Hormozi Leads

---
name: hormozi-leads
description: "Knowledge base from \"$100M Leads: How to Get Strangers To Want To Buy Your Stuff\" by Alex Hormozi. Use when applying Hormozi's frameworks for lead generation, the Core Four (warm/cold outreach, content, paid ads), lead magnets, Client-Financed Acquisition, referrals, affiliates, and scaling advertising — studying the book or referencing its concepts."
allowed-tools:
  - Read
  - Grep
argument-hint: [topic, framework name, or chapter number e.g. ch08]
---

# $100M Leads — How to Get Strangers To Want To Buy Your Stuff
**Author**: Alex Hormozi (Acquisition.com Vol. II) | **Pages**: ~309 | **Chapters**: 17 | **Generated**: 2026-06-06

## How to Use This Skill

- **Without arguments** — load the Core Frameworks below for reference.
- **With a topic** — ask about `lead magnets`, `cold outreach`, `CAC`, `referrals`, etc.; I find and read the relevant chapter.
- **With a chapter** — ask for `ch08`; I load that specific chapter file.
- **Browse** — ask "what chapters do you have?" to see the full index.

When you ask about a topic not in the Core Frameworks below, I read the relevant chapter file (see Topic Index) before answering.

---

## Core Frameworks & Mental Models

**The whole game.** A *lead* is a person you can contact. *Advertising* is the act of letting people know about your stuff. The goal is never raw leads — it's **engaged leads** (people who *show* interest by giving you their time/attention). The chain: **Leads → Engaged Leads → Customers**. Double your engaged leads and you roughly double your business.

**THE CORE FOUR** — the master framework. There are only four ways one person can let others know about anything: two audiences × two communication modes.

| | One-to-One (private) | One-to-Many (public) |
|---|---|---|
| **Warm** (gave permission / know you) | **Warm Outreach** | **Post Free Content** |
| **Cold** (strangers / no permission) | **Cold Outreach** | **Run Paid Ads** |

If you aren't getting enough leads, you're not doing the Core Four with enough *skill* or *volume*. Automation/scale are amplifiers of these four — never a "fifth way." First ask "warm or cold?", then "1-to-1 or 1-to-many?" → that names your method.

**LEAD MAGNETS** — a *complete solution to a narrow problem* (free/low-cost) that reveals a bigger problem your core offer solves ("salty pretzels at a bar make you buy a drink"). Advertise your **core offer** directly first; lead with a magnet when the offer is expensive or buyers need to know more. *Three types*: (1) Reveal a Problem (diagnosis), (2) Sample/Trial, (3) One Step of a Multi-Step Process. *The 7 steps*: ① pick the narrow problem + who, ② how to solve it, ③ how to deliver it, ④ test what to name it, ⑤ make it easy to consume, ⑥ make it darn good, ⑦ make it easy to tell you they want more (the CTA). Make it a **Grand Slam Offer** even when free.

**WARM OUTREACH** (1-to-1, warm). Build your *list* (everyone who knows you), reach out to ~**100 people/day**, and reply with the **A-C-A framework**: **Acknowledge → Compliment → Ask**. Make an offer; make it easy to say yes by making the *first ones free*. Then start charging. Keep the list warm.

**POST FREE CONTENT** (1-to-many, warm). Every post is a **Content Unit = Hook → Retain → Reward**: hook attention, retain it (lists, steps, stories), reward it with value so they return. Monetize with **Give-Give-Give-Ask** — over-give, then make an ask, then get back to giving. Content compounds: most buyers consume *multiple* long-form pieces before they ever book.

**COLD OUTREACH** (1-to-1, cold). Build a *targeted lead list* (software / brokers / elbow grease), **personalize then give big fast value** (an irresistible free offer up front), and **follow up more times, more ways**. Volume + a great offer beats clever copy.

