The Hormozi Campaign Breakdown

Yes, the guy broke world records and generated millions.

But there's plenty here that could've been done better, and some things that flat-out won't work for most businesses.

The most disappointing part for me was the over-reliance on the brand. But that’s the luxury he has from years and years of building an insane media company. And props to him. He’s built a brand at can generate $100m+ in a day. That should be studied.

Now, here's my breakdown of his emails of the $100m Money Models launch.

TIMING & FREQUENCY: Smart Strategy, Questionable Execution

Score: 8/10

What Worked:

• 46-day buildup created genuine anticipation

• Launch day intensity with 6 real-time emails during live event

• Strategic pacing: slow burn → explosion → final urgency

What Didn't Work:

• 6 emails in one day is email marketing malpractice for most businesses

• No clear segmentation between engaged vs. unengaged recipients

• Could've caused significant list fatigue (we'll never see those metrics)

The Reality Check: This worked because it was a one-time event. Try sending 6 emails in a day regularly and watch your unsubscribe rate explode. The other thing is that each email was roughly the same.

If you want to send multiple emails on the same day - you need to shift how you write. Emails in the morning can be educational, detail-heavy, how-to, etc. Brains are fresh from having a rest overnight.

In the afternoon, need to shift the copy to metaphors and stories. Use illustrations, images, and stories to make the emails easier to understand and make connections from.

In the evening, shift to very motivational. Think about the TV shows people watch while lying in bed after kids are in bed. This is what you’re competing against. Your emails need to be just as good as these shows to have any chance at competing.

What You Can Actually Use:

• Build to appointment-based moments (webinars, launches, deadlines)

• Increase frequency during high-stakes moments, but sparingly

• Use real-time emails only during live events, not regular campaigns

SUBJECT LINES: Effective But Not Groundbreaking

Score: 7/10

Winners:

• "Last chance (~30min left)" - Specific time creates urgency

• "Uh oh..." - Sometimes less is more

• "My Secret Project: Revealed" - Payoff after weeks of teasing

Losers:

• "Free goodies" - Generic and forgettable

• "in case you missed this" - Lazy subject line that adds no value

• Multiple variations of "Cart closes" - Repetitive and predictable

The Problem: Half these subject lines are standard direct response fare. Nothing revolutionary here.

What Actually Matters:

• Consistency with your mystery/story thread

• Specific urgency beats generic urgency

• Curiosity that gets satisfied (not just clickbait)

THE COPYWRITING: Good, Not Great

Score: 8/10

What Worked:

• Conversational tone without being casual

• Strategic use of ellipses for pacing

• Benefit stacking without overwhelming

• Personal touches: "you're my people," "Mozination"

What Didn't Work:

• Repetitive value propositions across multiple emails

• Could've been more personalized based on engagement levels

• Some emails felt like filler content between the important ones

The Reality: This copy works because of Hormozi's existing authority. The same copy from an unknown would perform significantly worse.

Now, there’s one thing to keep in mind. I’m sure that Hormozi was concerned about compliance and legal. You see, they rocked this launch with huge numbers. And one of the worst things that could happen on the backend is having to pay huge fines and potentially get the world record revoked becauce the FTC blows things up.

I kept that in mind while reading through these emails, and my gut tells me that everyone on the team had some form of compliance training.

What You Should Steal:

• The pacing techniques (short sentences, strategic breaks)

• Community language that builds belonging

• Stacking benefits without making it feel overwhelming

SCARCITY: This Is Where He Actually Excelled

Score: 10/10

What Made This Work:

• Real deadlines with real consequences (live event actually ended)

• Multiple types layered together (time + quantity + exclusivity)

• Visual proof (photos of book shipments)

• Social proof (registration numbers climbing)

Why This Is Hard to Replicate:

• Most businesses fake scarcity and wonder why it doesn't work

• Requires significant production/fulfillment infrastructure

• Only works if you can actually deliver on the scarcity

The Lesson: Real scarcity beats fake scarcity every time. If you can't create real scarcity, don't fake it.

