TLDR: Alex Hormozi’s 9.5 hour record-breaking $100M Money Model launch

I watched Alex Hormozi’s 9 hour record-breaking launch so you didn’t have to.

But really, you shoulda been there. It was NUTS.

He reported spending over $4M was spent on ads alone.

And filming over 1,500 ads.

But it paid off. He demonstrated the money model LIVE with the pre-sales of books.

Not only did he sell individual books (with freebies) during the prelaunch: he created a 200 book bundle (also with freebies). The most insane freebies you’ve ever seen.

It worked. Within a few hours, we watched the Acquisition team break the Guinness Book of World Records for the most non-fiction books sold within 24 hours. Live! And the 24 hours isn’t even done.

What did we do for 9 and a half hours?

• He broke down the money models concepts. The presentation was fast paced, with a slide every 5-10 seconds. 
• He presented the free goodies. It included courses, the audiobook, an exclusive digital $100M book, and a slammin’ deal for a Skool membership.
• He presented the 200 book bundle goodies. It had custom-trained AI, his binder of proven playbooks, and way more.
• He presented 6 secret headliners who broke down money models in their own business.
• He did a shoey (drinking beer out of a show in honor of the Aussies tuning in at 3am, then kept going!
• He, Leila Hormozi, and Sharran Srivatsaa did live Q&As.
• At the end, he took calls to help business owners troubleshoot (Hormizi Hotline).

I’ve written his offers up because I want to record exactly what kind of upsells/freebies/bonuses he offers. I’ve never seen this kind of first-party data and value made so accessible.

Here’s what attendees got:

The FREE Offers (Live Attendees Only)

1. Money Model Courses, including:

• Attraction Acceleration
• Epic Upsells
• Dealmaker Downsells
• Continuity Blueprint

2. $100M Lost Chapters Digital Book

3. $100M Money Model Audiobook

4. Free Skool trial for 90 days — then $9/month if you sign up this week (instead of $99/month regular)

These resources will hit live attendee’s inboxes on Tuesday, August 20th, 2025.

Book Donation Bundle ($5,998, Live Attendees Only)

1. $100M® Money Models Book Bundle ($5,998)

Includes:

• 12 Physical Playbooks (in a premium binder)
• Virtual Implementation Workshop (live, guided by Alex Hormozi)
• Lifetime Access to ACQ AI (trained on $31M consulting + all playbooks/books)
• $100M® Money Models (Hardback) – 1 copy
• 199 Redemption Codes (for additional hardbacks)
• Livestream-only bonuses

Price: $5,998 (or $250/month financing)

The 12 Playbooks

The playbooks are grouped into 4 complete implementation systems:
Leads, Sales, Delivery, and Profit.

Each system contains 3 playbooks (processes, scripts, and checklists).

System 1: Advanced Leads Implementation

Purpose: Scale ads, create hooks, build a premium brand, and free yourself from being the marketing bottleneck.

• Playbook 1: Scaling Ads
  • How to break past ad ceilings
  • Framework to turn 5 ads into 600 variations using “hook, meat, CTA” lineup
  • Targeting strategies across customer awareness stages
    
• Playbook 2: Brand Building & Pricing Power
  • Positioning for 5–10x pricing power
  • How to attract cheaper, higher-quality leads who buy more often
    
• Playbook 3: Content & Marketing Liberation
  • 80/20 hook writing system from 35,000+ content pieces
  • 9 perpetual content flows for ongoing campaigns
  • System to step out of day-to-day marketing without losing sales
    

System 2: Advanced Sales Implementation

Purpose: Get more leads to show, close them faster, and build proof that drives conversions.

