$100M Leads: How to Get Strangers To Want To Buy Your Stuff

by Alex Hormozi

You can get 2x, 10x, or 100x more leads than you currently are without changing anything about what you sell....

This audiobook contains the playbooks that took me from sleeping on my gym floor to owning a portfolio of companies that generate $200,000,000 per year in under a decade. Wanna know the biggest difference between those two time periods? How many leads I was getting.

The problem is—most business owners don’t know how to get leads.

I wrote this book to solve your LEADS problem.

Today, our companies generate 20,000+ new leads per day across sixteen different industries. And, they do it using the eight “never-go-hungry” playbooks inside. Once you see them, you can’t unsee them. They’re so powerful, they work without your permission.

Inside, you will

The easiest way to get another five customers tomorrow The hook-retain-reward system to transform content into leads The 6-part ad framework that gets more people - especially strangers - to want what you sell The one question that immediately turns any stranger (no matter how cold) into a hot lead The 7 direct referral methods responsible for 30 percent of my sales The affiliate playbook that gets hundreds of other businesses to advertise your stuff for free The agency agreement that gets them to teach you their lead-getting secrets at no cost The how-to-get-people-off-the-streets-and-getting-you-leads in under 2 weeks framework And everything else that got our companies boatloads of leads…fast. And the best part is…you can use these playbooks to get more leads within an hour of reading this book. You just have to know where to look…and the first place is inside.

If you want to get more leads for your business...then download this audiobook, use its contents, and see for yourself.

Genres: Business, Nonfiction, Entrepreneurship, Money, Self Help, Finance, Buisness

280 pages, Kindle Edition

Published August 20, 2023

Reviews

[Cara]

Notes:
Section 1: the story of how he made $150k and more in less than 30 days after his business partner screwed him over, took all his money, and left him with $150k in credit card debt and friends who needed to be paid.

Section 2: Engaged Leads
A lead is anyone you can contact. An engaged lead is someone who has taken action to indicate interest in the problem you solve and/or your stuff.

Lead magnet needs to be something they want. Make it a grand slam offer too (an offer so good, they’d feel stupid for saying no).

3 kinds:
- reveal a problem (ex. Termite inspection, website speed test, initial consultation to check posture)
- give a sample (ex. Free trial of software, food samples at Costco—use for recurring problem or consumables)
- first step in a multi-step process (solve a narrow problem that opens up the next, bigger problem, which your core offer solves)

Ideal: a lead magnet that does all three! Ex. Trying on clothes in the store: may reveal that you need a different kind of outfit, lets you experience the clothes you’re considering, and may also inspire related purchases to complete the outfit, like pants to go with a shirt or jewelry to go with a dress

Mechanisms for delivery:
Software - give them a tool, like a calculator or spreadsheet that does a job for them Ex. He gives gym owners a dashboard that gives them all their relevant business stats, compares them to industry averages, and gives them a rank

Info product - teach them something: courses, lessons, interviews with experts, case studies, hacks and tips, mistakes and pitfalls, keynote presentations, live events, case studies

Services - do work for free

Physical products - something tangible ex. Bottle of garage sealant, boxing gloves for gym membership, bite of food

** Try different lead magnets that solve the same mini-problem and offer them in all of these formats. Then rotate among them to keep the ads fresh and test which ones do best.

Test: 1. Headline, 2. Images, 3. Subhead

[Jasmine · Rating 5 out of 5]

This man is the goat, a legend, and an icon all in one. I don't know who does he think he is trying to come in the business world and turn everything around. But I am here for it. If you struggle with leads, this is the book for you. If you struggle with business, this is the book for you. Super easy actionable steps. And the amount of value he gives you is out of this world. You will not regret reading this one! I read the whole book in 6 hours because I did not want to put it down.

[Mija · Rating 3 out of 5]

let’s just say if i had a business i’d have ATLEAST a little more leads after listening to this

[Drew Cauthorn · Rating 1 out of 5]

The book had some kernels of sales and lead generating info, but the guy is obnoxious to the extreme in his book.

