers do, which is they they said, How do we say that message again? How do we use that angle? What most people are obsessed with doing in marketing, and this is a big mistake I see all the time with people getting into marketing, even experienced marketers find themselves doing this, is finding new angles, finding new angles.

17:06.64

Kennedy Kennedy

Let's not. One of the things I've learned by doing this YouTube channel, it's really drilled into you from coaches and mentors and marketers. that you find what's working and do more of it. So what they did here is they realized, hey, that email we sent on July 6th, people really resonated with it. What was in that?

17:24.08

Kennedy Kennedy

And they went down to that PS and they said, oh, there was this idea of spending time with Alex. Well, let's make that the feature of the next email. So they did. July 8th, they led with this idea, right? They realized that that previous email worked really well. So they highlighted one of the elements of that email and used it as the leading idea.

17:45.22

Kennedy Kennedy

So if one of your emails absolutely works a treat, brings in the result you want, more registrations, more sales, more applications, whatever, Go back and go, what were so what were the things that were in that email?

17:59.35

Kennedy Kennedy

Great, we talked about this. I mentioned that angle. The emotion was this. This was the kind of call to action. I mentioned this bonus. I mentioned this feature. Let's do a fresh email with one of those in. And wow, you'll be amazed at how well that works.

18:12.09

Kennedy Kennedy

So July the 8th email was really taking advantage of something that worked just two days before. The following day, July the 9th, this was really about amplifying the reach of the launch.

18:24.10

Kennedy Kennedy

Because what we've got to do during a launch is we've got to, yes, we've got to get the people who are on our list to join. But the other beautiful thing about an event-based launch or an event-based marketing campaign is it can build a frenzy and it should build your audience.

18:42.12

Kennedy Kennedy

There is no doubt that when you do a launch and when Homozy did this launch launch, he was able to grow his audience to another level.

18:52.75

Kennedy Kennedy

Why? Why? Well, it was manufactured. Yes, they had affiliates and they had all this stuff. But in July the 9th's email, he said you could bring a friend. and And not only can you bring a friend, but there are prizes for bringing friends to the launch event.

19:10.60

Kennedy Kennedy

What's beautiful about this, this is not like a weird affiliate thing to do to your friends. Hey, this guy's selling a thing. Do you want to buy the thing through my affiliate link? This is a free event. So inviting a friend to a free event, which is going to help them with their business, their entrepreneurial journey, or just to pep them up.

19:28.40

Kennedy Kennedy

That feels like a favor that you're doing to the friend. So very powerful thing to do. And what they did is they created viral growth of this event that goes way beyond the ad spend. Yes, they spent millions of dollars in ads to bolster and retarget and get people excited to add to the conversion numbers.

19:49.62

Kennedy Kennedy

Yes, they did all of that. But what they're doing here is they're basically saying, hey, you're on the list. How do I turn everybody who's on the list into five or 10x more people?

20:01.55

Kennedy Kennedy

Imagine that every person who comes in is worth three, four, five, six, 10 more people. you don't but You don't need as much of an ad spend. You can multiply your list for a fraction of the cost if you're just to do that based on ads or whatever.

20:16.70

Kennedy Kennedy

And the incentive for that was there's a prize if you just get 10 friends to come and register for free. It wasn't just like, hey, there's fret there's there's prizes for the top 50 places, which there were.

20:29.96

Kennedy Kennedy

And that obviously implies that this is a big event. Hey, there's prizes for the top 50. And the top 10 places, a lot of people are going to be like, well, look, there's some big beast marketers. There's some people who are way more connected. A lot of self-doubt, a lot self-criticism comes into play. And you think there's no way I'm going to be able to compete with all these other people.

20:47.76

Kennedy Kennedy

So what's the point of me inviting some friends? That is all completely eradicated. The objection to to inviting friends and the virality effect of this launch was completely obliterated, right?

21:00.91

Kennedy Kennedy

And it was simply done by saying, if you just invite 10 people, you You get this extra bonus. You get this really desirable prize. And then, of course, he talks about, hey, there's going to be a top 50, which implies the launch is big.

21:14.40

Kennedy Kennedy

You're going to be involved in something that's really absolutely massive on the internet. So that's what we're doing. We're now growing the list. Think about your launch. Are you just selling to the people who are in front of you?

