‌Section II: Get Understanding‌

$100M Leads by Alex Hormozi

Advertising. Simplified.

In this section, we cover three things to make sure advertising does exactly what we want it to do.

First, we talk about what a lead actually is. If we want more of them, then we better be darn well sure we’re talking about the same thing. Second, we learn how to separate leads that make you money from leads that waste your time. Third, I show you the best ways I know to get the leads that make you money to show interest in the stuff you sell.

Let’s dive in.

‌Leads Alone Aren’t Enough‌

“If you cannot explain something in simple terms, then you don’t understand it.”

– Dr. Richard Feynman, Nobel Prize Winner in Physics

I’ll let you in on a little secret. This book started because somebody asked me what a lead was. You’d think it would be simple, but I couldn’t give a straight answer. And after six months of trying to figure it out, I was more confused than before. It became clear I didn’t know as much about leads as I thought. My search for a clear definition of “a lead” snowballed into the massive project that became $100M Leads. All this to say, we’ve got to agree on what the heck a lead is before we dive head first into getting them…

So what’s a lead anyways? Someone who clicks an ad? A phone number?

A person that schedules a call? A list of names?

A door you knock on? A walk-in?

An email address?

A subscriber?

A person that sees your content? Etc…

You see, words matter because they affect how we think. How we think affects what we do. And if words have us thinking the wrong way, then we will probably do the wrong stuff. I hate doing the wrong stuff. So to do the right stuff more and the wrong stuff less, it’s best we know what words mean and use them.

To cut the suspense, a lead is a person you can contact. That’s all. If you bought a list of emails, those are leads. If you get contact information from a website or database, those are leads. The numbers in your phone are leads. People on the street are leads. If you can contact them, they are leads.

But what I came to realize was – leads alone aren’t enough. We want engaged leads: people who *show* interest in the stuff you

sell. If someone gives their contact information on a website, that is an engaged lead. If someone follows you on social media and you can contact them, that is an engaged lead. If people reply to your email campaign, they are engaged leads. The leads showing interest are the leads that matter.

Engaged leads are the true output of advertising.

Getting more engaged leads is the point of this book. But I couldn’t call the book “engaged leads” because no one would get it. But now you do. So the next question is: How do we get leads to engage?

‌Engage Your Leads: Offers and Lead Magnets‌

“I don’t do drugs. I am drugs” – Salvador Dali

April 2016.

I paid $25,000 to be in this group, and everyone told me to do a webinar. In fact, my mentor at the time told me, “Do a webinar every week until you make a million dollars. Until then, don’t ask me about anything else.” This is my only path to success. I’ve got to figure this out.

A webinar, as I understood it, was a magical presentation with a zillion slides. If somebody watched, it would hypnotize them into buying my thing.

There was so much I didn’t know. Landing pages. Registration pages. Follow-up emails. Replay emails. Cart close emails.

Presentation software. Website integration. Writing ads. Making ad creative. Figuring out where to put the ads. Who to show the ads to. Building a payment page. Processing payments. Never mind making the actual webinar. The list overwhelmed me.

So, I started with what I understood most, the landing page. I built a few of those for my gyms. My mentor made millions with webinars, so I modeled his landing page. But I didn’t need it to make millions. I just needed it to make something.

Okay…now the “thank you” page.

An entire Sunday later, the “thank you” page went live. Now for

the big test. I put my email into the landing page, clicked “sign me up,” and waited. My brand new thank you page loaded. Success. I still wasn’t a millionaire, sad face. But it was something.

The following Sunday, I sat down for my regular ‘work on the business, not in the business’ ritual. I had ten hours to figure out the next piece of this webinar puzzle. After my first cup of coffee, I decided I didn’t really want to work, but I still wanted to feel productive. So I went to my advertising group’s forum to get some tips.

“Just got off my webinar. $32k in an hour! I ROI’d the entire tuition in my first week! Webinars rock!”

I’m never gonna make this work. He joined the same month as me. He was in the same industry as me. He figured out how to make money with his webinar before me. He was stealing all the clients before I even got a chance. Everyone is making money except me.

Desperate, I called other people in the group. “I will do anything for your business: build a sales team… write your sales scripts… fix your sales process… anything… just help me finish this

webinar…please?” One person agreed to help me. Thank God.

Eight Sundays later, and the little circle next to my ad campaign turned green. It’s alive! I was officially spending $150 per day on ads. All I had to do now was watch the money pour in. I was gonna be rich!

