Why My Books Go Viral (David Perrell Interview) | Ep 885
In this episode of The Game, Alex Hormozi shares his systematic approach to writing and publishing successful books. He details his writing process, which includes maintaining a focused daily routine, organizing ideas methodically, and structuring content to maximize readability and practical value. His method encompasses everything from minimizing distractions to collecting hundreds of life stories for future content.
Hormozi also reveals his strategy for marketing books and integrating them into his broader business goals. He explains how he approaches book promotion through strategic review placement and extensive A/B testing of design elements. The discussion shows how his written content serves as both a way to document business frameworks and a long-term investment in building brand authority, ultimately attracting higher-quality business opportunities.
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1-Page Summary
Hormozi's Writing Process and Techniques
Alex Hormozi shares his systematic approach to writing, revealing a dedicated daily routine of 6-8 hours of focused writing time. He minimizes distractions through practical methods like using earplugs and closing windows, and maintains a "season of no" where his team knows to limit meetings to just two days per week.
Writing Structure and Approach
For Hormozi, creating a book's table of contents is the most challenging aspect of writing. He carefully structures each chapter to include a narrative, topic description, examples, and personal frameworks. His editing process emphasizes concision and simplicity, preferring readability over complexity. He maintains a systematic approach to collecting ideas, including an Excel sheet of 600 life stories, and has outlined 20 future books.
Usefulness and Actionability in Writing
Hormozi emphasizes creating content that drives real behavioral change. He develops frameworks and tools that readers can immediately apply, testing his ideas across diverse situations and time periods to ensure broad applicability. His writing focuses on practical impact rather than theory, and he rigorously tests his models for potential failures to ensure robustness.
Marketing Strategy
When it comes to marketing his books, Hormozi views them as long-term assets rather than mere lead generators. He strategically places review requests mid-book where engagement is highest, and employs extensive A/B testing for cover designs and titles. For instance, he tested realistic versus cartoon covers and various subtitle phrases, finding that "how to" consistently performs well with readers.
Writing's Role in Business Strategy
Hormozi uses writing to codify his business knowledge into clear frameworks and build his brand authority. His written content serves as a long-term investment in his reputation, helping attract higher-quality business opportunities and investment targets. He notes that this strategy has significantly improved the caliber of investment opportunities available to him compared to four years ago.
1-Page Summary
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Counterarguments
- While a dedicated daily routine is beneficial for productivity, some writers may find that shorter, more intense writing sessions work better for their creativity and focus.
- Limiting meetings to two days per week could potentially delay important decisions or communications within a team, depending on the nature of the business.
- The challenge of creating a book's table of contents may vary among writers; some may find other aspects of writing more difficult, such as developing characters or plot in fiction.
- A structured approach to chapters is not the only method; some successful writers prefer a more organic and less rigid structure that evolves during the writing process.
- Prioritizing concision and simplicity may not suit all types of writing or all audiences; some topics may require complex explanations and a more sophisticated writing style.
- Systematically collecting ideas is useful, but it may also lead to an over-reliance on pre-planned content, potentially stifling spontaneity and creativity.
- Content that drives behavioral change is valuable, but there is also a place for writing that aims to inform, entertain, or provoke thought without necessarily leading to immediate action.
- Testing frameworks and tools across diverse situations is important, but it may not capture the nuances of individual experiences and contexts.
- Viewing books as long-term assets is a strategic approach, but it may not account for the rapidly changing nature of some industries where content can quickly become outdated.
- Placing review requests mid-book could interrupt the reader's engagement with the content and may be seen as intrusive by some readers.
- A/B testing for cover designs and titles is a data-driven approach, but it may not always capture the subjective and emotional factors that influence a reader's choice.
- Writing to build brand authority is effective, but it may not always translate into tangible business opportunities or investments, as these also depend on market conditions and other factors.
- The long-term investment in reputation through writing assumes a stable and predictable market, which may not always be the case, especially in volatile industries.
