Apply Alex Hormozi's $100M Leads framework to get strangers to want to buy. Trigger when the user asks about: lead generation, getting more leads, lead magnets, content strategy, warm outreach, cold outreach, paid ads, growing an audience, building a following, filling a calendar, acquiring customers, market analysis, validating an idea, identifying a target market, writing hooks, writing headlines, writing ad copy, or building a content machine. Also trigger on: "I'm not getting enough leads", "how do I grow my audience", "help me get more clients", "nobody knows about my offer", "I need a lead magnet", "what market should I be in", "write me some hooks".
"It's hard to be poor with leads bangin' down your door." — Hormozi family jingle "A lead is a person you can contact. An engaged lead shows interest in the stuff you sell." "All else being equal... when you double your leads, you double your business."
This skill operationalizes the complete $100M Leads framework into 4 executable workflows. Works upstream of hormozi-offers (offers need traffic) and hormozi-scale (scale needs consistent lead flow).
| Intent | Workflow |
|---|---|
| "Get me more leads" / "Build a lead gen system" | → Workflow 1: Lead Gen System Builder |
| "Create a lead magnet" / "I need a free offer" | → Workflow 2: Lead Magnet Designer |
| "What market should I target?" / "Validate my idea" | → Workflow 3: Market Breakdown System |
| "Write hooks" / "Ad copy" / "Content ideas" | → Workflow 4: Hooks & Headline Engine |
For full acquisition systems: chain 3 → 2 → 1 (market first, then magnet, then channels).
Source: $100M Leads — Core Four Framework
1. Warm Outreach → Fastest path to first dollar
2. Content Machine → Builds compounding organic authority
3. Cold Outreach → Scalable once offer is proven warm
4. Paid Ads → Amplifies what already converts
Critical sequencing rule: Warm before cold. Organic before paid. Starting with paid ads before warm validation = spending money to discover the offer doesn't work.
Goal: Book conversations. Not sell. Check if they have the problem.
Daily target: 10+ genuine warm conversations
Setter Script (from ACQ Closer Handbook):
Opening: "Hey [Name] — how have ya been?"
Context: "[Personalized observation about their business/situation]"
Question: "Are you still dealing with [specific problem you solve]?"
Bridge: "I've helped [2-3 similar people] achieve [specific result] in [timeframe]"
CTA: "Would 15 minutes make sense to see if it applies to your situation?"
Rules:
The only scalable "free forever" channel. Builds trust at scale.
| Platform | Format | Frequency | Goal |
|---|---|---|---|
| TikTok/Reels/Shorts | 30–90 sec hook + lesson + CTA | Daily | Organic reach |
| YouTube | 10–20 min deep dive / case study | Weekly | Authority + SEO |
| LinkedIn/Newsletter | 300–800 word framework or story | 3×/week | B2B trust |
| X (Twitter) | Thread or single insight | Daily | Distribution |
| Skool/Discord | Discussion + AMA | Daily | Community |
Content Flywheel:
POST → Engagement → Lead magnet CTA → Contact captured
→ Nurture → Offer presented → Client converts
→ Result → Case study → Back to POST
Only activate after: ≥5 paying warm customers + proven offer + validated script
Same script as warm outreach — personalized at scale. Volume target: 50–100 personalized touches/day. Follow-up cadence: 5–7 touches over 14 days before marking cold.
Minimum personalization: reference one specific, researched detail about their business.
Gate criteria (all must be met before spending):
Ad creative formula: Hook (from Workflow 4) → Case study proof (identical ICP) → Lead magnet CTA → Single next step
LEAD GEN SYSTEM BRIEF
============================
BUSINESS CONTEXT: [offer + ICP + current stage]
WARM OUTREACH:
Target list: [warm contacts, referrals, past clients, communities]
Script: [adapted from setter template above]
Daily target: 10+ conversations
Follow-up: 3x over 7 days
CONTENT MACHINE:
Primary channel: [where ICP concentrates]
Content pillars: [2-3 from reference/content-machine.md]
Lead magnet CTA: [embedded in every post]
Posting cadence: [per table above]
LEAD MAGNET: [from Workflow 2]
COLD OUTREACH:
Status: [activate after X warm clients]
Personalization: [what to reference per contact]
PAID ADS:
Status: [gate criteria status — activate when all met]
Offer to run: [validated lead magnet]
Proof asset: [best identical-ICP case study]
============================
Deep dive: references/core-four-channels.md and references/outreach-scripts.md
Source: $100M Leads — Lead Magnet Framework
A lead magnet is a complete solution to a narrow problem that makes the prospect aware of a larger problem — which your core offer solves.
