Notes on $100M Leads by Alex Hormozi

I recently finished reading ​$100M Leads: How to Get Strangers To Want To Buy Your Stuff by Alex Hormozi, and it was excellent. I really enjoyed his first book $100M Offers and already put many of its ideas into practice. This second book was just as good and super practical.

It covered four core ways to market a new product or service (warm outreach, free content, cold outreach, and paid ads) and various channels/mechanisms to do that. I liked hearing a lot of the real stories and examples of copy and campaigns.

I highly recommend this book to anyone learning about marketing or lead gen. My main notes and takeaways are below.

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​Do more
Having lots of leads makes it hard to be poor

1 how I got Here
Lead gen system through advertising 

2 the problem this book solves

Section 2 get understanding

3 leads alone are not enough
A lead is a person you can contact
Want engaged leads

4 engage your leads
Offers and lead magnets
Webinars and landing pages
Case studies versus webinars
Give something of value in exchange for meeting
Lead magnet solves problem for free and reveals bigger problem to be solved by paid service
Find small problem to solve and how to deliver solution as lead magnet and make it stupid to say no to
Figure out problem you want to solve and who to solve it for
Pick narrow and meaningful problem and solve it
Be able to solve the new problem that reveals itself with core offer
Figure out how to solve it
Reveal their problem
Diagnosis and audits
Show where they’re at now versus could be and the cost of that difference 
Give one step in multistep solution
Calculator or solver for one piece of the problem 
Give short trial of solution
Free samples
Figure out how to deliver it
Software
Give them a tool
Spreadsheet, calculator
Benchmarks and rankings
Information
You teach them something
Courses, lessons from experts, live events, mistakes and pitfalls, hacks
Mini course on a topic 
Services
Do work for free
Website audit
First coat of sealant
Physical products
Small sample
Rotate all combos of these for different lead magnets to keep ads fresh
Test what you name it
Headline critical
Test headline, images, subtext in that order
Run polls or post on social platforms to test
Make it easy for people to consume
Software
Accessible on phone
Information
Images, video, audio
Services
Be available in more ways at more times
Package lead magnet in many ways
Give away the secrets, sell the implementation
Give away huge value
Make it easy for them to tell you they want more
Call to action
What to do
Why to do it right now
Scarcity
The most convenient times fill up quick so call now
I can only handle 5 per week so call to reserve your slot
We only print one batch and will never reprint so call now so you don’t miss this forever 
Urgency
Will only sell this for the next hour
Black fri promo ends at midnight
Time limits on bonuses
Fraternity party planner: make up some reason
Because plus any words you feel like

Section 3 get leads

Those who knows vs don’t
One to one vs one to many

Warm and cold audiences
Private and public communications
Core four ways

5 warm outreach
Reach out to those you know
Personal contacts
Get your list
Phone contacts
Social followers
Add up all contacts
Pick a platform
Pick phone or email or social or just first one to use
Personalize your message
Use something you know about them to personalize greeting
Reach out
Reach out to 100 people daily
Reach out once per day for 3 days
Warm them up
Acknowledge
Complement them
Ask another question closer to your offer
Invite their friends
Ask if they know someone who could benefit
Testimonials and reviews
Ways to increase perceived likelihood of achievement 
Proof having done what they want
Proof of people just like them getting goal
Volume of happy reviews
Certifications and accreditation 
Numbers and stats
Experts vouching
Celebrity endorsements
Guarantees
Specificity of Customer description
Demonstrate outcome live 
Make it easy to say yes
Make it free
I can only take on 5 more and will give free as long as you promise to use it and give feedback and leave killer review if you think it deserves it. Does that sound fair
Make the first 5 free as guinea pigs and learning 
Learning or earning
Start at top
Use next platform 
Start charging
Once friends refer others, charge
Swap free in offer for 80% off for next 5
Then 60% off and so forth
Increase prices every 5 customers helps build urgency to act now
Offer guarantee to those who prepay and are committed to our service
Keep list warm
Give value to list for a while
Simple email: are you still looking to dream outcome
100 reach outs daily in first 4 hours plus follow ups 

6 spot free content part 1
If someone making more than you then they’re better at business and try to learn from them
Post more on every platform and multiple times per day on all
Content unit: hook, retain, reward
Hook: get attention
Headlines and topics that are interesting to audience in format of other stuff they like
Topics
Personal experiences
Far past, recent past, present, trending, manufactured
Far past
Give them the story without the scar
Share learned wisdom
Recent past
Do stuff and talk about what you did
Look at calendar in past week and all your interactions and warm outreach and what you learned
Cool customer case story 
Present
Record ideas as you have them
Trending
Look at what’s trending and comment on it
Apply own experience to it and talk about it
Manufactured
Find new area, learn about it, share with world
Create the experience then talk about it
Headlines
Reason they should consume the content
Recency
Relevancy, personally meaningful
Celebrity
Proximity, close to home geographically
Conflict
Unusual
Ongoing
Format
Make content look like it’s made for each platform
Retain
Curiosity
Embed unresolved questions in audience mind
Lists, steps, stories
Lists
Facts, tips, opinions
Follow a theme
Top 10 mistakes
Steps
Checklist
3 steps to create a great hook
Routines
Stories
Events and lessons
Can combine stories with lists and steps
Reward
Value per second
No such thing as too long
Audience growth is how you know you succeeded 
Completely answer the questions you embedded in their minds
Link content units together to make long form content
Make content for strangers so even cold people like it

