Wrenbjor Hormozi Lead Generation & Advertising
Core Philosophy
There are only two problems in business: (1) not enough leads, or (2) not enough conversions. This skill solves #1. A "lead" is anyone who has shown interest. The goal is to create systems that generate leads predictably, not rely on hope or luck.
The Core Four: Lead Generation Channels
Every business generates leads through exactly four methods. Two are one-to-one, two are one-to-many. Two use your audience (warm), two use other people's audiences (cold).
| YOUR AUDIENCE (Warm) | OTHER'S AUDIENCE (Cold)
--------------------|----------------------|------------------------
ONE-TO-ONE | Warm Outreach | Cold Outreach
ONE-TO-MANY | Content (Posting) | Paid Ads (Running Ads)
Channel 1: Warm Outreach (1-to-1, Warm)
Reach out directly to people who already know you exist.
Who to reach out to:
- Past customers and clients
- People who inquired but didn't buy
- Your personal network (friends, family, colleagues)
- Social media followers and connections
- Email subscribers
- Referral sources
The 100 Reach-Out Method: Contact 100 people per day using this template:
- Personalized opener (reference something specific about them)
- "I'm working on [project/offer] that helps [avatar] get [result]"
- "Do you know anyone who might be interested?"
The "do you know anyone" framing removes pressure. They'll often self-identify: "Actually, I might be interested."
Warm Outreach Scripts:
- For past clients: "Hey [name], I've got something new that builds on [what you did together]. Thought of you. Worth a quick chat?"
- For network: "Hey [name] — quick question. I'm helping [type of person] get [result]. Know anyone who'd be a fit?"
- For social followers: Reply to their content first. Build rapport. Then transition to a genuine offer conversation.
Channel 2: Content / Posting (1-to-Many, Warm)
Create content that attracts your ideal customer to you. See Content Creation skill for the full framework.
Key lead generation principles for content:
- Every post should include a clear CTA ("DM me [word]", "Link in bio", "Drop a comment")
- Give value upfront, then transition to the offer
- Use content to pre-qualify leads — be specific about who you help
- Build a content machine: 1 long-form/week, chopped into daily short-form
Channel 3: Cold Outreach (1-to-One, Cold)
Reach out to people who don't know you yet.
Cold Outreach Channels:
- Cold email
- Cold DM (LinkedIn, Instagram, Twitter)
- Cold calling
- Direct mail
The Cold Outreach Framework:
- Build a targeted list: Use criteria that match your ideal customer. Quality > quantity.
- Personalize the opener: Reference their company, content, recent news, or specific situation
- Lead with value: Offer something free and useful BEFORE asking for anything
- Keep it short: 3-5 sentences max for initial outreach
- Follow up 5-7 times: Most responses come on follow-up 3-5. Space them 2-4 days apart.
Cold Email Template:
Subject: [Specific result] for [their company/role]
Hey [name],
[1 sentence showing you researched them]
I help [specific avatar] get [specific result]. Recently helped [similar company] achieve [proof point].
Would it be worth a 15-minute call to see if I can do the same for you?
[Your name]
Volume benchmarks:
- Cold email: 100-200/day with proper warmup and infrastructure
- Cold DM: 30-50/day (more personalized)
- Cold calling: 50-100 dials/day, expect 3-5 conversations
Channel 4: Paid Advertising (1-to-Many, Cold)
Spend money to put your message in front of people who don't know you.
The Paid Ads Framework:
- Choose your platform: Go where your customers already are (Facebook/Instagram for B2C, LinkedIn for B2B, Google for intent-based, YouTube for education)
- Create a lead magnet (see below)
- Build a simple funnel: Ad → Landing Page → Lead Magnet → Follow-Up Sequence
- Test hooks aggressively: 80% of ad performance is the hook/creative. Test 5-10 variations.
- Optimize for leads first, then sales: Get the cost-per-lead down, then optimize the conversion sequence
Ad Budget Rules:
- Start with enough to get 20-50 leads before judging performance
- Kill ads that don't convert after 2x your target cost-per-lead
- Scale winning ads by 20% per day max (avoid triggering algorithm resets)
- Always be testing new creatives (even when winners are running)
The Lead Magnet Framework
A lead magnet is a free, valuable thing you offer in exchange for contact information. The lead magnet does one job: start a relationship by demonstrating your ability to solve their problem.
The 7 Types of Lead Magnets
- Free Trial / Sample — Let them experience part of your product
- Checklist / Cheatsheet — Condense a complex process into a simple list
- Template / Swipe File — Give them a fill-in-the-blank version of something valuable
- Free Training / Workshop — Teach a valuable skill in 30-60 minutes
- Free Tool / Calculator — Build something they'd normally pay for
- Assessment / Quiz — Help them diagnose their problem (and segment themselves)
- Free Community Access — Give access to a group with built-in value
Lead Magnet Creation Rules
- Solve one specific problem completely — don't give them a taste of everything, give them a full meal of one thing
- Deliver value in under 10 minutes — if it takes too long, they won't consume it and you lose trust
- Name it with the outcome — "The 5-Minute Close Rate Doubler" not "Free PDF Guide"
- Make it so good they feel guilty for not paying — this sets the expectation for your paid offers
- Include a natural next step — the lead magnet should create demand for your paid offer, not replace it
The Lead Nurture System
Getting a lead is step 1. Converting them is step 2. The gap between them is nurture.
Follow-Up Sequence (Email or DM)
Day 0: Deliver the lead magnet + welcome message Day 1: Share a quick win or insight related to the lead magnet Day 2: Tell a story (customer transformation that mirrors their situation) Day 3: Teach something valuable + soft mention of your offer Day 5: Address the #1 objection your prospects have Day 7: Direct offer with full value stack + CTA Day 10: Urgency/deadline reminder Day 14: Final chance + "what you're missing" recap
The 5 Lead Nurture Principles
- Speed to lead matters: Contact within 5 minutes of opt-in. Response rate drops 80% after 30 minutes.
- Multi-channel follow-up: Don't just email — call, DM, text, retarget with ads
- Provide value in every touchpoint — never send "just checking in" messages
- Assume they didn't see it — most people need 7+ touchpoints before taking action
- Track everything: Know your cost per lead, cost per booked call, and cost per acquisition for each channel
Referral System
The most profitable lead source. Existing customers already trust you and can transfer that trust to friends.
Ask for referrals at peak happiness:
- Right after they get a result
- Right after a positive interaction
- At defined milestones in your program
Referral Script: "Hey [name], I'm so glad you're getting [result]. Who's one person in your life who'd benefit from the same thing? I'd love to help them too, and I'll [incentive] for both of you."
Make it easy:
- Provide a shareable link or message
- Offer a mutual incentive (both referrer and referred get something)
- Follow up on referrals within 24 hours
Diagnosing Lead Generation Problems
If you're not getting enough leads, the problem is one of these:
- Not enough volume — You're not reaching enough people. Increase output (more content, more outreach, more ad spend).
- Wrong audience — You're reaching people who don't have the problem you solve. Refine targeting.
- Weak hook — Your message isn't stopping people. Test new hooks.
- No compelling offer — There's no reason for them to raise their hand. Create a better lead magnet.
- No follow-up system — Leads are coming in but falling through the cracks. Build a nurture sequence.