$100 Million Leads

I recently read $100 Million Leads—the big book that decided it didn’t want to be a book but an academic workbook. Seriously, normal books are like, “Here’s a cozy size,” and this one is like, “Nah, we’re going XXL.”

So here’s the deal: I’ll share the four biggest lessons and sprinkle in some actionable stuff you can do today. Because, let’s be real, reading alone won’t fill up that wallet, am I right?

So there’s this banger of a quote from the book: “Having lots of leads makes it hard to be poor.” Honestly, it’s kind of the book’s entire vibe.

The title didn’t lie—it's about leads, baby.

If you’re a CEO, founder, or someone just trying to not eat instant noodles for dinner every night, you’ve gotta make leads priority numero uno.

Let’s say you have a 2% sales conversion rate. What does that mean?

Out of 100 people who see your offer, a grand total of two—yes, two—will whip out their wallets.

So, let’s play a little reverse math wizardry. If you want to make $10,000 a month and your product costs $500, then 20 people need to buy it.

With a 2% conversion rate, that means 1,000 people need to see your stuff every month.

So yeah, it’s not rocket science; it’s a numbers game, and your sales aren’t personal, they’re mathematical.

There are really only a few ways to make more money:

Volume is the name of the game, and anyone who tells you otherwise is selling snake oil. (or maybe just bad at math.)

At the beginning of any business, it’s all about volume. In the start, you suck at sales, and that’s fine because everybody does.

When I started freelancing, I sent 20 proposals just to get one client. And then—surprise, surprise—it took another 20 proposals for the second.

It’s like online dating but somehow less soul-crushing.

For digital products, my conversion rate is around 2-3%. So guess what I do? I work to improve that conversion rate and throw even more eyeballs at my sales page.

So, if you’re whining about sales, ask yourself: “Am I showing up enough?” If the answer is no, get out there and grind.

Look, it’s not actually “free” because it takes time. Time is money. You post on TikTok, Instagram, or YouTube, hoping someone will care. The good news? It’s the cheapest. The bad news? You need to become a mini-content wizard.

Different platforms, different content, different headaches. It’s a long grind—think marathon, not sprint.

This is “pay-to-pay.” Run ads on Meta, Google, TikTok, etc. Pros? Quick feedback. You’ll know in a heartbeat if your sales page stinks. Cons? It costs.

You’ll burn cash if you don’t know what you’re doing. And if your funnel stinks? It’s like throwing into a black hole.

Earned media is like getting someone else to say you’re awesome—think podcasts, articles, or press features. It’s legit and credible, but also not in your control.

Either people find you or you hustle to get featured. This one isn’t super beginner-friendly, so don’t stress about it when you’re just starting out.

Don’t try all three traffic sources at once. Unless you enjoy stress, in which case—do you, I guess?

Pick one and give it the ol’ college try (minus the partying). Whatever you choose, go all in and commit for the long haul. No half-baked efforts here.

And there you have it. Now go forth and multiply those leads!

Whenever you’re ready, here are digital products that will help you:

Thank you for being here!

Your biggest cheerleader

Shikha