Three days, $450, 80 leads, and 0 sales later…

I shut it all down. I suck.

No one even watched my webinar. Meanwhile, that guy posted again about how much money he was making off this webinar stuff. Why do I suck so much?

I spent most of my money to join this group, and I just set another

$450 on fire. I didn’t have the money to fail again. I needed the next thing to work. And if I couldn’t even get anyone to watch, what was the point?

The case study:

I scrolled my newsfeed to see what other people were doing. An ad caught my eye. “Free Case Study on How I Spent $1 and Made

$123,000 in a Weekend” or something like that. I punched in my email, and the page sent me to a video of walking through a successful advertising campaign. Nothing fancy. No slides. No “presenting.” Just a dude explaining how his stuff worked.

This, I can do.

I fired up my screen recorder:

Okay everyone. So here’s the ad account of a gym we just launched. Here are the ads we ran. This is how much we spent. We sent them to this page with this offer. You can see how many leads we got here. They got this many people scheduled. This many showed. This is how many they sold. This is how much the gym

owner made. This is everything we did. If you want help setting something like this up, we’ll do the whole thing for free. And we only get paid off the sales you make. If that sounds fair, book a call.

It took maybe 13 minutes. Simple. I swapped the webinar out for this video and changed the headline:

“FREE Case Study: How we added 213 members and $112,000 in revenue to a small gym in San Diego.”

They would book a call on the next page.

I set up a fresh ad campaign and went to bed.

The next morning…

“Alex…what did you do?” Leila asked. “What do you mean?”

“Strangers have booked my calendar solid for like the next week.”

“Really?”

“Yea. Did you start a new campaign or something?”

“Yea… but I didn’t think it would go live so fast. Wait. People booked calls!?”

“Yea. Tons.”

Seeing Leila’s calendar stacked with appointments filled me with joy. It’s working!

I learned an important lesson. They didn’t want my webinar. But

they did want my case study. This accidental discovery showed me how getting leads actually works…you have to give people something they want. The best part is – it’s easier than you think.

Lead Magnets Get Leads to Engage

Offers are what you promise to give in exchange for something of value. Often, a business promises to give its product or service in exchange for money. This is a core offer. If you advertise your core offer, then you go straight for the sale–the direct path to money.

Advertising your core offer might be all you need to get leads to engage. Try this way first.

Sometimes, though, people want to know more about your offer before they buy. This is common for businesses that sell more expensive stuff. If that’s you, then you’ll often get more leads to engage by advertising with a lead magnet first. A lead magnet is a complete solution to a narrow problem. It’s typically a lower-cost or free offer to see who is interested in your stuff. And, once solved, it reveals another problem solved by your core offer. This is

important because leads interested in lower-cost or free offers now

are more likely to buy a related higher-cost offer later.

Think of it like salty pretzels at a bar. If somebody eats the pretzels, they’ll get thirsty and order a drink. The salty pretzels solve the narrow problem of hunger. They also reveal a thirst problem solved by a drink, which they can get, in exchange for money. The pretzels have a cost, but when done right, the drink revenue covers the cost of the pretzels and nets a profit.

So your lead magnet should be valuable enough on its own that you could charge for it. And, after they get it, they should want more of what you offer. This gets them one step closer to buying

your stuff. A person who pays with their time now is more likely to pay with their money later.

Good lead magnets get more engaged leads and customers than a core offer alone, and do it for less money. So let’s make a lead magnet, shall we?

Seven Steps To Creating an Effective Lead Magnet

Step 1: Figure out the problem you want to solve and who to solve it for

Step 2: Figure out how to solve it Step 3: Figure out how to deliver it Step 4: Test what to name it

Step 5: Make it easy to consume Step 6: Make it darn good

Step 7: Make it easy for them to tell you they want more

Something to keep in mind before we start – Grand Slam Offers work for free stuff as much or better than they do for paid stuff. So make your lead magnet so insanely good people will feel stupid saying no. And yes, this means you may have a few insanely valuable offers (even if some are free). But that’s a good thing. The business that provides the most value wins. Period. So let’s get started.

Step 1: Figure out the problem you want to solve and who to solve it for

Here’s a simple example we can walk through together…this book is a lead magnet. You are a lead. I want to solve an engaged lead problem. And I want to solve it for businesses making less than

$1,000,000 in annual profit. With enough engaged leads, they can make more than $1,000,000+ in annual profit. Then, they qualify for my core offer: me investing in their company to help them scale.

