Alex Hormozi Used This Tactic to Sell 2.9M Books in 24 Hours
Starting and scaling a business is tough (obviously).
Alex Hormozi, a business owner who’s built a large following in recent years, faced years of trial and error before finding a way to connect with customer so powerfully that his latest book launch broke a world record.
His story isn’t about luck—it’s about understanding what matters to the people you’re speaking to.
Today, you’ll see how a SIMPLE shift in messaging can create an emotional bond with your audience, one that sets the stage for record-break sales—and I’ll show you how you can use the same approach.
Here’s what you’ll learn:
- Build instant connection — Tap into the secret of ________, making your audience feel truly understood (and why it works better than any sales trick).
- Position your audience as the hero — Use this narrative framing technique to make customers see themselves as the underdog fighting to win (with you as their guide, not their savior).
- How to hook readers in the opening seconds — Get the exact framework for intros that stop the scroll and make your audience lean in, not tune out.
Let’s get started…
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Alex Hormozi used a powerful tactic to sell 2.9 million books in just 24 hours. If you’re active in the world of business content on social media, you’ve likely heard the name Alex Hormozi. He’s not just another entrepreneur—he’s branded himself as the "100 Million Dollar Man," and for good reason.
Hormozi’s journey includes building and scaling several businesses and releasing three major books: 100 Million Offers, 100 Million Dollar Leads, and his latest, 100 Million Dollar Money Models. With this most recent book, Hormozi broke a Guinness World Record for the most books sold in a single day, outpacing even the launches of major politicians and celebrities. In this article, we’ll break down exactly how he did it, focusing on the real strategies that matter to you.
Don't Compare, Learn Instead
It's easy to look at someone like Alex Hormozi and feel either admiration or even envy. But I've learned that comparison isn't productive.
Instead, we should focus on learning from successful people. Hormozi’s credibility comes from his authenticity—he doesn’t sugarcoat the challenges of entrepreneurship.
He talks openly about failures, setbacks, and the reality of building something from scratch.
“It is in our nature to want to compare ourselves to other people, right? The word 'ape' means to copy. That’s a lot of what we’re actually doing when we’re learning from one another.”
Wherever you are on your business journey—whether you’re at the idea stage, a startup, or a scale-up—don’t get discouraged. Hormozi earned his position through honest marketing and by creating real value. He’s relatable because he’s been through the grind himself.
Compound Effects of Branding
There’s a temptation to look for one magic tactic, but the truth is that Hormozi’s success is the result of many factors compounding over time. Years of preparation, consistent effort, and building a strong personal brand all played a role.
Hormozi’s approach is about embodying what he teaches. He’s failed, learned, and refined his strategies, which gives him the confidence to share actionable advice.
One standout tactic during his launch event was the use of a live presentation that drew over 150,000 people simultaneously on YouTube—a staggering number for any business event.
This wasn’t accidental; it was the result of careful planning and an understanding of how to capture attention right from the start.
First Minutes Matter Most
Hormozi’s pitch ran for seven hours, but the first few minutes were crucial. The opening of any presentation, article, or video is what most people see.
It’s your only chance to hook the audience and make them care.
Below is visual reminder that charisma and connection happen fast — According to research, it can take as little as five seconds for an audience to decide if a presenter is engaging or not.
It’s a perfect illustration of why your opening moments matter more than anything else.
In copywriting, it’s standard to start by discussing the problem. Hormozi takes this idea and layers his own style on top.
He knows that if you don’t grab people’s attention immediately, you lose them.
Highlighting Real Business Problems
Hormozi’s opening follows the classic problem-agitate-solution formula. He starts by discussing the real problems business owners face.
Then, he digs deeper, agitating the issue to make the pain more vivid.
He doesn’t just state the facts—he makes you feel the problem. This emotional hook is what draws people in.
Once he’s established the pain, he introduces the solution. But he doesn’t rush to sell; he builds trust by showing he understands what his audience is experiencing.
Everyone Wants Understanding
One of the core messages in Hormozi’s presentation is that people want to feel understood. This is a universal human need.
“We don’t want to feel alone. We want to feel heard. We want to feel like someone gets us.”
Hormozi taps into this by speaking directly to the audience’s struggles. He validates their experiences and makes them the hero of their own story.
This approach creates a powerful connection.