I’ve listened to multiple podcasts with Alex as a guest and always enjoyed his stories and narratives. However, his prose in this book are: arrogant, overly masculine, and long-winded. He keeps dangling the “we’ll cover than soon,” but never does.

There’s ultimately better books to spend your time on.

[Chris · Rating 5 out of 5]

This is the best business book I have ever read. It may the best ever written.

Titles like Good To Great, Measure What Matters, Zero To One, The 22 Immutable Laws of Marketing, The 4-Hour Workweek, Book Yourself Solid, Marketing Made Simple; and names like Seth Godin, James Collins, Gary Vaynerchuk, Derek Sivers, Peter Drucker, Austin Kleon, and Donald Miller have all given me terrific ideas and have helped me in life. $100M Leads sits comfortably on the shelf next to them all (but closest in arms-reach because I will be going back to it often).

Every great, mind-blowing method I've ever learned about getting leads (from books, courses, or mentors)--EVERY idea--is in this book. What's more, those methods are part of larger frameworks the original creators didn't even know they were using. This book gives you specific lead-generating methods AND the frameworks for how to think so you know the larger principles at play.

Lead generation has been my bottleneck for the last three years. For ALL business owners, this book will help you. For many, this is exactly what you need. For a few, it will be completely transformative: there will be your life before this book, and life after this book.

You can listen to the audiobook free on the author's podcast. Search "The Game w/Alex Hormozi", the book starts on episode 568.

[Temponet SRL · Rating 5 out of 5]

Best actionable book to get leads!

The book is actionable right away and it fulfills it’s mission and much more.
More important Alex makes it clear and shows with proof that anyone can do it and makes us trust ourselves.
It only depends on the actions you take and how you stack them to achieve success.

[Abraham · Rating 2 out of 5]

This is tough. I think the author is a real business genius (along with his wife Leila).

My issue with this book is twofold.

(1) The concepts are very basic. In his first book ($100m offers) I thought the concepts were really cutting-edge and well explained. This book felt like it had taken a step back… followed by 10 more steps back.

(2) The author is a famous business guru influencer. He provides a lot of great value on his social platforms and has some really good insights. The problem? This book was heavily marketed to people who watch Alex and consume a lot of his work. Therefore, even the more advanced concepts aren’t really new/don’t add much. It’s helpful maybe if you haven’t watched his stuff in a while - but for me it felt almost like a summary of what we all already know.

[Matt Lillywhite · Rating 5 out of 5]

$100m leads is (by far) one of the best books I’ve read on marketing. It doesn't contain any fluff. Instead, it's several hundred pages of practical advice.

Easy 5 stars.

[Josiah DeGraaf · Rating 4 out of 5]

Helpful book that covers pretty much every facet of marketing and how it works. Really appreciated the number of tangible stories, practical tips, and encouragements to keep persevering and doing the reps.

[Nico Perez · Rating 4 out of 5]

4.5/5

Better than 100M Offers!! I liked it a lot. I was taking notes for almost the whole book, but I still feel like I missed a lot. This book isn’t one to listen to while walking your dog or doing another activity that requires your attention; there’s so many interesting things and helpful tips that need your full attention, so that’s why I was listening to Benjamin Franklin while walking or doing other activities. I'm 100% sure I'll be rereading this book and 100M offers at some point. Now that I look back at 100M offers, it actually was a lot better than what I said in the review. A lot of the things it said I constantly think of now. Excited to read Hormozi's next book!!

[Rey · Rating 4 out of 5]

Very informative and some solid content. Overall a very good read.

The one reason it's a 4 instead of 5 however was, the start being extremely dumbed down and had a feeling that could have just been a 4 page booklet instead of stretching out the obvious points so much. For eg first there's A then there is B then there is C, they are alphabets. Alphabets are strung together to communicate with people. People are other human beings…etc etc. Also found no need for the stickman drawings every few pages.

However, it got better as it went on and he has some smart strategies and systems can implement so still quite good to go through.

[Perman Atayev · Rating 5 out of 5]

The best book I have read on advertising and finding people who could be interested in what you have to sell or share. The book is full of battle tested advice from an entrepreneur with a huge track record of running businesses.