**RUN PAID ADS** (1-to-many, cold). Anatomy of an ad = **Call-Out + Value + CTA**. Steps: ① find a platform (4 requirements true), ② target the right people (the *What, Who, When* → answers *why* they care), ③ make the ad, ④ get permission to contact them. The money math: **Client-Financed Acquisition (CFA)** — recoup your **CAC** (cost to acquire) in cash within **30 days** so customers are effectively free and you can scale infinitely. Target **LTGP : CAC ≥ 3 : 1** (raise lifetime gross profit or cut CAC).

**CORE FOUR ON STEROIDS — MORE, BETTER, NEW.** Scale by doing **More** (volume), then **Better** (find the *constraint*/biggest drop-off and fix it), then **New** (new placement → new platform → new method, only after exhausting the first two). Engine: **The Rule of 100** — advertise to 100 new people every day for 100 days straight.

**GET LEAD GETTERS — leverage.** Doing it yourself = high work, low leverage. Get *others* to run the Core Four for you. The **Four Lead Getters**: ① **Customers/Referrals** (word of mouth — fix the product first; *ask*; aim ≥25% of leads from referrals), ② **Employees** (recruit them with the **Internal Core Four** — same playbook you use for customers; train with the **3Ds: Document, Demonstrate, Duplicate**), ③ **Agencies** (rent expertise to *learn* a new skill fast, then bring in-house), ④ **Affiliates & Partners** (build an **Affiliate Army**; 6-step playbook; **Whisper-Tease-Shout** launch).

**GET STARTED — execution.** Work **Open to Goal** (stop when the goal is hit, not when the clock says so). Follow **The Roadmap** (Seven Levels of Advertisers): start with Warm Outreach + Content → add the rest of the Core Four → add Lead Getters. It's an inputs→outputs game: **"You cannot lose if you do not quit."**

---

## Chapter Index

| # | Title | Key Frameworks |
|---|-------|----------------|
| [ch01](chapters/ch01-start-here.md) | Start Here: The Game, Promise & Business Model | Money Equation, Two Ways to Grow, More/Better/Cheaper/Reliably |
| [ch02](chapters/ch02-advertising-simplified.md) | Advertising Simplified: Leads & Engaged Leads | Engagement Progression, Core Offer vs Lead Magnet |
| [ch03](chapters/ch03-lead-magnets.md) | Lead Magnets: The 7-Step System | 7-Step Lead Magnet System, Problem-Solution Cycle, 3 Magnet Types |
| [ch04](chapters/ch04-the-core-four.md) | The Core Four: The Only 4 Ways to Get Leads | The Core Four, Warm/Cold, 1-to-1 / 1-to-many |
| [ch05](chapters/ch05-warm-outreach.md) | Warm Outreach: Reaching People You Know | Warm Outreach 10 Steps, A-C-A, 9-Word Email |
| [ch06](chapters/ch06-post-free-content-1.md) | Post Free Content I: The Content Unit | Hook-Retain-Reward, 5 Topic Categories, 7 Headline Components |
| [ch07](chapters/ch07-post-free-content-2.md) | Post Free Content II: Monetize, Scale & Goodwill | Give-Give-Give-Ask, Give:Ask Ratio, Depth vs Width Scaling |
| [ch08](chapters/ch08-cold-outreach.md) | Cold Outreach: Reaching Strangers 1-to-1 | 3 Stranger Problems, Lead-List Sourcing, Big Fast Value, Follow-Up |
| [ch09](chapters/ch09-run-paid-ads-1.md) | Run Paid Ads I: Making the Ad | 4 Paid-Ads Problems, Call-Out+Value+CTA, What-Who-When |
| [ch10](chapters/ch10-run-paid-ads-2.md) | Run Paid Ads II: The Money Math | Client-Financed Acquisition, LTGP:CAC 3:1, 3 Scaling Phases |
| [ch11](chapters/ch11-core-four-on-steroids.md) | Core Four on Steroids: More/Better/New | More, Better, New; Rule of 100; Constraints |
| [ch12](chapters/ch12-get-lead-getters.md) | Get Lead Getters: Leverage | Lead Getters, Work/Leads/Leverage, The Four Lead Getters |
| [ch13](chapters/ch13-customer-referrals.md) | Customer Referrals: Word of Mouth | Referral Growth Equation, One Question to Rule Them All, 7 Ways to Ask |
| [ch14](chapters/ch14-employees.md) | Employees: The Internal Core Four | Internal Core Four, 3Ds (Document/Demonstrate/Duplicate) |
| [ch15](chapters/ch15-agencies.md) | Agencies: Renting Expertise | Learn-Don't-Rent, Pick-the-Right-Agency Checklist |
| [ch16](chapters/ch16-affiliates-partners.md) | Affiliates & Partners: The Affiliate Army | 6-Step Affiliate Playbook, Whisper-Tease-Shout, Payout Tiers |
| [ch17](chapters/ch17-get-started.md) | Get Started: Open to Goal & The Roadmap | Open to Goal, Roadmap (7 Levels), Many-Sided Die |

