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$100M Leads: Unlocking the Secrets to Building a Customer-Getting Machine (My notes)

Meir Sabag
5 min read

What is $100M Leads all about?

Alex Hormozi’s “$100M Leads” isn’t just about lead generation; it’s a blueprint for building a business that thrives on a constant, predictable influx of highly qualified potential customers — what he calls “engaged leads.”

This book dives deep into the psychology of advertising, revealing the underlying principles and actionable strategies that make people want to buy your stuff.



“It’s hard to be poor with leads bangin’ down your door.” — Alex Hormozi


Hormozi emphasizes that advertising is the lifeblood of any business, the process of making your products and services known to the world. He shatters the myth of overnight success, highlighting the power of consistent action, relentless

experimentation, and a deep understanding of how to leverage different advertising methods to achieve sustainable growth.

About the book

“$100M Leads” stands out as a refreshingly honest and practical guide. Unlike many books that promise quick fixes and silver bullets, Hormozi doesn’t shy away from sharing his own struggles and failures. He takes us on his entrepreneurial journey, revealing the pivotal moments, hard-earned lessons, and mindset shifts that propelled him from sleeping on the floor of a gym to building a multi-million dollar portfolio of businesses.



“Hope is being able to see the light despite all the darkness” — Desmond Tutu


The book’s strength lies in its ability to distill complex advertising concepts into simple, actionable frameworks. Hormozi leverages personal anecdotes, relatable analogies, and visually compelling diagrams to make even the most intricate strategies easy to understand and implement. He leaves no room for ambiguity, providing clear action steps and practical examples that readers can immediately apply to their businesses.

Key Takeaways

  • Engaged leads are the lifeblood of any business: Forget vanity metrics and empty promises. Focus your efforts on attracting people who are genuinely interested in your offer, actively seeking solutions, and more likely to become paying customers.

  • Advertising is the process of making known: Your business won’t grow by chance. You must actively let potential customers know about your products or services.

  • The Core Four are the fundamental advertising activities: Master these four strategies to build a sustainable lead generation system:

  • Warm Outreach: Leverage your existing network of personal connections to build relationships, generate referrals, and find your first customers.

  • Post Content: Create valuable content that attracts your ideal audience, establishes you as an authority, and nurtures trust.

  • Cold Outreach: Reach out to strangers strategically, personalize your message, and deliver value upfront to capture attention and generate interest.

  • Run Paid Ads: Invest in paid advertising platforms to scale your reach, target specific audiences, and drive efficient customer acquisition.

  • Maximize each advertising activity with “More, Better, New”:

  • Do More: Increase the volume of your advertising efforts. Send more emails, make more calls, post more content, and run more ads.

  • Do Better: Continuously test and improve your messaging, targeting, and offers. Analyze your metrics and identify constraints to optimize your efforts.

  • Do New: Explore new platforms, placements, and strategies to reach fresh audiences. Don’t be afraid to experiment and try unconventional methods.

  • Leverage lead getters to scale your efforts: Build an army of advocates who help you attract customers:

  • Customers: Turn satisfied customers into enthusiastic referrers by delivering exceptional value and incentivizing word-of-mouth marketing.

  • Employees: Train and empower your employees to become lead-generating machines. Document your processes, provide clear instructions, and foster a culture of ownership.

  • Agencies: Use agencies strategically to learn new skills, gain insights, and accelerate your progress. Extract valuable knowledge to build your in-house capabilities and reduce dependence on external support.

  • Affiliates: Build a network of partners who promote your products or services to their audiences. Create compelling affiliate offers, provide resources and support, and launch impactful campaigns to drive results.

  • Client Financed Acquisition unlocks unlimited scale: Design your offers and pricing to generate enough revenue from new customers within the first 30 days to cover their acquisition costs, allowing you to reinvest profits and break free from cash flow limitations.

  • Embrace the “Open to Goal” mindset: Commit to working until you achieve your desired outcome. Forget about arbitrary time limits or effort expectations. Set ambitious lead generation goals and work relentlessly until you reach them.

  • Persistence and consistency are key: Don’t give up after a few setbacks. Advertising is a long game. Success often comes from relentlessly iterating, testing, learning from mistakes, and trusting the process.

What You Can Do TODAY

  1. Define your ideal customer (avatar): Get crystal clear on who you want to reach with your advertising efforts. Create a detailed profile that outlines their needs, desires, pain points, demographics, and psychographics.