Pacing and Leading Explained
The central tactic Hormozi uses is called pacing and leading. Early in his presentation, he focuses on pacing—showing the audience that he truly understands their problems.
Only after building this foundation does he lead them toward his solution.
Pacing is about empathy. It’s about meeting people where they are and acknowledging their challenges. Hormozi does this masterfully, using both data and personal anecdotes.
Setting the Stage With Data
About ten minutes into his talk, Hormozi recaps who he is, what viewers can expect, and why they should care.
He asks: “What percent of businesses do you think lose money every year? 10%? 15%? 18%? 54% of businesses lose money or break even every year.”
He doesn’t stop there. He explains that most business owners, especially those just starting out, are losing money at first.
He talks about the need to generate cash, create value from nothing, and get to positive cash flow as quickly as possible.
By using real data, he builds credibility and shows that he’s not just guessing—he knows the landscape.
Empathy Builds Emotional Bonds
Hormozi positions his audience—the business owners and entrepreneurs—as the heroes and underdogs. He acknowledges the hard work and the struggle.
“You’re working so hard, you’re not making enough, and that’s a problem.”
This isn’t just motivational talk. It’s a genuine recognition of the challenges his audience faces. By being honest and vulnerable, Hormozi creates an emotional bond that makes his advice more impactful.
Reverse Price Anchoring Tactic
One of Hormozi’s techniques is reverse price anchoring. He asks his audience to guess the percentage of businesses losing money, then reveals that the real number is much higher.
“Oh no, it’s three times that.”
This tactic surprises the audience and makes the problem feel more urgent. It’s a way of resetting expectations and highlighting the seriousness of the issue.
Business Survival Reality Check
Hormozi shares that 75% of businesses do not make it to year 10, and he believes the real number is closer to 95%.
Most of the surviving businesses aren’t thriving—they’re just barely hanging on. Hormozi calls them “zombie businesses.”
“They might be making a few sales here and there, or they just might be completely inactive.”
This honesty is rare in business advice and makes his message resonate even more.
Why Pacing Really Works
Pacing before leading is about showing your audience that you understand them—both emotionally and factually.
Hormozi’s tone is empathetic and his data is solid. He positions his listeners as the heroes, the ones fighting against the odds.
“This tactic of pacing before leading creates an emotional bond because, fundamentally, one of our deepest desires is to be understood.”
This is a key reason why Hormozi was able to sell 2.9 million books in 24 hours—he made his audience feel seen and valued.
The Reason This Approach Matters
Hormozi's success isn't about luck or a single clever trick. It's about deeply understanding people, communicating with empathy, and delivering genuine value.
If you want your business to grow, focus on connecting with your audience at a deeper level. Use pacing and leading. Be honest. Be real.
I believe this works because fundamentally, as humans, one of our deepest, most fundamental desires is to be understood.
This approach can transform your marketing and help you achieve results that seem out of reach—just like Hormozi did.
Conclusion
Want to get all your marketing and funnel work done—without the headaches of hiring a team? Download our free guide: 33 Marketing Projects You Can Delegate to Growbo and discover how to save 100+ hours a month, grow faster, and scale without the overhead.
Hormozi's success shows what's possible when you truly understand your audience. The pacing and leading technique creates real connections and drives results.
I created the Proven Sales Conversion Pack—a curated database of 313 AB-tested tactics and case studies. We used to sell this for $200, but I'm offering it free to readers who engage with this content.
If you want more tactics like these, support content that delivers real value. And if you need help executing your marketing without the headaches of hiring, check out Growbo.com. You’ll get an on-demand marketing team for less than the cost of one full-time virtual assistant.
Delegate everything from social media and blog articles to newsletters, funnels, and automations—right from your dashboard or email.
We also have the 33 marketing projects of what you can delegate to your Growbo team.
Stay focused on learning, applying proven tactics, and building real connections. That’s how you’ll achieve your own record-breaking results.
Keep Growing, Stay Focused,
Image Credits:
- https://www.youtube.com/@AlexHormozi/featured
- https://www.youtube.com/watch?v=4BwjoX3joE0
- https://visme.co/blog/presentation-statistics/
- https://chandanapitta.medium.com/decoding-the-pas-copywriting-formula-how-to-write-engaging-copies-d827fc173593
- https://www.youtube.com/watch?v=6_CCutkM11g