21:26.56

Kennedy Kennedy

If you are, you are massively restricting your reach. You're massively restricting the possible outcomes here because of course, yes, a bunch of those people bought and they made more than a hundred million dollars.

21:37.26

Kennedy Kennedy

But not only that, Homozi's email list now is bigger than ever with more people he can sell some stuff to. And of course he did that at the very end of the campaign after the campaign ended. But I'll tell you what he did there, which was really interesting once the whole launch was ended. He then leveraged this massive list that he built through this virality in a really interesting way. Because of course, this launch was not about this launch.

22:05.98

Kennedy Kennedy

If you think that this was about selling books, you've missed the point. I'll get onto that in a second. OK, so let's get back into this timeline of July. We're now at July the 13th.

22:18.14

Kennedy Kennedy

And what he decides to do at this point is he's been talking about the the book. He's been talking about his framework, his system that he calls the money models. And it's at this point.

22:29.79

Kennedy Kennedy

Almost a month out, he decides to now define the model. He tells people, what the hell is a money model? What is this system? And then he goes into detail right in the email. You don't have to click off anywhere. You are not interrupting anyone's day. You're not asking them to take an extra action. It's happening right in the email that he details out what the elements of what a what money models are, simply by doing that, you prove that they work.

23:02.35

Kennedy Kennedy

the the money The money models are, you need to have this and this and this and this. People go, they're great. I want them. Therefore, I now believe in the money model. There's no convincing needed.

23:14.39

Kennedy Kennedy

The best way to sell anybody on any idea is just by showing them what's inside and them going, oh, I get it. There's no clever marketing needed. There's no justification.

23:26.20

Kennedy Kennedy

So then we jump a few days now to the next significant event in this launch, which which was on July 20th, where he employed my SIPI method, S-I-P-I, which stands for Say It, Prove It.

23:41.28

Kennedy Kennedy

One of the things that people have to do before they'll buy anything, before they'll recommend a friend, before they'll invest with you, before they book an appointment, is they have to believe you. They have to believe that what you're saying is true.

23:55.09

Kennedy Kennedy

So what Alex and the team did is they sent out this email that said, well, basically, remember, they need to build up the belief that this is a huge event.

24:05.51

Kennedy Kennedy

We're going to sell loads of books. You're going to want one of these books. And it's all real. it's This is not a scam like that vacation thing that happened a few years ago, right?

24:16.50

Kennedy Kennedy

So how do they do that? They show you photos. photos. We've just had a truckload of these books delivered. Well, if that's the case, this is going to be a huge event. This is very popular.

24:27.44

Kennedy Kennedy

And so if everyone's talking about it, I need to get involved and see what all the fuss is about. If I haven't been paying attention, if I've just kind of been lackadaisically sort of scrolling through and thinking, oh, that sounds kind of interesting interesting like any other launch, then you've missed that person. You have really lost the game.

24:42.10

Kennedy Kennedy

We need this. We need everybody to be thinking, this is the most important thing that is happening right now. They have to believe this is the most important that's happening right now. So how do we do it? We have a photograph in the email of a truck stacked with books.

24:58.14

Kennedy Kennedy

And then at this point, when he shows you the stacks of books, he says, would you like to pre-order the book? And his positioning on it was really subtle and nice. Hey, my fulfillment team are freaking out. We're going to sell loads of these books. we If we just take all the orders in one day, they're going to be here forever. It's going to slow down your fulfillment of receiving the book. It's going to be a nightmare.

25:20.39

Kennedy Kennedy

So if you want if you already know you want this thing, which... Millions of people did, right? ah Then you can pre-order the book now. What? Think about how opposite to the normal webinar this is. Normally, before a webinar that most of us have done and and learned from like Brunson and Fladlin and flaglin and all all these other folk, what we normally do is get people to register. We don't dare tell them about the offer.

25:46.36

Kennedy Kennedy

We get them on, teach them stuff, get them excited, and then make an offer at the end. But what Homozi did here was he was making sales before the event even happened.

