100m-leads

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---
name: "100m-leads"
description: Builds lead generation systems using Alex Hormozi's Core Four framework (warm outreach, content, cold outreach, paid ads), lead magnets, and Rule of 100. Use when designing customer acquisition, scaling advertising, choosing marketing channels for revenue stage, building referral programs, or fixing low lead flow. Covers lead magnets, LTGP:CAC math, More Better New scaling, and Lead Getters (referrals, employees, agencies, affiliates).
---

> **Note:** This skill is independent analysis and commentary, not a reproduction of the original text. It synthesizes the book's core ideas with modern startup practice, surfaces where frameworks are outdated or incomplete, and integrates perspectives from adjacent disciplines. For the full argument and context, read the original book.


# $100M Leads

> "How to get strangers to want to buy your stuff" - Alex Hormozi

## The Core Four Framework

All advertising falls into 4 categories on two axes:

| | Warm Audience (knows you) | Cold Audience (strangers) |
|---|---|---|
| **1-to-1** | Warm Outreach | Cold Outreach |
| **1-to-Many** | Post Free Content | Run Paid Ads |

**Rule:** Master ONE before adding another. Don't spread thin across all four.

## Decision Tree

```
Do you have 10 paying customers?
├─ NO → Warm outreach until you do
└─ YES → Pick based on resources:
         ├─ Have time, no money → Cold outreach or Content
         ├─ Have money, no time → Paid ads
         └─ Have both → Cold outreach + Content
```

```
Already running channels?
├─ Spreading across 4 → Cut to 1, master it
├─ One channel profitable → More Better New
├─ Hit personal capacity → Hire someone to run it
└─ Multiple channels profitable → Add lead getters (referrals/affiliates)
```

## Lead Definitions

| Term | Definition |
|------|------------|
| **Lead** | A person you can contact |
| **Engaged Lead** | A person who has shown interest |
| **Qualified Lead** | A person who can afford and is likely to buy |

Quality > volume. An engaged lead is worth many cold names.

## Lead Magnets

A lead magnet is a complete solution to a narrow problem. Free or low-cost. Reveals a bigger problem your core offer solves.

### 7 Steps to Create

1. **Pick the problem** - Narrow, meaningful, leads to your core offer
2. **Figure out the solution** - One of three types below
3. **Choose delivery method** - PDF, video, tool, trial
4. **Test the name** - Name matters more than content
5. **Make it easy to consume** - Under 10 minutes ideally
6. **Make it darn good** - Good enough to charge for
7. **Make it easy to ask for more** - Clear next step to your offer

### 3 Types of Lead Magnets

| Type | How It Works | Example |
|------|--------------|---------|
| **Reveal Problems** | Diagnosis showing problem they didn't know they had | Website speed test, posture analysis |
| **Samples/Trials** | Limited access to your core offer | Free month, 3 free uses, demo |
| **One Step of Multi-Step** | Solve step 1 of a 5-step process | Free template, calculator, checklist |

The lead magnet solves one problem, which reveals the NEXT problem your core offer solves.

## The Core Four Channels (Summary)

Detailed playbooks in **[frameworks.md](frameworks.md)**.

### 1. Warm Outreach (Free, 1-to-1)
Start here. Phone contacts, email, social media followers = your warm list. Personalize. Use ACA framework (Acknowledge, Compliment, Ask). Ask for referrals.

### 2. Post Free Content (Free, 1-to-Many)
Build an audience. Hook-Retain-Reward. Give-Give-Give-Ask pattern. Don't pitch until they reach out.

### 3. Cold Outreach (Free/Cheap, 1-to-1)
Reach strangers. Personalization + Big Fast Value. Volume + multi-channel follow-up. List of 1000+ to start.

### 4. Run Paid Ads (Paid, 1-to-Many)
Trade money for attention at scale. Three phases: Track Money → Lose Money → Print Money. Use lookalike + factor targeting. Detailed math in **[paid-ads.md](paid-ads.md)**.

## The Money Math: LTGP:CAC

**LTGP** = Lifetime Gros