$100M Leads (Summary)
Imagine getting your dream customers to chase you down. Alex Hormozi built a multi-million dollar empire by giving away his entire business playbook for free. Why? He discovered a fundamental truth of marketing: the person who can spend the most to acquire a customer wins, and the best way to do that is to create free resources so valuable that people would have gladly paid for them anyway. This is how you make your advertising free and get an endless stream of perfect clients.
Your 'Free' Offer Should Be Good Enough to Sell
The biggest mistake in lead generation is creating a low-value 'freebie.' A powerful lead magnet must solve a real, specific problem for your ideal customer so effectively that they would have happily paid for it, instantly building trust and authority.
Hormozi's company, Gym Launch, created a free guide for gym owners detailing the exact system to fill their gym with members in 30 days. This wasn't a flimsy checklist; it was their entire playbook. Gym owners who used it got immediate results, which made them eager to pay for Gym Launch's premium 'done-for-you' services.
Master One of the 'Core Four' Lead Channels
Stop trying to be everywhere at once. All successful lead generation funnels down to one of four methods: warm outreach (referrals), cold outreach (email, calls), paid ads, or creating content. Master one until it's a reliable machine, then add another.
A new B2B consultant should resist the urge to start a blog, a YouTube channel, and run ads all at once. Instead, they could focus exclusively on perfecting cold email outreach—mastering their lists, scripts, and follow-up sequences—until it reliably generates five new client meetings per week.
An Ad Is Just a Three-Step Conversation
Crafting effective ads doesn't require creative genius; it follows a simple formula: Hook attention in the first three seconds, Retain it with a compelling problem or story, and Reward the viewer with a valuable solution or insight.
A video ad for a meal prep service could 'Hook' with the line 'Stop wasting 10 hours a week in your kitchen.' It 'Retains' interest by showing a frantic parent struggling to cook healthy meals after work. It 'Rewards' them by revealing the service, explaining how it solves their problem, and offering a discount code.
Trim Before You Stack
Businesses often try to fix a lead generation problem by adding more complexity. The right approach is to first eliminate all ineffective strategies ('trim') and then double down on what works before adding anything new ('stack').
A company is running unprofitable ads on Facebook, Google, and TikTok. Instead of adding a podcast, they should 'trim' by pausing everything. Then, they relaunch only their best Facebook ad with a stronger offer, optimize it until it's profitable, and only then consider 'stacking' Google ads back on top.
