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Lessons from Hormozi $100M Leads Book Pt 2 === He's targeting his audience well. My wife probably has no idea that it's been happening or who Alex Hormozi is. In other words, he's after business owners, entrepreneurs. it should feel like you're everywhere, but that would be exhausting to be literally everywhere. I guess if you really target people with the right content, then you can afford to feel like you're being everywhere without actually exhausting yourself. Smart e commerce operators know that net profit is the lifeblood of a business. Better a small and profitable business than a large one which earns no money. The Profit Habits Workbook by Jason Miles gives you 17 specific proven profit taking actions. For a limited time, we are sharing this valuable resource with our listeners completely free. Download your 60 page workbook and start making your business more profitable today. Just visit the e commerce leader. com forward slash profit habits. Hey folks, welcome back to the e commerce leader. Today, we are deep diving into Alex Hormoz's a hundred million dollar leads book launch and some lessons from that. And obviously a book is not what the majority of our listeners are in the business of producing, but any new product launch can be done well. Today we're going to be continuing discussing just how well Alex Hormozi has done that and lessons we can all learn as e commerce operators number four on my list here was a pre build an audience. And if you're following social leaders in the marketing space like I did, you just saw him everywhere, in the month or two leading up to the book launch. And it was like sort of obvious. He just was, he was present in many social spaces. I don't know if it was because he was doing more, podcasting work or he was doing more, facebook work, but he just became mhm. On my radar through all the social channels, almost that's just like a flood, and there we were seeing Alex Ramos everywhere. And then it was obvious that his new book was coming out. and it was done in such a way with organic social content or at least, interesting social content. It wasn't straight advertising that it really made it feel like there was sort of a groundswell of energy and enthusiasm as a pre Launch activity and, and many, many people, talk about, book launches, product launches, Jeff Walker's, book launch just is coming out a second edition revised and expanded, version. And so I'm watching how he's doing that. And it's interesting to me, that the way in which Alex did this, which was basically be everywhere and set the stage for the announcement of his book being. available. So he basically called attention to, the, the topics and then set the stage for this, this big launch. and, and it, it was an interesting way in what she did it. It wasn't straight through affiliates. I didn't hear affiliates chiming on for him. I didn't see ads that were, kind of just the classic Facebook ads. What I saw was his presence rise on all the channels, noticeably just through organic content. And so there was some nuance there. And I think he did that really well in this, in this exercise, So a couple of things that strike me, I mean, first of all, one of the things that is kind of how I'm going to put this sophisticated simplicity about Alex Hormozi. He was a gym owner and he clearly works out a lot, judged by his physique, is that the idea of reps, I suppose, if you're trying to get fit, like I would just bring, as I said to you before the show, I was just stumbling around, North London, trying to get fit for a half marathon. I've got to run for charity. And, there's no substitute for that. And Alex Hormozi makes the point. That's great. These books that, if you put more content out and you, contact more people, that volume beats skill to some degree. And now obviously he has both at this stage. I'm sure he has big teams, but nevertheless, he's willing to play the volume game when it comes to content and give that feeling of groundswell and sort of presence. So that's the first thing that he's taking again, he's taking his own medicine, which I respect. And the second thing is, I guess, if you and I feel like. He's been everywhere. That's probably because he's targeting his audience. Well, and because people like my wife probably has no idea that it's been happening or who Alex Hormozi is. In other words, he's after business owners, entrepreneurs. And so it should feel like you're everywhere, but that would be exhausting to be literally everywhere. I guess if you really target people with the right content, then you can afford to feel like you're being everywhere without actually exhausting yourself, but the guy does put the work in. I've got to say that that's my impression. Anyway, very very narrow niche focus everywhere, which in his case stacks up to a I was going to say, true. and and that's true in most niches to be hyper focused on your niche frequently still means you're addressing millions of people, Okay, so that's a great point. That's a great point. So pre building that audience the sixth thing on my list here is to make a wise ask And do it really effectively. Now, in his book, his call to action towards the end is simply to leave a nice review. If the book has been valuable to you, leave a review on Amazon. And, he encourages people to do that. I just looked because I was curious. I, I didn't do that. And, but I still thought his ask was very nice and I should do it. And Amazon right now, he's got 1, 314. Thank you. reviews and it's, average five star five out of five. I mean, it's literally 99 percent five star ratings, 1 percent four star ratings. There, there's not even a one, two or three star rating, which is absolutely incredible on 4. 8, 387 ratings. So his, his ask, which he did very nicely at the end of the book was straightforward and simple. If you've gotten value out of the book. basically do them a huge favor in return and leave a review on Amazon. And that level of reviews is absolutely basically what I've heard before. It's basically incredible. What I've heard before is if you get over a thousand reviews on Amazon, you're permanently baked into the top of the top BSRs. you're just going to be catapulted into a stratosphere. his 100 million offer book has 17, 000 reviews. And, so this one is well on its way, to really crushing it in the Amazon space right now it's 3, 400, BSR in all of Kindle. So that's a really hyper high. place to be, anything above, 5, 000 in Kendall is incredible for a nonfiction book. and so he's, he's number one in entrepreneurship. And, and, and so I think that's a really, I think it's a testament to how he did. The book was, he didn't, he tried to call out the big clients, but for everybody else, he gave it for free and he made a very simple request, help him out with a review. This is pretty powerful. I think that he, as you said, he did it very elegantly. I mean, his only ask really in each chapter, was to give a review one chapter, actually, which I think, and I think he put it at the front of the chapter because it was a neat example of what he was talking about was customer referrals. And he said, share this book with other people who are entrepreneurs. If you don't know any, leave a review on Amazon so that other people who are entrepreneurs can, can give a review. So he did it very nicely. And of course, I've seen this before where you've got people who teach marketing can, can do marketing for themselves and say, Oh, this is an example of marketing. So he has kind of got that