7 post free content part 2 monetize your audience give give give until they ask
3-4 content posts per every 1 ask or ad
Growing platforms need to do a much higher amount of giving before asking
Give until they ask
Give in public, ask in private
The sooner you ask in public, the faster you slow down your growth so delay that as much as possible
Integrated offers
Advertise within content
Integrate asks right after a valuable moment or content piece
PS statements most read 
Use in long form content platforms 
Intermittent asks
Many pieces of content that are pure gives
Occasionally make an ask piece once out of every ten
Use in short form content platforms 
Depth then width or width then depth
Both can be right
Maximize a platform then go to the next or start on all platforms
Short form platform post ten times per day
Long form platform post five times per week
Only one call to action at a time
Switch how to to how I
Instead of here are the best ways talk about here is how I
Talk about what you like and have done
Keep repeating yourself and reminding audience of your message and value prop
Focus on stuff local and close to your area of expertise
Sales team can use content pieces
Free content retains customers
No such thing as too long, only too boring
Measure audience size in speed and size and growth
Followers
Reach
Rate of growth
The more ways you measure, the more ways you can win
Post daily every morning

8 cold outreach
First have prospect show interest then schedule time to talk
Software to scrape leads
Brokers to buy lists of leads
Community groups
Interest groups to scrape database
Personalize outreach then give big fast value
Act like you know them
Complement them on info you find online about them
Use app to reduce emails to third grade reading level
Give away something for free that feels crazy to do until get very high response rate to outreach
Automate delivery
Automate distribution
Follow up more times more ways 
Call text and email multiple times
Keep repeating outreach to your list every 3-6 mo
Volume negates luck
Benchmarks
Want LTV to be 3X cac

9 run paid ads part 1
Pick platform
Analyze where competitors placing ads
Efficiency vs reach
Target right people
Lookalike audience
Add filters
Ad content
Call out ideal customers 
Get them to notice 
Focus majority of effort on headline and first few seconds
Cocktail party effect 
Labels for people groups
Local area plus type of person callout
Questions where people answer yes about themselves
If then statements where they meet your conditions
Ridiculous results 
Contrast, movement, likeness 
Create 10 new ads per week and 30 call outs to make 300 variations
Value 
Get them interested
What who when
What is 8 elements of value equation
Who is people who will get improvements in status
When visualize their past present and future
Review platform as library to see examples of long running effective ads
Call to action
Tell them what to do next
Get their contact info
Simple landing page
Make landing page match ad

10 run paid ads part 2 money stuff
Track money
Lose money initially and learn
Most campaigns lose but when you find winning one you scale it up
Budget two times the cash from a new customer in first 30 days on a new ad
Print money
Reverse budget from sales goal
Pad budget by 20%
Efficiency benchmarks
Compare lifetime gross profit of customer to cost of acquisition
Need 3:1 ratio at least
Focus on improving your business model and ltgp
Get customer to pay faster or upsell so customer can finance growth and ads
Don’t confuse sales problems with advertising problems
Best free content can make best paid ads
User generated content and testimonials as ads

11 core four on steroids
More, better, new
Warm outreach, free content, cold outreach, paid ads
Do more of what you do, do it better, do it somewhere new
Rule of 100: do 100 primary actions daily for 100 days straight
Test one thing per week per platform
Log all weekly tests and review
First focus on better then once diminishing returns then focus on new (but if very early then just do more first)
Size of pie fallacy
New placement of ads, new platforms

Section 4 get lead getters: get people to get you more leads
Leverage in advertising
Get someone to find others to get you leads
Get leads to be come lead getters
Customers, employee referrals
Agencies 
Affiliates

12 customer referrals word of mouth 
Get more referrals by giving more value
Sell to better customers with better callouts 
Figure out what most successful customers have in common and target that
Dream outcome and set better expectations 
Make product better than they expect
Lower expectations 
Slowly lower your promises on offers until take rate suffers
Increase perceived likelihood of achievement 
Figure out what best customers did and replicate
Speed to first action
Survey customers to find those who have best results
Interview them to find out what they did differently 
Look at actions they had in common 
Force new customers to repeat the actions that got best customers results
Measure improvement in average customer results
Match conditions of guarantee to actions required to get best results 
Start guaranteeing those results to customers on condition they do the required best practice actions
Decrease time delay, make faster wins
Give wins more often 
Daily updates
Small wins on short intervals 
Always tell next time they’ll hear from you
Get several wins in first 48 hours
Always deliver early
Decrease effort and sacrifice
Use customer service surveys to find issues in product
Make changes
Roll out to small group and see if it improves
Repeat forever
Call in action, tell them what to buy next
Sell new thing or more of the thing they bought already
Ask for referrals
Treat it like an offer
Give bonus to referrer and referree
How you give incentive, what to incentivize with, how to ask
One sided referral benefit
Ask customer to refer to friend right when they buy
Put fields on sales contract asking for referrals
Ask who they know not if
Pay them cac when friend signs up
Two sided benefits
Half to referrer and half to friend
Use referrals as negotiation chip
Discount in exchange for intro to multiple friends
Referral events where people get something for bringing friends along
Month long team challenges with names
Ongoing referral programs 
Talk about benefits of referring 
Unlockable referral bonuses

