Builds lead generation systems using Alex Hormozi's Core Four framework (warm outreach, content, cold outreach, paid ads), lead magnets, and Rule of 100. Use when designing customer acquisition, scaling advertising, choosing marketing channels for revenue stage, building referral programs, or fixing

Note: This skill is independent analysis and commentary, not a reproduction of the original text. It synthesizes the book's core ideas with modern startup practice, surfaces where frameworks are outdated or incomplete, and integrates perspectives from adjacent disciplines. For the full argument and context, read the original book. $100M Leads "How to get strangers to want to buy your stuff" Alex Hormozi The Core Four Framework All advertising falls into 4 categories on two axes: Warm Audience (knows you) Cold Audience (strangers) 1 to 1 Warm Outreach Cold Outreach 1 to Many Post Free Content Run Paid Ads Rule: Master ONE before adding another. Don't spread thin across all four. Decision Tree Lead Definitions Term Definition Lead A person you can contact Engaged Lead A person who has shown interest Qualified Lead A person who can afford and is likely to buy Quality volume. An engaged lead is worth many cold names. Lead Magnets A lead magnet is a complete solution to a narrow problem. Free or low cost. Reveals a bigger problem your core offer solves. 7 Steps to Create 1. Pick the problem Narrow, meaningful, leads to your core offer 2. Figure out the solution One of three types below 3. Choose delivery method PDF, video, tool, trial 4. Test the name Name matters more than content 5. Make it easy to consume Under 10 minutes ideally 6. Make it darn good Good enough to charge for 7. Make it easy to ask for more Clear next step to your offer 3 Types of Lead Magnets Type How It Works Example Reveal Problems Diagnosis showing problem they didn't know they had Website speed test, posture analysis Samples/Trials Limited access to your core offer Free month, 3 free uses, demo One Step of Multi Step Solve step 1 of a 5 step process Free template, calculator, checklist The lead magnet solves one problem, which reveals the NEXT problem your core offer solves. The Core Four Channels (Summary) Detailed playbooks in [frameworks.md](frameworks.md) . 1. Warm Outreach (Free, 1 to 1) Start here. Phone contacts, email, social media followers = your warm list. Personalize. Use ACA framework (Acknowledge, Compliment, Ask). Ask for referrals. 2. Post Free Content (Free, 1 to Many) Build an audience. Hook Retain Reward. Give Give Give Ask pattern. Don't pitch until they reach out. 3. Cold Outreach (Free/Cheap, 1 to 1) Reach strangers. Personalization + Big Fast Value. Volume + multi channel follow up. List of 1000+ to start. 4. Run Paid Ads (Paid, 1 to Many) Trade money for attention at scale. Three phases: Track Money → Lose Money → Print Money. Use lookalike + factor targeting. Detailed math in [paid ads.md](paid ads.md) . The Money Math: LTGP:CAC LTGP = Lifetime Gross Profit (total customer revenue minus delivery cost) CAC = Cost to Acquire Customer Ratio Meaning <3:1 Struggling to scale 3:1 Minimum viable 3:1 Ready to scale Note: Hormozi uses LTGP (Lifetime Gross Profit) specifically, not LTV. The distinction matters LTGP excludes delivery cost. If CAC is above 3x industry average, fix ads. If below, fix the business model (increase LTGP). Client Financed Acquisition Break even on acquisition cost in ~30 days = unlimited scaling. If a customer pays you back in 30 days, you can fund acquisition with a credit card and reinvest infinitely. How: upsells, order bumps, higher upfront pricing anything to collect more cash faster. Rule of 100 Every day, do ONE of: 100 cold outreach attempts (calls, emails, DMs) 100 minutes creating content 100 minutes of paid ad work $100 spent on ads Minimum viable daily advertising. Do this for 100 days before concluding "it doesn't work." Open to Goal (Advanced) Work until you hit a specific OUTCOME, not a number of inputs. Stage Use Starting Rule of 100 (effort based) Scaling Open to Goal (outcome based) More Better New (Scaling) Framework for scaling what works: 1. MORE Do 10x what you're currently doing. What's stopping you? 2. BETTER Find the constraint, fix it, do more again 3. NEW Only after exhausting more+better: New placements on same platform Same placements on new platform New placements on new platform Add another Core Four activity "More" and "better" work together. Do more until it breaks, then make it better, then do more again. Lead Getters (Others Get Leads For You) Once YOU can get leads, get others to do it. 4 Types Type Who How Customers Existing buyers Referral program Employees Your team Train + incentivize Agencies Marketing firms Pay for results Affiliates Partners with audiences Commission structure Detailed playbook in [lead getters.md](lead getters.md) . Warning Signs Spreading Too Thin Running ads + cold outreach + posting content simultaneously None of the channels are profitable Can't answer "what's your best lead source?" "Testing" multiple channels for 6+ months Outreach Is Broken Response rate below ~1% (actual rates vary heavily by list quality, channel, market this is a directional warning sign) No replies to follow ups Frequent "unsubscribe" or "stop" Can't get past the first reply Content Isn't Working 3+ months posting with no leads Engagement but no DMs or comments Followers but no buyers Content gets no shares Rules of Thumb 1. Warm before cold. Your network is worth more than you think. 2. One channel mastery beats four channel dabbling. Depth breadth. 3. Volume solves most problems. Not enough leads? Do more outreach. 4. Follow up until they buy or tell you to stop. Most quit too early. 5. Track everything. If you can't measure it, you can't improve it. 6. Give first. Value before ask, always. 7. Speed wins. Respond to leads in minutes, not hours. 8. The best ad is a happy customer. Referrals typically convert better than cold traffic. The Order 1. Warm outreach (free, start here) 2. Pick ONE: content OR cold OR paid 3. Master it until profitable 4. Hire someone to run it 5. Add next channel 6. Add lead getters (referrals, affiliates) Test: If someone asks "how do you get customers?" and you can't give a clear, specific answer you haven't mastered your channel yet. When This Doesn't Apply Context Why Pre product Don't generate leads until you have something to sell Capacity constrained Don't get more leads than you can handle Retention problems Fix churn before adding more leads Offer problems A bad offer won't convert no matter how many leads (use 100m offers) The Mindset (Many Sided Die) You have a die with unknown sides one green, the rest red. Roll green and a red turns green; roll red and nothing happens. The only way to lose is to stop rolling. More rolls, more greens; persistence is mathematically guaranteed to work. Full breakdown with the advertising application in [cases.md → The Many Sided Die](cases.md) . Supporting Files [frameworks.md](frameworks.md) Detailed Core Four channel playbooks (warm, content, cold) [paid ads.md](paid ads.md) Paid advertising deep dive (targeting, callouts, budgets, metrics, three phases) [lead getters.md](lead getters.md) Referral programs, hiring, agencies, affiliates, the 3Ds training framework [cases.md](cases.md) Roadmap from $0 to $100M (7 levels), case style examples, decade in a page [examples.md](examples.md) Email templates, ad scripts, content hooks, checklists [integration.md](integration.md) How leads connects to mom test, 100m offers, influence; conflicts with crossing the chasm channel choice; money model sets the affordable CAC

100m-leads