Self Publishing School: How To Write A Book That Grows Your Impact, Income, And Business How Alex Hormozi Sold Millions of Books (The Part No One Talks About)
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May 11, 2026 A deep dive into the massive book launch tactics that drove millions in sales. Topics include audience-building before launch, aggressive ad testing and self-liquidating funnels, and the reasons behind choosing self-publishing. Learn how bulk-sales reframing, persuasion principles, simple purchase options, and multi-day live events created unstoppable momentum.
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Dig Your Well Before You're Thirsty
- Do build your audience and add value long before you launch a book.
- Chandler Bolt points out Alex Hormozi grew from ~2,000 YouTube subscribers to a massive audience by consistently creating content and investing in a team.
Run Massive Ad Tests With Self Liquidating Funnels
- Do use paid ads as a volume play and test extensively, but only if you can afford significant spend.
- Chandler notes Alex ran ~500 ad variations, spent ~$4M pre-launch, and self-liquidated $6M before launch by pre-selling via funnel.
Self Publishing Grants Launch Freedom
- Self-publishing gives control over launch mechanics, bonuses, and distribution.
- Chandler explains Alex published his own books so he could give away audiobook content, control fulfillment, and own the customer relationship.
