Alex Hormozi’s second book covers four techniques of lead generation:
1.) Warm outreach – to people you know, family & friends – Anyone can start here!
2.) Free content – to inspire trust and goodwill to a receptive audience, getting name out there
3.) Cold outreach – to unknown prospects, through email, socials
4.) Paid ads – to get main offer in front of complete strangersWhile most of the techniques are common knowledge, Alex Hormozi adds in personal touch from the trenches, spelling out details that transcend platform and time:Volume – Counting in 100s. “This is a volume game. You will need to do a lot of volume, efficiently, to get the results you want. Don’t set a daily goal below 100. And don’t stop for 100 days minimum. If you do 100 reachouts for 100 days straight, I promise you will start getting new engaged leads.” “Advertising is an inputs and outputs game.” “You’ll learn more in the first ten days of doing 100 reachouts than you did from everything you’ve ever read or watched. Get that learning done as fast as you can.”
Etiquette – “Give in public, ask in private. You let the audience self-select when they’re ready to give you money.” Hormozi goes beyond the concept of writing copy and email newsletters, but also provides templates for how to write cold emails, and how to provide free content to stay top of mind without coming across as a salesperson. (Never sell, not even at the Facebook content/ad ratio of 4:1.) “If you want to grow an audience, give far far more than you ask… Give until they ask.”)
Efficiency – The importance of training both yourself and others to sell. Training yourself by hiring an agency for six months, just to get their top senior reps to walk you through their methods. Training your frontline employees through checklists and acting it out. Training your affiliates by treating them like customers and strengthening their product with yours.
Lead Magnet – The best part of your product, given out for free, to whet customers’ appetite for more, and reveal their need for more. Not just a free sample or snippet. Can be one part of a long process, like a free posture evaluation that reveals a need for chiropractor work, or a gym session that reveals the need for supplements.
Open-to-Goal – The attitude of an entrepreneur. “You don’t just commit to doing something a specific number of times… you commit to the work until you hit a specific number of outcomes—no matter what. So it means you unlock a whole new level of effort you never even realized you had.” Hormozi talks about his own day-to-day, waking up early around 4 or 5am to get 8 hours of deep work done before noon, before venturing out to talk to humans, make phone calls, and put out fires. His transparency is refreshing!
He also delves deeply into how to test paid ads, what kind of copy matters most, how to manage a team and measure its performance, how to evaluate agencies, and how to maximize a product launch:
Whisper-Tease-Shout – Hinting at a product launch without revealing the product, by giving behind-the-scenes glimpses and short 5-second trailers. Then teasing it a few months before with a longer 30-second trailer, more detailed reveals, and a launch date. Then finally shouting the product in the month leading up to launch date, to build hype. Like movie releases, “they drive curiosity, then interest, then action.” Applies to his products but also to affiliate launches.
It’s clear Hormozi has learned by doing, and he encourages us to do the same.
Downsides:
1.) About the other thing the book doesn’t cover is ideation and creation — identifying a problem to solve and then creating the product to solve it. He claims his other book – $100 Offers — covers this, but I found that book to be woefully inactionably shallow and not nearly as involved or inspiring as this one.
2.) There are too many grammar mistakes and mindless banter between him and Leila sprinkled throughout. Sure, it signals a focus on the content, which is still king, but I couldn’t relate to most of the anecdotes or snide remarks about money, and the blatant machoist hyperbole (4-hour nights, 5000s of flyers, billionaires at parties, etc) was distasteful.
3.) An alarmingly, annoyingly irreverent number of references to his love of money. Every few pages, he’ll harp on the importance of getting rich, how much we all love money. It’s funny at first, but quickly makes him seem borderline obsessive. He includes lots of tables of revenue week-over-week to show the power of word-of-mouth, or affiliates, but the numbers are so large that they come across as meaningless wind, just braggadocio. Hormozi is so straight-to-the-point on his tactics that these asides worshiping his bank account are just a needless distraction.
Still a helpful book nevertheless!
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