25:58.63

Kennedy Kennedy

He's starting to make sales before the event happens. Why? Well, if you've ever run a webinar, or if you've ever done a live launch, you'll know the twitchy bum, toe curling horrendousness of getting to that point where you're going to drop the link and drop the offer on that thing and hope that people buy. You hold your breath.

26:23.38

Kennedy Kennedy

You open up your Stripe account and you are waiting. It's like the world stands still until those first sales come in. They didn't want to do that. They didn't want to put everything on the line and risk that payment process process are getting frozen and all the pressure on the live event.

26:41.08

Kennedy Kennedy

They didn't want to have all the pressure on that live event. They wanted some numbers before they even start. Can you imagine the extra level of confidence you can have when you start the webinar?

26:53.89

Kennedy Kennedy

whether it's seven hours long or not, two hours, one hour, before you start the webinar, and you've already got sales in the bank that prove we've got the messaging right. We have got people who want this thing. We've already sold some.

27:07.00

Kennedy Kennedy

And also it means with that messaging, you can show up and be like, hey, we already sold this amount already. And it adds to the proof. So there's internal confidence. There's really good stuff for systems and fulfillment and logistics and some really good messaging on the live event itself.

27:22.10

Kennedy Kennedy

So now we're in August. Wow. We've done a lot of groundwork already. We've got people excited and we've started making sales. We've got proof of the angles. we've We've got the objections. We've got people replying saying, hey, what about this?

27:36.58

Kennedy Kennedy

So we can build that into our presentation, to build that into the webinar. We can build that into the... and into the emails that are going to be coming up. So now on August the 3rd, the countdown to the event really begins.

27:49.47

Kennedy Kennedy

And this is where they literally introduced the idea. The countdown is on. This is big. This is very exciting. It's a very emotional email that comes out on August the 3rd. And it's pure emotion. It's this is exciting. This is going to be the biggest thing ever. We're going to break the internet. It's going to be massive.

28:05.51

Kennedy Kennedy

All right. Then we fast forward a little bit to the next significant thing that happens on August 14th. And this is like a logistics type of email that they call the what you need to know.

28:16.57

Kennedy Kennedy

And it's 48 hours before the event. And inside this email, they go into a reminder of the date and time and say, hey, make sure that you put this in your calendar so you don't miss this.

28:28.10

Kennedy Kennedy

This is going to be huge. They talk about how popular and how successful the pre-orders have been. Hey, you here's your link to pre-order yours so you can get yours first.

28:39.23

Kennedy Kennedy

And of course, ah reminder to invite a friend. Hey, you can still invite friends. You can still get that bonus. And it finishes off with a final reminder to show up live because of this secret project.

28:51.68

Kennedy Kennedy

Notice that reminder email on August 14th, two days, 48 hours before the live event, is doing great. something really interesting. It is hitting on every single one of the most successful points that were made across the past month.

29:11.56

Kennedy Kennedy

It was like July was spent sending emails to test different messages, different angles, and see what resonated, what got a big response, what got high opens, what got high clicks, what got high registrations, what got high pre-orders.

29:25.47

Kennedy Kennedy

And then on August the 14th, they took the emails, the the angles of the emails that had worked the most successfully, and bullet pointed them down into sections in the August the 14th email list. to hit every strong emotional, every strong most successful point.

29:42.01

Kennedy Kennedy

So they realized that pre-orders being popular was a strong angle. Invite a friend was a strong angle that resonated. The secret project, something that is better than NFT, not quite as strong as as as Bitcoin, really worked. So they brought all those things back into this world.

30:00.94

Kennedy Kennedy

into this email. Then it is launch day, August 16th. And this is when it got really interesting for me as the email marketing nerd that I am. And of course, I was watching this really, really closely.

30:15.46

Kennedy Kennedy

And what I noticed was in a world where people are telling you emails are dead, you need to send SMSs, you need to be doing DMs and stuff like that. You look at the most successful launch in the world,

30:25.86

Kennedy Kennedy

where this guy wanted to break world records, he wanted the most attention, he wanted the most sales, the highest level of engagement and and profit, what did he do?

30:38.70

Kennedy Kennedy

On August 16th, where most people will send two or three emails that day saying, hey, The events today, hey, you we're about to start.