The first step is picking the problem to solve. I use a simple model to figure this out. I call it the Problem-Solution cycle. You can see it below.

Every problem has a solution. Every solution reveals more problems. This is the never-ending cycle of business (and life). And, smaller problem-solution cycles sit inside larger problem- solution cycles. So how do we pick the right problem to solve?

We start by picking a problem that’s narrow and meaningful. Then, solve it. And, like we just learned, when we solve one problem, a new problem reveals itself. Here comes the important part- if we can solve that new problem with our core offer, we’ve got a winner. This is because we solve this new problem in exchange for money. That’s it. Don’t overthink it.

Example: Imagine we help homeowners sell their homes. That is a

broad solution. But what about the steps before selling a home? Owners want to know what their house is worth. They want to know how to increase its value. They need pictures. They need it cleaned. They need landscaping. They need minor things fixed. They need moving services. They may need staging. Etc. These are all narrow problems–great for lead magnets. We pick one of the narrow problems and solve it for free. And although it helps, it makes their other problem more obvious–they still have to sell

their home. But now we’ve earned their trust. So we can charge to solve the remaining problems with our core offer and help them achieve their broader goal.

Action Step: Pick the narrowly defined problem you want to solve. Then, make sure your core offer can solve the next problem that comes up.

Step 2: Figure out how to solve it

There are three types of lead magnets and each offers a different type of solution.

First, if your audience has a problem they don’t know about, your lead magnet would make them aware of it. Second, you could solve a recurring problem for a short amount of time with a sample

or trial of your core offer. Third, you can give them one step in a multi-step process that solves a bigger problem. All three solve one problem and reveal others. So your three types are: 1) Reveal Problems, 2) Samples and Trials, and 3) One Step Of A Multi-Step Process.

Reveal Their Problem. Think “diagnosis.” These lead magnets work great when they reveal problems that get worse the longer you wait.
- Example: You run a speed test that shows their website loads at 30% below the speed it should. You draw a clear line between where they should be and how much money they lose by being below standards.
- Example: You do a posture analysis and show them what their posture should look like. You draw a clear line to what their pain-free life would look like if their posture were fixed and how you can help.
- Example: You do a termite inspection that reveals what happens when the bugs eat their home. If they do have termites, you can get rid of them for cheaper than the cost of… another home. If they don’t, they can pay you to prevent the termites from coming to begin with! You can sell ‘em either way. Win-win!

Samples And Trials. You give full but brief access to your core offer. You can limit the number of uses, time they have access, or both. This works great when your core offer is a recurring solution to a recurring problem.

Example: You hook them up to your faster server and show their website loading at lightning speed. They get more customers from your faster load times. If they want to keep it, they need to keep paying you.
Example: You give a free adjustment for their bad posture and they experience relief. To get permanent benefits, they must buy more.

Example: Food, cosmetics, medicine, or any other

consumables. Consumables, by nature, have limited uses and solve recurring problems… with recurring use. So single serving, “fun sized,” etc. samples are great lead magnets. It’s how Costco sells more food than other stores–they give out samples!

One Step Of A Multi-Step Process. When your core offer has steps, you can give one valuable step for free and the rest when they buy. This works great when your core offer solves a more complex problem.
- Example: This book. I help you get to $1,000,000+ per year in profit. Then you’ll have new problems we can help you solve, and scale from there.
- Example: You give away a free wood sealant for a garage door. But the sealing process requires three different coats to protect from all weather conditions. I do the first one free, explain how it only gives partial coverage, and offer the other two in a bundle.
- Example: You give away free finance courses, guides, calculators, templates, etc. They are so valuable people really can do it all themselves. But, they also reveal the time, effort,

and sacrifice of doing it all. So you offer financial services to solve all that.

Action Step: Pick how you want to solve your narrowly defined problem.

Step 3: Figure out how to deliver it

There are unlimited ways to solve problems. But my favorite lead magnets solve them with: software, information, services, and physical products. And each of those works great with the three types of lead magnets from step two. I’ll show you what I’ve done to attract gym owners using each lead magnet type.

