hormozi-leads

Hormozi Leads — Skill v1.0

"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).

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Workflow Selection

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).

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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.

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

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

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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)

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.

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

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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)

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

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

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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