- Attracting higher-quality business opportunities through writing assumes that the content reaches and influences the right audience, which is not guaranteed.
- The improvement in the caliber of investment opportunities attributed to writing strategy may also be influenced by other factors, such as networking, market trends, and personal reputation outside of writing.
Actionables
- You can enhance your writing discipline by setting a daily minimum word count goal, similar to a fitness tracker for physical activity, to ensure consistent progress and focus on your writing projects. Start with a manageable number like 500 words per day and gradually increase it as you become more comfortable with the routine. This method helps you build a habit of writing regularly, much like Hormozi's dedicated writing hours, without the need for extensive time blocks that might be unrealistic for your schedule.
- Develop a habit of reflecting on your experiences and lessons learned by keeping a digital journal or note-taking app where you jot down insights daily. Over time, this collection will serve as a personal idea bank that you can draw from when creating content, akin to Hormozi's systematic collection of life stories. This practice not only helps in content creation but also in personal growth and self-awareness.
- Create a simple feedback loop for your written content by sharing early drafts with a small group of trusted peers or an online community. Ask for specific feedback on clarity, conciseness, and the practicality of your ideas. This mirrors Hormozi's emphasis on content that drives behavioral change and his rigorous testing of models, allowing you to refine your work based on real-world reactions before finalizing it.
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Hormozi's Writing Process and Techniques
Alex Hormozi reveals his structured and disciplined approach to writing, emphasizing his deep-rooted passion for the craft and strategic processes behind his work.
Hormozi's Daily Writing Routine and Habits
Hormozi dedicates a significant part of his day to writing, understanding the need for uninterrupted focus and minimal distractions.
Hormozi Dedicates 6-8 Hours a Day To Writing, Minimizing Distractions By Closing Windows and Using Earplugs
He wakes up, caffeinates, and minimizes distractions through the use of earplugs, headphones, and closed windows. Hormozi ensures he has at least 6 to 8 hours of uninterrupted time and prefers to write without other commitments on the same day, allowing for total immersion in the writing process. During his intense writing periods, Hormozi communicates his "season of no," inferring that his team knows not to schedule meetings more than two days a week so that the remaining five days are free for writing.
Hormozi's Writing Structure and Approach
Hormozi puts a great deal of thought into how his books are organized, considering both the structure and conciseness of his writing.
Hormozi Finds Creating a Book's Table of Contents Most Challenging
Outlining the book represents the most challenging part for Hormozi; this includes creating a table of contents that accurately reflects the book’s content and allows readers to judge its relevancy from the headings alone. He strives to make chapter titles clear and descriptive, recounting how he ultimately decided against a dull approach for his advertising book and instead finalized a structure that he found more engaging. Each chapter includes a narrative, a short topic description, examples, and Hormozi's personal notes or frameworks at the end.
Hormozi Drafts Concisely, Removing Unnecessary Words
His editing process is rigorous, focused on "crunching down" by using simpler words and maintaining rhythm with short sentences. Hormozi argues for readability over complexity, suggesting that simpler language ensures maximum comprehension. He practices writing concisely by setting strict limits, such as confining an entire paper to one page.
Hormozi's Sources of Ideas and Inspiration For Writing
Hormozi garners his inspiration from his experiences and dedicates time to documenting his thoughts and ideas systematically.
Hormozi Shares Insights From His Experiences and Business Frameworks
Hormozi draws insights from experiences and bu ...
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Hormozi's Writing Process and Techniques
Additional Materials
Counterarguments
- While dedicating 6-8 hours a day to writing shows discipline, it may not be sustainable or healthy for everyone, potentially leading to burnout.
- The "season of no" might be effective for minimizing distractions, but it could also hinder collaboration and opportunities for feedback that could improve the writing.
- Finding the table of contents challenging is a personal experience and may not reflect the difficulties other writers face, who might struggle more with content creation than organization.
