The Therapist Guide to a $100M Launch
This weekend, serial entrepreneur Alex Hormozi launched his new book, $100M Money Models, with a marketing plan that shook the online business world. While the headlines focus on big ad spends and bold revenue claims, what therapists in private practice can take away is this: growth doesn’t happen by accident, it’s built on strategy, consistency, and smart risk.
Now, full disclosure, I was knee deep in moving my 3rd of 4 daughters into her dorm this weekend, so I did not see the launch live, but I did have colleagues who did and gave me the cliff notes version of the event. But honestly, the specific details of the 4 hour webcast aren’t that important for us. This conversation is about rethinking everything that we assume about private practice. All the things that have been taken for granted, aside from ethically providing high quality services, are now up for discussion. If Hormozi can spend years crafting a launch that is estimated to have generated hundreds of millions in sales, we can certainly borrow pieces of that playbook to create stability, profit, and peace in our practices.
Here are the six lessons worth considering:
You Have to Spend Money to Make Money
Hormozi invested heavily in ads and creative assets because visibility matters. For therapists, this doesn’t mean dropping millions, but it does mean allocating a budget for marketing, whether you’re strategically boosting social media posts, running local Google ads, or hiring someone to help polish your website. Think of it as planting seeds for consistent growth.
For most of us, we’re comfortable with a certain amount of spending. Payroll…of course, taxes…absolutely…psychology today or a website…business as usual, but Facebook ads, we’re scared of those. I asked myself this question when I heard about the alleged $4 Million ad spend, how much would I be willing to spend if I knew $2 Million plus was coming back to me? So, would you consider spending $500 to get $1000 in return?
Add Recurring Revenue
One-time sessions are limiting. Tying every piece of income in your life to your time is dangerous. The old model of private practice gave us one maybe two models of service. One-on-one or small group. But what if there are other ways to get paid? I talked about some of the ways that our practice is adjusting to the new market in a round table discussion, Private Practice Trends That You Can’t Afford to Ignore, you can get access to watch the 1 hour replay here.
The premise of the Hormozi launch is that some models are built for generating $100 Million and some are not. He used his own business, some of which include layered in subscription offers, and you can too. To be clear, the traditional private practice model is NOT built for $100 Million revenue. And you may not even be thinking about numbers like that. But if you want to get beyond what I call the 6-figure ceiling, you need to be thinking outside the box. Through monthly group programs, membership access to resources, or ongoing support subscriptions. This creates steadier income and reduces the “feast or famine” cycle.
Lead with a Hook
A massive part of Hormozi’s strategy was his “hook”, a reason for people to stop scrolling and pay attention. In private practice, your hook could be a free resource (like a “5-Minute Stress Reset Guide”) or a short video series. It’s not about tricking people, it’s about starting the right conversation.
Let’s take everyone’s favorite therapist directory, Psychology Today, when I searched our city there were over 2000 listings of therapists in the area. Now obviously this can be narrowed down by gender, insurance and specialty, but without a compelling profile, how can anyone new expect to stand out? Choosing a way to speak directly to your target client and getting them to take action, say downloading a freebie or attending a free weekly meditation session, you are more likely to attract the clients that you most want to work with.
Offer Multiple Levels of Value
Not every client is ready to commit to ongoing therapy, and that’s okay. Hormozi’s launch included low-cost, mid-ticket, and premium offers. Translating that into practice:
Entry point: free or low-cost resources. We use a blog, free videos and low-ticket courses, and digital guides.
Mid-tier: workshops, short-term coaching packages, or intensives. Think a marriage makeover weekend.
High-touch: ongoing therapy or premium programs. We offer consulting as a premium service which allows us to generate revenue outside of the insurance based network.
This ladder makes your services more accessible without discounting your expertise.
Break Through the Noise
I have to be honest. Over the past 6 or so weeks of the active phase of the launch, I had to have seen an ad about this book and event at least a half dozen times online. The ad settings worked. I have previously bought a Hormozi book, I am a business owner, I attend events and consume entrepreneurship content. Hormozi used dozens of ad variations and templates to ensure his message stood out.
For therapists, it’s about consistent, repeatable communication.
Some experts are suggesting that it can take a full 21 or more views to get a person to take action. Are you posting 21 times a month or more? People are more discerning and less trusting now. So it’s important that they know, like and trust you if you want them to commit to working with you at your practice. That might look like weekly tips on social media, a monthly newsletter, or using video to make your presence more relatable. In a crowded field, consistency wins.
Use Scarcity with Integrity
One of the most powerful parts of Hormozi’s launch was urgency, limited-time offers and enrollment windows. For most therapists, this feels at best questionable ethically and at worst sleazy. We don’t want to include deadlines, dates, closing carts, etc in our marketing so there’s no drive to make sure clients take action.
So, can you include a touch of scarcity, ethically and in alignment with your life-first practice? Yes. Start with offering seasonal workshops, short-term groups, or limit enrollment in programs to create clarity and momentum.
Scarcity, when done right, helps people make decisions they’ve already been considering.
Here’s the bottom line: You don’t need a $4 million ad budget or a global platform to grow like a pro. But you do need to think beyond the couch, experiment with recurring revenue, and find ways to package your expertise.
So, what’s your next step? You can take one idea from above, or from the replay and implement it this quarter or if you’re not sure where or how to start, book a Private Practice Strategy Session with me and let me help you choose the simplest path to profit for your practice today.
Your practice will thank you, AND your clients will benefit from a business that’s more sustainable, efficient, and effective for years to come.