I've never been a fan of Alex Hormozi.

I hate hustle culture, and feel like it's an unhealthy side effect of the decline of the American dream.

Still because it's my job to keep tabs on these things, I logged in to Hormozi’s “$100M Money Models” book launch livestream this weekend, and have to say - the guy crushed it.

Word on the street is that he sold 2.9 million copies of his book on day 1, generating $87 million in revenue, beating J.K. Rowling, and breaking the Guinness World Record for most books sold in 24 hours.

That's a victory for the Creator Economy.

And while the vast majority of what he did to achieve it, including spending millions on content and and marketing, is totally unreplicable by the average Creator…

He used one huge tactic that every Creator can and should.

Let’s get into it!

Early in my career, I worked on the first profitable YouTuber movie, "Camp Takota", featuring Grace Helbig, Hannah Hart, and Mamrie Hart.

We released the movie direct-to-fan through a website for about a month before we put it on iTunes. We even got iTunes to feature it - a huge accomplishment because they didn't care about the Creator Economy at the time, and really only featured big Hollywood films.

An iTunes feature could drive many thousands of sales and we assumed that would be the bulk of revenue.

We were wrong.

The movie grossed $3 million, but the majority of that revenue didn't come from iTunes.

It came from the website.

Why?

Because on iTunes we sold the movie for $10.

On the website, we sold the movie for $10, but we also sold bundles that included:

And more.

Those bundles were priced anywhere from $30 to $100…And we made way more revenue from those than from just selling the movie itself.

This is a tactic called bundling, and it's one every Creator should be using.

Alex Hormozi took bundling to the next level.

For $5,998 (yes, you read that right), “business owners” could donate 200 copies of the book to help 200 other entrepreneurs with their businesses for free.

Of course, that wasn’t all. The bundle also came with:

He limited the number of these packages to 25,000 and set the offer to expire in 3 days.

He then explained that they expected all 25,000 to sell out and gave data to back it up, including that they had already sold more pre-orders of this book than the last book sold in its entirety.

In total, this bundle could sell 5 million copies of the book and generate $150 million in revenue.

From 25,000 sales.

To sell the same number of copies and make the same revenue from direct book sales, he would have to sell 5 million books individually to 5 million people.

Which seems easier?

Bundling comes in all different forms and can be used across any kind of selling.

You can bundle:

And plenty more.

I’ve used this myself - I once increased the value of a big brand deal by 25%, by bundling in a few hours of consulting time.

The trick is to give your audience what they really want alongside the thing you are selling.

Bundling is a powerful force multiplier that Creators can use to make a lot more money with only a marginal increase in effort.

What will you use it on, and how? Reply to let me know.

About: Creator Logic was founded by Avi Gandhi - award-winning Creator agent, producer, and executive - with the mission of helping 1 million people find freedom in the Creator Economy

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