[Sophie Cooper · Rating 2 out of 5]

I only read this because I was forced to for a second round tech interview. I better get the job lol

[Nick Vasquez · Rating 5 out of 5]

i LOVE alex hormozi. bro is straight to the point and is actually putting out such great content with both of his books. i cannot wait to start my own leads with my new business and hopefully exit with this guy 😝 im excited for the 3rd !!!

[Simon Z. · Rating 5 out of 5]

Changed my look on leads completely. I love how he talks like people are 7 years old. Just easier to comprehend that way. You can say what you want about him and how he might not be the best or healthiest person, but damn he talks about business in a way few people have done because he's not trying to fit in with the other's that are using unnecessarily complicated lingo. I recommend this highly if you want to add mental frameworks for business that you can implement immediately. I have already implemented tons of frameworks from this book.

[Makayla Radford · Rating 5 out of 5]

I learned more from this $10 kindle book than I did from college.

[Tim Moran · Rating 5 out of 5]

Fantastic read. So many nuggets of value. Keep rolling the die until you win!

[Harry Harman · Rating 5 out of 5]

You need the stuff to sell - an offer. You need people to sell it to - leads. Then you gotta get those people to buy it - sales.

they’ve got the problem to solve and the money to spend.

I have a lifetime average return on advertising of 36:1.

I liken my reading preferences to that of a child: short in length, simple in words, and with lots of pictures.

Here’s a life hack I stumbled on years ago. If you listen to an audiobook and read the physical book at the same time, you read faster and remember more.

My offer was simple. I’ll fill your gym in 30 days for free. You pay nothing. I pay for everything. I sell new members and keep the first 6 weeks of membership fees as payment. You get everything else. If I don’t fill your gym, I don’t make money. You spend nothing either way.

Six. Thousand. Dollars. I floated out of myself and watched the conversation happen.

“So after I call those leads, I’ll start running ads. I'll post our success stories in a few gym groups to get leads from there. And I’ll also tell the gyms I’ll pay $2000 cash for any gym they send that signs up. That gives us ad leads, content leads, and referral leads.”

Within the first 12 months, our average portfolio company 1.8x’s revenue and 3.01x’s profits. And we partner for the long haul, that's just the first 12 months. Our average portfolio company who's been with us between 12 and 24 months, 2.3x’s revenue and 4.7x’s profits.

First, we talk about what a lead actually is. If we want more of them, then we better be darn well sure we’re talking about the same thing.

a lead is a person you can contact. We want engaged leads: people who *show* interest in the stuff you sell. If someone gives their contact information on a website, that is an engaged lead. If someone follows you on social media and you can contact them, that is an engaged lead. If people reply to your email campaign, they are engaged leads.

Okay everyone. So here’s the ad account of a gym we just launched. Here are the ads we ran. This is how much we spent. We sent them to this page with this offer. You can see how many leads we got here. They got this many people scheduled. This many showed. This is how many they sold. This is how much the gym owner made. This is everything we did. If you want help setting something like this up, we’ll do the whole thing for free. And we only get paid off the sales you make. If that sounds fair, book a call.

It took maybe 13 minutes. Simple. I swapped the webinar out for this video and changed the headline:

“FREE Case Study: How we added 213 members and $112,000 in revenue to a small gym in San Diego.”

Sometimes, though, people want to know more about your offer before they buy. This is common for businesses that sell more expensive stuff. If that’s you, then you’ll often get more leads to engage by advertising with a lead magnet first. A lead magnet is a complete solution to a narrow problem. It’s typically a lower-cost or free offer to see who is interested in your stuff. And, once solved, it reveals another problem solved by your core offer.

Think of it like salty pretzels at a bar. If somebody eats the pretzels, they’ll get thirsty and order a drink. The pretzels have a cost, but when done right, the drink revenue covers the cost of the pretzels and nets a profit.

A person who pays with their time now is more likely to pay with their money later.

make your lead magnet so insanely good people will feel stupid saying no. And yes, this means you may have a few insanely valuable offers (even if some are free). But that’s a good thing. The business that provides the most value wins. Period.

