$100M Leads

Introduction

$100M Leads is Alex Hormozi's tactical guide to solving the problem every business faces: generating high-quality, consistent leads. Building on the foundation of his first book, $100M Offers, Hormozi outlines step-by-step strategies to attract strangers, engage them with valuable offers, and transform them into eager customers. His central thesis is clear: the more engaged leads you have, the more likely you are to succeed, regardless of your product or sales skills.

Section I: Start Here

Hormozi opens with the core principle: having a great product or offer is meaningless without leads. He discusses his journey of failure and eventual success, using advertising to generate over 20,000 leads daily for businesses across industries. He emphasises the importance of mastering lead generation to gain infinite second chances in business and provides a high-level overview of the book’s structure:

• Understanding the true nature of advertising.
• The "Core Four" methods of lead generation.
• Leveraging others to scale lead acquisition.
• A simple, actionable plan to implement these strategies immediately.

Section II: Get Understanding

Leads Alone Aren’t Enough

Hormozi defines a lead as anyone you can contact and distinguishes between general leads and "engaged leads"—those who express genuine interest in your product. The book focuses on converting leads into engaged leads through effective advertising and valuable offers.

Offers and Lead Magnets

The key to engaging leads is providing value upfront. Hormozi introduces "lead magnets," free or low-cost offers that solve a specific problem for potential customers. He explains that a great lead magnet:

1. Solves a narrow problem.
2. Reveals another problem that your core offer addresses.
3. Is so valuable that it could be sold on its own.

Steps to creating effective lead magnets include solving a meaningful problem, making it easy to consume, and packaging it with clear calls to action. Hormozi shares examples, such as offering free case studies or diagnostic tools, to attract leads while building trust and credibility.

Section III: Get Leads

The Core Four Methods

Hormozi outlines the four primary ways to generate leads, categorised by audience (warm vs. cold) and communication method (one-to-one vs. one-to-many):

1. Warm Outreach: Personal contact with existing networks, such as email campaigns or direct messaging.
2. Cold Outreach: Reaching strangers through methods like cold emails or purchased lead lists.
3. Posting Free Content: Sharing educational or entertaining content on public platforms to attract followers and drive organic engagement.
4. Running Paid Ads: Investing in advertising to scale lead generation quickly, covering everything from ad creation to budgeting.

Each method is explained with actionable advice and examples, showing how to tailor your approach depending on your audience and resources.

Section IV: Get Lead Getters

Hormozi introduces "Lead Getters"—other people or entities that generate leads on your behalf. He explores four types:

1. Customer Referrals: Encouraging satisfied customers to refer others by offering incentives.
2. Employees: Training sales teams or staff to actively seek leads.
3. Agencies: Outsourcing lead generation to third-party experts.
4. Affiliates and Partners: Collaborating with others to share audiences and generate leads for mutual benefit.

This section concludes with a framework for scaling lead acquisition by combining personal efforts with external help.

Section V: Get Started

Advertising in Real Life

Hormozi simplifies advertising into a formula: match your message to the market and deliver it through the right medium. He shares insights on testing and iterating ads, optimising lead funnels, and tracking metrics to ensure consistent growth.

The Roadmap

The book concludes with a "decade in a page" roadmap for turning strangers into engaged leads. Hormozi encourages readers to start small, master the basics, and scale their efforts over time. His actionable advice includes focusing on one lead-generation strategy at a time, testing offers rigorously, and constantly refining your approach.

Key Takeaways

1. Leads Are the Lifeblood of Business: Without leads, even the best products will fail.
2. Value First: Solve a problem for your leads before asking for anything in return.
3. Simple Strategies, Massive Results: Stick to proven methods and execute relentlessly.
4. Leverage Others: Scale your efforts by enlisting customers, employees, and partners.
5. Iterate and Improve: Success comes from continuous testing and optimisation.