Alex's $100M Newsletter System

Hey, it's Tommy.

I just spent 3 hours analysing Alex Hormozi's complete newsletter system and discovered why his funnel works despite breaking every conversion rule in the book.

In today's breakdown:

• Why his terrible opt-in page still converts (and why yours won't)

• The thank you page move that books 3x more meetings

• How his welcome email builds trust without selling

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GROWTH STRATEGY
THE BREAKDOWN: ALEX HORMOZI'S $100M NEWSLETTER SYSTEM

Why I chose this example:

Alex's funnel proves that brand beats best practices - but it also shows dangerous moves that would kill conversions for anyone else. His thank you page strategy is pure gold though.

Let's dive in...

PART 1: LANDING PAGE BREAKDOWN

1. Headline & Sub-headline

What they're doing well:

• "Get the Mozi Money Minute" - Short, brandable, implies speed and value

• Uses his personal brand name which carries massive authority

• Promise is clear: valuable content in bite-sized format

Potential improvements:

• Zero benefit-focused copy - "Money Minute" means nothing to cold traffic

• No sub-headline explaining what you actually get or why you need it

• Missing the "so what?" - why should I care about another newsletter?

2. Visual Elements

What they're doing well:

• Clean, minimal design doesn't distract from the form

• Purple branding is consistent and recognizable

• Simple layout focuses attention on signup

Potential improvements:

• No visual proof of value - no screenshots, testimonials, or results

• Missing any imagery that shows what the content looks like

• Could use social proof badges or subscriber counts to build trust

3. Form/Signup Experience

What they're doing well:

• Promise statement about only sending valuable tactics builds trust

• Clear privacy assurance reduces signup anxiety

• Form fields are well-designed and easy to complete

Potential improvements:

• WAY too many fields - asking for first name, last name, email AND phone

• Phone number requirement will kill 50%+ of conversions for most brands

• No value exchange clearly stated - what do I get for giving all this data?

4. Social Proof

What they're doing well:

• Alex's personal brand IS the social proof

• Clean, professional presentation builds credibility

• Association with Acquisition.com adds authority

Potential improvements:

• Zero testimonials, subscriber counts, or results mentioned

• No proof that the newsletter actually delivers value

• Missing any indication of who else subscribes or benefits

5. Offer/Lead Magnet

What they're doing well:

• "Money Minute" implies quick, actionable content

• Promise of "most valuable tactics" sets expectation of quality

• Simple, clear positioning around making money

Potential improvements:

• Vague benefit - what specific money-making tactics?

• No clear first value delivery mentioned

• Missing any preview of what the actual content looks like

PART 2: THANK YOU PAGE BREAKDOWN

If you want to copy Alex’s thank you page:

👉 Click here to access the template 📄

1. Confirmation Message

What they're doing well:

• Clear confirmation that the Mozi Minute is being sent

• Sets expectation for email delivery timing

• Maintains consistent branding and messaging

Potential improvements:

• Could include email whitelist instructions to improve deliverability

• Missing any preview of what to expect in first email

• No clear next steps beyond checking email (e.g. reply)

2. Next Action Prompt

What they're doing well:

• BRILLIANT move - immediately offers calendar booking

• Creates urgency with limited workshop seats (100 businesses)

• Clear value proposition for the scaling workshop

Potential improvements:

• Could strengthen the connection between newsletter signup and workshop

• Missing any qualification questions before booking

• Calendar form could use more social proof

3. Additional Value Offer

What they're doing well:

• iClosed calendar widget with smart booking flow

• Requires form completion before calendar access

• Clear value proposition for in-person workshop

Potential improvements:

• Could add more details about workshop content

• Missing testimonials from previous workshop attendees

• Could include FAQ section about the workshop

PART 3: WELCOME EMAIL BREAKDOWN

1. Email Structure

What they're doing well:

• Opens with powerful hook about 20 hours to proficiency

• Personal story creates connection and vulnerability

• Clear promise about what the newsletter will contain

Potential improvements:

• Very long for a welcome email - could lose attention

• No clear call-to-action until the very end

• Could segment content into multiple emails

2. Individual Email Content

What they're doing well:

• Alex's personal voice comes through strongly

• Sets clear expectations about email frequency and content

• Self-deprecating humor builds likability

Potential improvements:

• Focuses too much on his story vs. subscriber benefits

• Could include more specific value preview

• Missing any immediate actionable content

3. CTAs

What they're doing well:

• Soft CTA approach builds trust before selling

• Links to additional content (Readers Vs Authors)

• No aggressive sales pitch in welcome sequence

Potential improvements:

• Could include option to book call for qualified prospects

• Missing any way to engage beyond just reading

• Could add social media follow CTAs

5 TACTICS YOU CAN STEAL FROM ALEX'S COMPLETE FUNNEL

1. Thank You Page Calendar Booking - Don't waste your thank you page. Add a calendar booking widget with clear value prop for qualified leads.

2. Authority-Based Signup Promise - His "I only send valuable tactics" builds trust. Create a clear content promise that sets quality expectations.

3. Personal Brand Integration - His name is the product. If you have personal brand equity, lean into it hard across all touchpoints.

4. Workshop Scarcity - Limited seats (100 businesses) creates urgency. Use artificial or real scarcity to drive action.

5. Soft-Sell Welcome - No hard pitch in first email. Build relationship first, then guide to conversion in later sequences.

What funnel should I break down next? Hit reply and let me know.

Got questions about this breakdown? Reply to this email - I read every response.

Tommy

Founder, News Launch

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