• Playbook 4: Lead Nurture & Show Rates
  • 4 pillars to increase show-up rates
  • 16 “zero-skill” tactics for 89%+ show rates

• Playbook 5: Universal Closing Frameworks
  • 7 closes that work in any objection scenario
  • Reframing method to turn questions into buying signals
    
• Playbook 6: Proof & Urgency Systems
  • Urgency creation without fake deadlines
  • Belief continuum to move prospects from “maybe” to “buy”
  • 13-point proof checklist to capture testimonials and crush competitors
    

System 3: Advanced Delivery Implementation

Purpose: Increase customer lifetime value (LTV), reduce costs, and retain subscribers longer.

• Playbook 7: Customer Value Multiplication
  • “Crazy 8” framework: 8 ways to maximize transactions per customer
    
• Playbook 8: Cost-Cutting & Efficiency
  • 2 frameworks for cutting delivery costs
  • Value mapping exercise to extract max value per customer
    
• Playbook 9: Retention & Churn Elimination
  • Real retention data from millions of memberships
  • “Five Horsemen of Retention” framework
  • 9-step churn elimination protocol (activation points + onboarding flow)
    

System 4: Advanced Profit Implementation

Purpose: Generate fast cash, optimize pricing, and raise prices without losing customers.

• Playbook 10: Emergency Cash Systems
  • 7-day ready-to-send countdown campaign for instant cash injections
  • Quarterly “cash calendar” for predictable payouts
  • Fast cash checklist for offers
    
• Playbook 11: Pricing Optimization
  • 10 instant pricing tweaks & 17 pricing algorithms (boosting profit 20–60%)
  • R-A-I-S-E pricing method with built-in safeguards
    
• Playbook 12: Price Raise Campaigns
  • Fill-in-the-blank “price raise letter” tested by hundreds of businesses
  • Strategy to increase pricing while retaining customers
    

Bonus Components in the Bundle

• Virtual Implementation Workshop (normally $35,000+ value): Alex diagnoses your biggest constraint and maps your exact implementation roadmap.
  
• ACQ AI Lifetime Access: Personalized answers to business problems in 60 seconds, trained on $135,000 consultations, $31M consulting data, and Alex’s books.
  

199 Redemption Codes: Give away or donate books (recipients just pay shipping).

My Takeaways

I really appreciated that he glammed up anything that would improve clarity and value… and didn’t sweat it for details that didn’t.

For example, the audio and video were top notch. The presentations was super smooth. No technical issues.

Slides were simple, almost clunkily formatted. AI generated icons. But you know what? Even though they weren’t the most polished things ever, they improved presentation clarity.

Here are some slide examples:

The margin spacing’s a mess. The icons are clearly AI. The style looks like an early 2000’s banner ad.

But the CTA. The progress bar at the top. The simplicity. The concept clarity.

It inspires me to not get so precious on the stuff that’s doesn’t move the needle forward. And on the other hand, to double down on the basics that make a huge difference.

He’s big on making promises, then fulfilling them. And providing mind-blowing value. It was a joy to experience it first hand.

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UPDATE: I bought the upsell.

I caved. Or rather, I made it work.

I also got to speak with the head of marketing, Preston. And a few other heroes at Acquisition that were manning the phones. It was like a masterclass in sales.

Here’s what I learned:

1. They were not kidding when they said all hands were on deck for phone support. When I called to get help with my order, some dude named Preston helped me out. Looked him up. Turns out, he’s the head of marketing!
2. I abandoned my cart. Within a few hours, they called ME to see how they could help. A double dial, too.
3. Everyone I spoke with spoke so clearly. It made me question everything about my standards for what’s audible. They were easy to understand without ever sounding condescending.
4. They stayed on the phone with me for over 15 minutes. I was so embarrassed that I couldn’t figure out a part of the payment process. They stuck with me, letting the silence hang as I was entering stuff. They were so, so patient.
5. I called 3 times. Each time, they had a compliment or something positive to say. Not a weird creepy comment, but things like 1) thanking me for my purchase 2)affirming that I was going to really enjoy the AI (which I mentioned being excited about).

I feel like I’ve learned so much, even before receiving all the good stuff!