Software: You give them a tool. If you have a spreadsheet, calculator, or small software, your technology does a job for them.
Ex: I give away a spreadsheet or dashboard that gives a gym owner all their relevant business stats, compares them to industry averages, then gives them a rank.
Information: You teach them something. Courses, lessons, interviews with experts, keynote presentations, live events, mistakes and pitfalls, hacks/tips, etc. Anything they can learn from.
Ex: I give away a mini course for gyms on how to write an ad.
Services: You do work for free. Adjust their back. Perform a website audit. Apply the first layer of garage sealant. Transform their video into an ebook. Etc.
Ex: I run gym owner’s ads for free for thirty days.
Physical Products: You give them something they can hold in their hands. A posture assessment chart, a supplement, a small bottle of garage door sealant, boxing gloves to get boxing gym leads, etc.

Ex: I sell a book for gym owners called Gym Launch Secrets.

With three different types of lead magnets and four ways to deliver them, that’s up to twelve lead magnets that solve a single narrow problem. So many magnets, so little time!

I make as many versions of a lead magnet as I can and rotate them. This keeps the advertising fresh and low effort. Plus, you see which ones work best. Like my case study story at the beginning of the chapter, the results are often surprising. And you won’t know until you try.

Action Step: As a thought exercise, think of a lead magnet and then a version of it for each delivery method. You always can, I promise. Then, pick how to deliver your lead magnet.

Step 4: Test What To Name It

David Ogilvy said, “When you have written your headline, you have spent 80 cents of your (advertising) dollar.” What that means is, five times more people read your headline than any other part of

your promotion. They read it and make a snap decision to read further… or not. Like Ogilvy hints, leads have to notice your lead magnet before they can consume it. Like it or not, this means how we present it matters more than anything. For example, improving the headline, name, and display of your lead magnet can 2x, 3x, or 10x your engagement. It’s that important. Besides, if no one shows interest in your lead magnet, no one will ever know how good it is. You can’t leave it to chance. So listen up. Here’s what you do next

– you test.

The three things you’ll want to test are the headline, the image(s), and the subheadline, in that order. The headline is the most important. So if you only test one thing, test that. For example, I had no idea what to title this book. So here’s what I did to figure out which name would do the best – I tested. The results may surprise you as much as they surprised me.

Headline Tests

Round I: Advertising ✔ vs. Promotion

Round II: Advertising vs. Leads ✔

Round III: Marketing vs. Leads ✔

Image Test

✔ Real vs. Cartoon

Subheadlines

Round I:

“How to get more people to want to buy your stuff” “How to get strangers to want to buy your stuff” ✔

Round II:

How to get more strangers to want to buy your stuff” “How to get strangers to want to buy your stuff” ✔

Round III:

“How to get as many leads as you darn well please” “How to get strangers to want to buy your stuff” ✔

Round IV:

“Get strangers to want to buy your stuff” “How to get strangers to want to buy your stuff” ✔

Note two things with the subheadline tests:

“How to get strangers to want to buy your stuff” overwhelmingly beat “Get strangers to want to buy your stuff.” The only difference is two little words: “how to.” And it also beat “how to get more strangers to want to buy your stuff” with a single word removed
‘more.’ Small changes can make big differences.
Since so many people asked, I figured I’d answer it here. I didn’t subtitle the book “How to get strangers to buy your stuff” because that’s sales, not getting leads. The point of this book is to get strangers to show interest, not to buy (yet). A raised hand is where this book ends. ‘$100M Sales’ or ‘Persuasion’ (I haven’t decided yet) will be a future book. One problem at a time.

Action Step: Test. If people engage in droves, you’ve got a winner.

And if you have any following at all, you can run polls like these. You don’t need a lot of votes to get a directional idea. If you can’t do that, make a post on every platform and ask people to respond with a ‘1’ or a ‘2’, then count ‘em up. If you still can’t even do that, then just message people and ask. There’s always a way, and this is one of the highest leverage things you can do with your time

– make sure how you package it gets engagement and you give yourself a big head start.

Bonus Points: If people respond to the poll and ask when they can get their hands on it, you have a mega winner.

Step 5: Make it easy for them to consume

People prefer to do things that take less effort. So if we want more people to take us up on our lead magnet, and consume it, we gotta make it easy. You can see 2x, 3x, and even 4x+ increases in take rates and consumption simply by making it easier to consume.

