$100M Leads

by Alex Hormozi

My offer was simple. I’ll fill your gym in 30 days for free. You pay nothing. I pay for everything. I sell new members and keep the first 6 weeks of membership fees as payment. You get everything else. If I don’t fill your gym, I don’t make money. You spend nothing either way.

To cut the suspense, a lead is a person you can contact. That’s all. If you bought a list of emails, those are leads. If you get contact information from a website or database, those are leads. The numbers in your phone are leads. People on the street are leads. If you can contact them, they are leads.

But what I came to realize was - leads alone aren’t enough. We want engaged leads: people who show interest in the stuff you sell.

Engaged leads are the true output of advertising.

The following Sunday, I sat down for my regular ‘work on the business, not in the business’ ritual.

Okay everyone. So here’s the ad account of a gym we just launched. Here are the ads we ran. This is how much we spent. We sent them to this page with this offer. You can see how many leads we got here. They got this many people scheduled. This many showed. This is how many they sold. This is how much the gym owner made. This is everything we did. If you want help setting something like this up, we’ll do the whole thing for free. And we only get paid off the sales you make. If that sounds fair, book a call.

Offers are what you promise to give in exchange for something of value. Often, a business promises to give its product or service in exchange for money. This is a core offer. If you advertise your core offer, then you go straight for the sale–the direct path to money. Advertising your core offer might be all you need to get leads to engage. Try this way first.

first. A lead magnet is a complete solution to a narrow problem. It’s typically a lower-cost or free offer to see who is interested in your stuff.

Seven Steps To Creating an Effective Lead Magnet Step 1: Figure out the problem you want to solve and who to solve it for Step 2: Figure out how to solve it Step 3: Figure out how to deliver it Step 4: Test what to name it Step 5: Make it easy to consume Step 6: Make it darn good Step 7: Make it easy for them to tell you they want more