$100M Leads

$100M Leads backs four of Tom's lessons. Under each of his lessons, what the book says about it, and on which pages.

• People online are selfish, so lead with what they get

  Hormozi says reward the audience first and give until they ask, because people consume content for what it does for them. pp. 116, 128 and 134. In the book: The content unit, Five topic categories, Seven headline components, Lists, steps and stories, Give : ask ratio, Depth then width, Width then depth, Integrated and intermittent offers.

• Two to three a day, LinkedIn five times a weekday

  He grew his audience ten times as fast by posting ten times the content and sets a Rule of 100 on daily volume. pp. 114 and 239. In the book: The content unit, Five topic categories, Seven headline components, Lists, steps and stories, More, Better, New, Rule of 100, Weekly testing schedule.

• Signals show before numbers, and numbers come at month four

  His podcast took four years of twice-weekly posting before the Top 100 and he says to judge by consistent inputs and growth rate, not early outputs. pp. 148 and 149. In the book: Give : ask ratio, Depth then width, Width then depth, Integrated and intermittent offers.

• Content is how a company wins talent

  He says to get employees by running the core four on them, with job postings as content and your job as selling the vision of the company. pp. 298 and 305. In the book: Internal core four, 3Ds of training, Cost per engaged lead from payroll.

Hormozi argues that leads are the missing step between an offer and a sale, and that the output that matters is an engaged lead, a person you can contact who has shown interest. There are only four ways one person can get them, the core four: warm outreach, posting free content, cold outreach and paid ads, and each is an inputs and outputs game that rewards volume, testing at the constraint and patience. A free lead magnet that solves a narrow problem lifts engagement and lowers the cost of a customer. Once you have maxed your own time you add leverage through four lead getters: referrals from customers, employees you train with the 3Ds, agencies you use to learn, and affiliates you launch and integrate. The whole system rests on unit economics (LTGP to CAC of at least 3 to 1, with client financed acquisition) and on the discipline to keep rolling the die until it lands.

• A lead is a person you can contact, and engaged leads are the true output of advertising (p. 42, p. 43).
• The core four are the only four ways to let people know: warm outreach, posting content, cold outreach and paid ads (p. 77).
• Give away the secrets and sell the implementation, because the value of your free stuff builds or wrecks your reputation (p. 66, p. 67).
• A content unit is hook, retain, reward, and short and long form are the same units linked together (p. 115 to p. 129).
• Give until they ask: give in public and ask in private, and keep the give to ask ratio high (p. 134).
• Measure LTGP to CAC, aim for 3 to 1 or better, and use client financed acquisition so first 30 days cash pays for the next customer (p. 225, p. 227).
• More, Better, New, with a testing log and one test per platform per week at the constraint (p. 238 to p. 244).
• Referrals beat churn is the growth equation; goodwill is the gap between price and value (p. 267, p. 270).
• Train with document, demonstrate, duplicate, and if they get it wrong the checklist is wrong (p. 299 to p. 301).
• Use agencies to learn a method or platform, with a purpose and deadline, then bring it in house (p. 314).
• The right action in the wrong amount still fails, so work open to goal (p. 368, p. 369).
• You cannot lose if you do not quit (p. 387).

• What is content operations actually worth to a company, in money?

  He prices an in-house content team as payroll divided by engaged leads, citing $100,000 a month for 30,000 engaged leads, or $3.33 each (p. 303).

• What makes a format repeatable, as opposed to a hit that happened once?

  Every piece is a hook, retain and reward unit built from topic, headline and format, with lists, steps and stories keeping people curious (p. 116 to p. 127).

• How do you build a personal brand that generates inbound rather than requiring outbound?

  Post great free content, give until they ask, and let the audience self-select; 78% of his clients had consumed at least two long form pieces before booking (p. 134, p. 145).

• Which of my stories travel, and which only feel like they should?

  He tests headlines and names before launch and says the audience decides, so the way to find out is to post and watch whether the audience grows (p. 59, p. 128).

• How do you price and sell a tool you built for yourself?

  Use a lead magnet to give away the secrets and sell the implementation, then grow through affiliates who sell or give away your offer (p. 66, p. 344).

• What is the smallest team that can produce at the volume I am used to?

  He trades 40 hours of doing for 4 of managing, trains with checklists, and works out whether payroll per engaged lead keeps LTGP to CAC above 3 to 1 (p. 293, p. 303).

• $100M Leads, 2 Bonus Chapters, 4 frameworks
• $100M Lost Chapters, 14 frameworks
• $100M Money Models, 17 frameworks
• $100M Offers, 7 frameworks
• Gym Launch Secrets, 33 frameworks
• The Lost Chapter, 2 frameworks

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