Welcome to the game. This is a special edition, $100 million leads podcast. These are the actual chapters from the audiobook that I've made free for everyone here. We're going to be covering get understanding why leads alone are enough and how to engage your leads. These have been huge lessons for me and I hope that they serve you.

Section 2. Get Understanding. Advertising, simplified.

In this section, we cover three things to make sure advertising does exactly what we want it to do.

First, we talk about what a lead actually is. If we want more of them, we better be

darn well sure we're talking about the same thing. Second, we learn how to separate leads that make you money from the leads that

waste your time. Third, we show you the best way I know to get the leads that make you money

to show interest in the stuff you sell. Let's dive in. Leads alone aren't enough. If you can't

explain something in simple terms, then you don't understand it.

Dr. Richard Feynman.

Nobel Prize winner in physics.

I'll let you in on a little secret.

This book started because somebody asked me what a lead was.

You'd think it would be simple, but I couldn't give a straight answer.

And after six months of trying to figure it out, I was more confused than before.

It became clear I didn't know as much about leads as I thought. My search for a clear definition of a lead snowballed into the massive

project that became $100 million leads. All this to say, we've got to agree on what the heck

a lead is before we dive headfirst into trying to get them. So what's a lead anyways. Someone who clicks an ad, a phone number, a person that schedules a call, a list of names, a door you knock on, a walk in, an email address, a subscriber,

a person that sees your content, etc. You see, words matter because they affect how we think.

How we think affects what we do. And if words have us thinking the wrong way, then we will

probably do the wrong stuff. I hate doing the wrong stuff. So do the right stuff more and the wrong

stuff less. It's best we know what words mean and how to use them. To cut the suspense, a lead

is a person you can contact. That's all. If you bought a list of emails, those are leads. If you get

...