get out of jail free card that, that people who aren't in the marketing space can't play. but nevertheless, he does do it very elegantly. Right. And it's very effective. And I think the, the overwhelming thing, and this is one of the things he says in the chapters is, the difference between what people pay for something and what they get in what they perceive as value is that the goodwill, as he calls it, I think it's called customer service surplus in economics terms. And obviously it's free or near free. and people feel they get massive value. As you said, it's a huge amount of work to create a tightly written book. Then that's one of the reasons why the ratings are so high, right? He's done an amazing job of engineering goodwill and on a mass scale, which is kind of what he's bought for his money and effort, I think. and again, that does seem to chime in with who he is and what matters to him. Again, I think it's really important to say that, you or I, I guess we're kind of nice people. I like to think I'm nice, although I suppose some people would disagree, but it would work for you or me. As people who are like that, whereas some people are very hard driven and incredibly successful, but different and they wouldn't, all I would say is it's got to work with who you are, this particular way of doing things, building massive goodwill wouldn't be a priority for some people. They just wouldn't care. Some people just don't care of them. They're quite hated. In fact, they thrive on it. We can all think of political figures like that, but some kind of celebrity types, I guess, to a degree. Veteran e commerce operators know that net profit is the vital lifeblood of a business. Better a small and profitable business than a large one that earns no money. The Profit Habits Workbook is designed to give you 17 actionable, specific, and proven profit taking actions. You can implement them at your own pace and let the power of this trusted framework revolutionize your company. The Profit Habits Workbook makes profit improvement, a fast and efficient achievement. For a limited time, we are now sharing this resource with our listeners completely free with no strings attached. To download your 60 page workbook and begin your journey to a more profitable business today, just visit theecommerceleader. com /profithabits. Polarizing you. Maybe. So, so yes, exactly. So this works for somebody who really values goodwill, as part of business, but, but also as a personality. And I kind of just get the feeling with Alex Hormozi that he wants to give value at quite a deep level. And again, if that's not true, he's done an amazing job of marketing, but, but I suspect it is true. That's all I can say. I think the other thing that's super obvious is somebody who's written books is that there's this interesting dynamic between, the quality of the Book itself and the ease in which your ask gets executed on if your ask is to leave a review, you can ask you to leave a review, but there's a huge friction there if they're not all in on it, they're not going to go leave a review on amazon and even if they are all in on it frequently, they won't go and leave a review on amazon. So it's like this, this very, very difficult barrier. First of all, they have to really actually like it enough. To leave a review, then they have to be sufficiently motivated to actually go and do it. It's a very, very small segment of people who would do that. and if there's questions about the book's content or the match to what they were expecting, the quality of it, anything like that, it's gonna fall off precipitously. And I say that as someone who's seen that happen in my own, book, writing and book, outcomes. It's interesting to me. that this whole idea of, I guess what you'd say, that goodwill that's added by the amazingness of the product itself that you've offered to people for free and they're willing to reciprocate. that's an interesting element of this launch to me is just to see it play out. okay, so that's six things. I don't know if that sparks any final thoughts from your perspective or any other ideas you have on the launch. I guess for me, the thing is, what can I take away from this for business and what can my clients take away? I guess some of it, you can't just copy actions when somebody we're talking about formalize, he's got, 100 million a year in revenue and his across his businesses or whatever it is now, probably more. it would be silly to emulate everything he's doing because you might go broke doing it. But I think you can take the principles low in the free line is A classic of information marketing. I've been hearing about it since 2007. So it's nothing new, but I think to your point. If you can, if you're a physical product based person, if you can, face the hurdle of, of getting into a different way of creating and get a digital product that enables you to do that in a way that if you're with physical products, you really kind of can't do that. So I think that's really important thing that I take away from this apart from anything else. and then, the value, value of building All right, man. think that's the other one that, that, strikes me, as we said before, I think it's. Really, really important. Well, I'm glad we got to kick it around the ideas of it and, to, to talk about these nuances. as always, it's an honor. If people want to connect with you for next steps, how can they best Best thing I'm offering at the moment is probably an audit of your business. If you, if you're running an e commerce business, go to, well, if you're on Amazon, www. myamazonaudit. com, or you can come and check out what the, what's going on with the mastermind at the amazonmastermind. com. Love it. All right. And as always for, connecting with me, omni rocket. com is the place to go for both, e commerce consulting and are done for you services, which we don't market publicly, which we do for clients. but there's a contact form for coaching is the place to start. Thank you. And, we'll be happy to connect with you and chat about your business. our ideal customer, just to circle back to some of the ideas is really e commerce operators that are operating in that, million to 10 million space and to really add clarity in their Shopify, user experience and direct to consumer selling process. And that's really who we work best with. In my view, is that, that successful e commerce operator that's really ready to scale on to Shopify and, we love working with clients, building their websites, managing their websites, giving them, advice on email marketing and advertising and beyond. So that's all about how to connect with us. So, Michael, as always, it's an honor to chat with you every week. And, so thank you so much for joining me in this conversation it's always fun, Jason, and thought provoking. Thanks so much for you as well. Veteran e commerce operators know that net profit is the vital lifeblood of a business. Better a small and profitable business than a large one that earns no money. The Profit Habits Workbook is designed to give you 17 actionable, specific, and proven profit taking actions. You can implement them at your own pace and let the power of this trusted framework revolutionize your company. The Profit Habits Workbook makes profit improvement, a fast and efficient achievement. For a limited time, we are now sharing this resource with our listeners completely free with no strings attached. To download your 60 page workbook and begin your journey to a more profitable business today, just visit theecommerceleader. com profithabits .