---
title: Naming a lead magnet and writing the call to action
slug: lead-magnet-naming-and-cta
summary: Why the name and packaging of a lead magnet move opt-ins 2–10x more than its contents, Hormozi's naming formulas, how to test names cheaply (ad tests, story polls, texts), and the clear-CTA formula (clear, exact next action, reason to act now) with capacity-based scarcity.
domain: marketing
tags: [lead-magnet, copywriting, cta, headline-testing, scarcity]
related: [lead-magnet-types-and-delivery, sales-funnel-rules-of-thumb]
sources: [yt:Mst4hreQYl0]
updated: 2026-10-24
---

# Naming a lead magnet and writing the call to action

## TL;DR
- The name or headline drives opt-ins more than anything else. Hormozi claims 2–10x from repackaging alone, as long as the contents really solve the problem. **Advertise the result, not the vehicle.**
- **Name formulas:** number + outcome + timeframe; "how to [good] without [bad], even if [insecurity]"; "the [adjective] [thing] that [result]"; "X mistakes that [prevent goal]".
- **Test names** with small ad tests. If there's no budget, use story polls, A/B comments or texts to people who match the avatar.
- **CTA formula:** clear (not clever) + exact next action + a reason to act now. Any reason beats none.
- Ask for the sale **often**, with value between asks. Use real capacity limits or rolling cohorts for scarcity.

## Details
**Packaging beats contents.** Alex Hormozi tests a lead magnet's wrapping before its insides, because the headline alone can change demand by 2, 3 or 10x.[^1] A flop means *that* lead magnet failed, not that lead magnets don't work.[^1] His first gym ran a six-week deadlift and squat programme sold as "Big Booty Bootcamp". Same programme, but the name sold the result to his audience, women.[^2][^3] Different names attract different buyers ("tight and toned" vs "bubble butt"), so test for lead *quality* as well as volume.[^3]

**How to test.** Get clear on the avatar, then run small ad tests comparing headlines. Without budget, poll your followers (and tell non-avatars not to answer), text people, or post "comment A or B". Two or three of these together give a directional answer.[^3] For *$100M Leads* he split-tested six titles, plus images and subtitles: "if I'm going to spend two years writing the book, I can spend two days testing the headline". Packaging drives short-term sales. Long-term sales come from word of mouth about the contents.[^4]

**Naming formulas.**[^4][^5]
- Number + outcome + timeframe: "3 emails that turn cold leads into clients in 24 hours".
- How to [good] without [bad], even if [insecurity]: "How to build a funnel without hiring a copywriter, even if you've never done it before".
- The [adjective] [thing] that [result]: "The lazy funnel template that converts like crazy".
- X mistakes: "5 ad-copy mistakes that are killing your conversion rate", "4 mistakes keeping your business under $1M a year".

**The CTA.** Most people build a great lead magnet and then forget to ask, or ask once. Salespeople who ask the most close the most. You can afford more asks if you keep delivering value between them.[^6][^7] Formula: be **clear, not clever**, give the **exact next action**, and add a **reason to do it now**. Hormozi puts a "free gift" CTA at the end of every chapter of his books.[^8] He cites the queue-cutting study: "because I'm late" worked, and so did a nonsense reason. An anniversary, a holiday or "my daughter lost her first tooth" all beat no reason.[^9][^10]

**Honest scarcity.** About 78% of businesses are services and genuinely capacity-limited. If four more clients would fill you, say so, because prospects assume you're bigger than you are. Larger businesses can cap weekly starts or run rolling cohorts ("join by Friday").[^11] Put CTAs before, inside and after the lead magnet.[^12]

## Disagreements / caveats
- The "any reason works" study is relayed from memory. Inventing reasons can backfire with sophisticated audiences or where ad rules apply. Prefer real reasons.
- The 2–10x claims are Hormozi's, not published test data. His book test results are reportedly printed in *$100M Leads* but aren't in this source.

## See also
- [[lead-magnet-types-and-delivery]]

[^1]: yt:Mst4hreQYl0 @ 04:56 — Alex Hormozi
[^2]: yt:Mst4hreQYl0 @ 22:30 — Alex Hormozi
[^3]: yt:Mst4hreQYl0 @ 23:20 — Alex Hormozi
[^4]: yt:Mst4hreQYl0 @ 24:56 — Alex Hormozi
[^5]: yt:Mst4hreQYl0 @ 26:20 — Alex Hormozi
[^6]: yt:Mst4hreQYl0 @ 27:06 — Alex Hormozi
[^7]: yt:Mst4hreQYl0 @ 26:20 — Alex Hormozi
[^8]: yt:Mst4hreQYl0 @ 27:54 — Alex Hormozi
[^9]: yt:Mst4hreQYl0 @ 28:41 — Alex Hormozi
[^10]: yt:Mst4hreQYl0 @ 29:26 — Alex Hormozi
[^11]: yt:Mst4hreQYl0 @ 30:12 — Alex Hormozi
[^12]: yt:Mst4hreQYl0 @ 30:59 — Alex Hormozi