Marketing
by Alex Hormozi
Where do customers come from?
Alex Hormozi made his first fortune helping gyms find customers, and now runs Acquisition.com. He says the most common reason a business struggles is simple. Too few people know it exists. $100M Leads is his manual for getting strangers interested in what you sell, one method at a time.
Hear a sample · read by Laura
Hormozi says there are only four ways to let people know about you. You can reach out one to one, or post to many at once. You can do either to people who know you, or to strangers. That gives warm outreach, content, cold outreach and paid ads.
Warm outreach costs nothing and works from day one. Go through your phone, email and social contacts, messaging each person yourself. Once you've caught up, Hormozi suggests asking whether they know anyone who'd want what you offer. Asking for a referral feels lighter than a pitch.
Free content earns trust before you ask for anything. Hormozi gives away his best ideas and charges to help people use them. Every piece needs a hook to win attention, something that holds it, and a reward that makes the time feel well spent. He calls this hook, retain, reward.
A lead magnet is a free offer that gets someone to put their hand up. Hormozi wants it to be a complete solution to a narrow problem, and ideally to reveal a bigger problem you can also fix. A free posture check from a physio does both.
Once the core four are working, Hormozi's next step is getting other people to run them for you. He calls them lead getters. There are four kinds. Customers who refer friends, your own employees, agencies you pay, and affiliates who send business your way for a cut.
Engaged leads
A lead is anyone you can reach. The ones you want are those who show real interest.
Lead magnets
Give away something that solves one small problem well, so people want to pay for the rest.
The core four
Every business gets leads in four ways: warm messages, free content, cold outreach and paid ads.
Warm first
Start by telling the people who already know you what you sell. It costs nothing.
Give first
Post free, useful help again and again before you ask anyone to buy.
One thing to try
Hormozi's Rule of 100 is a hundred primary actions a day for a hundred days, like a hundred messages or a hundred minutes making content. Pick one of the core four tonight. Tomorrow, do your hundred before you do anything else.
Knotd has the key ideas from 250+ non-fiction books, each in a few minutes, in plain words. One Hundred Million Dollar Leads comes with a Your Move story to make it stick.
Get the whole book on KnotdOpen in the appWhere do customers come from? Alex Hormozi made his first fortune helping gyms find customers, and now runs Acquisition.com. He says the most common reason a business struggles is simple. Too few people know it exists. $100M Leads is his manual for getting strangers interested in what you sell, one method at a time.
The core four; Start with people you know; Give until they ask; A small yes first; Let others do it for you.
Hormozi's Rule of 100 is a hundred primary actions a day for a hundred days, like a hundred messages or a hundred minutes making content. Pick one of the core four tonight. Tomorrow, do your hundred before you do anything else.
Yes. Knotd has the key ideas from One Hundred Million Dollar Leads in a few minutes, in plain words, plus a Your Move story to test them. It's one of 250+ non-fiction books in the app.