Example: Imagine we help homeowners sell their homes. That is a broad solution. But what about the steps before selling a home? Owners want to know what their house is worth. They want to know how to increase its value. They need pictures. They need it cleaned. They need landscaping. They need minor things fixed. They need moving services. They may need staging. Etc. These are all narrow problems–great for lead magnets. We pick one of the narrow problems and solve it for free. And although it helps, it makes their other problem more obvious–they still have to sell their home.

Example: You run a speed test that shows their website loads at 30% below the speed it should. You draw a clear line between where they should be and how much money they lose by being below standards.

Example: You do a posture analysis and show them what their posture should look like. You draw a clear line to what their pain-free life would look like if their posture were fixed and how you can help.

Example: You do a termite inspection that reveals what happens when the bugs eat their home. If they do have termites, you can get rid of them for cheaper than the cost of… another home. If they don’t, they can pay you to prevent the termites from coming to begin with! You can sell ‘em either way. Win-win!

Example: You hook them up to your faster server and show their website loading at lightning speed. They get more customers from your faster load times. If they want to keep it, they need to keep paying you.

Example: You give a free adjustment for their bad posture and they experience relief. To get permanent benefits, they must buy more.

Example: Food, cosmetics, medicine, or any other consumables. Consumables, by nature, have limited uses and solve recurring problems... with recurring use. So single serving, “fun sized,” etc. samples are great lead magnets. It’s how Costco sells more food than other stores–they give out samples!

A free drug sample is a leaf magnet. They can afford to give a ‘hit’ away because once people try it, they’re hooked. If anything, like a drug dealer, you’d wanna give the strongest ‘hit’ first.

Example: This book. I help you get to $1,000,000+ per year in profit. Then you’ll have new problems we can help you solve, and scale from there.

Example: You give away a free wood sealant for a garage door. But the sealing process requires three different coats to protect from all weather conditions. I do the first one free, explain how it only gives partial coverage, and offer the other two in a bundle.

Example: You give away free finance courses, guides, calculators, templates, etc. They are so valuable people really can do it all themselves. But, they also reveal the time, effort, and sacrifice of doing it all. So you offer financial services to solve all that.

Try and get a lead magnet that does all three: reveal a problem, give them a taste of the solution, and show it as a small piece of the total package.

Ex: I give away a spreadsheet or dashboard that gives a gym owner all their relevant business stats, compares them to industry averages, then gives them a rank.

Ex: I give away a mini course for gyms on how to write an ad.

Ex: I run gym owner’s ads for free for thirty days.

Ex: I sell a book for gym owners called Gym Launch Secrets.

With three different types of lead magnets and four ways to deliver them, that's up to twelve lead magnets that solve a single narrow problem.

David Ogilvy said, “When you have written your headline, you have spent 80 cents of your (advertising) dollar.” improving the headline, name, and display of your lead magnet can 2x, 3x, or 10x your engagement. Here’s what you do next- you test.

if you have any following at all, you can run polls like these. You don't need a lot of votes to get a directional idea. If you can’t do that, make a post on every platform and ask people to respond with a ‘1’ or a ‘2’, then count ‘em up. If you still can’t even do that, then just message people and ask

You can see 2x, 3x, and even 4x+ increases in take rates and consumption simply by making it easier to consume.

My book $100M Offers has a near perfect ¼, ¼, ¼, ¼ split between ebooks, physical books, audiobooks, and videos (free on Acquisition.com). Making the book available in multiple formats is the easiest way I know to get 2-3-4x the amount of leads for the same work. If I only made it available in one format, I’d miss out on the 3-4x the people who wouldn’t have read the book otherwise.

Give Away The Secrets, Sell The Implementation

The goal is to provide more value than the cost of your core offer before they’ve bought it.

Once the leads consume the lead magnet, some of them will be ready to buy or learn more about your offer. This is the time to give a Call To Action. Good CTAs have two things: 1) what to do and 2) reasons to do it right now.

Good CTAs have clear, simple, and direct language. Not “don’t delay” but instead “call now.”

Ethical scarcity - Maybe you’re limited by customer service, onboarding, inventory, time slots per week.

