In this special rushed episode of the unSeminary Podcast, Rich unpacks the biggest nonfiction book launch in history: Alex Hormozi’s $100M Book Launch. Alex didn’t rely on TikTok trends, billboards, or mass media. Instead, he orchestrated a carefully choreographed campaign that leaned heavily on email — sometimes sending seven to nine emails in a single day!
So what can your church learn from this? I pull out three big lessons that every church leader should pay attention to:
* Campaigns, Not AnnouncementsMost churches think one announcement is enough. It’s not. Hormozi’s strategy shows us the power of multi-phase campaigns that build intrigue, reveal value, and lead to action.
* Over-Communication Beats Under-CommunicationChurches often fear “sending too much.” But Hormozi proved that variety and frequency cut through noise. Different voices, tones, and urgency hooks kept his audience leaning in — something we can apply to big days like Christmas or Easter.
* Compete in the Attention EconomyIn today’s distracted world, you can’t whisper and hope people will hear. Novelty, mystery, surprise — even Guinness World Record-style stunts — keep people engaged. Your church can adapt this mindset to make invite moments more compelling.
I hope this episode helps translate these lessons into practical steps for your church, so you can strengthen your communication, deepen your invite culture, and move more people toward Jesus.
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IMAGE NOTE: No, I haven’t met Alex. The banner image is AI-generated and intended to serve as a pattern interrupt, following Hormozi’s style. 😊
