Alex Hormozi sold $105.5 million in books in just one weekend

Alex Hormozi achieved an incredible $105.5 million in book sales in just one weekend.

This is a masterclass in direct marketing and a winning sales funnel.

His approach? High-level marketing, blending scarcity, upselling, and pre-marketing into a near-perfect formula.

Here's how he did it—and how you can replicate his success.

The $6,000 funnel

The $6,000 funnel isn't just about selling books—it's about creating a spectacle.

The initial offer includes the opportunity to buy 200 books for $6,000.

At first glance, this might seem steep, but Alex’s strategy is to turn the purchase into a viral event.

When you buy the books, you get a unique code to share with others, creating a buzz as people start claiming books and discussing the offer on social media.

People tweeted about it, shared their codes, and the spectacle grew organically.

The power of scarcity and urgency

On launch day, he added a countdown clock and announced that the offer would soon disappear.

This created a sense of urgency—people knew they had to act fast or miss out.

Even after the first day, he extended the offer with an encore sale, ensuring the excitement lasted through the weekend and into Monday.

Pre-marketing and strategic timing

Alex didn’t just rely on the sales event itself; he invested heavily in pre-marketing. He ran Meta ads, had people dressed in green suits promoting his book in Vegas, and strategically timed his launch to coincide with a quieter Saturday—maximizing media coverage and attention.

The upsell funnel

The first upsell offered 200 books for $6,000, with a further upsell of $18,000 for 800 books. The final upsell reached a staggering $100,000 for 4,000 books.

For those purchasing the higher-tier offers, Alex added exclusive bonuses like VIP access to a private event in Vegas and a webinar with him.

Alex Hormozi’s $105.5M book sale wasn’t a fluke. It was the result of precise planning, a compelling funnel, and an ability to generate buzz and urgency.

When scaling a business, the lessons from Alex’s strategy are clear: create scarcity, use upsells wisely, and always be strategic with your timing and pre-marketing efforts.

To creating a spectacle,

Eric Siu

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