Ex: “The most convenient class times fill up fast. Call now to get the one you want.”

“I can only handle five people per week, so if you want it solved soon, do xyz…”

“We only printed one batch of shirts and will never reprint this design, get one so you don’t regret missing out forever…”

Urgency - the less time people have, the faster (more urgent) they tend to act.

Ex: “Our July 4th promotion ends Monday at midnight, so if you want it, take action now.”

“Our Black Friday promotion ends at midnight. There are only four hours left. Get it while the gettin’s good.”

“Through Friday, I’ll also throw in a free hat to anyone who buys more than three books. So if you wanna look slick in an Acquisition.com hat, buy now.”

I put time limits on bonuses. I like to make a handful of valuable bonuses and rotate them each week.

Harvard ran an experiment showing that people were more likely to let someone cut in line if they only gave a reason.

This is where experienced business owners beat newbies. You attract more customers because your lead magnet is more valuable than other people’s. Oftentimes, by a lot.

“The world belongs to those who can keep doing without seeing the result of their doing.”

I pulled out my phone and checked my bank account. $51,128.13. I let out a small sigh of relief. It’s amazing how years of work and saving can fit into such a tiny screen.

The application stared at me - How will a Harvard MBA help your short and long-term goals?

I spent three days trying to answer it. At the end of the third day, I saw the truth - it wouldn’t. $150,000 in loans and two years without income wouldn’t help me start a business. At least not as much as starting a business and taking two years to figure it out. I could make the same amount by the time I graduate and skip the debt.

I set up Impetus Group LLC. Check. I set up a business banking account. Check. I set up a merchant account to process payments. Check.

knew. “Hey, do you know anyone who’s trying to get into shape? I'm training people for free for twelve weeks. On top of that, I'll make them a custom nutrition plan and grocery list. All they have to do is donate to a charity of their choice and let me use their testimonial.”

after twelve weeks of the “pay a charity period,” I asked them to pay me instead.

Once they got results, I asked them to send their friends over.

If this business sounds straightforward, that’s because it was. I emailed clients their plans and they texted me the questions they had along the way.

So if you’re starting, you don’t need a lot. All you need is a tax ID, a bank account, a way to take payments, and a way to communicate with people.

Pick the platform you have the most contacts on. Phone, email, social media, mail, carrier pigeon, etc. It doesn’t matter.

Now, reach out to 100 of them per day with your personalized messages. You’ll call, text, email, message, send a postcard. And you will reach out to them up to three times. Once per day for three days* or until they respond. Whichever comes first.

*Once per week with physical mail.

Ex: Saw you just had a baby! Congrats! How is the baby doing? How are you?

Reply using the A-C-A framework:

• Acknowledge
Ex: Two kids. And you’re an accountant…

Compliment
Ex: …Wow! Supermom! So hardworking! Managing a full-time career and two kids...

Ask
Ex: Therapy/Life Coaching: …Do you get time for yourself?

Ex: Fitness/Weight Loss: ...Do you have time to get workouts in?

Ex: Cleaning Services: ...Do you have anyone who helps you keep the house tidy?

Does anyone you like come to mind? (Pause if on the phone) …and if they say no…Haha, well…does anyone you hate come to mind? (ha) This helps break any awkwardness.

There’s an important feature here. We’re not asking them to buy anything. We’re asking if they know anyone.

Since you didn’t ask them to buy anything, you don’t come off as pushy. Some people will show interest in your stuff. Some will refer you to those who might. Some will do both.

If you ask for a referral, get a three-way introduction. My favourite way to do this is to grab the customer’s phone, take a picture of the two of is, then text that picture to the referral and your own number. If I’m virtual, screenshot a video call and do the same thing. If you can’t do that then at least get a three-way conversation going with them initiating it.

“What would I have to do to make it worth it for you to continue?”

Once people start referring, start charging. When that happens, swap out ‘… free…’ in the script above to ‘80% off for the next five’. Then ‘60% off for the next five.’

Feel free to keep raising it by 20% every five until you find your sweet spot.