## Topic Index

- **9-Word Email** → ch05
- **A-C-A framework** (Acknowledge-Compliment-Ask) → ch05, ch08
- **Acquisition.com / business model** → ch01
- **Affiliates / Affiliate Army** → ch16, ch12
- **Agencies** → ch15, ch12
- **Automation** → ch04
- **BAMFAM (book-a-meeting-from-a-meeting)** → ch13
- **Benchmarks** → ch05, ch07, ch08
- **CAC (Customer Acquisition Cost)** → ch10, ch03, ch11, ch13, ch14
- **Client-Financed Acquisition (CFA)** → ch10, ch11
- **Cold Outreach** → ch08, ch04
- **Constraints / bottlenecks** → ch11
- **Content Unit (Hook-Retain-Reward)** → ch06
- **Core Four** → ch04, ch05, ch11, ch12
- **Core offer** → ch02, ch03, ch07
- **CTA (call to action)** → ch03, ch09
- **Customer referrals / Word of Mouth** → ch13, ch12
- **Document-Demonstrate-Duplicate (3Ds)** → ch14
- **Employees / Internal Core Four** → ch14, ch12
- **Engaged lead** → ch02, ch04
- **Give-Give-Give-Ask / Give:Ask ratio** → ch07
- **Grand Slam Offer** → ch01, ch03
- **Headlines / headline testing** → ch06, ch03
- **Lead (definition)** → ch02
- **Lead Getters / Leverage** → ch12
- **Lead lists (scraping, brokers)** → ch08
- **Lead Magnet (7-step system, 3 types)** → ch03, ch02
- **LTGP : CAC ratio (3:1)** → ch10, ch13
- **Lookalike audience / targeting** → ch09
- **Many-Sided Die** → ch17
- **More, Better, New** → ch11
- **Open to Goal** → ch17
- **Paid Ads (Call-Out + Value + CTA)** → ch09, ch10
- **Personalization (at scale)** → ch08
- **Platform selection (4 requirements)** → ch09
- **Post Free Content** → ch06, ch07, ch04
- **Problem-Solution Cycle** → ch03
- **Referral Growth Equation / churn** → ch13
- **Roadmap / Seven Levels of Advertisers** → ch17
- **Rule of 100** → ch11, ch05, ch17
- **Scaling (depth vs width)** → ch07, ch10, ch11
- **Value Equation** → ch05, ch09
- **Warm Outreach** → ch05, ch04
- **Whisper-Tease-Shout launch** → ch16

## Supporting Files

- [glossary.md](glossary.md) — 53 key terms with definitions (alphabetical)
- [patterns.md](patterns.md) — 17 step-by-step playbooks (lead magnets, A-C-A, CFA math, affiliate launch, etc.)
- [cheatsheet.md](cheatsheet.md) — the single-page quick reference (Core Four matrix, benchmarks, roadmap)

---

## Scope & Limits

This skill covers the content of *$100M Leads* only. It pairs naturally with Hormozi's *$100M Offers* (offer creation, the Value Equation, Grand Slam Offers) for the "what you sell" half of the equation. For executing campaigns in your own stack, combine with platform-specific tools (ad managers, CRMs, outreach software). For topics beyond this book, ask the agent directly or check related skills.