Don't run ads to your offer. Run ads to your value. Hormozi famously says, "Spend money to get attention, then use that attention to pitch."
Before you can generate a lead, you must give someone a reason to raise their hand. This is the "Magnet." Hormozi categorizes these by the level of friction they impose on the prospect. 100m leads pdf by alex hormozi extra quality
1. The Core Offer (High Friction) This is asking someone to buy your main product immediately. Don't run ads to your offer
2. The Lead Magnet (Medium Friction) You give something of value away for free in exchange for contact information. Before you can generate a lead, you must
3. The Hook (Low Friction) This is a statement or question designed to grab attention and stop the scroll. It is the "hello" before the handshake.
Sites like Shortform, Blinkist (when available), or even Reddit’s r/Entrepreneur provide deep-dive summaries. These are high-quality, edited, and often include the statistical models Hormozi uses.