hormozi-lead-getters

name	hormozi-lead-getters
description	WHAT: Alex Hormozi's Four Lead Getters framework — how to leverage customers, employees, agencies, and affiliates to multiply your lead generation. From $100M Leads. WHEN: When applying hormozi lead getters knowledge

Hormozi Lead Getters

hormozi-lead-getters

Core Principle

"Lead getters give you leverage. Only two people can let strangers know about your stuff — you and other people. And there are more of them than you."

The key insight: Instead of doing all the marketing yourself, get OTHER people to advertise for you. This compounds your time and multiplies leads without proportional effort increase.

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The Four Lead Getters

Lead Getter Type 1: Customers

Customers who buy your stuff and tell other people about it.

How it works:

• Happy customers refer friends/family
• Word-of-mouth is the best source of new work
• Apply the "hinge method" for referrals

The Hinge Method:

1. Ask for a referral
2. Get a three-way introduction
3. Grab the customer's phone, take a picture of the two of you
4. Text that picture to the referral AND your own number
5. For virtual: screenshot a video call and do the same

Why it works: Social proof + personal connection = high trust referral.

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Lead Getter Type 2: Employees

People inside your business who get you leads.

How it works:

• Employees have networks outside work
• They can promote to their contacts
• Incentive structures drive referrals

Best practices:

• Train employees on the offer
• Make it easy for them to share
• Align incentives with referral success

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Lead Getter Type 3: Agencies

Businesses with services that get you leads.

How it works:

• Marketing agencies, PR firms, partner businesses
• They already have audiences
• You pay them to promote your offer

Examples:

• SEO agencies promoting to their client base
• Complementary service providers (not competitors)
• Distribution partners with aligned audiences

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Lead Getter Type 4: Affiliates

Businesses who tell their audiences about your stuff to get you leads — for a commission.

How it works:

• Affiliates promote to THEIR audience
• They get a commission for each sale
• You access markets you couldn't reach alone

Key example from GymLaunch:

• Used gym clients as an affiliate network
• Each gym promoted to its members
• Generated cross-referrals between supplement company and gym locations

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The Leverage Ladder

Scenario 1: You Are the Lead Getter

• You do ALL marketing yourself
• Work: HIGH | Leads: LOW | Leverage: LOW

Scenario 2: You Get ONE Lead Getter

• One person does marketing for you
• Work: LOW | Leads: LOW | Leverage: HIGH

Scenario 3: You Get MANY Lead Getters

• Multiple people advertising for you
• Work: HIGH | Leads: HIGH | Leverage: HIGHER

Scenario 4: Lead Getters Who Get Lead Getters

• Recruiters recruit other recruiters
• Work: LOW | Leads: HIGH | Leverage: HIGHEST

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The Core Four Stacking

The core four advertising activities (warm outreach, cold outreach, content, paid ads) stack TWICE:

TIER 1: You do the core four → get leads → get lead getters
TIER 2: Lead getters do the core four → get leads on your behalf

The multiplier effect: Lead getters can go get lead getters.

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Lead Getters vs Core Four

Aspect	Core Four	Lead Getters
What it is	Activities YOU do	People who do activities FOR you
Time	You trade time for leads	Others trade time, you don't
Leverage	Lower	Higher
Scalability	Linear	Exponential
Cost	Direct expense	Often commission/percentage

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The Order of Operations

1. First: Use core four to get your first customers
2. Then: Turn customers into referrers
3. Then: Add employees who can promote
4. Then: Partner with agencies
5. Finally: Build affiliate network

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Key Quotes

"The length of the lever determines how much someone can lift."

"Lead getters start out as leads, then get interested in the stuff you sell. The difference is they get other people interested too."

"Every lead becomes a lead getter."

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Key Questions for Lead Getters

/prompts:

• "Which of my four lead getters am I currently using?"
• "How can I apply the hinge method to get better customer referrals?"
• "Do I have employees who could promote my offer to their networks?"
• "What agencies or partners have audiences that align with my ICP?"
• "Who has an audience I'd pay a commission to access?"
• "How do I structure affiliate commissions to make it worth their while?"
• "What's my incentive structure for employee referrals?"

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Source

From $100M Leads by Alex Hormozi, Chapter: "Section Four — Get Lead Getters"

Core concepts:

• Four lead getter types (customers, employees, agencies, affiliates)
• The leverage ladder
• The hinge method for referrals
• Core four stacking
• Lead getter compounding

Transcript source: ~/Downloads/100MLeads.txt (Docker: /home/GOD/100MLeads.txt)

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Related Skills

• hormozi-lead-generation — The four traffic sources + lead quality score
• hormozi-cfa — Customer Financed Acquisition math
• direct-marketing-follow-up — Follow-up campaigns for leads
• expert-secrets-funnel-types — Funnel types for different stages