- Drafting concisely is generally good practice, but there are writing styles and genres where a more elaborate prose is appropriate and valued.
- Drawing inspiration from personal experiences and business frameworks is useful, but it may limit the diversity of perspectives in one's writing.
- Keeping meticulous records and having multiple books outlined suggests organization, but it could also indicate a tendency towards ove ...
Actionables
- You can enhance your focus by creating a personalized distraction-free toolkit for deep work sessions. Start by identifying your biggest distractions and then assemble a set of tools or practices to counteract them. For example, if you find that noise is a major distraction, invest in high-quality noise-canceling headphones. If visual clutter on your computer is an issue, use a full-screen writing app that blocks out all other windows.
- Establish a clear communication plan with your network to protect your dedicated project time. Inform friends, family, and colleagues about your focused work periods by setting up an auto-responder on your email and messaging apps that lets people know when you'll be unavailable and when they can expect a response. This sets boundaries and helps manage others' expectations.
- Create a visual idea board t ...
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Usefulness and Actionability in Hormozi's Writing
Alex Hormozi espouses the importance of writing content that is not only useful but also highly actionable, leading to material changes in the behaviors and decision-making processes of users.
Hormozi Focuses On Writing Applicable and Useful Content For Readers
Hormozi is dedicated to creating frameworks, tools, and tactics in his nonfiction writing that readers can apply to get desired outcomes. He strives to write evergreen books that avoid references to time-bound platforms to ensure lasting relevance and practicality over long periods. A core component of his method is the value equation, a framework highlighted in his offers book, which he shows has broad applicability in contexts like ads, sales letters, and making offers. Hormozi elucidates the importance of understanding a prospect's pain to persuade them of your product's value. By accurately describing business owners' specific struggles, he asserts, one can resonate with their situation without needing to make grandiose promises.
Hormozi Offers Frameworks and Steps For Businesses or Lives
Hormozi discusses practical frameworks for business operations, such as the four core activities of outreach that an entrepreneur can engage in: outreach, warm outreach, paid ads, or content. He extends these concepts to attracting affiliates to multiply a business's reach. Fundamentally, Hormozi emphasizes actionable steps, focusing on changing reader behavior with operationalizable content over abstract theory.
Hormozi Validates Ideas For Broad Applicability and Audience Value
When writing, Hormozi rigorously tests his ideas across diverse situations to check their validity and utility. Seeking to craft content that withstands the test of time, he even back-tests ideas, seeing if they would have held true 2,000 years ago. Hormozi aims to write content that is deeply practical, targeting both beginners and advanced individuals, a goal he pursues by making his writing validated for broad applicability and value to the audience.
Hormozi's Approach To Evaluating Writing Quality and Effectiveness
Hormozi tests the robustness of his models and frameworks, looking for examples where they may break to ensure accuracy. He places emphasis on practicality, aiming to transform readers' actions, not just their thoughts. He even cuts content that does not directly lead to behavior change or offer practical value.
Hormozi Tests His Models' Limits For Robustness
In validating frameworks, Hormozi not only looks for how his ideas hold over time, but actively seeks situations where his frameworks might ...
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Usefulness and Actionability in Hormozi's Writing
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Counterarguments
- While Hormozi emphasizes the importance of actionable content, some critics might argue that theory and foundational knowledge are also crucial for a deep understanding of a subject, which in turn can lead to more innovative applications.
- The focus on evergreen content may overlook the benefits of timely and topical writing that addresses current trends and technologies, which can be highly relevant and valuable to readers in the moment.
- The value equation framework, while broadly applicable, may not be universally applicable to every industry or situation, and some readers might find it less relevant to their specific context.
- Hormozi's approach to understanding a prospect's pain could be seen as manipulative if not applied with genuine empathy and ethical considerations.
- The practical frameworks for business operations that Hormozi provides may not account for the unique challenges and nuances of every business model or sector.
