---
title: "Five kinds of friction"
description: "Ways to lift lead quality when a free offer attracts too many people."
canonical: https://tomsharman.com/bookshelf/100m-leads-2-bonus-chapters/five-kinds-of-friction/
updated: 2026-11-03
---

# Five kinds of friction

> Ways to lift lead quality when a free offer attracts too many people.

Alex Hormozi's framework, from $100M Leads, 2 Bonus Chapters, pp. 1 to 20.

Framework 2 of 4 from [$100M Leads, 2 Bonus Chapters](https://tomsharman.com/bookshelf/100m-leads-2-bonus-chapters/index.md) by Alex Hormozi. Category: Lead generation.

## The steps

1. **Increased qualifications.** State who the offer is for, such as age, job or home ownership, and repeat it everywhere.
2. **Increased information requirement.** Ask for more or heavier information, like a phone number or income, on a longer form.
3. **Increased number of steps.** Add steps before booking; fewer people finish but they are better.
4. **Forced consumption.** Make prospects watch a long video before any call to action appears.
5. **Advertisement length.** Lengthen ads, copy or video before the call to action to raise the cost of a click and its worth.

## Where it comes from

From pp. 1–20

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads-2-bonus-chapters/five-kinds-of-friction.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads-2-bonus-chapters/five-kinds-of-friction-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads-2-bonus-chapters/five-kinds-of-friction.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads-2-bonus-chapters/five-kinds-of-friction-dark.png