  2. Create a valuable lead magnet or offer: What can you offer that will genuinely benefit your ideal customer and entice them to learn more? Craft an irresistible offer or lead magnet that provides tangible value upfront and makes prospects feel foolish for saying no.

  3. Choose one advertising activity from the Core Four and commit to the “Rule of 100”: Pick one strategy — warm outreach, content creation, cold outreach, or paid ads — and dedicate consistent effort. Do 100 outreach attempts, spend 100 minutes creating content, or allocate a specific budget for paid ads — every single day for 100 days. This commitment builds momentum, generates results, and provides valuable data for optimization.

  4. Track your metrics and identify constraints: What step in your advertising process is causing the most people to drop off? Analyze your conversion rates at each stage and pinpoint the areas where you are losing the most potential customers. Focus on improving that constraint first, as even small improvements can have a significant impact on your overall results.

  5. Implement a referral program: Encourage existing customers to refer their friends by offering incentives, providing referral tools, and making it easy for them to share. Word-of-mouth marketing is one of the most powerful and cost-effective ways to generate leads.

  6. Start documenting your processes: Create checklists and standard operating procedures for each advertising activity. This lays the foundation for training employees, outsourcing tasks, and building a scalable system that can run without your constant involvement.

  7. Embrace the “Open to Goal” mindset: Shift your perspective from arbitrary time limits to outcome-based goals. Set ambitious lead generation targets and work relentlessly until you achieve them. Don’t settle for “good enough.” Push yourself to achieve breakthrough results.

Central Ideas

1. Engaged Leads: The Currency of Growth

Hormozi dismantles the obsession with vanity metrics, like website traffic or social media followers, and argues that the real currency of growth is engaged leads. These are individuals who have moved beyond passive interest and are actively seeking solutions. They are primed to become paying customers. He emphasizes the importance of:

  • Targeting the Right Audience: Stop wasting time and resources trying to reach everyone. Focus laser-like on the specific group of people who are most likely to benefit from your products or services. This echoes the principle of identifying your ideal customer (avatar) and meticulously crafting your messaging to resonate with their specific needs, desires, and pain points.

    “If your hook promises “4 Marketing Strategies Dentists Can Use” and they can’t use them, they will not share it or watch your content in the future. You did a bad job of rewarding.”


  • Creating Irresistible Offers and Lead Magnets: Capture attention and drive action with offers that deliver tangible value upfront. Make it a no-brainer for your target audience to engage with your business. Consider:


  • Free Trials or Samples: Let prospects experience the benefits of your product or service firsthand, removing any risk and creating a powerful incentive to try.


  • Problem-Revealing Assessments: Identify hidden issues that prospects may not be aware of, piquing their curiosity and positioning you as the expert who can provide solutions.


  • Single Steps in a Multi-Step Process: Offer a valuable first step in a larger solution, creating momentum and making it easier for prospects to commit to further steps with your paid offerings.


  • Building Trust and Credibility: Establish yourself as a trusted authority in your industry. Share testimonials and case studies that showcase real-world results. Leverage certifications, awards, and endorsements to demonstrate your expertise and build credibility.



2. The Core Four: Your Foundation for Lead Generation

The Core Four advertising activities, as defined by Hormozi, form the bedrock of any successful lead generation strategy. Master these four approaches to build a system that consistently attracts engaged leads:

  • Warm Outreach: Tapping Your Network’s Power


  • Start with who you know: Your personal network, even if it seems small, is a goldmine of potential leads. Don’t underestimate the power of friends, family, colleagues, past clients, and even acquaintances.


“Everybody knows somebody. So your personal contacts are the easiest place to start.”


  • Build relationships, not transactions: Don’t treat your network like a vending machine. Focus on connecting with people authentically, showing genuine interest in their lives and businesses, and offering value without expecting anything in return.


  • Make it personal: Tailor your outreach to each individual. Reference something specific about their work, a recent accomplishment, a shared interest, or a challenge they are facing to demonstrate that you’ve taken the time to learn about them and aren’t just blasting out generic messages.


“Use something you know about the contact as your actual reason to reach out. If you don’t have much personal info, you can check their social media profiles etc. to learn a bit about them first.”