30:50.05

Kennedy Kennedy

We're starting now. We usually send like three emails on the day of a webinar. How many emails did these guys send? Seven. They sent seven emails in 24 hours.

31:03.66

Kennedy Kennedy

Seven emails in the same day. What were they? Let me just rattle you through them. The first one was, we're live in three hours. That's the it's happening today email. there' Then there's the one which is like, we're almost live. That's like 15 minutes to go.

31:17.73

Kennedy Kennedy

Then email number three that day is we're live now. And then it got really interesting because partway through the live event, we got what I call the Layla email.

31:29.26

Kennedy Kennedy

This was an email that was titled from Layla, Alex's wife, saying Alex is live right now. He's killing it. People are loving it. Get yourself in. Why are they doing that?

31:39.86

Kennedy Kennedy

because they want people to join partway through. One of the big resistances that people don't pay attention to during a webinar is that people who feel like they've already missed the start of it,

31:54.28

Kennedy Kennedy

they won't tune in and this from a certain point. They'll go, oh, I kind of missed some of it right now. What they did is they gave people permission and encouragement to join even partway through because they are seeding, they are pitching, they are teaching, they are selling all the way through this event.

32:12.75

Kennedy Kennedy

So they give people permission that, hey, you haven't missed the good stuff yet. Hey, this is going well, right? And then they did it again because it worked so well. So there was a fifth email, email number five that day, was they real the sort of real time in in in in the in the trenches during the during the webinar saying, hey, this is what I'm doing now.

32:34.43

Kennedy Kennedy

He's about to teach a particular model. He's about to introduce a particular bonus. Hey, right now I'm revealing the XYZ thing. Come and watch it.

32:45.74

Kennedy Kennedy

Another permission to join partway through the event because otherwise people, again, are going to go, oh I've missed like two thirds of it. They're like, hey, that doesn't matter. Get yourself on there because they know when people are there, they're buying, they're involved.

33:00.88

Kennedy Kennedy

And of course, they want to maintain audience size. They want to maintain a critical mass to keep that buyer frenzy going. So yes, they're going to have a percentage of people leaving throughout the event. They're going to constantly top that up. So rather than the graph of attendance being a steady decline, they're using emails which are popping up direct on people's phones on the weekend, on their laptops when they're checking their Facebook.

33:23.92

Kennedy Kennedy

theyre they're using They're using email to pop up right there and then to top up the number of people who are leaving so that there is not a steady decline in attendance of the event.

33:34.82

Kennedy Kennedy

Then he talks about in email number six, they send an email about the launch bonus. Even if you're not live on the event, watching the event, you now know there is a bonus announcement and the details of it.

33:48.58

Kennedy Kennedy

This is a huge mistake I see people making during their launches, whether it's a webinar, whether it's a full day challenge, whether it's a launch that's happening on just a sales page of the VSL, a sales video, anything like that.

34:02.39

Kennedy Kennedy

is they leave the details of the launch all on the event, all after the click. Don't do that. Some people just want to read the information right there on their phone. Let them do it.

34:13.73

Kennedy Kennedy

So put what they did here is exactly that technique. They put the launch bonuses, the announcement and the details of them right in that email. So even if you are not on the live,

34:25.23

Kennedy Kennedy

you know what the bonuses are and you can buy from the email. Notice, yes, they're using the event as the main macro thing they want everybody to, but they know, they're very aware that some people just don't wanna show up to the event.

34:38.85

Kennedy Kennedy

I was one of the people who didn't show up to the event, but I still bought. Why? Because I saw the emails and the emails were directly selling to me. There's this dual thread. There's two strands running at all times.

34:50.85

Kennedy Kennedy

Yes, they're on the ah on the on the live event. Yes, Alex is there teaching and talking to people and sharing stuff, answering questions, helping people live, being really good and charismatic and sharing, and of course, pitching throughout the whole thing.

35:03.97

Kennedy Kennedy

But for those people who are not there seeing that, if you were just sending emails, which is what most people do, sending emails saying, hey, you should get on. Hey, you should show up. They've done some of that. Hey, Alex is killing it. You should join. Hey, I'm about to announce this really cool thing. Come and join me now.

