Hi hi! 

 

Today we're talking about the strategies behind a $100 million book launch, the workshop I have been dying to attend for weeks, and why I'm breaking up with Zapier for Flodesk's checkout plan… 👀

 

So, grab your drink of choice (recommending a double espresso, ofc) and get ready for some hot copy over ice ☺️
 

 

Alex Hormozi's book (and it getting a mixed bag of reactions)

 

So this week, internet guy™ Alex Hormozi released a book about making money, and — made a lot of money.

 

 

And, according to him, that was only with $4 million spent on ad spend, which is insane.

 

So — how did he do this, and should people be mad??? 

 

From what I can tell following the campaign, there are three things that made this launch so successful:

 

👉 Literal YEARS of building a personal brand and audience

Everyone wants to believe things like this are easy, or there's a simple strategy behind sales — but at the end of the day, building a committed, loyal audience and a strong foundational brand is how you make money like this. 

 

This launch was yearrrrrrs in the making, and there's no way he would have hit ANYWHERE near the same numbers if he was new to the world of business.

 

👉 An attention-grabbing campaign

As part of the promo, Alex did a 9-hour live virtual book launch, where he and his team were doing Q&As and workshops. 

 

This got attention, attention got views, and views led to sales — because like I always say, in a world of attention economy, it's never been more important to stand out and be different.

 

👉 Upselling (like crazy)

His actual book was only about $30, but there were so many bundles and discounts and extra offers in the launch that most people were spending anywhere between $100–$6000 at checkout. 

 

 

But — for your own business — it is pretty smart to offer an upsell at checkout, (IF you think it's something that could genuinely be helpful to your audience.)

 

 

Honestly — I don't think so. 

 

Sure, Alex has a bit of a ‘bro-marketing’ vibe, but I do think a lot of this success was down to him putting in the work for years and truly understanding his audience (who are, at the end of the day, the ‘bros’).

 

This week, I had someone reach out to me to ask if an offer was right for them, because they loved my sales page. 

 

And honestly — they weren't quite right for that specific offer. 

 

They were a little too early in that stage of business for what I was offering, and so I literally told them that, and redirected them to a lower-cost option that DID make sense for them. 

 

I feel like I see wayyy too many people just saying an offer is right, or trying to pitch their highest offer to everyone they meet, because they want the paycheck. 

 

But I think that sucks, because:

 

1) It's sleazy. I'm a girl's girl, and I genuinely want everyone to walk away from working with me feeling like they got wayyy more than they thought they would.

 

2) I really believe that honest, supportive marketing and business strategies that build a loyal audience of people who feel like you actually care about them are the key to successful business, long term. 

 

 

(Oh, and also — they did book the lower-ticket offer, and I'm SO SO excited to start working with them on it! 😁)

I'm always obsessed with something, but this week specifically, I can't get enough of:

 

✨ Flodesk Checkouts (After some drama trying to connect my checkouts to Stripe through Zapier, I decided to just upgrade to the Flodesk ecommerce plan, and it's been really easy to use — I managed to set up a checkout page AND a detailed, cute delivery page within about 10 minutes. 

For reference — that took me about two hours with Zapier, and then it didn't even work on the first two sales, so I had to send them manually 💀) #afflink

Last week, I themed my newsletter around the new Taylor Swift album. 

 

This actually made it a lot easier to a) write the email and b) market the email, because I knew there would be an audience for it. 

(Plus, I was also cashing in on a trending topic (also called trendjacking). 

 

By having a themed newsletter issue, you can market it a lot more easily on social media by getting people to sign up for the specific upcoming topic (vs. just signing up for a freebie or your general list). 

 

You are also more likely to get your social posts where you market your newsletter pushed by the algorithm because you're talking about a trending or popular topic. 

 

And — you're more likely to get opens, because if you pick a theme that you KNOW your audience cares about (I have a lot of Swiftie subscribers!), a subject line promising content on that theme is going to grab people's attention.

 

(Missed last week's email? You can read it right here!)