  • The ACA Framework: Structure your warm outreach conversations using the Acknowledge-Compliment-Ask framework:


  • Acknowledge: Restate something they’ve shared to show you’re actively listening and genuinely engaged in the conversation.


  • Compliment: Offer a sincere compliment related to their work, skills, or character. Make it specific and genuine.


  • Ask: Smoothly transition to a question that guides the conversation towards your offer or lead magnet.


  • Make it easy to say yes: Overcome initial resistance by starting with free offers, deeply discounted promotions, or irresistible opportunities to experience your product or service with minimal commitment.


  • Post Content: Attracting and Engaging Your Audience


  • Create content that resonates: Don’t just create content for content’s sake. Focus on topics that are relevant, interesting, and valuable to your ideal customer. Share your expertise, tell compelling stories from your own experiences, and provide actionable insights that your audience can immediately apply.


  • Utilize different content formats: Cater to different learning styles by experimenting with diverse formats:


  • Written Content: Blog posts, articles, ebooks, guides, case studies.


  • Video Content: Short-form videos, long-form videos, webinars, live streams, behind-the-scenes content.


  • Audio Content: Podcasts, interviews, audiobooks.


  • Visual Content: Infographics, quotes, memes, presentations.


  • Hook, Retain, Reward: Structure your content to captivate attention, maintain engagement, and deliver on your promises:


  • Hook: Grab attention instantly with a compelling headline, a thought-provoking question, an intriguing image, or a captivating first few seconds of video.


  • Retain: Keep your audience engaged by using lists, steps, stories, and unresolved questions that spark curiosity and make them want to learn more.


  • Reward: Deliver on the promise of your hook. Provide tangible value that satisfies your audience’s needs, answers their questions, or helps them solve a problem.


“The smallest amount of material it takes to hook, retain and reward attention is a content unit. It can be as little as an image, a meme, or a sentence. Meaning, you can hook, retain, and reward at the same time.”


  • Give Until They Ask: Focus on providing consistent value and building trust. Don’t bombard your audience with constant sales pitches. Let your audience come to you when they are ready to buy. This approach builds goodwill, strengthens relationships, and often results in higher conversion rates.


“The moment you start asking for money is the moment you decide to slow down your growth. So the more patient you are, the more you will get when you finally make your ask.”


  • Integrate Offers Strategically: Weave in calls to action and offers into your content seamlessly. Maintain a balance between “giving” and “asking” to ensure you are providing more value than you are asking for in return.


  • Cold Outreach: Scaling Your Reach with Strangers


  • Build targeted lists: Don’t just spray and pray. Identify your ideal audience and find ways to contact them directly. Utilize databases, scraping tools, industry directories, online communities, or manual research to build targeted lists of prospects.


  • Personalize your message: Don’t blast generic spam. Show prospects that you understand their needs and interests. Research each individual and tailor your message to make it relevant and compelling.


“To get more leads to engage, we want the message to look like it’s from someone they know. The best way to do that is to actually know something about the person you are contacting.”


  • Deliver Big, Fast Value: Cut through the noise with a compelling offer or lead magnet that provides immediate and tangible benefits. Demonstrate your expertise and make it irresistible for prospects to respond.


“The goal is to demonstrate big value as fast as possible. Give yourself a downhill battle by giving away something crazy.”


  • Embrace Volume and Persistence: Cold outreach is a numbers game. Reach out to a large volume of prospects and follow up persistently using different channels — email, phone, social media, even handwritten notes.


“The more times you roll, the better you get.”


  • Automate Where Possible: Utilize tools and software to streamline your outreach efforts, personalize messages at scale, manage lists, and track results.


  • Run Paid Ads: Investing in Reach and Efficiency


  • Choose the Right Platforms: Identify platforms where your target audience spends their time and attention. Don’t try to be everywhere at once. Focus on the platforms that offer the best reach and targeting options for your specific audience.


  • Master Targeting: Utilize platform tools and data to reach the most relevant audience segments. Experiment with different targeting options, including demographics, interests, behaviors, and lookalike audiences.


  • Craft Compelling Ad Copy:


  • Grab attention with strong callouts: Use labels, yes-questions, if-then statements, or unusual results to stand out from the crowd and make prospects feel like you’re speaking directly to them.

    “In all that noise, a single sound pierces through it all and you turn around. Wanna know the sound? Your name.”


  • Communicate value clearly: Use the What-Who-When framework to showcase the benefits of your offer, address their pain points, and paint a vivid picture of the transformation they can experience.