Software: You want to make it accessible on their phones, on a computer and in multiple different formats. This way, they’ll pick the one easiest for them.
Information: People like to consume things in different ways. Some people like watching, other people like reading, others like listening, etc. Make your solution in as many different formats as you can: images, video, text, audio, etc. Offer them all. That’s why this book comes in every format people consume.
Services: Be available at more times in more ways. More times of day. More days of the week. Via video call, phone call, in person, etc. The easier you are to get a hold of, the more likely people will become engaged leads to claim the free value.
Physical products: Make it super simple to order and fast to get to them. Make the product itself fast and easy to open. Give simple directions on how to use the product. Example: Apple made its products so well they didn’t even need directions. And the packaging is so good, most people keep the boxes.

Action Step: Package your lead magnet in every way you can. It dramatically increases how many engaged leads come your way. And more leads engaging with your lead magnet means more leads getting value from it. This is huge.

Fun fact: My book $100M Offers has a near perfect ¼, ¼, ¼, ¼ split between ebooks, physical books, audiobooks, and videos (free on Acquisition.com). Making the book available in multiple formats is the easiest way I know to get 2-3-4x the amount of leads for the same work. If I only made it available in one format, I’d miss out on the 3-4x the people who wouldn’t have read the book otherwise. What a shame that would’ve been and what a waste.

Step 6: Make it darn good:

Give Away The Secrets, Sell The Implementation

The marketplace judges everything you have to offer – free or not. And you can never provide too much value. But, you can provide too little. So you want your lead magnet to provide so much value people feel obligated to pay you. The goal is to provide more value than the cost of your core offer before they’ve bought it.

Think about it this way. If you’re scared of giving away your secrets, imagine the alternative: You give away sucky fluff. Then, people who might’ve become customers think this person sucks!

They only have sucky fluff! Then, they buy from someone else. So sad. Not only that, they tell other folks who might’ve bought from you, not to. It’s a vicious cycle you don’t want to ride.

But remember, people buy stuff based on how much value they think they’ll get after they buy it. And the easiest way to get them to think they’ll get tons of value after they buy is… drum roll please… to provide them with value before they buy.

Imagine a company scaled from $1M to $10M just by consuming my free content. The chance they’ll partner with Acquisition.com is huge because I paid for my share before we even started.

Action Step: 99% of people aren’t gonna buy, but they will create (or destroy) your reputation based on the value of your free stuff. So, make your lead magnets as good as your paid stuff. Your reputation depends on it. Provide value. Stack the deck. Reap the rewards.

Step 7: Make it easy for them to tell you they want more

Once the leads consume the lead magnet, some of them will be ready to buy or learn more about your offer. This is the time to give a Call To Action. A Call To Action (CTA) tells the audience what to do next. But, there’s a little more to it than that. At least, if you want your advertising to work. Good CTAs have two things: 1) what to do and 2) reasons to do it right now.

What to do: CTAs tell the audience to call the number, click the button, give information, book the call, etc. There are way too many to list. Just know CTAs tell the audience how to become engaged leads. Good CTAs have clear, simple, and direct language.

Not “don’t delay” but instead “call now.” Read the next paragraph to learn more (see what I did there?).

Reasons to do it right now – If you give people a reason to take action, more people will do it. But a couple things to keep in mind: first, good reasons work better than bad reasons. And second, any reason (even bad ones) tends to work better than no reason at all.

So to get more people to take action, I include as many effective reasons as I can. Here are my favorite reasons to act now:

Scarcity– Scarcity is when there is a limited amount of something. Especially when there is a small supply compared to demand. When something is scarce, like your lead magnet or offer, people also tend to want it more. And this is why they’re more likely to act right now. The fewer you have, the more valuable people think it is. But there’s a catch- the fewer you have, the fewer engaged leads you can get before running out. So the best strategy I know for scarcity is – reality. Let me explain. If you sold 1000x the customers tomorrow, could you handle it? If not, you have some limit to how much you can sell. Maybe you’re limited by customer service, onboarding, inventory, time slots per week, etc. Don’t keep it a secret – advertise it. This gives you ethical scarcity. If you can’t handle more than five new customers per week, say so. Draw attention to the natural scarcity in your business. If you have limitations you may as well use them to make money.
Ex: “The most convenient class times fill up fast. Call now to get the one you want.”

