Hormozi Lead Generation

---
name: hormozi-lead-generation
description: Generates leads using Alex Hormozi's $100M Leads framework covering the Core Four acquisition channels, lead magnet creation, warm/cold outreach strategies, paid advertising, and content-based lead generation. Use when building lead generation systems, creating lead magnets, planning outreach campaigns, setting up ad funnels, growing an audience, or diagnosing why leads aren't converting.
---

# Hormozi Lead Generation & Advertising

## Core Philosophy

There are only two problems in business: (1) not enough leads, or (2) not enough conversions. This skill solves #1. A "lead" is anyone who has shown interest. The goal is to create systems that generate leads predictably, not rely on hope or luck.

## The Core Four: Lead Generation Channels

Every business generates leads through exactly four methods. Two are one-to-one, two are one-to-many. Two use your audience (warm), two use other people's audiences (cold).

```
                    | YOUR AUDIENCE (Warm) | OTHER'S AUDIENCE (Cold)
--------------------|----------------------|------------------------
ONE-TO-ONE          | Warm Outreach        | Cold Outreach
ONE-TO-MANY         | Content (Posting)    | Paid Ads (Running Ads)
```

### Channel 1: Warm Outreach (1-to-1, Warm)

Reach out directly to people who already know you exist.

**Who to reach out to:**
- Past customers and clients
- People who inquired but didn't buy
- Your personal network (friends, family, colleagues)
- Social media followers and connections
- Email subscribers
- Referral sources

**The 100 Reach-Out Method:**
Contact 100 people per day using this template:

1. Personalized opener (reference something specific about them)
2. "I'm working on [project/offer] that helps [avatar] get [result]"
3. "Do you know anyone who might be interested?"

The "do you know anyone" framing removes pressure. They'll often self-identify: "Actually, I might be interested."

**Warm Outreach Scripts:**
- For past clients: "Hey [name], I've got something new that builds on [what you did together]. Thought of you. Worth a quick chat?"
- For network: "Hey [name] — quick question. I'm helping [type of person] get [result]. Know anyone who'd be a fit?"
- For social followers: Reply to their content first. Build rapport. Then transition to a genuine offer conversation.

### Channel 2: Content / Posting (1-to-Many, Warm)

Create content that attracts your ideal customer to you. See [Content Creation skill](../content-copywriting/SKILL.md) for the full framework.

Key lead generation principles for content:
- Every post should include a clear CTA ("DM me [word]", "Link in bio", "Drop a comment")
- Give value upfront, then transition to the offer
- Use content to pre-qualify leads — be specific about who you help
- Build a content machine: 1 long-form/week, chopped into daily short-form

### Channel 3: Cold Outreach (1-to-One, Cold)

Reach out to people who don't know you yet.

**Cold Outreach Channels:**
- Cold email
- Cold DM (LinkedIn, Instagram, Twitter)
- Cold calling
- Direct mail

**The Cold Outreach Framework:**

1. **Build a targeted list**: Use criteria that match your ideal customer. Quality > quantity.
2. **Personalize the opener**: Reference their company, content, recent news, or specific situation
3. **Lead with value**: Offer something free and useful BEFORE asking for anything
4. **Keep it short**: 3-5 sentences max for initial outreach
5. **Follow up 5-7 times**: Most responses come on follow-up 3-5. Space them 2-4 days apart.

**Cold Email Template:**
```
Subject: [Specific result] for [their company/role]

Hey [name],

[1 sentence showing you researched them]

I help [specific avatar] get [specific result]. Recently helped [similar company] achieve [proof point].

Would it be worth a 15-minute call to see if I can do the same for you?

[Your name]
```

**Volume benchmarks:**
- Cold email: 100-200/day with proper warmup and infrastructure
- Cold DM: 30-50/day (more personalized)
- Cold calling: 50-100 dials/day, expect 3-5 conversations

### Channel 4: Paid Advertising (1-to-Many, Cold)

Spend money to put your message in front of people who don't know you.

