Why Alex Hormozi's $100M Launch Made Me Sick (And the "Clean" Strategy That's Crushing Our Competitors)

🔍 FUNNEL VISION:

If you’re tapped into the online marketing and business world, you probably saw Alex Hormozi had his book launch last weekend.

If you didn’t, he essentially:

• Broke the Guinness World Record for most books sold in 24 hours

• Did over $100 Million in sales

• Sold a $6000 bundle of courses and tools

CRAZY.

Respect to him.

I think Alex has a ton of great content.

But for me, that style of selling is sleezy for me.

Listen…

Business is hard.

It’s not as simple as everybody says online.

Had to do it.

I get it though.

He’s trying to get clicks.

I just don’t want to build my brand like that.

An exercise I do from time to time when I need advice is to ask someone I look up to, “What would they do/say?

I like to use Steve Jobs.

If he saw me post a video like that…

He would say, “You are a clown.”

Now I could go on and on about what I think is right and wrong…

But people can do them.

I just think in the long-run there are better ways to do things.

This is a great video that breaks down the entire strategy Hormozi used.

Essentially for us Marketing nerds, he went full blown direct response marketing.

What Russel Brunson (Click Funnels), Dan Kennedy, and Jason Fladlien use.

Stuff like this:

• Crazy Offers

• Price Slashes

• Big Guarantees

It’s nothing new to us Marketing Nerds.

What’s new is that Hormozi was leaning away from this stuff in his last webinar and leaning more into brand and giving things away for free.

With this webinar, it’s like he was trying to squeeze every last dollar out of people and then disappear.

It was super aggressive marketing.

I would love to have a conversation and see what the strategy was and the thought process behind it…

Hopefully he does some interviews about it.

For now, that’s my take on the entire thing.

🥡 THIS WEEK'S FUNNEL FEED

What we're testing: We're rolling out "us vs them" comparison ads that directly position Nutre against other meal delivery services, calling out specific competitor weaknesses like portion sizes, ingredient quality, and pricing transparency that we discovered through our Reddit research.

What's happening so far: Early engagement metrics are significantly higher than our generic brand ads. People are commenting, sharing, and tagging friends - the comparison format is creating conversations and forcing prospects to actively choose between us and competitors rather than passively scrolling past.

Why this approach works: Three psychological principles driving comparison ad performance:

1. Decision simplification: Instead of competing against "doing nothing," we're competing against specific alternatives, making the choice easier and more urgent

2. Authority positioning: Directly addressing competitor weaknesses positions us as the informed expert who understands the market landscape

3. Social proof amplification: Comparison ads generate comments and discussions, creating organic social proof as people debate and defend their choices

How to try it:

FOR $10M+ BRANDS:

• Create detailed competitor analysis documents highlighting specific weaknesses in pricing, features, or customer experience

• A/B test direct comparison formats against your current brand-focused creative

• Use customer testimonials that specifically mention switching from competitors

• Build landing pages that continue the comparison narrative with detailed feature charts and side-by-side breakdowns

STARTING OUT? TRY THIS:

• Start with one main competitor and create a simple "Brand X vs Us" comparison post

• Use Reddit, review sites, and customer feedback to identify competitor pain points

• Test comparison content organically on social media before putting ad spend behind it

• Focus on 2-3 clear differentiators rather than overwhelming with every possible comparison point

🍱 THIS WEEK'S CONTENT BUFFET

These are some pieces of content that I felt inspired to write about.

The old saying of “Riches are in the Niches,” is going to be obsolete.

AI is changing the game.

People with ideas and a diverse range of experience/expertise are going to win.

They are able to connect things across industries and blend them in a new, unique way.

So if I were you, I would expand my knowledge.

Back on the Hormozi train.

This is funny and true.

Marketing is manipulation.

The best are masters of psychology.

The difference between being ethical and not is what you are selling.

Ideally, you are using these somewhat magical powers to sell something that actually changes people's lives.

I want to make it clear that what Hormozi is selling can change your business.

There's no doubt about that.

Is what he is selling new information that has never been heard before?

No.

He is just very good at making it seem like it is.

🍟 SWIPE OF THE WEEK

Why it's smart:

When people see a podcast they don’t think Ad.

They think it’s organic.

This video is not from a podcast.

This is a fake podcast they filmed to make a bunch of Ads.

Steal this idea: 

Set up a studio or go to one and record a bunch of clips about your brand.

These Ads CRUSH.

🧪 AI SECRET SAUCE

Tool/Prompt I'm Using: Claude/ChatGPT to reverse-engineer high-converting landing pages from successful brands, analyzing their psychological triggers, copy structure, and conversion elements to create killer landing page copy for our own campaigns.

Step 1: Research & Data Collection:

• Find 10-15 high-converting landing pages from brands in adjacent industries (use tools like Facebook Ad Library, landing page galleries, or competitor research)

• Screenshot full pages including headlines, subheads, bullet points, social proof, and CTAs

• Gather pages from different industries to avoid copying direct competitors

• Focus on brands with proven scale (unicorn companies, well-funded startups, established players)

Step 2: AI Analysis Prompts:

1. "Analyze these 10 landing pages and identify the 5 most common headline structures, emotional triggers, and persuasion techniques they use."

2. "Extract the specific language patterns these pages use to overcome objections, create urgency, and build trust."

3. "Identify how each page structures their value proposition - what order do they present benefits, features, and social proof?"

4. "What psychological triggers appear most frequently across these high-converting pages?"

Step 3: Copy Creation & Application:

• Use identified patterns to create multiple headline variations for your product

• Apply the most common objection-handling sequences to your copy structure

• Integrate proven social proof formats and placement strategies

• Test different value proposition orders based on successful page analysis

• Create modular copy blocks you can mix and match based on traffic source

How to use this approach:

• Start with brands you admire that have obvious traction (high ad spend, multiple landing pages, proven success)

• Focus on pages selling similar price points or target audiences, not just similar products

• Create a "swipe file" database of analyzed elements you can reference for future pages

• Test AI-generated copy variations against your current pages to validate improvements

Pro tip: Add this instruction for deeper insights: "Beyond just copy analysis, identify the specific customer journey stage each page targets, the traffic source it's optimized for, and the conversion goal. Then create landing page variations that match these strategic elements for my specific product, audience, and traffic sources.

🧂 UNDERRATED TACTIC

Study brands from completely different industries that have your same business model.

If you're subscription-based, analyze how software companies retain customers. If you're e-commerce, study how luxury brands create desire. Skip your direct competitors - they're copying each other.

Other industries solved your problems years ago without the noise of your market.

🧃 FOUNDER FUEL

🍽️ WHAT'S COOKING

Nutre is hosting our second Sweat Social Sept 6th at Lifetime in Peabody, MA.

Going to be killer.

✌️ That’s All For This Week

Hope you guys got value out of this email.

If you have any specific questions or want me to cover any topics, just respond to this email and I'll do my best to get to them.

See you next week!