I Spent 72 Hours Studying How Hormozi made $100m in 5 days (Ads, Emails, Pages, Everything)
August 21, 2025
AI Summary
5 min readInside the Hermozi $100M Webinar Machine
In the last few days, Alex Hermozi made roughly $100 million using a webinar campaign. The host of The Startup Ideas Podcast brought on Jonathan Courtney (host of the Unscheduled CEO podcast) to screen-share the entire funnel — ads, emails, landing pages, affiliate mechanics — and explain what works, what doesn't, and what a startup founder can actually use.
The Four-Phase Webinar Structure
Most people see a webinar as a single event. In practice, a campaign like Hermozi's has four distinct phases. Phase one is the registration campaign — emails and ads aimed at people who have not yet signed up. Phase two is the reminder sequence for everyone who has registered: making sure they know the event is coming, with built-in nudges from Zoom plus custom emails. Phase three happens while the event is live: you send emails telling people you are live right now. Hermozi sent at least four of these during the stream itself. Phase four is the post-event public campaign, where you show the audience the recorded version and keep selling.
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What you'll learn
- 1 (00:00) **Episode Setup & Guest Introduction** - Host introduces the topic: breaking down Alex Hormozi's $100M webinar campaign with funnel expert Jonathan Courtney.
- 2 (01:18) **The Core Thesis: Product Demos Turn Strangers into Customers** - Jonathan explains the power of product demos/webinars for converting attention into money.
- 3 (02:28) **The Four-Phase Webinar Campaign Structure** - Jonathan breaks down the standard phases of a webinar campaign.
- 4 (04:09) **Email Sequence Breakdown & Copywriting Analysis** - Analysis of Hormozi's email volume and direct response copywriting style.
- 5 (05:41) **The "Mystery Gift" Hook** - Deconstructing a specific line from the campaign: "I'm gonna give away something to everyone... better than an NFT, but less than a Bitcoin."
- 6 (07:28) **AI Ad Break (Skippable)** - A pre-recorded ad segment about an AI hackathon. Not part of the main content.
- 7 (09:14) **The Referral Program: Advanced Mode** - Discussion of the affiliate/referral program that drove sign-ups.
+ Full timestamped outline available in the app
Show Notes
Join me as I chat with Jonathan Courtney, as we analyze Alex Hormozi's comprehensive marketing funnel for his book launch, which combined traditional direct response marketing with modern digital techniques. The discussion reveals how Hormozi used multiple communication channels, urgency tactics, and bonus offers rather than discounts to drive conversions. The hosts also discuss how businesses can adapt these high-intensity marketing approaches to fit their own brand identity and comfort level.
Timestamps:
00:00 - Intro 02:29 - Hormozi’s email campaign phases
04:18 - Hormozi’s Copy Writing Strategy
09:12 - Affiliate and Referral Program
11:17 - Most Incredible Free Gifts Ever Strategy
12:53 - Email Campaign Deep Dive
16:56 - Physical Mail Component
18:44 - Paid Ads Breakdown
19:55 - Free Content vs Sales Content
22:29 - Website and landing page analysis
30:52 - How to adapt these techniques for different brands
Key Points:
• Jonathan Courtney breaks down Alex Hormozi's book launch marketing campaign, analyzing the email sequences, landing pages, and webinar structure
• The campaign used direct response marketing techniques including multiple email sequences, physical mail, and extensive ad creatives (1100+ variations)
• The marketing strategy included pre-registration, reminder, live event, and post-event phases with multiple touchpoints
• Physical elements like printed playbooks and mailed invitations proved highly effective despite being in a digital world
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