Leads

Problem and Definition

Problem

Quick Summary: The main issue for businesses is insufficient lead generation due to inadequate advertising efforts.
Outcome / Benefit: Increasing lead volume through improved advertising strategies can significantly boost sales and revenue.
Example: For instance, doubling your leads can potentially double your business revenue.
Complete notes

  • Identify the lead shortfall by counting current lead volume and comparing it to the desired volume.
  • Audit current advertising activity to assess channels, frequency, and spend.
  • Plan to increase ad frequency and spend in channels with acceptable ROI.
  • Improve ad quality by testing creatives, offers, and targeting.
  • Test new advertising channels to diversify lead sources and reduce risk.
  • Measure the impact on business outcomes by tracking lead-to-sale conversion and revenue.

Definition

Quick Summary: This section defines what constitutes a lead and an engaged lead in the context of marketing and advertising.
Outcome / Benefit: Understanding these definitions helps in accurately measuring and targeting potential customers.
Example: A person who gives contact information on a website = an engaged lead.
Complete notes

  • Define “lead” in your context as any person you can contact.
  • Define “engaged lead” as a contactable person who has shown interest in what you sell.
  • Inventory all touchpoints that produce contactable people.
  • Categorize each touchpoint as “lead” vs “engaged lead.”
  • Create offers/content to convert contacts into engaged leads.
  • Track engagement actions as advertising outcomes.
  • Assess messaging options per platform.
  • Plan to get leads to engage naturally.

Lead Magnet

Lead Magnet Mastery

Quick Summary: This section outlines the essential steps to create effective lead magnets that attract and engage ideal customers.
Outcome / Benefit: Applying these strategies will significantly increase lead engagement and conversion rates.
Example: A well-framed lead magnet can increase views from ~4,000 to ~850,000 by optimizing the first five seconds of content.
Complete notes

  • Define your avatar and the narrow problem to ensure alignment with your target audience.
  • Create a complete solution that fully addresses the identified narrow problem.
  • Structure the lead magnet to reveal the next problem your core offer solves.
  • Choose a delivery mechanism that optimizes accessibility and consumption.
  • Test multiple names and frames to find the most engaging headline and visuals.

The Core Four

Warm Outreach

Quick Summary: Warm outreach involves one-to-one communication with individuals who already know you, making it an effective way to generate leads.
Outcome / Benefit: Applying warm outreach can significantly increase response and conversion rates compared to cold outreach.
Example: A founder messages everyone in their contact list offering a 12-week transformation in exchange for a $500–$1,000 charity donation, resulting in six initial participants.
Complete notes

  • Compile your warm audience from all your contacts.
  • Choose appropriate private one-to-one channels for outreach.
  • Craft a concise fill-in-the-blanks message for easy communication.
  • Make an easy, low-friction offer to encourage acceptance.
  • Ask for referrals and explicit help from your contacts.

Content

Quick Summary: This section discusses the importance of content creation for audience growth and brand development.
Outcome / Benefit: Applying these principles can significantly enhance your audience reach and brand value over time.
Example: The Rock's tequila brand achieved massive success through effective content strategy.
Complete notes

  • Decide the role of content in your strategy: Focus on either increasing audience or monetizing.
  • Accept the long-term mindset: Plan content as a decade-scale investment.
  • Use content to grow your warm list: Attract followers who can be engaged later.
  • Understand and build the content unit (hook → retain → reward).
  • Measure success by audience growth and feedback: Track follower growth as a signal of content quality.

Cold Outreach

Quick Summary: Cold outreach involves contacting strangers directly to generate leads and build relationships.
Outcome / Benefit: Effectively applying cold outreach can significantly increase your lead generation and engagement rates.
Example: For instance, making 100 cold calls can yield approximately 25 pickups and 4 engaged leads.
Complete notes

  • Start with warm outreach if inexperienced to build foundational skills.
  • Build your leads list by scraping with software and validating samples.
  • Purchase leads from brokers after testing sample lists for accuracy.
  • Manually assemble leads from interest groups and communities.
  • Personalize outreach and provide immediate value to increase engagement.

