Book Summary: $100M Leads by Alex Hormozi

Andrej The Freelancer
5 min readSep 22, 2023

When I first read “$100M Leads” by Alex Hormozi, I was running a small web design agency with a handful of clients. Leads were trickling in, but there was no consistency, and growth was stagnant. Inspired by the book, I decided to revamp my entire approach to lead generation.

Here is an overview

1. Understanding the Importance of Leads

Learn why leads are crucial for your business and how to start generating them through effective advertising.

2. Mastering the Art of Captivating Offers and Lead Magnets

Discover how to create compelling offers and lead magnets that attract and engage potential customers.

3. Implementing Diverse Lead Generation Strategies

Explore various methods for generating leads, including the Hook-Retain-Reward system, direct referrals, and affiliate partnerships.

4. Measuring and Optimizing for Success

Understand the importance of setting KPIs, analyzing data, and making data-driven decisions for long-term lead generation success.

Note: “Leads don’t appear magically; you need to find them through advertising.” — Alex Hormozi

Let’s dive into it

Understanding the Importance of Leads


To grasp why leads are the lifeblood of your business and how they fit into the larger business ecosystem.

Action Steps:

1. Identify Your Offer

Before you can attract leads, you need to have a compelling offer. This could be a product or service that solves a specific problem for your target audience.

2. Understand the Lead Lifecycle

Recognize that leads go through a journey from being unaware of your business to becoming paying customers. Map out this journey to understand how to engage them at each stage.

3. Invest in Advertising

Allocate a budget for advertising to make potential customers aware of your offer. This could be through social media, search engines, or other platforms where your target audience hangs out.

4. Measure ROI

Track the return on investment (ROI) of your advertising efforts. This will help you understand which channels are most effective for lead generation.

Key Takeaways:

  • Leads are potential customers who have shown interest in your offer but haven’t made a purchase yet.
  • Effective advertising is crucial for making potential customers aware of your business.
  • Understanding the ROI of your advertising efforts will help you optimize your lead generation strategy.

Note: “Having many leads is like a shield against being poor.” — Alex Hormozi

Mastering the Art of Captivating Offers and Lead Magnets


To create compelling offers and lead magnets that not only attract but also engage your potential customers.

Action Steps:

1. Craft a Captivating Offer

Your offer should be so compelling that it becomes almost irresistible to your target audience. Consider bundling additional value like free consultations, eBooks, or discounts to make it more appealing.

2. Design Lead Magnets

Create resources like eBooks, webinars, or free trials that are closely aligned with your main offer. These should provide immediate value and serve as an entry point for potential customers.

3. A/B Testing

Experiment with different types of offers and lead magnets to see what resonates most with your audience. Use analytics to measure engagement and conversion rates.

4. Promote Your Offer and Lead Magnets

Use your advertising channels to promote these offers and lead magnets. Make sure to target the right audience segments for higher conversion rates.

Key Takeaways:

  • A captivating offer is the cornerstone of effective lead generation.
  • Lead magnets serve as a low-commitment way for potential customers to engage with your business.
  • Regular testing and optimization are crucial for improving the effectiveness of your offers and lead magnets.

The Hook-Retain-Reward system is a game-changer for any business. It not only helps in attracting leads but also in retaining them, thereby increasing the chances of conversion.

Implementing Diverse Lead Generation Strategies


To diversify your lead generation methods, ensuring a steady influx of quality leads from multiple channels.

Action Steps:

1. Identify Multiple Channels

Don’t rely on a single channel for lead generation. Identify multiple platforms where your target audience is active, such as social media, forums, and industry events.

2. Hook-Retain-Reward System

Implement a system that first hooks the audience with engaging content, retains their interest with value, and finally rewards them for taking action, like signing up for a newsletter or making a purchase.

3. Direct Referrals

Encourage satisfied customers to refer others to your business. Offer incentives like discounts or freebies to motivate them.

4. Affiliate Partnerships

Partner with other businesses or influencers in your industry to tap into their audience. Make sure the partnership is mutually beneficial.

Key Takeaways:

  • Diversifying your lead generation channels minimizes risk and maximizes reach.
  • The Hook-Retain-Reward system is an effective strategy for engaging leads at different stages of their journey.
  • Referrals and affiliate partnerships can be low-cost yet highly effective methods for lead generation.

Measuring and Optimizing for Success


To continuously measure the effectiveness of your lead generation strategies and make data-driven optimizations for long-term success.

Action Steps:

1. Set KPIs

Identify Key Performance Indicators (KPIs) that are relevant to your lead generation efforts. This could include metrics like conversion rate, cost per lead, and customer lifetime value.

2. Data Analysis

Regularly review analytics to assess the performance of your lead generation strategies. Use tools like Google Analytics, CRM software, or specialized lead tracking software.

3. Optimize Campaigns

Based on the data, make necessary adjustments to your campaigns. This could involve tweaking ad copy, targeting parameters, or even the lead magnets and offers themselves.

4. A/B Testing

Continue to run A/B tests on different elements of your lead generation funnel to identify what works best. Implement the winning strategies.

5. Customer Feedback

Don’t ignore qualitative data. Regularly collect feedback from new leads and existing customers to understand what you’re doing right and where you can improve.

Key Takeaways:

  • Data-driven decision-making is crucial for the long-term success of your lead generation efforts.
  • Regular optimization based on both quantitative and qualitative data will help you refine your strategies.
  • Continual testing and feedback loops are essential for staying ahead of the competition and market changes.


“Once you learn how to get leads, life becomes easier.” — Alex Hormozi

When I first read “$100M Leads” by Alex Hormozi, I was running a small web design agency with a handful of clients.

Leads were trickling in, but there was no consistency, and growth was stagnant. Inspired by the book, I decided to revamp my entire approach to lead generation.

First, I revisited our service offerings and bundled them into irresistible packages.

I then created an eBook on “10 Web Design Mistakes Businesses Make” as a lead magnet.

The results were immediate; our conversion rates shot up by 30%.

Next, I diversified our lead generation channels.

I implemented the Hook-Retain-Reward system through a series of educational webinars and blog posts.

We also initiated a referral program, offering existing clients a discount for every successful referral.

Within a month, we had a 40% increase in new leads.

But the real game-changer came when I started measuring and optimizing our campaigns.

I set up KPIs and began rigorously analyzing the data. This led to several tweaks in our advertising strategy, which further improved our conversion rates.

Today, my agency has tripled its client base, and our revenue has grown by 200%.

More importantly, we have a consistent, scalable system for generating leads. All of this was possible because I took the principles from “$100M Leads” and put them into action.

The book didn’t just give me strategies; it gave me a roadmap for success.



Andrej The Freelancer

Crafting Smooth, Stunning Websites: With my team of 5, we deliver buttery-smooth, user-friendly sites you'll love. Reach out to