You built a lead magnet. Now what?
In the last post, I broke down the first half of $100M Leads by Alex Hormozi. Specifically, I went over how to build a lead magnet worth giving away. If you missed it, go back and check that one out first since this picks up right where it left off.
Once you’ve got something worth giving away, the next question is how you get it in front of people. Hormozi breaks this into 4 pretty simple methods. I’ll use the rest of this article to explain.
The 4 ways to advertise a lead magnet
The book splits it two ways
private vs public.
and people who already know you vs people who don’t.
That gives you four buckets.
Warm outreach, which is private and to people who know you.
Cold outreach, which is private and to strangers.
Free content, which is public and to people who know you.
Paid ads, which is public and to strangers.
Warm outreach is where you should start
It’s the cheapest and easiest entry point, and most people skip it because it feels less impressive than running ads. Here’s the book’s process:
Build your list first using your contacts, social media, and your email. Pick whichever platform has the most people on it already. Then send a personalized message that references something real about the person, not a copy paste script. Reach out to 100 people a day if you can manage it.
Make the offer easy to say yes to. The book’s actual line here is to give it away free as long as the person promises to use it, give feedback, and leave a review if it’s good. Your first 5 customers should genuinely be free customers. They give you practice and they give you referrals, which is worth more than the money you’d have made off them anyway.
Once you’ve worked through a platform, repeat the process on the next one, then start charging. And don’t let your list go cold. Keep showing up with regular posting, a newsletter, or just periodic personal check ins.
Don’t waste months starting your $100k Skill Assessment. Get the day by day calendar and checklist that guarantees you finish in just 30 days.
Cold outreach, for when you need to go beyond who you already know
This is reaching strangers or someone else’s audience, whether through bought lists, built lists, or paid platform access.
Build a list of people who match your ideal customer, not just anyone. Personalize your message and deliver value fast. Research each lead before reaching out, and write at a third grade reading level because simpler messages get more replies according to Alex Hormozi.
Volume matters here more than in warm outreach. So automate what you can with both the writing and the sending(use templates). And follow up more and in more ways. Don’t stop at one message.
Try email,
then a call,
then a text.
Every additional contact increases your odds of reaching someone.
Free content is how you build the asset that compounds
The book makes a point that changed how I value content. Content itself isn’t a compounding asset, but an audience is. Most content disappears into the feed within a day or two. But the audience you build off of it sticks around and keeps engaging.
So the move is to build a personal brand and keep posting with real frequency. Hormozi gives a simple 3 part process for making content that works.
Hook - which means earning someone’s attention away from everything else competing for it. Good topics, headlines that give people a real reason to keep reading, and formatting that matches whatever platform you’re on.
Retain - holding that attention once you have it, usually through lists, steps, or stories.
Reward - deliver, or over deliver, on whatever the headline promised. Make the person feel something by the time they finish.
His rule of thumb is to assume you’re making content for strangers, since they’re the ones who’ll see it the most anyway.
Paid ads round out the 4th channel
Buying attention directly, for people who don’t know you yet, at scale. It’s listed last for a reason. The book’s whole approach builds from free methods first, then layers in paid once you understand what’s already working organically.
The bigger idea…
Strip away all the tactics, and the book is really making one argument. Audience and lead flow are the real asset. Not any single piece of content, and not any single sale.
Build the list. Keep it warm. The customers follow.
Don’t waste months starting your $100k Skill Assessment. Get the day by day calendar and checklist that guarantees you finish in just 30 days.