Ads

Quick Summary: This section covers the essentials of creating effective paid ads to reach and convert cold audiences.
Outcome / Benefit: Applying these strategies can significantly improve ad performance and return on investment.
Example: A simple text ad generated leads and $5,700 from a $1,000 ad spend.
Complete notes

  • Pick the advertising platform based on where your cold audience spends attention.
  • Define the right audience by specifying targeting criteria (demographics, location, interests).
  • Create strong callouts using attention-grabbing techniques (labels, yes-questions, etc.).
  • Build a simple landing page that captures contact info and matches the ad.
  • Track efficiency and ROI to ensure profitable ad spend and identify winning ads.

The Core Four on Steroids

Quick Summary: A framework for scaling your business by focusing on actionable strategies and consistent execution.
Outcome / Benefit: Applying these principles can significantly increase your outreach effectiveness and revenue potential.
Example: For instance, performing 100 warm outreach actions daily can enhance your sales skills and reveal lead value.
Complete notes

  • Apply the "More, Better, New" framework to prioritize efforts in scaling your business.
  • Implement the Rule of 100 by performing 100 primary actions daily for 100 days.
  • Execute 100 warm outreach actions per day to build skills and assess lead value.
  • Produce at least 100 minutes of content or one piece per day across multiple platforms.
  • Run 100 cold outreach actions daily, utilizing automation to manage low response rates.
  • Maintain a consistent paid-ads learning budget, such as $100/day for 100 days.
  • Test multiple ad creatives frequently to discover and scale exceptional ads.
  • Measure ad performance regularly and adjust spend based on profitability.
  • Identify and address the single constraint that limits your scaling efforts.
  • Improve conversion steps through targeted testing to maximize lead generation.
  • Use repetition to develop systems that can be delegated or automated for scalability.

Lead Getters

Referrals

Quick Summary: This section discusses how to effectively generate referrals by leveraging customer experiences and minimizing perceived risks associated with referring others.
Outcome / Benefit: Applying these strategies can significantly increase lead generation through word-of-mouth referrals.
Example: Consider offering gift cards at a deep discount to incentivize referrals, creating a win-win for both referrers and referees.
Complete notes

  • Identify your happiest customers who have had the best experiences with your service.
  • Interview top customers to discover the specific actions that led to their success.
  • Engineer the customer experience by replicating the common actions of top customers.
  • Require successful actions as part of the onboarding process and align guarantees to these actions.
  • Measure improvements in customer outcomes and referral rates after implementing these strategies.

Employees

Quick Summary: This section focuses on optimizing employee acquisition and lead generation to enhance business growth and reduce owner dependency.
Outcome / Benefit: Implementing these strategies increases enterprise value and allows the business to operate independently of the owner.
Example: A company improved its hiring process by switching to group interviews, leading to faster onboarding and achieving sales goals.
Complete notes

  • Audit your current hiring funnel metrics to identify bottlenecks and optimize throughput.
  • Replace one-on-one screening with group interviews to speed up the hiring process.
  • Treat employee acquisition like customer acquisition by scaling lead-getting employees alongside lead volume.
  • Train new hires to execute lead generation strategies as part of their onboarding.
  • Implement employee referral processes and partner with community owners for talent sourcing.

Agencies

Quick Summary: This section discusses how to effectively engage with agencies to accelerate learning and reduce risk in adopting new marketing methods.
Outcome / Benefit: Applying these strategies helps you gain valuable skills while minimizing dependency on agencies.
Example: Paid $750/hour to an agency owner to show how to run ads; after ~6–8 weekly sessions, the speaker learned enough to stop using the agency and later made millions with the skill.
Complete notes

  • Decide whether to DIY or hire an agency based on your budget.
  • Choose an agency with the intent to learn, not just outsource.
  • Use the six-month “teach with me” engagement model.
  • Pay a premium for hands-on teaching and guidance.
  • Require the senior/owner to be hands-on in the early sessions.

Affiliate

Quick Summary: This section outlines how to effectively leverage affiliate partnerships to drive sales and leads for your business.
Outcome / Benefit: Applying these strategies can significantly increase your sales volume and expand your market reach through affiliate networks.
Example: Prestige Labs successfully partnered with gym owners as affiliates, leading to substantial weekly sales after initial slow weeks.
Complete notes

  • Define the affiliate value proposition by outlining commissions, training, and support materials.
  • Choose the appropriate affiliate model(s) that align with your business goals.
  • Build white-label lead magnets and delivery materials for affiliates to use.
  • Set generous commission and revenue-share rules to incentivize affiliates.
  • Make delivery frictionless by offering dropshipping and easy point-of-sale systems.