35:17.98

Kennedy Kennedy

But of course, at this point, there are still a bunch of people who are not going to, for whatever reason, jump on the live stream. Maybe they can't. Maybe they're out with family like I was. It was a lovely weekend. The weather was good. We went for a lovely picnic in the park and I prioritized family time over this.

35:32.07

Kennedy Kennedy

Well, I, but I still got the email saying, Hey, this is what's in the, in the package. Here's the link. And it goes straight to the cart and you can buy. Do you see how powerful that is? And then the seventh email of the day was the bonuses expiring in 60 minutes.

35:46.52

Kennedy Kennedy

Awesome. That's what they did on the 16th. On the 17th, what did they do? They held an encore event. They decided to, because it was going so well, they did it all again.

36:00.34

Kennedy Kennedy

They did it all again. So what did they do? They sent... seven more emails on the day. They send seven emails on the 16th and seven emails on the 17th. And by the way, we're nowhere near done yet because that is not even the most number of emails they sent in one day. There's something they did coming up which blew everyone's minds with the kind of emails and what they were sending and the quantity of those emails. I'm going to get into that.

36:26.07

Kennedy Kennedy

So... um and but On the 17th, we now have seven more emails. They have the first email, which is like a recap of what happened the day before. Second email is a countdown and for the reminder of the offer expiring. Hey, you haven't got many days left or many hours left to get this.

36:42.91

Kennedy Kennedy

Then they did what they called the after party, which was an encore of the event. Hey, we're doing this after party. We're doing it again. I want share more stuff. And he's going to go over the information again, reintroduce the offer, all those sorts of good things. That's email number three.

36:57.47

Kennedy Kennedy

And then the fourth email of the day we're live. And then the fifth email of the day is a new big reveal. Another new reason to attend. I'm just revealing this thing now.

37:08.19

Kennedy Kennedy

Come and join us live. Email number six is where they did something totally new They create a brand new emotion in people and they really reset people's attention by creating a pattern interrupt.

37:21.03

Kennedy Kennedy

And that was including a Guinness world record announcement. Now you might be thinking, well, I can't do a Guinness world record announcement. I'm not saying everybody, like i don't want to see a plethora of,

37:32.42

Kennedy Kennedy

launches and events now where we all start to find some weird Guinness world record that you can do. Hey, I'm going to, uh, while I'm launching my book, I'm also going to get the Guinness world record for the number of most number of matchsticks I can balance on my upper lip.

37:43.85

Kennedy Kennedy

Like we don't need to do that stuff. Right. But what they did, the Guinness world record was a, was a pattern interrupt. It was a reset of attention. It wasn't just more emails going, Hey, you should show up. Hey, should buy now. It was something really different.

37:57.41

Kennedy Kennedy

And it charged people emotionally by thinking, Oh, If I show up, I'm part of this world record attempt. I'm part of something big and interesting and novel.

38:08.35

Kennedy Kennedy

Novelty is really important. if you're ah If you're a member of one of my programs, you know, one of the things we talk about all the time is creating brand new ways of presenting your offer so more people buy it.

38:18.84

Kennedy Kennedy

That uses a principle called novelty. Our brains like new, they like fresh, they like novelty. Okay? Okay. And then final email of the day was number seven, your cart closing countdown.

38:31.66

Kennedy Kennedy

So that's seven emails on that next day. The following day, they did a cart closing on the eight sunday on the a August 18th. They did cart closing and a live Q&A. So another live, more Q&A, spending more time with people, answering people's questions and helping people out.

38:47.85

Kennedy Kennedy

And then the 19th happened. when you thought things couldn't get any crazier, on August 19th, they sent nine emails in a day. Oh, email marketing is dying. Email marketing doesn't work anymore.

39:01.47

Kennedy Kennedy

Well, if that was the case, why would we be sending 14 emails over two days, nine emails on the 19th? And what did the emails do? They talked about the offer closing.

39:13.79

Kennedy Kennedy

They talked about the countdown. And of course, then they delivered the bonuses as promised all on the same day. And then there was still one more blow to pay.

39:24.79

Kennedy Kennedy

And that blow, that move was genius. Because as I said earlier, if any of us for a second thought that this event was about selling books, we've missed the point.