Prospect has [broad problem]
→ Lead magnet solves [narrow sub-problem] for free
→ Solution reveals [next bigger problem]
→ Core offer solves [next bigger problem] for money
Example: "What's my home worth?" (narrow free) → "I still need to actually sell it" (core paid offer)
"A person who pays with their time now is more likely to pay with their money later."
Step 1 — Pick the narrow problem and the person
Step 2 — Figure out how to solve it
Step 3 — Choose delivery format (from lowest-to-highest effort for the consumer)
| Format | Effort | Best For |
|---|---|---|
| Checklist | Very low | Processes, compliance, launch prep |
| Template | Very low | Anything repeatable |
| Calculator/tool | Low | Quantifiable ROI, scores, comparisons |
| Case study | Low-medium | Proving results for identical ICP |
| Mini-course (3–5 lessons) | Medium | Education-led authority building |
| Free community tier | Medium | Network-effect + high-ticket offers |
"Tools & checklists > additional trainings." Lower effort = higher Value Equation score.
Step 4 — Name it with MAGIC formula (→ use /hormozi-offers:name-offer or Workflow 4 of hormozi-offers)
Step 5 — Make it easy to consume Short. Visual. Actionable. Each unit of time invested must feel worth it.
Step 6 — Make it Grand Slam quality "Make your free thing so good people feel stupid saying no." Apply the same Value Equation scoring to the lead magnet itself.
Step 7 — One clear CTA to tell you they want more Single next step. No ambiguity. No choice paralysis.
LEAD MAGNET SPEC
===========================
Problem solved: [narrow and specific]
For whom (ICP): [defined from Workflow 3]
Type: [awareness / trial-sample / one-step]
Format: [from 6 formats above]
MAGIC name: [M-A-G-I-C breakdown]
Next problem revealed: [bridges to core offer]
Delivery mechanism: [how they access it]
CTA: [single next step]
Quality check: [would they pay for this? Y/N]
===========================
Deep dive: references/lead-magnet-library.md
Source: $100M Offers, Chapter 4 — "A Starving Crowd"
"Starving Crowd (market) > Offer Strength > Persuasion Skills"
A great offer in a bad market fails every time. Pick the right market first — then build the offer, then build lead gen.
| Criterion | Assessment | Hormozi's Warning |
|---|---|---|
| Massive Pain | Do they desperately NEED this? Not just want it. | "The degree of pain = the price you can charge" |
| Purchasing Power | Can they actually afford premium pricing? | The unemployed resume example — great pain, no money |
| Easy to Target | Are they gathered in findable groups? | If you can't reach them efficiently, the offer is moot |
| Growing Market | Is the industry expanding? | "Declining markets are like headwinds" (the newspaper example) |
Score interpretation: 32–40 = exceptional · 24–31 = good · 16–23 = viable, niche further · <16 = danger
The Three Markets That Always Exist: Health · Wealth · Relationships
Drill down 3–4 levels:
Rule: Under $10M/year — always niche down. Above $10M — evaluate TAM before broadening.
MARKET BRIEF
========================
MARKET: [name]
ENTRY NICHE: [Level 3–4 description]
ICP: [avatar statement]
MARKET SCORE: [X]/40
Pain: [X]/10 Money: [X]/10
Targeting: [X]/10 Growth: [X]/10
TAM/SAM/SOM: [sizes]
TOP 3 GAPS: [underserved opportunities + why underserved]
ENTRY WEDGE: [specific first offer + rationale]
MONOPOLY PATH: [defensible position in 3-5 years]
========================
Deep dive: references/market-analysis.md
[Pattern interrupt] + [Specific promise or tension] + [Implicit "keep reading" pull]
[Action verb] + [Dream outcome] + [Timeframe] + [Without pain/objection]
MAGIC version:
[Magnetic reason] + [Avatar] + [Goal] + [Time interval] + [Container word]
For every request, deliver:
Deep dive: references/content-machine.md