  • Include a clear call to action: Don’t leave prospects guessing. Tell them exactly what you want them to do next. Click a button, visit a website, call a number, or reply with a specific keyword.


  • Focus on Efficiency: Track your metrics religiously. Analyze your cost per lead, conversion rates, and return on ad spend (ROAS).


  • Client-Financed Acquisition: Strive to create a self-sustaining growth engine by structuring your offers and pricing to generate enough revenue from new customers within the first 30 days to cover their acquisition costs (including advertising, onboarding, and fulfillment).


3. Maximizing the Core Four: Unlocking Exponential Growth

Once you’ve established a solid foundation with the Core Four, it’s time to scale your efforts and unlock exponential growth. Hormozi advocates a three-pronged approach:

  • Do More:


  • Volume is king: The more you advertise, the more people you reach, and the more opportunities you create for leads and sales. Increase the volume of your outreach, content creation, and ad spend consistently.


“If you cannot explain something in simple terms, then you don’t understand it.” — Dr. Richard Feynman, Nobel Prize Winner in Physics


  • The “Rule of 100”: Commit to taking 100 actions per day for 100 days. This could be 100 outreach attempts, 100 minutes of content creation, or a specific daily budget for paid ads. Consistency builds momentum, accelerates your learning, and provides a wealth of data for optimization.


  • Push beyond your perceived limits: Don’t let fear or self-doubt hold you back. Challenge your assumptions about what’s possible and scale your efforts aggressively.


“Quantity has a quality all of its own.” — Napoleon Bonaparte


Do Better:

  • Testing is essential: Continuously test and improve every aspect of your advertising process. Nothing is ever truly “finished.” Experiment with different headlines, calls to action, visuals, offers, landing pages, and outreach messages to see what resonates most with your target audience.


“Assume the audience has no idea who you are, what you do, how it works, they’re in a rush, and they have a 3rd grade education.”


  • Analyze your metrics: Meticulously track your results. Don’t just look at the top-level numbers. Dive deep into your data to understand what’s working, what’s not, and why.


  • Focus on constraints: The most significant improvements often come from identifying and addressing the weakest link in your advertising process. Pinpoint the steps with the lowest conversion rates and focus your optimization efforts there.


  • Split testing is your superpower: Run A/B tests to compare different variations of your ads, landing pages, and outreach messages. Let data, not intuition, guide your decisions and iterate your way to higher conversions.


Do New:

  • Embrace experimentation: Don’t get stuck in a rut. Continuously explore new platforms, placements, and strategies to reach fresh audiences and diversify your advertising efforts.


“Everything is for sale.”


  • Look beyond the obvious: Don’t limit yourself to traditional advertising methods. Explore unconventional approaches, leverage emerging technologies, and be willing to test unproven strategies.


  • Stay ahead of the curve: The advertising landscape is constantly evolving. Keep learning, stay informed about new trends and technologies, and be adaptable. Don’t let your strategies become stale.


4. Lead Getters: Building an Army of Advocates


”Give me a lever long enough and a fulcrum on which to place it, and I shall move the world.” *— Archimedes


Leverage is the key to exponential growth. Instead of trying to do everything yourself, build an army of lead getters — individuals or businesses who help you attract more customers. Hormozi outlines four key types of lead getters:

  • Customers: Your Most Powerful Advocates

  • Deliver exceptional value: The foundation of referrals is a product or service that customers rave about. Go above and beyond to create an experience that delights your customers and makes them eager to share.

  • Overdeliver on your promises: Exceed expectations at every opportunity. Surprise and delight your customers with unexpected bonuses, personalized touches, and exceptional service.


“The best source of new work, is the work on your desk.” — Charlie Munger

  • Implement a structured referral program: Incentivize referrals with cash rewards, discounts, exclusive bonuses, or other perks that are valuable to your customers.

  • Make it easy to refer: Provide referral tools, shareable links, pre-written social media posts, and other resources that make it simple for customers to spread the word.

  • Ask for referrals at the right time: Don’t be afraid to ask for referrals directly. The best times are after a customer has experienced a significant win or expressed their satisfaction with your product or service.

  • Employees: Your Internal Lead Generation Team

  • Train your employees to become lead-generating machines: Document your advertising processes meticulously. Create clear checklists, standard operating procedures, and comprehensive training materials that empower your employees to replicate your proven methods.


