Hormozi Leads — Skill v1.0

For full acquisition systems: chain 3 → 2 → 1 (market first, then magnet, then channels).

Workflow 1: Lead Gen System Builder {#wf1}

Source: $100M Leads — Core Four Framework

The Core Four (always activate in this order — never skip steps)

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.

Channel 1 — Warm Outreach

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:

• Never pitch in the first message
• Always end with a yes/no question
• Follow up 3x over 7 days if no response
• Confirm decision-making authority before the next call

Channel 2 — Content Machine

The only scalable "free forever" channel. Builds trust at scale.

Content Flywheel:

POST → Engagement → Lead magnet CTA → Contact captured
→ Nurture → Offer presented → Client converts
→ Result → Case study → Back to POST

Channel 3 — Cold Outreach

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.

Channel 4 — Paid Ads

Gate criteria (all must be met before spending):

• LTV:CAC ratio confirmed > 3:1 (from hormozi-scale audit)
• Offer validated via warm outreach (≥ 10 paying customers)
• Lead magnet tested and converting organically
• Closing rate on qualified calls ≥ 20%

Ad creative formula: Hook (from Workflow 4) → Case study proof (identical ICP) → Lead magnet CTA → Single next step

Output: Lead Gen System Brief

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

Workflow 2: Lead Magnet Designer {#wf2}

Source: $100M Leads — Lead Magnet Framework

What a Lead Magnet Does

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."

3 Types of Lead Magnets

1. Awareness magnet — reveals a problem they didn't know they had
2. Trial/sample — lets them experience the core offer result at a small scale
3. One step in a multi-step process — delivers value from step 1; the rest requires the full offer

7-Step Design Framework

Step 1 — Pick the narrow problem and the person

• Narrow = specific enough to solve completely in one interaction
• After solving it, the next problem must be solvable by your core offer

Step 2 — Figure out how to solve it

• Choose type: awareness / trial-sample / one-step-in-process

Step 3 — Choose delivery format (from lowest-to-highest effort for the consumer)

"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.

Output: Lead Magnet Spec

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

Workflow 3: Market Breakdown System {#wf3}

Source: $100M Offers, Chapter 4 — "A Starving Crowd"

The Hierarchy (Source-True)

"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.

4 Market Criteria (score each 1–10)

Score interpretation: 32–40 = exceptional · 24–31 = good · 16–23 = viable, niche further · <16 = danger

The Three Markets That Always Exist: Health · Wealth · Relationships

Niche Ladder

Drill down 3–4 levels:

• Level 0: "Time Management" → $19
• Level 1: "Time Management for Sales Professionals" → $99
• Level 2: "Time Management for B2B Outbound Sales Reps" → $499
• Level 3: "Time Management for B2B Power Tools Sales Reps" → $2,000

Rule: Under $10M/year — always niche down. Above $10M — evaluate TAM before broadening.

Output: Market Brief

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

Workflow 4: Hooks & Headline Engine {#wf4}

Hook Architecture

[Pattern interrupt] + [Specific promise or tension] + [Implicit "keep reading" pull]

The 7 Hook Templates

1. Contrast: "Most [people] [common belief]. The top 1% [opposite truth]."
2. Number: "[Specific number] [outcome] in [timeframe] — here's exactly how"
3. Mistake: "The #1 mistake [ICP] make when [action] (and how to fix it in [time])"
4. Secret: "What [authority] never tells you about [topic]"
5. Story: "I [painful past state]. Today [transformed state]. Here's what changed."
6. Question: "What would you do if [scenario that forces visualization]?"
7. Bold claim: "[Counterintuitive statement that is provably true]"

Headline Formula

[Action verb] + [Dream outcome] + [Timeframe] + [Without pain/objection]

MAGIC version:

[Magnetic reason] + [Avatar] + [Goal] + [Time interval] + [Container word]

Output

For every request, deliver:

• 5 hooks using 5 different templates
• 1 headline using the formula
• 1 email subject line variant
• Emotional trigger per hook: fear · status · curiosity · greed · belonging
• #1 recommended hook with reason why it will outperform

Deep dive: references/content-machine.md