/hormozi-leads

name: hormozi-leads
description: "Knowledge base from \"$100M Leads: How to Get Strangers To Want To Buy Your Stuff\" by Alex Hormozi. Use when applying Hormozi's frameworks for lead generation, the Core Four (warm/cold outreach, content, paid ads), lead magnets, Client-Financed Acquisition, referrals, affiliates, and scaling advertising — studying the book or referencing its concepts."
allowed-tools:
  - Read
  - Grep
argument-hint: [topic, framework name, or chapter number e.g. ch08]

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

**Author**: Alex Hormozi (Acquisition.com Vol. II) | **Pages**: ~309 | **Chapters**: 17 | **Generated**: 2026-06-06

How to Use This Skill

• **Without arguments** — load the Core Frameworks below for reference.
• **With a topic** — ask about `lead magnets`, `cold outreach`, `CAC`, `referrals`, etc.; I find and read the relevant chapter.
• **With a chapter** — ask for `ch08`; I load that specific chapter file.
• **Browse** — ask "what chapters do you have?" to see the full index.

When you ask about a topic not in the Core Frameworks below, I read the relevant chapter file (see Topic Index) before answering.

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Core Frameworks & Mental Models

**The whole game.** A *lead* is a person you can contact. *Advertising* is the act of letting people know about your stuff. The goal is never raw leads — it's **engaged leads** (people who *show* interest by giving you their time/attention). The chain: **Leads → Engaged Leads → Customers**. Double your engaged leads and you roughly double your business.

**THE CORE FOUR** — the master framework. There are only four ways one person can let others know about anything: two audiences × two communication modes.

| | One-to-One (private) | One-to-Many (public) | |---|---|---| | **Warm** (gave permission / know you) | **Warm Outreach** | **Post Free Content** | | **Cold** (strangers / no permission) | **Cold Outreach** | **Run Paid Ads** |

If you aren't getting enough leads, you're not doing the Core Four with enough *skill* or *volume*. Automation/scale are amplifiers of these four — never a "fifth way." First ask "warm or cold?", then "1-to-1 or 1-to-many?" → that names your method.

**LEAD MAGNETS** — a *complete solution to a narrow problem* (free/low-cost) that reveals a bigger problem your core offer solves ("salty pretzels at a bar make you buy a drink"). Advertise your **core offer** directly first; lead with a magnet when the offer is expensive or buyers need to know more. *Three types*: (1) Reveal a Problem (diagnosis), (2) Sample/Trial, (3) One Step of a Multi-Step Process. *The 7 steps*: ① pick the narrow problem + who, ② how to solve it, ③ how to deliver it, ④ test what to name it, ⑤ make it easy to consume, ⑥ make it darn good, ⑦ make it easy to tell you they want more (the CTA). Make it a **Grand Slam Offer** even when free.

**WARM OUTREACH** (1-to-1, warm). Build your *list* (everyone who knows you), reach out to ~**100 people/day**, and reply with the **A-C-A framework**: **Acknowledge → Compliment → Ask**. Make an offer; make it easy to say yes by making the *first ones free*. Then start charging. Keep the list warm.

**POST FREE CONTENT** (1-to-many, warm). Every post is a **Content Unit = Hook → Retain → Reward**: hook attention, retain it (lists, steps, stories), reward it with value so they return. Monetize with **Give-Give-Give-Ask** — over-give, then make an ask, then get back to giving. Content compounds: most buyers consume *multiple* long-form pieces before they ever book.

**COLD OUTREACH** (1-to-1, cold). Build a *targeted lead list* (software / brokers / elbow grease), **personalize then give big fast value** (an irresistible free offer up front), and **follow up more times, more ways**. Volume + a great offer beats clever copy.

**RUN PAID ADS** (1-to-many, cold). Anatomy of an ad = **Call-Out + Value + CTA**. Steps: ① find a platform (4 requirements true), ② target the right people (the *What, Who, When* → answers *why* they care), ③ make the ad, ④ get permission to contact them. The money math: **Client-Financed Acquisition (CFA)** — recoup your **CAC** (cost to acquire) in cash within **30 days** so customers are effectively free and you can scale infinitely. Target **LTGP : CAC ≥ 3 : 1** (raise lifetime gross profit or cut CAC).

**CORE FOUR ON STEROIDS — MORE, BETTER, NEW.** Scale by doing **More** (volume), then **Better** (find the *constraint*/biggest drop-off and fix it), then **New** (new placement → new platform → new method, only after exhausting the first two). Engine: **The Rule of 100** — advertise to 100 new people every day for 100 days straight.

**GET LEAD GETTERS — leverage.** Doing it yourself = high work, low leverage. Get *others* to run the Core Four for you. The **Four Lead Getters**: ① **Customers/Referrals** (word of mouth — fix the product first; *ask*; aim ≥25% of leads from referrals), ② **Employees** (recruit them with the **Internal Core Four** — same playbook you use for customers; train with the **3Ds: Document, Demonstrate, Duplicate**), ③ **Agencies** (rent expertise to *learn* a new skill fast, then bring in-house), ④ **Affiliates & Partners** (build an **Affiliate Army**; 6-step playbook; **Whisper-Tease-Shout** launch).

**GET STARTED — execution.** Work **Open to Goal** (stop when the goal is hit, not when the clock says so). Follow **The Roadmap** (Seven Levels of Advertisers): start with Warm Outreach + Content → add the rest of the Core Four → add Lead Getters. It's an inputs→outputs game: **"You cannot lose if you do not quit."**

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Chapter Index

| # | Title | Key Frameworks | |---|-------|----------------| | [ch01](chapters/ch01-start-here.md) | Start Here: The Game, Promise & Business Model | Money Equation, Two Ways to Grow, More/Better/Cheaper/Reliably | | [ch02](chapters/ch02-advertising-simplified.md) | Advertising Simplified: Leads & Engaged Leads | Engagement Progression, Core Offer vs Lead Magnet | | [c