Once you’ve given value for a while, or see who wants value, probe your list with Dean Jackson's timeless "9-word email" template”

“You get all these weird messages from strangers. People threaten your family. Are you still happy you became famous?”

“If getting weird messages and hate from people I don't know is the price I have to pay to make the impact I want to have, I’d pay that price any day of the week.”

If someone is making more money than you, they are better at the game of business in some way.

More money means you more happy. Just kidding - it won’t do that. But it’ll give you the resources to remove stuff you hate.

Topics:

a) Far Past: The important past lessons in your life. Give them the story without the scar.

b) Recent Past: Do stuff, then talk about what you did (or what happened).

c) Present: Write down ideas at the exact time they come to you.

d) Trending: Go where the attention is. Look at what’s trending right now and make stuff about it.

e) Manufactured: This costs the most time and effort since you have to create the experience versus talking about one you already had. But, it can have the biggest payouts. Example manufactured experience: I lived on $100 for a month. Here’s how.

Headlines:
I’d rather give you the timeless principles that make great headlines. And, there’s no greater headline creator than “the news.” So let’s study them.
a) Recency:
Example: People pay attention to something that happened an hour ago more than a year ago.

b) Relevancy:
Example: Nurses pay more attention to stuff that affects nurses compared to stuff that affects accountants.

c) Celebrity:
Example: Normally, we wouldn’t care what another human has for breakfast every day. But if it’s Jeff Bezos, we do. Since he’s a celebrity, many people care.

d) Proximity:
Example: A house on fire across the country doesn’t get your attention. If it’s your neighbor, it sure does. Make it as close to home as possible.

e) Conflict:
Example: Pineapple vs no Pineapple on pizza? Conflict!

d) Unusual:
Example: Think of a six-fingered man at the old-time circuses. If it’s outside of the norm, people pay more attention.

e) Ongoing:
Example: If someone goes into labor, people want updates every ten minutes because anything could happen.

How good your content is depends on how often it rewards your audience in the time it takes them to consume it. Think value per second. For example, the same person who gets bored three seconds into a ten-second video may also binge a 900-page book. And that same person may binge a television series for eight hours straight. So there is no such thing as too long, only too boring.

the give : ask ratio has been well-studied. Television averages 13 minutes of advertising per 60 minutes of air time. That means 47 min are dedicated to ‘giving,’ and 13 min are dedicated to ‘asking’. That’s roughly a 3.5:1 ratio of giving to asking. On Facebook, it’s roughly 4 content posts for every 1 ad on the newsfeed. television and Facebook are mature platforms. They care less about growing their audiences and care more about making money from them. So they give less and ask more.

I’ve got a slight tweak on the traditional give-ask strategy that puts it on steroids: Give until they ask.

“I’m looking for 5 (specific avatar) to help achieve (dream outcome) in (time delay). The best part is, you don’t have to (effort and sacrifice). And if you don’t get (dream outcome), I will do two things (increase perceived likelihood of achievement): 1) I will hand you your money back 2) I will work with you until you do. I do this because I want everyone to have an amazing experience with us and because I’m confident I can deliver on my promise. If that sounds fair, DM me/book a call/comment below/reply to this email/ etc.”

Switch from “How to” to “How I.” From “This is the best way” to “These are my favorite ways”. When you tell a stranger what to do, it's hard to avoid coming off preachy or arrogant. This helps avoid it.

I like to measure my audience size and speed of growth monthly.

If someone won’t speak at your funeral, you shouldn’t care about their opinion while you’re alive.

Acquisition.com’s mission is to make business accessible to everyone.

This comes in handy for personal subject lines on emails, the first few messages in chat, or the first few sentences someone hears. Even if someone doesn’t know you, they will appreciate the time you took to research them before contacting them.

Pro Tip: 50% Email Response Bump Up
I took our cold outreach template and re-wrote it below a third grade reading level. The results: 50% more leads responded. I recommend running all scripts and messages through a free reading level app.

This comes in handy for personal subject lines on emails, the first few messages in chat, or the first few sentences someone hears. Even if someone doesn’t know you, they will appreciate the time you took to research them before contacting them.