“If you want to go fast, go alone. If you want to go far, go together.” — African proverb


  • Empower them to take ownership: Give employees the autonomy, resources, and support they need to succeed. Encourage creativity, experimentation, and a results-oriented mindset.

  • Agencies: Strategic Partnerships for Learning and Acceleration

  • Use agencies wisely: Don’t fall into the trap of relying on agencies as a crutch. Hire them strategically to learn new skills, gain insights, accelerate your progress, or tackle projects that require specialized expertise.

  • Set clear goals and deadlines: Define what you want to achieve with the agency engagement and how you will measure success. Hold them accountable for delivering tangible results within a specified timeframe.

  • Extract valuable knowledge: Use the agency engagement as an opportunity to learn their methods, build your in-house capabilities, and reduce dependence on external support.

  • Affiliates: Leveraging External Networks

  • Recruit affiliates who reach your target audience: Identify businesses or individuals who have a strong following of your ideal customers. This could include bloggers, influencers, podcasters, YouTubers, complementary businesses, or industry experts.

  • Create compelling affiliate offers and incentives: Offer generous commissions, performance bonuses, tiered reward structures, and exclusive perks to motivate affiliates to promote your products or services effectively.

  • Provide resources and support: Equip affiliates with marketing materials, swipe files, training, and ongoing support to help them succeed. Make it easy for them to understand your offer, promote it to their audience, and track their results.

  • Launch impactful campaigns and integrate your offers: Work collaboratively with affiliates to launch campaigns that generate excitement, leverage their strengths, and drive results. Integrate your offers seamlessly into their existing businesses to create a cohesive customer experience.


“Nothing makes friends like money.”




5. Client-Financed Acquisition: The Path to Unlimited Scale

Client-financed acquisition is a game-changing concept that unlocks the potential for exponential growth. It involves structuring your offers and pricing to cover the cost of customer acquisition within the first 30 days. Here’s why it’s so powerful:

  • Cover Your Acquisition Costs Upfront: Instead of waiting months to recoup your investment in advertising and onboarding, aim to generate enough revenue from new customers within the first 30 days to cover their acquisition costs (including advertising expenses, onboarding costs, and fulfillment expenses).

  • Reinvest Profits to Attract More Customers: By achieving client-financed acquisition, you free yourself from cash flow constraints. You can immediately reinvest all profits back into your advertising efforts to attract even more customers, fueling a virtuous cycle of growth.

  • Create a Self-Sustaining Growth Engine: Client-financed acquisition is the key to building a business that can scale rapidly and sustainably without relying on external funding or debt. It creates a powerful engine of growth that is fueled by the very customers you are attracting.



6. The “Open to Goal” Mindset: Effort as the Driver of Success


“If at first you don’t succeed, use force.”

The “Open to Goal” mindset is a powerful shift in perspective that empowers you to achieve breakthrough results. It involves:

  • Committing to achieving your desired outcome: Forget about arbitrary time limits or pre-defined effort expectations. Focus laser-like on the specific outcome you want to achieve — whether it’s a certain number of leads, sales, or revenue — and work relentlessly until you reach that goal.

  • Embracing volume and persistence: Advertising is a numbers game. The more you do, the more data you gather, the more you learn, and the closer you get to success.


“Success comes down to doing the obvious thing for an uncommonly long period of time without convincing yourself you’re smarter than you are.”


  • Shifting from a scarcity mindset to an abundance mindset: Believe that there are enough customers for everyone. Focus on creating value, not competing for scraps.

  • Believing in your ability to succeed: Cultivate an unshakeable belief in yourself, your vision, and your ability to achieve your goals. Don’t let setbacks or doubts derail your progress.


“I cannot lose if I do not quit.”

Final Thoughts

“$100M Leads” is more than just a lead generation manual; it’s a testament to the power of hustle, relentless experimentation, and a deep understanding of human psychology. It’s a book that empowers entrepreneurs to take control of their growth, build sustainable systems, and achieve extraordinary results.

Hormozi leaves us with a powerful message: You are not limited by your circumstances, your background, or your current level of knowledge. You are only limited by your beliefs and your willingness to put in the work. Embrace the “Open to Goal” mindset, master the Core Four, leverage lead getters, and unlock the power of client-financed acquisition. The path to $100M leads starts with a single step. Take it today.

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