Get Leads: Master Alex Hormozi’s Engaged Lead Strategies for Insane Growth

A mindset shift that will completely change your lead gen results.
Austin Homolka
January 04, 2024

Leads vs. Engaged Leads

In his book, "100M Leads," Alex Hormozi delves into the distinction between leads and engaged leads. This subtle insight could be the key to unlocking your progress and consistently acquiring more clients.

A lead is basically a name, a number, and an email. It's basically a person where you are able to contact them. It doesn't have to just be a name or a number. It could also be a person on social media that you are able to send a message to, etc.

An engaged lead is a lead that has expressed interest, a.k.a. they filled out the contact form on your website, they opted in to an offer you have via a funnel, they replied to an email, they reached out to you through the phone. That is what an engaged lead is.

Alex's main point that he is trying to get across to us is that we do not just want leads, we want engaged leads.


Core Offer vs. Lead Magnet

Your core offer is the main product or service you sell, while a lead magnet is a free offering that guides prospects toward purchasing your core offer. According to Alex in his book, a good lead magnet solves the problem right before they need your core offer.

In some cases, you can succeed by directly offering your core services to leads. However, as Alex suggests, in most situations, this approach may not work. Instead, he recommends using a lead magnet to turn leads into engaged leads, whom you can later convert into customers for your core offer.

Let's consider a real-world example: If you're a real estate agent, your core offer involves helping clients buy and sell homes. Trying to engage consumers directly can be challenging. This is where the lead magnet comes in. It can take various forms, such as a first-time homebuyer event, a market analysis, or a free pre-inspection. The idea is to create lead magnets that turn leads into engaged leads, making them more receptive and giving you a better opportunity to present your core offer.


Seven Steps to Create a Successful Lead Magnet

1. Figure out the problem you want to solve and who to solve it for. We must pinpoint the precise problem in our customer's journey and identify the specific audience we aim to assist.

2. Figure out how to solve it.

In the book, Alex identifies three types of lead magnets:

  • Reveals a Problem
  • Free Trial
  • Free Step of a Multi-Step Process

3. Figure out how to deliver it. Our goal is to discover an effective and efficient solution that makes a significant impact while also being time and cost-efficient. Although some investment may be required, we aim to find the optimal balance.

Alex discusses four delivery methods in his book:

  1. Software: This entails providing a digital tool or application.
  2. Information: This may involve offering a training program or event.
  3. Services: This includes physically providing a service to address the problem.
  4. Physical Products: Providing a tangible, physical item as the lead magnet.

4. Test What to Name It David Ogilvie said, "When you've written your headline, you have spent 80 cents of your advertising dollar." The name you give to your lead magnet can significantly impact its reception and consumption. To find the most compelling title, consider sharing it on social media stories, seeking feedback from friends, and running tests within advertising campaigns.

5. Make It Easy for Them to Consume People have diverse preferences when it comes to consuming content. For instance, if your lead magnet is a digital information product, some prefer reading, while others enjoy video content, and some prefer audio. To cater to various preferences, consider offering the same information in multiple formats, such as text, video, and audio, making it easily accessible and consumable for a wider audience.

6. Make It Darn Good While it may seem obvious, many business people overlook this step. It's essential to ensure that anything associated with your name is of the highest quality. Your free offerings should be a work of art because how people perceive your free content reflects how they'll view your paid products and services.

7. Make It Easy for Them to Tell You They Want More This step emphasizes the importance of a clear call to action and a natural progression to your core offer. The key takeaway here is to avoid unnecessary complexity. To keep it simple, consider this approach: offer a free lead magnet, and after the lead magnet, focus primarily on guiding them towards your core offer. Instead of a convoluted series of lead magnets, keep it streamlined with a clear path: lead magnet, core offer, lead magnet, core offer.


Email marketing is a powerful tool for transforming leads into engaged leads. If you're eager to discover how to harness its potential, please check out the training we've prepared.

You can find it on the right-hand side of this article or at the bottom if you're accessing this on mobile. Thank you for reading.

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