- The idea of writing content that is deeply practical for both beginners and advanced individuals may sometimes result in oversimplification or lack of depth that could fail to meet the needs of all segments of the audience.
- Testing the robustness of models and frameworks is important, but no model is infallible, and there may be unforeseen circumstances or changes in the market that could challen ...
Actionables
- You can enhance your communication by crafting a personal value equation for everyday interactions, considering what you offer and what the other person values, to make your points more persuasive and your requests more compelling. For example, when asking a colleague for help, outline the mutual benefits rather than just stating your need.
- Develop a habit of reflecting on daily experiences to identify common pain points you and others face, then brainstorm product or service ideas that could alleviate these pains. Keep a journal where you note down frustrations encountered during the day and spend a few minutes thinking about potential solutions or improvements.
- Use a simple writing app ...
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Hormozi's Approach To Marketing His Books
Alex Hormozi shares his approach to marketing his books, focusing on adding value and ensuring they are long-term assets. His meticulous strategy extends from the content within the pages to the cover and title optimization.
Hormozi Sees Books As Long-Term Assets, Not Mere Lead Generators
Hormozi believes that the true test of a book’s value is indicated by its sustained sales over time, specifically after two years, which reflects the book’s quality rather than just the author’s marketing skills. He writes books with the intent to create assets that are valuable and helpful to others, aiming for his books to hold relevance and continue providing value even after his death. Thus, he does not treat his books merely as lead magnets, which he feels would equate to providing low-quality resources that don’t truly help people. Instead, he aspires for his books to bring substantial word-of-mouth impact by increasing the quality, akin to the difference between winning a gold medal and placing fourth. By focusing on making his books timeless quality resources, Hormozi elevates their potential to serve as lasting legacies.
Hormozi's Books Boost Engagement and Opportunities
Hormozi takes a careful approach in asking for Amazon reviews, placing the review requests in the middle of the books where the positive engagement is most likely. This strategy is predicated on the belief that if a reader has reached the halfway point, they probably like the book enough to leave a positive review.
Hormozi's Approach to Book Cover and Title Optimization
Hormozi is meticulous when it comes to the book’s packaging, including covers, titles, subtitles, and the overall messaging, seeking to maximize their appeal and effectiveness. He uses chapter benefits to inform the messaging on the book cover, believing specificity leads to credibility and shows that much thought has been invested in the work. Asserting the importance of congruence between title/packaging and content, Hormozi is strategic in ensuring that his books meet audience expectations.
Hormozi Refines Book Covers, Titles, and Subtitles for Maximum Appeal and Effectiveness
Perrell and Hormozi discuss the decision-making process for Hormozi's book cover, including whether to do something different or make it into a series. This included deliberations over cover elements like testimonials and the final selection of blue color and a magnet for the icon on the cover, symbolizing the attraction of leads. These choices underscore Hormozi's attention to detail and his awareness of the psychological impact these elements can have on potential readers.
Hormozi Uses A ...
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Hormozi's Approach To Marketing His Books
Additional Materials
Counterarguments
- While focusing on long-term value is commendable, some authors might argue that using books as lead generators can also be a legitimate and effective marketing strategy for building a business or personal brand.
- The idea that a book's sustained sales over time is the sole indicator of its value could be challenged; cultural impact, critical acclaim, or educational significance might also be important measures of a book's worth.
- Placing review requests in the middle of the book assumes that readers who reach that point are more likely to leave positive reviews, but it could be argued that this placement might interrupt the flow of reading or be overlooked by those who don't read linearly.
- The meticulous optimization of book covers, titles, and subtitles might not always correlate with the content's quality, and some might argue that too much focus on marketing could detract from the authenticity or artistic expression of the book.
- A/B testing is a powerful tool, but it might not capture the nuanced preferences of all reader demographics, and some might argue that it could lead to homogenized or formulaic book titles and covers that lack originality.
