$100M Leads by Alex Hormozi Book Summary(Part 1)

The one skill that makes every other business skill optional

I first read $100M Leads by Alex Hormozi about 2 years ago, and I think it’s one of the most useful business books I’ve read. Here’s why.

The whole book comes down to one idea. If you can get a steady stream of engaged leads, you’ll eventually get customers. That’s it.

A lead is just anyone you can contact. An email list, phone contacts, your followers online, even people walking down the street. But you don’t just want leads. You want engaged leads, or people who’ve shown some kind of interest in what you sell.

That’s the real difference. A name sitting on a spreadsheet isn’t worth much. But someone who fills out a form or actually interacts with your content is a different thing.

How you actually turn a stranger into an engaged lead

The book breaks it down into 2 parts: offers and lead magnets.

Your offer is your main product, service, or the thing you get paid for. A lead magnet is something free you give away in exchange for someone’s contact info. Seth Godin has a great way of putting it. He calls it a “bribe.”

I like that framing because it’s honest. You’re not tricking anyone. You’re offering something valuable enough that a stranger is willing to hand over their info to get it.

Hormozi shared a useful story from his own business. His first lead magnet was a webinar that flopped. What actually worked was a simple free case study document. The lesson there isn’t “webinars are bad” or “case studies are good.” It’s that you have to actually test what your audience wants instead of assuming you already know.

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Use these 7 steps to make a lead magnet that people actually want

This is where the book gets tactical:

Step 1, Figure out the problem you’re solving and who it’s for - You have to get specific. Don’t just say “people who want to make money.” Think of a specific problem for a specific person. The easiest way to start is to think about the biggest problems you’ve personally had and solved.

Step 2, Figure out how to solve it - The book lays out three formats for packaging your solution to someone’s problem.

• The 1st is a problem reveal where you show someone a problem they didn’t even know they had. Then you make it obvious what happens if they act now versus later.

• The 2nd is a free trial that gives brief but full access to your core offer. This works best when your product solves a recurring problem, like Uber Eats waiving delivery fees for a month to hook new users.

• The 3rd is giving away free step one of a multi part solution, then charging for the rest. This works when your full offer solves something more complex than a single action can fix.

Step 3, Figure out how to deliver it - Match the delivery format to the actual problem. Don’t force a video course on a problem that needs a simple checklist.

Step 4, Test the name - This step has my favorite line in the whole book. “When you write your headline, you’ve spent 80% of your advertising dollar.” Five times more people read the headline than anything else you write. That’s the moment they decide to keep reading or scroll past. Hormozi tests headline first, then image, then sub headline, in that order. He used Twitter polls to A/B test when he had an audience. Without one, the move is just sending a few options to 10 people you trust and asking which one they’d actually click.

Step 5, Make it easy to consume - People are two to four times more likely to actually