“I can only handle five people per week, so if you want it solved soon, do xyz…”

“We only printed one batch of shirts and will never reprint this design, get one so you don’t regret missing out forever…”

Urgency. You can have unlimited units to sell, but let’s say you stop selling them in an hour… on purpose. I bet more people than normal will buy your thing in that hour. This is urgency in action. Urgency is when people act faster because they have a short amount of time. And the less time people have, the faster (more urgent) they tend to act. So if you make the time they can act on your CTA shorter, you can get more of them to act on it faster. You can also use the same urgency with discounts or bonuses that go away after X minutes or hours. After which, this offer will never be available again.

Ex: “Our July 4th promotion ends Monday at midnight, so if you want it, take action now.”

“Our Black Friday promotion ends at midnight. There are only four hours left. Get it while the gettin’s good.”

“Through Friday, I’ll also throw in a free hat to anyone who buys more than three books. So if you wanna look slick in an

Acquisition.com hat, buy now.”

Fraternity Party Planner (my favorite) – Make Up A Reason. Fraternities don’t need a reason to party – but they sure make up some doozies. “John got his wisdom teeth removed…kegger!” “Margherita Monday!” “Toga Tuesdays” “Thirsty Thursday!” etc. Your reason doesn’t even have to make sense, and it will still get more people to act. In fact, Harvard ran an experiment showing that people were more likely to let someone cut in line if they only gave a reason. The number of people that let others cut increased if the reason made sense (like scarcity and urgency). But any reason still works better than no reason. So I always try to include one. Think ‘the stuff you say’ after the word because. Examples:
- Because…moms know best.
- Because…your country needs you.
- Because…it’s my birthday, and I want you to celebrate with me.

Action Step: Give a clear, simple, action-oriented CTA. Then, give them a ‘reason why’ using scarcity, urgency, and any other reasons you can think of. And, do it often. Don’t be clever, be clear.

Even if your lead magnet costs money to deliver, it should still

lower your cost to get a new customer. This is because more engaged leads means more chances to get customers. And the extra customers more than cover your costs. That’s the point.

Let’s say you make $10,000 of profit on your core offer. And it costs you $1000 in advertising to get someone on a call for it. If you close one out of three people, it costs you $3000 in advertising to get a customer. Since we have $10,000 in profit to work with, that’s fine. But we’re savvy, we can do better. So, let’s do better.

Imagine you advertise a free lead magnet instead of your core offer. Your lead magnet costs you $25 to deliver, and because it’s free to them, more will engage. The extra engagement means it only costs $75 in advertising to get someone on a call. All in, it’s

$100 per call. By delivering value before they buy, you get ten

times more engaged leads for the same cost. Note: this happens all the time when you nail the lead magnet.

Now, let’s say one out of ten folks who get the lead magnet buys your core offer. This means your new cost to acquire a customer is

$1000 ($100 x 10 people). We just cut our cost to get a customer by 3x. So instead of spending $3000 to get a new customer, by using a lead magnet, we spend only $1000. Given we make

$10,000, that’s a 10:1 return. So if we keep our advertising budget the same, and use a lead magnet, we triple our business.

Remember: the goal is to print money, not just make our “fair share.”

This is where experienced business owners beat newbies. With a

$25 budget to deliver your lead magnet, you can provide FAR more value than a $0 budget. Crazy, I know. You attract more customers because your lead magnet is more valuable than other people’s. Oftentimes, by a lot. This translates into more strangers becoming engaged leads. It also translates into more sales because you provided value in advance. Win. Win. Win.

Action Steps:

Step 0: If you’re struggling to get leads, make an amazing lead magnet.

Step 1: Figure out the problem you want to solve for the right customer

Step 2: Figure out how you want to solve it Step 3: Figure out how to deliver it

Step 4: Make the name interesting and clear Step 5: Make it easy to consume

Step 6: Make sure it’s darn good

Step 7: Tell them what to do next, why it’s a good idea, do it clearly, and do it often

Section II Conclusion

My goal with this book is to demystify the lead-getting process. In the first chapter, we covered why leads alone aren’t enough–you need engaged leads. In the second chapter, we covered how to get leads to engage – a valuable lead magnet or offer. And a good lead magnet does four things:

Engages ideal customers when they see it.
Gets more people to engage than your core offer alone
Is valuable enough that they consume it.
Makes the right people more likely to buy

So, more people show interest in our stuff. We make more money from them. And we deliver more value than we ever have–all at the same time.

Next Up:

We’ve armed ourselves with a powerful lead magnet. Now, I’ll show you the four ways we can advertise it. In other words, now that we have “the stuff,”–we gotta tell people about it. Let’s get some leads.