The $100M Lead Magnet Framework Alex Hormozi Swears By

Let me guess.

You’ve been told, “The more leads you have, the more money you’ll make.”

Wrong.

Alex Hormozi—author of the top-selling book ‘$100M Leads’ and expert in scaling businesses—wants you to know that’s only half the story.

Sure, leads are essential, but here’s the real kicker: not all leads are created equal.

Now, who even is Alex Hormozi?

In case you’ve been living under a rock and haven’t heard of Alex Hormozi yet, he’s an entrepreneur and investor who has scaled multiple companies, including Gym Launch, Prestige Labs, and ALAN, before founding Acquisition.com, which generates over $150M annually.

Known for his no-nonsense approach, Hormozi specializes in building scalable systems that help businesses grow faster.

Now, let’s jump back to what we were talking about.

Imagine you have a long list of phone numbers. Or a database of emails. Or even a stack of business cards from a conference. Does that automatically mean you’ll have people banging down your door to buy?

Nope.

Because leads aren’t the real goal. Engaged leads are.

Let’s break this down and talk about what really moves the needle in direct response advertising, shall we?

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What’s an Engaged Lead?

In Hormozi’s words, “a lead is anyone you can contact.”

That could be an email address, a phone number, or even someone you just met at a networking event.

But here’s the catch: a plain-old lead isn’t worth much unless they show interest in what you’re offering (‘$100M Leads’, Section 2, Leads Alone Aren’t Enough).

On the other hand, engaged leads are the ones who raise their hand.

They click your ad, reply to your email, or book a call.
These are the people who are actively interested in solving their problem—and you’re positioned as the solution.

In other words - engaged leads are people who show interest in the stuff you sell.

And this naturally brings us to the question…

 How to Get Leads to Engage?

Hormozi’s framework for engaging leads revolves around one powerful tool -  lead magnets.

A lead magnet is something valuable that you offer for free (or low cost) in exchange for contact information.

But why stop there?

The best lead magnets solve a narrow problem upfront while naturally leading prospects toward your higher-ticket offer.

Think of it like this:

a bar offers free salty pretzels. Customers eat the pretzels and get thirsty, so they buy drinks. The pretzels solved one problem (hunger) but revealed another (thirst) (‘$100M Leads’, Section 2, Engage Your Leads: Offers and Lead Magnets).

Hormozi’s advice? Your lead magnet should:

• Be valuable enough that someone might pay for it.
• Solve a problem that naturally connects to your core offer.
• Be easy to consume so leads can quickly experience its value. (‘$100M Leads’, Section 2, Engage Your Leads: Offers and Lead Magnets).

Now, let’s take a look at this some real-existing YouTube ads for illustration of the advice above.

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1) Booming Bookkeeping Business

• Valuable Lead Magnet: The free book, Keyboard Rich, is a Wall Street Journal bestseller, offering clear value that feels worth paying for. People understand that such a book is usually sold at a premium, so receiving it for free (even with a small shipping fee) feels like a great deal.
• Solves a Narrow Problem: It addresses the specific challenge of starting a bookkeeping business, naturally leading viewers to seek more advanced solutions from the advertiser.
• Easy to Consume: The book and bonus training videos are simple, accessible formats that enable quick engagement.

2) Training With Jeff

• Valuable Lead Magnet
  The ad offers a free book written by Jeff Lerner, which provides a clear value proposition by promising a roadmap for financial freedom and a better life. The credibility is reinforced with references to Lerner's $50M success and features in major publications.
• Solves a Narrow Problem
  The book targets a specific problem: breaking free from debt, job dissatisfaction, and financial instability. It naturally leads prospects toward Lerner’s core offer, which likely includes courses, coaching, or other paid resources.
• Easy to Consume
  The ad emphasizes the book’s accessibility: it’s about 100 pages long and can be read in a day or two, making it easy for leads to quickly experience its value and act on its insights.

Crafting a High-Impact Lead Magnet in 7 Steps

Hormozi’s book outlines a step-by-step process for creating lead magnets that actually work (‘$100M Leads’, Section 2: Seven Steps to Creating an Effective Lead Magnet)

Here are the steps he mentions, short, sweet and easily applicable, no bs:

1. Define the Problem: What narrow, specific issue will you solve?
2. Solve It: Offer a real, actionable solution—no fluff.
3. Decide the Format: Will it be a PDF, a free trial, or a quick video?
4. Test the Name: A great name grabs attention (e.g., “5 Steps to Double Your Ad ROI in 30 Days”).
5. Make It Easy: Whether it’s downloadable or physical, keep the process simple.
6. Overdeliver: Provide more value than expected—make them feel silly for not taking you up on it.
7. Include a CTA: Tell them what to do next, and give them a reason to act now.

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The Magic of "Give Until They Ask"

Another one of Hormozi’s most game-changing strategies is to “give until they ask” (‘$100M Leads’, Section 2: Post Free Content Part II). 

This flips the traditional “give-and-take” dynamic on its head.

Instead of constantly pushing offers, Hormozi suggests that you should flood your audience with so much value that they can’t help but reach out for more!

The result? A loyal audience that not only trusts you, but also feels obligated to reciprocate.

 Final Thoughts

Alex Hormozi’s $100M Leads isn’t just a guide—it’s a blueprint for transforming the way you think about lead generation.

The emphasis on engaged leads, the power of well-crafted lead magnets, and the strategic use of content creation are all proven methods that have fueled his multi-million-dollar success.

So, where do you start?

Take a page from Hormozi’s book:

• Create lead magnets that are so good they could stand alone as paid products.
• Consistently deliver value that builds trust and credibility over time.
• Leverage your content not only to attract new leads, but also to retain and delight existing customers.

At the end of the day, it’s not about having more leads—it’s about having the right ones.

Whether you’re crafting a lead magnet, refining your content strategy, or simply engaging with your audience, the principles in $100M Leads will help you build a pipeline of opportunities that doesn’t just flow—it overflows.

Now, it’s your turn!

What’s your next step toward creating engaged leads and growing your business? Whatever it is, start today—because the best time to get it right is right now!

Have a great week!

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