39:38.93

Kennedy Kennedy

One of the concepts and principles that I talk about is having a Rome offer, a one place that you want everybody to end up, your flagship, your main offer that you want everyone to end up with.

39:49.60

Kennedy Kennedy

And let's remember what Hermosi's Rome offer is. Right now, everything he is doing is about getting people into his online tool, his app, School.

40:02.24

Kennedy Kennedy

The platform that many of us are using to build communities, deliver our programs, and that kind of thing. So what did he do? He took the fact that he's just gone out of this amazing super launch, Everyone thinks and can see he's a genius. He's achieved things no one's ever achieved before. We trust him because we go, look, look at this guy. He's been able to create this thing.

40:25.08

Kennedy Kennedy

He's been able to create this event and these amazing results. He's obviously brilliant at this stuff. And we've been hearing all these packages that you can pay him 10 grand and five grand and 35 grand, all these big price numbers, these anchors of pricing, price anchoring at these these higher numbers.

40:42.01

Kennedy Kennedy

And then he shows up and says, hey, I've got this massive audience, which I've just built because of the frenzy of inviting friends and the millions of spent on ads.

40:54.26

Kennedy Kennedy

And this event that's pulled in lots of people everyone's talking about. By the way, so many people are talking about this event. Here's a really weird thing. Yesterday, when my delivery guy showed up with my copy of the book, all wrapped up in just the brown packaging, he said to me, look, do you mind if I ask? And I live in a really small village, right?

41:14.08

Kennedy Kennedy

I live in a really small village. And he said, do you mind me asking what they say? is And I said, oh. um I said, it's a book. He said, okay. He said, just because on my little little delivery round, which is not that many houses, I've delivered seven of these already. You're the eighth person.

41:30.35

Kennedy Kennedy

And I was like, holy shit. Like I live in a really small place. And if that's happening in my area, can you think about the impacts happening around the world? So what did he do? He's now got a massive audience.

41:40.84

Kennedy Kennedy

The audience is hugely engaged. He's given a lot of value in his time live. He's done a lot of FaceTime with people. he's He's been helping people. He's been building rapport. He's been there.

41:51.47

Kennedy Kennedy

They've just done this really awesome launch. And he thinks, well, why don't I take advantage of that? Why don't we now move into saying, hey, huge, engaged, hyperactive audience, which is bigger than ever.

42:04.70

Kennedy Kennedy

Here's a crazy offer for my Rome offer, school. He releases a crazy deal, right? And basically, while people were still in this frenzy, they've just received all these bonuses, instant downloads, the instant gratification stuff while they're waiting for that their book to arrive.

42:21.48

Kennedy Kennedy

You're receiving these all this great stuff. People are are talking about it. Everyone's excited about it. And then he shows up and says, hey, what about I give you this crazy deal on my schools so my school community platform?

42:34.14

Kennedy Kennedy

What is this? Well, it's him squeezing more sales out while people are still in a buyer frenzy, but not with any old thing. With the recurring offer that people get billed for every single month, which grows, he adds in bonuses that will help people be more successful so that the growth is more prolonged and he's more successful.

42:54.35

Kennedy Kennedy

which is awesome, and he squeezes out those sales while people are still in that frenzy. It's absolutely amazing how he moved people to his Roam offer and no doubt got thousands of brand new people using his school platform.

43:12.35

Kennedy Kennedy

So there's a breakdown of Hormuzi's launch from an email psychology perspective of what was going on, what really made this launch work and convert.

43:23.40

Kennedy Kennedy

And it's really incredible. I'm curious, which bit of this are you thinking that is fascinating? Which bit blew you away the most of this entire thing? And if you want to, I'd be really curious also to hear in the comments about which of these things you're, you think,

43:40.40

Kennedy Kennedy

I can go and apply that. Like I'm excited to go and apply that. I can't wait to read your comments. I do reply to every single one of them. ah Thank you so much. If you haven't already, make sure you click like and subscribe. If you want to save this video, because there's a lot of information in this, if you want to save it so you can refer back to it later and grab some of the principles, please do. If you need to click the download button, if you've got the premium YouTube thing, so you can watch it when you're offline and refer to it later, that'll be awesome too. But do hit like and subscribe and I will see you all.

44:10.42

Kennedy Kennedy

next week.