**The Paid Ads Framework:**

1. **Choose your platform**: Go where your customers already are (Facebook/Instagram for B2C, LinkedIn for B2B, Google for intent-based, YouTube for education)
2. **Create a lead magnet** (see below)
3. **Build a simple funnel**: Ad → Landing Page → Lead Magnet → Follow-Up Sequence
4. **Test hooks aggressively**: 80% of ad performance is the hook/creative. Test 5-10 variations.
5. **Optimize for leads first, then sales**: Get the cost-per-lead down, then optimize the conversion sequence

**Ad Budget Rules:**
- Start with enough to get 20-50 leads before judging performance
- Kill ads that don't convert after 2x your target cost-per-lead
- Scale winning ads by 20% per day max (avoid triggering algorithm resets)
- Always be testing new creatives (even when winners are running)

## The Lead Magnet Framework

A lead magnet is a free, valuable thing you offer in exchange for contact information. The lead magnet does one job: start a relationship by demonstrating your ability to solve their problem.

### The 7 Types of Lead Magnets

1. **Free Trial / Sample** — Let them experience part of your product
2. **Checklist / Cheatsheet** — Condense a complex process into a simple list
3. **Template / Swipe File** — Give them a fill-in-the-blank version of something valuable
4. **Free Training / Workshop** — Teach a valuable skill in 30-60 minutes
5. **Free Tool / Calculator** — Build something they'd normally pay for
6. **Assessment / Quiz** — Help them diagnose their problem (and segment themselves)
7. **Free Community Access** — Give access to a group with built-in value

### Lead Magnet Creation Rules

- **Solve one specific problem completely** — don't give them a taste of everything, give them a full meal of one thing
- **Deliver value in under 10 minutes** — if it takes too long, they won't consume it and you lose trust
- **Name it with the outcome** — "The 5-Minute Close Rate Doubler" not "Free PDF Guide"
- **Make it so good they feel guilty for not paying** — this sets the expectation for your paid offers
- **Include a natural next step** — the lead magnet should create demand for your paid offer, not replace it

## The Lead Nurture System

Getting a lead is step 1. Converting them is step 2. The gap between them is nurture.

### Follow-Up Sequence (Email or DM)

**Day 0**: Deliver the lead magnet + welcome message
**Day 1**: Share a quick win or insight related to the lead magnet
**Day 2**: Tell a story (customer transformation that mirrors their situation)
**Day 3**: Teach something valuable + soft mention of your offer
**Day 5**: Address the #1 objection your prospects have
**Day 7**: Direct offer with full value stack + CTA
**Day 10**: Urgency/deadline reminder
**Day 14**: Final chance + "what you're missing" recap

### The 5 Lead Nurture Principles

1. **Speed to lead matters**: Contact within 5 minutes of opt-in. Response rate drops 80% after 30 minutes.
2. **Multi-channel follow-up**: Don't just email — call, DM, text, retarget with ads
3. **Provide value in every touchpoint** — never send "just checking in" messages
4. **Assume they didn't see it** — most people need 7+ touchpoints before taking action
5. **Track everything**: Know your cost per lead, cost per booked call, and cost per acquisition for each channel

## Referral System

The most profitable lead source. Existing customers already trust you and can transfer that trust to friends.

**Ask for referrals at peak happiness:**
- Right after they get a result
- Right after a positive interaction
- At defined milestones in your program

**Referral Script:**
"Hey [name], I'm so glad you're getting [result]. Who's one person in your life who'd benefit from the same thing? I'd love to help them too, and I'll [incentive] for both of you."

**Make it easy:**
- Provide a shareable link or message
- Offer a mutual incentive (both referrer and referred get something)
- Follow up on referrals within 24 hours

## Diagnosing Lead Generation Problems

If you're not getting enough leads, the problem is one of these:

1. **Not enough volume** — You're not reaching enough people. Increase output (more content, more outreach, more ad spend).
2. **Wrong audience** — You're reaching people who don't have the problem you solve. Refine targeting.
3. **Weak hook** — Your message isn't stopping people. Test new hooks.
4. **No compelling offer** — There's no reason for them to raise their hand. Create a better lead magnet.
5. **No follow-up system** — Leads are coming in but falling through the cracks. Build a nurture sequence.