- The emphasis on word-of-mouth impact and quality might not acknowledge the importance of other marketing channels and strategies that can also contribute to a boo ...
Actionables
- You can create a personal legacy document, like a manifesto or a guide, that encapsulates your core values and life lessons to share with future generations. Start by jotting down the principles and experiences that have shaped you, and refine this document over time to ensure it remains relevant and valuable to your descendants or anyone who might find it in the future.
- Develop a habit of soliciting feedback from friends or colleagues on important emails or messages before sending them. This practice can help you understand the impact of word choice and phrasing on communication, similar to how a single word can influence a book's appeal. Use their suggestions to refine your message for clarity and effectiveness.
- Engage in a small-scale A/B testing in your daily life by changing one v ...
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Writing In Hormozi's Business and Investment Strategy
Alex Hormozi uses writing to create a robust business brand and ecosystem, which in turn supports his investment endeavors and growth strategy.
Hormozi Writes to Codify and Understand His Business and Investment Knowledge
Hormozi uses writing to fully understand his knowledge in the realms of business and investment, and then employs his published works to support his larger business goals.
Hormozi Crystallizes Frameworks In Books
Hormozi illustrates his process of breaking down complex business concepts, such as customer acquisition, into more manageable sentences or frameworks. He mentions reducing an equation involving various factors into a single paragraph in his book. This crystallization of information bolsters both his reputation and business strategies by demonstrating his expertise in operational business frameworks.
Hormozi's Writing Bolsters His Business Reputation and Authority, Supporting His Investment and Growth Strategy
While Hormozi's writing process for YouTube videos is different due to speed and focus on other business activities, it still forms part of a broader business and investment strategy. His books, where he carefully constructs frameworks and concepts, contribute more directly to establishing his authority and reputation in the business community.
Hormozi's Goal: Build a Valuable, Sustainable Business Brand and Ecosystem
Hormozi aims to attract business opportunities and investment targets through a strong brand presence, and he sees writing and content creation as key components of a sustainable brand-building strategy.
Hormozi's Content Attracts Business Opportunities and Investment Targets, Enabling Selectivity and Success
By building the most viable business brand for business owners, Hormozi increases his "luck surface area," which leads to more quality businesses wanting to engage exclusively with him. The robust brand diminishes his ...
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Writing In Hormozi's Business and Investment Strategy
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Counterarguments
- Writing alone may not be sufficient to create a robust business brand and ecosystem; other factors like networking, marketing, and product quality also play critical roles.
- Codifying knowledge through writing is valuable, but it may not capture the tacit knowledge and experience that are also crucial for business and investment success.
- While crystallizing frameworks in books can demonstrate expertise, it may oversimplify complex business concepts that require nuanced understanding and adaptability.
- Building a business reputation through writing assumes a readership that is engaged and influenced by written content, which may not always be the case in a digital age where video and social media dominate.
- Aiming to build a valuable, sustainable business brand is a strong strategy, but market conditions, competition, and consumer behavior can be unpredictable and may affect the success of this approach.
- Attracting business opportunities th ...
Actionables
- Start a personal blog to explore and refine your business ideas, using it as a tool to clarify your thoughts and strategies. Writing regularly about your business concepts can help you understand them better and identify areas for improvement. For example, if you're working on a new marketing strategy, write a series of blog posts detailing each step, the rationale behind it, and the expected outcomes. This process will not only solidify your own understanding but may also attract readers who are interested in your business niche.
- Create a digital portfolio showcasing your business achievements and insights, which can serve as a credibility booster when seeking investments or partnerships. Include case studies, testimonials, and a detailed account of your business journey. For instance, if you've successfully turned around a struggling product line, document the challenges, the actions you took, and the results in a compelling narrative format. This portfolio can be shared with potential investors or partners to demonstrate your expertise and track record.
- Develop a series of whitepapers or e-books on topics related to you ...
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