launching a high-impact book with a multimillion-dollar virtual event

Invest millions in a free event to create an unforgettable experience that dwarfs previous records.

Hormozi is spending "multiple millions of dollars" on the August 16th launch event to surpass the prior record of 500,000 registrants.

Why: Over-investment in a free asset signals extreme value and triggers viral attention, positioning the brand as dominant.

"I'm spending millions of dollars, multiple millions of dollars, on the event itself, just to blow you guys away."

Remove all friction by making registration free while stacking value for those who pre-order.

Registration is free at register.acq.com; pre-ordering the book unlocks four bonuses plus VIP status.

Why: Zero-risk entry maximizes top-of-funnel reach, while bonus stacking monetizes the most engaged segment.

"you can register absolutely for free"

Create a single, live-only giveaway that cannot be obtained any other way.

A secret project worked on for "over two years" will be given away exclusively to live attendees, one per person.

Why: Forces real-time attendance, boosting peak concurrent viewers and algorithmic reach.

"I'm going to be also giving away a secret thing only to people who show up live. It's a project I've been working on for over two years, and it is super sexy. And you will want to have it, and you will only get one, but you gotta be there live."

Present the pre-order as the obvious next step once the free value is established.

After emphasizing the free registration, Hormozi positions pre-ordering as a "no-brainer" since buyers were going to purchase anyway.

Why: Leverages commitment consistency—people who commit to attend free are more likely to upgrade.

"if you're gonna buy the book either way, you might as well buy it and get all the free stuff that comes with it, and have a better launch experience. So that feels like a no-brainer."

Reference past viral success to set expectation for an even bigger outcome.

Cites "over 500,000 people register" last time and explicitly claims "this launch is gonna be even bigger."

Why: Social proof lowers skepticism and increases perceived value of attendance.

"Two years ago, we broke the internet with the last launch, we had over 500,000 people register, it was wild. And so this launch is gonna be even bigger."

State the exact date and time in multiple zones to eliminate confusion.

Provides both Pacific and Eastern times: "August 16th, Saturday, 9 a.m. Pacific, 12 p.m. Eastern."

Why: Reduces cognitive load and calendar friction, increasing show-up rate.

"August 16th, Saturday, 9 a.m. Pacific, 12 p.m. Eastern."