The Book in 3 Sentences

1. Advertising is defined as letting strangers know what you sell, meaning that if you are struggling to get customers the root cause is almost always that you aren't advertising enough.
2. To generate engaged leads, you must master four channels - warm outreach, cold outreach, free content and paid ads - while using high-value lead magnets to solve narrow problems for your audience.
3. Success is ultimately an inputs and outputs game that requires massive volume and deciding to never let a lack of effort be the reason you fail.

Overview & Impressions

$100M Leads is a fantastic guide that demystifies the art of getting strangers to buy your stuff. I found this book to be incredibly concise, actionable and a solid all-rounder for anyone trying to scale a business. Hormozi breaks everything down into the "Core Four" - warm outreach, cold outreach, paid ads, and content - which frames lead generation as a inputs and outputs game rather than a creative struggle. It’s a bit intense in its demand for volume, telling you to give up on doing your best and just do what is required. Ultimately it points to the fact that if you aren’t getting enough leads it's just because you’re not advertising enough. Would recommend.

Top Quotes

Success comes from doing the obvious thing for an uncommonly long period of time without convincing yourself you’re smarter than you really are.

You’re not getting enough leads because you don’t advertise enough. That’s it.

Give up the idea of doing your best. Instead, do what is required.

Summary, Quotes & Notes

Fundamentals

Advertising is letting strangers know about the stuff you sell.

You need a great offer before you can get leads.

You cannot lose if you don’t quit.

You’re not getting enough leads because you don’t advertise enough. That’s it.

You get more customers by getting: more leads, better leads, cheaper leads, reliability.

A lead is simply a person you can contact. We want engaged leads - people who show interest in the stuff we sell.

Offers are what you propose to give in exchange for something of value.

Your core offer is the main product/service that you sell.

Lead Magnets

A lead magnet is a complete solution to a narrow problem - if it’s valuable and you give it away for free, you prime people to pay for your products/services with their money later.

7 Steps to creating an effective lead magnet: Figure out the problem/who to solve it for, figure out how to solve it, figure out how to deliver it, test what to name it, make it easy to consume, make it extremely good, make it easy for them to tell you they want more.

Lead magnet types: Reveal problem, Free trial, Free step 1 of X.

Deliver Mechanisms: Software, Information, Services, Physical Products.

Package your lead magnet in every way you can (audio, ebook, video etc.).

Give away the secrets, sell the implementation.

User a call to action to tell the audience what to do next. Reasons to act now: scarcity (I can only handle X more people a week), urgency (our X promo ends at midnight), make up a reason (it’s my birthday, and I want you to celebrate with me).

Action Steps: If struggling with leads - make an amazing lead magnet, identify your problem and customer, figure out how you want to solve it, figure out how to deliver it, make the name interesting and clear, make it easy to consume, make sure it’s darn good, tell them what to do next and why its a good idea.

Core Four

There are four ways in which you can get engaged leads (called the cour four) → warm outreach, posting free content, cold outreach and running paid ads.

There are four ways in which you can get people to get you engaged leads → customer referals/word of mouth, employees, agencies, affiliates/partners.

Warm audiences are those who give you permission to contact them and cold audiences are those who haven’t (strangers).

You can advertise one to one or one to many.

Warm Outreach

Outreach to people you know.

Get a list, pick a platform, personalise your message, reach out, warm them up, invite their friends, make them the easiest offer in the world, start at the top, start charging, keep your list warm.

Act like a human.

Respond using the ACA framework → acknowledge what they said, compliment them, ask a question that steers them towards your product.

Value = (Dream outcome x Percieved likelihood of achievement) / (Time delay x Effort & Sacrifice)

11 ways to increase percieved likelihood of achievement: Proof of our own story, Proof using others’ stories, Volume of happy reviews, Certifications/Degrees, Stats, Experts vouching for you, New/unique characteristic they haven’t failed with before, Celebrity endorsement, Guaranteeing they’ll achieve it, how well you describe the pain they’re going through, Live demonstration.

Give out the first few for free to get feedback/testimonials.

Keep your list warm by messaging, “Are you still looking to [4 letter phrase]?” Eg. buy your new home, get more sales leads, tone up your arms.

Join communities for up to date tactics.

Warm outreach is limited by time/contacts.

Post Free Content

Post great free content to constantly grow your warm audience.

Hook. Retain. Reward. This is a content unit.

Post about: far past lessons in your life (connect to your product), recent lessons, present ideas, trending topics, pick a topic then learn/make/do it.

Headlines include: recency, relevancy, celebrities, proximity, conflict, unusual, ongoing.

Long form content is content units stringed together.

Give heaps then occasionally ask.

Depth then width: mazimise a platform then move on to the next one. Or do width then depth.

7 lessons: switch from how to to how I, we need to be reminded more than taught, niche then expand, content helps salespeople, free content retains paying customers, people have higher standards, avoid pre-scheduling posts (pressure to make it good).

Measure audience size and speed of growth monthly.

Cold Outreach

Advertising to strangers.

Get a way to contact them, figure out what to say, contact them until they’re able to listen.

Cold outreach is a numbers game.

Build a list first (software, brokers, search through groups).

Personalise so it seems like you know them.

Give big fast value to build trust.

Automate delivery and distribution.

Follow up. More times. More ways.

Requires no adds, is reliable, invisible, unchanging.

Do at least 100 reach outs a day.

Running Paid Ads

Risky.

Figure out where ot advertise, target the right audience, make the best ad for them to see, get permission to contact them.

Use a call out, value and call to action.

Core Four on Steroids

Do more of what you’re doing.

Then do it better.

Then do something new.

Rule of 100: do 100 primary actions a day for 100 days. (eg. 100 mins of making content)

Lead Getters

Build leverage by getting you more leads.

Lead getters do the Core Four for you.

Referals: when somebody (eg. customer) sends engaged leads to your business.

Make the product/offer better to get more referals.

Ask for referals but make sure to give the customer a reward/reason.

Employees: people working in your business that you train to get leads.

To get them, modify the Core Four slightly: ask your network, recruiting, posting job openings, promoting job postings.

Advertising agencies are lead-getting service businesses. You pay them to do the Core Four.

Hire an agency to learn the ropes of a platform then leave them once your team just as good.

An affiliate is an independant business that tells their audience to buy your stuff.

The book goes into heaps more detail on all of these methods so consult it when using them in the future.

Getting Started

Promise yourself to never let effort be the reason anything doesn’t work for you.

Success comes from doing the obvious thing for an uncommonly long period of time without convincing yourself you’re smarter than you really are.

Advertising is an inputs and outputs game.

Give up the idea of doing your best. Instead, do what is required.

3 Best Habits: Wake up early (4-5am), get right to work, no meetings before noon.

Do more than they do and you’ll have more than they have.

Pick your daily advertising actions and commit to it.

Real business is messy.

You cannot lose if you don’t quit.

Die with nothing left to give.

You Might Also Like...