THE MYSTERY CAMPAIGN: High Risk, High Reward

Score: 9/10

What Worked:

• Weeks of teasing the "Secret Project"

• Regular references that kept it top-of-mind

• Actual payoff that justified the buildup

What Could've Gone Wrong:

• If the reveal disappointed, entire campaign fails

• Mystery campaigns require consistent content to maintain interest

• High production value needed for payoff moment

What Most People Get Wrong: They create mystery for mystery's sake, not because they have something worth revealing.

Use This If: You have a legitimate surprise/reveal that adds significant value. Don't create fake mystery around ordinary products.

VALUE STACKING: Masterful Execution

Score: 9/10

What Made This Brilliant:

• Started with $30 book, ended with $1000s in bonuses

• Each bonus solved the next logical problem

• Physical + digital + experiential components

• Limited-time nature made value stack feel exclusive

The Problem for Most Businesses: Creating legitimate high-value bonuses requires significant resources and infrastructure.

What You Can Steal:

• Think about the next 3 problems your customer will have after buying

• Mix different types of value (physical, digital, experiential)

• Make bonuses time-sensitive, not permanent add-ons

WHAT ACTUALLY DRIVES THE RESULTS (That Most Analysis Misses)

1. Existing Authority Hormozi's previous books and business success created the foundation. This campaign amplified existing trust. This launch worked becuase of his brand.

2. Production Value Live streaming with real-time emails, professional presentation, actual world record attempt. This isn't low-budget stuff.

3. Real Stakes Actual live event, real first printing, legitimate time constraints. No fake urgency.

4. Community Momentum 500K+ registrations created a self-reinforcing social proof loop.

THE BIGGEST PROBLEMS (That Nobody Talks About)

1. Email Overload 6 emails on launch day likely caused significant unsubscribes. May have worked short-term but damaged long-term deliverability. Especially without modifying the emails to align with subscriber psychology.

2. Complex Offer Structure Multiple tiers, various bonuses, different deadlines. Could confuse less engaged subscribers.

3. Production Dependency This campaign required massive resources and infrastructure most businesses don't have.

4. One-Time Event Nature Can't replicate this approach regularly without diminishing returns.

5. Minimal Visual Elements Heavy text loads poorly on mobile. Could've benefited from better visual hierarchy.

WHAT YOU CAN ACTUALLY IMPLEMENT (Without the $M Budget)

DO THIS:

• Create appointment-based urgency around your launches

• Build genuine mystery if you have something worth revealing

• Layer real scarcity (not fake countdown timers)

• Give your audience an authentic community identity

• Stack value thoughtfully, not desperately

DON'T DO THIS:

• Send 6 emails in one day (you're not Hormozi)

• Create fake mystery around ordinary offers

• Copy the community language ("Mozination" only works for him)

• Assume complex value stacks will save weak core offers

THE BOTTOM LINE

This campaign worked because of infrastructure + authority + resources that most businesses don't have.

The tactics are solid, but they're amplified by advantages you probably don't possess.

The Real Takeaway: Don't try to copy this campaign. Study the principles and adapt them to your resources and audience.

The difference between marketing and movement-building? Resources, authority, and execution at scale.

Most people can't build the movement. But you can steal the marketing principles that actually transfer.

EVENT EMAIL TEMPLATES

And now, as promised, here are the email templates that I've used before to drive hundreds and thousands of people to register for either a live event, webinar, workshop, or a masterclass.

Use these templates and study these templates because they adhere to specific copywriting practices and powerful psychological triggers that motivate people/subscribers to take action.

At the bottom of the document, I've also included an AI prompt that you can plug in to ChatGPT, Claude, or Gemini, and it will ask you for specific answers. This will allow the placeholders in these emails to be filled in properly and result in maximum impact from these emails.

And as always, if you have questions or want me to expand on any one of these areas, just hit reply and let me know.

Event Email Templates: https://docs.google.com/document/d/1U7EZsHXEF7tIhqxZQvOE_4tydwOvzQITWqurmmIq8TA/edit?usp=sharing