I like to email first. “Hey I’m calling you to follow up about my email.” We either get a response or a real reason to reach out again. We win either way.

After you’ve attempted to contact them multiple times, multiple ways, wait three to six months. Then, do it again.

Let’s say you send 100 personalized emails per day. From there, thirty percent open our email. From there, 10% reply showing interest. That means we’d have three engaged leads (30% x 10% = 3%). The numbers will vary but shoot for 3% of your list turning into engaged leads.

If an investor can buy it from you without worrying your business will stop getting customers if you leave….your business is far more valuable.

Advertising is the only casino where, with enough skill, you become the house.

I start with the entire world as my audience (haystack) then narrow down to get a higher percentage of engaged leads (needles). First, I pick a platform that contains my ideal audience. Second, I use whatever targeting methods that exist within the platform to find them. Third, I craft my ad in a way that repels anyone else. Finally, I tell whoever’s left standing to take the next step.

Modern platforms will make lookalike audiences for you so long as you upload their minimum list size. If it’s not big enough, add your warm reach out list.

lifetime gross profit of a customer (LTGP) with the cost to acquire a customer (CAC)

First, you reach out to people who know you. Then, you start making free content. Then you start reaching out to people who don’t know you. Then you start running paid ads.

[Spellbind Consensus]

$100M Leads by Alex Hormozi is a tactical, no-nonsense guide for entrepreneurs, marketers, and business owners looking to solve one of the most persistent problems in business: how to consistently generate leads and convert strangers into paying customers. Drawing from his experience building companies that collectively generate over $200 million annually, Hormozi lays out clear, actionable strategies grounded in personal experience and a deep understanding of sales psychology.

The Value of Lead Generation

Hormozi begins by emphasizing that no matter how good a product or service is, it cannot succeed without a steady flow of leads—potential customers who are aware of and interested in what you're offering. He defines leads broadly as anyone you can contact, and even more valuably, as people who have taken some step to engage with your business.

The "Core Four" Methods

Hormozi organizes lead generation into four core strategies:

Warm Outreach – Using personal networks and existing connections to generate leads.
Content Creation – Producing educational or entertaining material that attracts an audience organically.
Cold Outreach – Proactively contacting potential leads through email, DMs, phone, or other direct means.
Paid Advertising – Spending money to drive traffic and attention to a product or service.

Each of these methods can be used independently or in tandem, and Hormozi provides guidance on when and how to apply each based on business size and maturity.

Building Effective Lead Magnets

A cornerstone of Hormozi’s approach is the use of high-value lead magnets—free resources offered in exchange for contact information. For these to be effective, they must solve a specific problem, be immediately usable, and ideally be something valuable enough that someone would pay for it. The goal is to create trust and offer upfront value before asking for anything in return.

The Hook-Retain-Reward System

Hormozi introduces a three-part content strategy to capture and hold audience attention:

Hook – Grab attention with bold, compelling headlines or visuals.
Retain – Keep the audience engaged through storytelling or valuable content.
Reward – Provide actionable insights or compelling offers that lead the audience to take the next step.

This system is designed to build long-term relationships, not just quick wins.

Leveraging Referrals and Affiliates

In addition to direct outreach, Hormozi highlights the power of referrals and affiliate relationships. Encouraging satisfied customers to refer others and partnering with people who already have an audience can dramatically expand your reach with minimal cost.

The Rule of 100

A recurring theme in the book is the importance of volume and consistency. Hormozi recommends the “Rule of 100,” which means committing to 100 lead-generating actions each day—whether it’s sending 100 cold messages, making 100 calls, or spending $100 on ads. This high-volume approach ensures that even imperfect actions will eventually produce results.

Action-Oriented Mindset

Throughout the book, Hormozi stresses the importance of execution over perfection. He encourages readers to act quickly, test relentlessly, and learn from results rather than waiting for the perfect plan. Momentum, consistency, and a willingness to fail and adjust are framed as the true differentiators between successful and stagnant businesses.

Conclusion

$100M Leads is a practical, energetic guide that demystifies lead generation and makes it accessible to business owners at any stage. With a clear structure, actionable frameworks, and a focus on execution, Hormozi provides a roadmap for turning strangers into loyal customers. The book is not just about marketing tactics—it’s about building a system and mindset that drives sustainable growth.

