If you’re a solopreneur or startup founder creating content every week but still wondering why the leads aren’t coming in, the problem isn’t consistency.

It’s clarity.

After reading $100M Leads, I realised most creators misunderstand what free content is actually supposed to do.

This book didn’t just change how I think about marketing.
It changed how I think about attention, trust, and value.

The Real Problem Isn’t Interest. It’s Awareness.

One of the most important ideas in the book is simple but uncomfortable:

Your potential customers are not uninterested.
They’re ignorant of your existence.

No awareness means no leads.
No leads means no sales.
No sales means no business.

Marketing starts with attention.
And attention today comes from content.

The Content Unit: Why Most Content Fails

One of my favourite frameworks from the book is the Content Unit:

• Hook: Get noticed

• Retain: Keep attention

• Reward: Make it worth their time

If your content doesn’t reward people, it won’t grow.

This is where most creators go wrong.
They post frequently, but nothing sticks.

Why?
Because the content is vague, generic, or trying to speak to everyone.

A confused mind doesn’t buy.

Why Free Content Actually Sells

Free content isn’t a teaser.
It’s not “giving away too much.”

Free content is goodwill.

People who buy from you almost always consume your free content first.
They use it to judge:

• Your competence

• Your clarity

• Your relevance

Your free content becomes part of how they calculate ROI before they ever pay you.

Post less? No.
Post better? Yes.

Start in a Puddle, Not the Ocean

Another powerful idea from the book is the puddle to ocean metaphor.

Most creators start too broad and drown.

You grow faster by starting small:

• Not “business content” → lead generation for solopreneurs

• Not “video marketing” → screen-recorded demos for founders

Specific content earns trust faster.

Attention Spans Aren’t Short. Standards Are High.

There’s no such thing as “too long.”
Only too boring.

If your content is clear, relevant, and useful, people will stay.

How I Apply This as a Creator

Instead of asking, “What should I post today?”
I now ask:

What problem can I solve clearly today?

I structure content using:

• Lists

• Steps

• Stories

Because curiosity retains attention.

The Tool That Makes This Sustainable: Tella

If you’re posting free content consistently, speed matters.

You don’t need:

• Expensive editors

• Complicated setups

• Production paralysis

You need clear value, fast.

That’s why I use Tella, a screen and video recording tool built for creators, solopreneurs, and founders.

With Tella, I can:

• Record screen + camera

• Create tutorials, demos, and educational content

• Auto-generate descriptions, chapters, transcripts, and documents

• Edit fast with AI cuts, layouts, zooms, and highlights

• Publish without needing multiple tools or a team

This aligns perfectly with the kind of educational, value-driven content Alex Hormozi talks about.

The Biggest Takeaway

Content isn’t the compounding asset.
The audience is.

Algorithms change. Content disappears.
But when your audience grows, your leverage grows.

Free content is how you earn that audience.

Final Thoughts

If I had to summarise $100M Leads in one idea:

Earn attention with value first.
Sales come later.

Post free content.
Make it good.
Make it specific.
Make it useful.
And do it long enough for trust to compound.

🧰 Creator Tools Worth Knowing (and Using)

Get 30% off all Tella plans here

Get 20% off Dub here

Get Cal here

Learn more about CapCut here

Learn more about content creation here

Read full review here

Read full review here

Read full article here

These are the tools I genuinely use to run and grow my business. Whether you're building content, managing projects, or streamlining how people connect with you, this stack has been essential. A few include partner links with exclusive discounts.

1. Tella

Create polished screen recordings and video presentations quickly. Great for demos, tutorials, and sharing ideas with clarity.

2. CapCut

A free, intuitive video editor that’s surprisingly powerful. Ideal for both short-form content and more in-depth edits.

3. Dub

Perfect for startups looking to grow through affiliate programs. Set up, manage, and scale your affiliate strategy—get 20% off with my link.

4. Cal.com

Easy, free and customizable scheduling that integrates with your workflow. A professional way to make meetings seamless.

5. Notion

Your all-in-one workspace for notes, project management, documentation, and collaboration.

Get Notion here

Some links are affiliate partnerships, which means I may earn a commission if you choose to sign up. I only recommend tools I’ve tested and actually find valuable in my own work.