$100M Leads
Alex Hormozi
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The other half: getting strangers to put their hand up. I read it and $100M Offers as a pair.
If $100M Offers is about having something worth buying, this one is about getting people to find out it exists. Hormozi's claim is that there are only four ways to tell anyone about anything. You can reach out to people who know you, or to people who don't. You can post things for free, or you can pay for ads. He calls these the core four, and every marketing plan is some mix of them.
Most of the book is detail on each one. How to write a message a stranger will actually answer. How to make free content that gives away real value, so that when you do finally ask for something, people feel they owe you a listen. His rule is give, give, give, then ask. Later chapters cover how to get other people to find leads for you, through referrals, partners and the rest.
There's also the rule of 100, which is the most useful page for anyone starting out. Do a hundred of your main marketing action every day, whether that's messages or minutes of making content, for a hundred days, before you judge whether it's working. Most people quit after twenty.
Reading this was strange, because I'd already done all four without knowing their names. Door to door every Diwali was cold outreach. MintedMile was free content, every day. Pamphlets in lifts were the cheapest ad I could buy, and Vibe Link spread through my Instagram stories to people who already knew me. The book put names on things I'd worked out by accident.