[Jenny Hill · Rating 5 out of 5]

100M Leads
-4 pillars for lead sourcing:
- [ ] Content: attract with valuable content. Give, give, give until they ask for what you are offering
- [ ] Warm connections/intros, family, friends network, referrals. etc
- [ ] Cold outreach: email, LinkedIn, etc
- [ ] Paid ads: test until you find what works across all platforms. Double down on what works.

The best business you have is the work on your desk. This is for getting more work within the organization and also referrals from happy clients

Affiliate marketing and partnerships
- [ ] Go to a high volume place that needs your services and benefits what they are already offering. Ex/ chiropractor and gyms, health supplements and gyms
- [ ] Offer lead magnet, product, workshop, service
- [ ] Split the profits of sales
- [ ] Reach out to event and engagement directors for events. Ask if we can offer a free workshop/video training or lead magnet to their list of speakers several months before the talk. Ofer an speaking engagement/personal branding 1:1 capsule session

-The best education and learning you will get is by trying it out and experimenting. Set money in your budget for experimenting. Test until you find what works. Double down on what is working!!
-Taking these leaps is the only way to get where you want to go.
-win or learn.
-most people underestimate the volume and time required to get results.
-open goal: commit to the work until you get the results
-uninterrupted work: 7-2pm or 8-3pm
-advertise to more people to more places and more ways.
-if you aren’t leaning something from the person you are interviewing, it’s the wrong person
- you cannot lose if you keep playing. If you quit you lose. The more times you roll, the luckier you get in the game

[MUHAMMAD ABDULLAH · Rating 4 out of 5]

“$100M Leads” is a practical and energetic guide to getting consistent attention for your business. Alex Hormozi focuses less on theory and more on real steps you can start using immediately. He explains how to create high value lead magnets, how to make offers that people feel excited to accept, and how to use organic content, paid ads, and outreach in a structured way.

The strongest part of the book is how simple the ideas are. Hormozi breaks everything into small actions, so even beginners can follow. His examples come from his own companies, which makes the advice feel proven rather than experimental.

There are a few downsides. The writing sometimes repeats the same points, and the tone can feel similar to his videos, fast and intense. Readers looking for deep marketing theory may find it light.

Even with that, the book delivers solid value. It gives you a clear method for attracting leads and turning strangers into potential customers. For freelancers, marketers, or business owners who want practical steps instead of complicated frameworks, this book is worth reading.

[David · Rating 4 out of 5]

I have mixed feelings about Alex Hormozi. I follow his podcast and listen to select episodes because he's well-spoken and his advice is very good. I had to unfollow him from Instagram because he can be insufferable with opinions like celebrating your birthday is something you're supposed to grow out of as an adult. When it comes to having a book that explains comprehensively how to find people to buy your product or service, this is as helpful as anything I've read on the subject.

[Jev · Rating 5 out of 5]

Covers everything for getting leads

This book would be my go to resource for understanding different ways to get leads and also understanding the best type of leads to focus on for your business based on revenue.

[Cesar · Rating 5 out of 5]

If This Doesnt Make More Money…

I wont be at the next book launch, if this doesn’t make me more money. A bunch of good stuff here. Now it’s time to implement and internalize the lesson.

[Josh Summers · Rating 4 out of 5]

Another good read by Alex Hormozi, probably liked the $100m offers a little better. Lots of good applicable advice and kept reinforcing how important it is to speak to a specific audience avatar and their pain points when marketing.

[Justin Wills · Rating 5 out of 5]

Great, no BS book about how to get more clients. It's straight to the point, engaging, and full of information.

[cowboy moomin island · Rating 5 out of 5]

Ad astra!

[Michael Perkins · Rating 5 out of 5]

This book is packed with resources and is itself a lead generating machine

[Mark Manderson · Rating 5 out of 5]

One of the best books I’ve read on leads.

Very applicable

[Danyel Mitchell · Rating 5 out of 5]

Amazing book and no fluff.