13 employees 
Become rich from what you make and wealthy from what you own
Core 4 can help recruit employees
Training: document, demonstrate, duplicate
Make checklist
Record self doing things
Do it in front of employee
Have them do it in front of you
Keep fixing checklist until no more questions and they do it perfectly
Give short windows to prove themselves. 3 weeks for entry level. 
Slow then smooth then fast
Focus on employees following directions not getting result
Praise when they do step right
Give one piece of feedback at a time

14 agencies
Use agency to learn new methods or new platforms
Tell them you want to work with them for 6 months to learn what they do and have them document it and internalize the function then switch to lower consulting arrangement to advise and troubleshoot as needed
Hire one ok agency to learn the platform then once got the basics hire top agency to maximize it
Set terms and deadline for results up front
Keep contracts short so they focus their best talent on you
How to pick right agency
Somebody I know got good results working with them
Prominent companies got good results working with them
Existence of Waiting list
Clear sales process
No short term hacks and focus on long term strategies and clear timeline on setup and results
Clear list of what needed from you and when and how to use it
They suggest regularly scheduled meetings and updates
They give clear simple updates and easy ways to track progress
They make good offer
Expensive
Talk to more agencies (5-10) to be a better customer
Ask for referrals to other specialties

15 affiliates and partners 
Sell affiliates on quick path to commissions
Find ideal affiliate
Has list of businesses that are ideal customers
Make them offer
Qualify them
Get them to invest time and money
Make them a customer
Require them to buy in bulk
Minimum order size 
Make them an expert
Make them pay for onboarding and training
Certify them
Charge 10-20% of what they make in first month
Figure out what to pay them
What they get paid for
Pay for new customers
Pay for repeat customers
How much they get paid
Based on maximum allowable cac
At least 3:1 LTV to cac
3 tiers of payouts
Tier 1 is 25% of cac when they agree to terms
Tier 2 is 50% of cac when they activate and finish certification 
Tier 3 is 100% of cac when they reach performance goal sustained for some time like 5 new customers per month
Pay with product whenever possible. Reward performance with product. 
Get them advertising
Affiliates advertise your offer or lead magnet before they get to buy
They do core four activities
Launch process
Whisper
Subtle callouts
Mysterious hints
Show product development in the making
Starr early
Show your work
Whisper every 4-6 weeks when 6 months out
Whisper every 2-3 weeks when 2-3 months out
Tease each element of value
Reveal product
Reveal launch day
What who when
Tease weekly until 2 weeks out
Tease twice per week until 3 days out
Shout
When 3 days out
Call to action for when product launches
Bonuses
Scarcity
Urgency
Guarantees
Exclusive bonuses only for those that buy during launch
Shout twice per day 3 days out
Day of shout every 2 hours until actual day
Then shout every 30 min until launch the product
Get affiliates to launch and do whisper, tease, shout right
Keep them advertising
Get them to give away your lead magnet with purchase of their stuff
You upsell your core offer after
Your lead magnet makes their offer more valuable and lets them charge more for it
Best lead magnets give free trial of product or help reveal problem or offer single step of multistep solution 
Free massage with training message or free posture assessment with every training package sold
Free first step of three step treatment 
Free nutrition consult where you upsell your products in the consult 
White label lead magnets 
Get them to sell your lead magnet separately to their audience
They sell and you fulfill
Sell massage or part 1 of treatment at discounted price
Get them to directly sell your core offer to their audience
Treat affiliates like customers 
Make offer so good they’d be stupid to say no

Section 4 conclusion
Get leads and lead getters

Section 5 get started
Try new things and test new channels 

16 advertising in real life 
Don’t test too small or not enough times 
Need way more volume
Commit to work until correct outcome count per day
Do what is required not just your best
Wake up early, go to bed early
No rituals in morning, just go to work
No meetings before noon
Get x engaged leads or lead getters per day
Open to goal
Single page advertising checklist 

17 roadmap
Warm outreach to everyone you know
Post free content
Get employees to do more advertising
Get referrals
Advertise in more places to more people
Hire experienced leaders
Takes 5-10 years

18 a decade in a page
Engaged leads
Lead magnet
Core four
More better new
Four lead getters
Many sided die
Keep rolling 
The more you roll the more you get
You can’t lose if you don’t quit