Book Summary$100M Leads, by Alex Hormozi

1-Page Summary1-Page Book Summary of $100M Leads

If there’s just one thing you should focus on to take your business from surviving to thriving, it would be getting more leads (people interested in your offerings). In $100M Leads (2023), business guru Alex Hormozi explains that leads are, by definition, the lifeblood of your business—without them, you’ll never make a sale. By focusing intensively on lead generation, you can quickly multiply your revenue, reinvest it into getting more leads, and keep on growing.

Hormozi is a serial entrepreneur whose businesses earn $200 million in annual revenue and, he says, get over 20,000 leads daily. He’s also the author of $100M Offers, in which he explains how to craft your core business offering. $100M Leads builds on that wisdom: Hormozi packs it with marketing frameworks, best practices, and rules of thumb for getting more people interested in what you’re selling.

In this guide, we’ll detail Hormozi’s approach to lead generation in three parts:

• **Leads and Lead...

$100M Leads Summary Leads and Lead Magnets

Hormozi writes that a lead is someone you can reach out to. Your Facebook friends are leads; your old college classmates are leads; your colleagues are leads; your email contacts are leads.

You don’t want just leads, though—you want leads who are interested in what you’re selling. Interested leads are more likely to become buying customers, fueling your business. But according to Hormozi, getting interested leads can be difficult in today’s hypercompetitive business landscape. This section will cover his advice for surmounting this challenge by using a lead magnet to attract potential customers. We’ll define lead magnets, explain why they work, and describe how to create them.

(Shortform note: Hormozi uses “leads” to refer to potential customers at any stage of the buying process, but other experts make finer distinctions. Salesforce defines leads as interested potential buyers and switches to calling them “prospects” once they’ve been “qualified” as likely buyers. Qualification involves assessing how interested a lead is (a little, or a lot?) as well as whether they can afford your product or service. From there,...

$100M Leads Summary How to Get More Leads

So far, we’ve looked at why you need interested leads and how lead magnets work. In this section, we’ll turn to Hormozi’s methods for finding leads and offering them your lead magnet. We’ll start with his practical principles for marketing success—how to work so hard and smart at lead-getting that you can’t fail. Then, we’ll explore two categories of lead generation: private marketing (warm and cold outreach) and public marketing (free content and paid ads).

How to Market Hard and Smart

How can you fool-proof your lead-getting efforts? According to Hormozi, all you have to do is work hard—by increasing the volume of actions you take—and smart—by making those actions more efficient whenever possible.

First, Hormozi writes, the simplest way to succeed in marketing is to take a lot of actions. This works because the more effort you put in, the more leads you’ll attract—and the more leads you attract, the higher the chance that you’ll get customers. Given this, Hormozi recommends following his “Rule of 100”: Do 100 marketing actions every day for 100 consecutive days. This might mean making 100 cold calls, spending 100 minutes creating content, or investing $100 in...

$100M Leads Summary How to Scale Your Marketing

We’ve covered Hormozi’s four marketing methods; now, let’s look at how to scale them. According to Hormozi, you can’t scale on your own because one person can only do so much marketing. When you’ve done all you can, it’s time to get help—and there are four kinds of entities who can increase your business’s reach: your customers, your employees, marketing firms, and business partners.

Scale With People: Customers and Employees

First, you can rely on happy customers to naturally spread the word about your business. People who’ve bought from you and thought your product or service was excellent will say so, telling friends and family about it. To earn good word of mouth, just give people a fantastic experience being your customer—provide them with a great product and treat them well.

(Shortform note: Research supports Hormozi’s assertion that word of mouth is a good scaling strategy. Word-of-mouth referrals tend to spread far and to keep spreading for a long time, which generates long-lasting effects for the money spent to earn them. Plus, 92% of...

Shortform Exercise: Design a Lead Magnet

Hormozi writes that a strong lead magnet can get you more leads in any marketing channel. Practice creating a lead magnet that solves a small, significant problem and points people toward your larger solution.

What major problem does your main product or service solve for customers? Be specific about the outcome it helps people achieve.