According to Hormozi, there are only four ways to let people know about your business. Every marketing strategy fits into one of these categories. They are split by who you are talking to (1-to-1 or 1-to-many) and how much they cost (time vs. money). 1. Warm Outreach (1-to-1 / Cost: Time)
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Make a clear, risk-free proposition. Tell them exactly what to do next to get the lead magnet. The Advertising Rule of 100
The ultimate differentiator between struggling businesses and eight-figure empires is volume. Hormozi introduces as the foundational benchmark for lead generation execution.
Build a predictable, outbound sales engine by mastering high-volume outreach. 3. Content / Organic Posting (1-to-Many) -100M Leads PDF by Alex Hormozi
Create ads that look like native content rather than corporate commercials.
Use checklist formats, short videos, or plug-and-play scripts rather than massive, overwhelming ebooks. Scaling Beyond Yourself: The Lead Advertisers
Only after maxing out "More" and "Better" should you add a new channel from the Core Four. 5. Leveraging Other People (The "Four Horsemen")
Reach out without an agenda. Ask how they are doing, provide value, and look for natural transitions to mention your new offer. According to Hormozi, there are only four ways
Running advertisements to scale faster once you have a proven message. Hormozi's 3-part framework for ads includes a Callout (grab attention), Value (benefit), and a clear Call to Action (CTA) . The Four "Lead Getters"
Build emotional resonance. Explain the problem, the struggle, and how you discovered the solution.
Hormozi identifies only four ways to get leads, categorized by who initiates the contact: Warm Outreach: Contacting people you already know. Cold Outreach: Contacting people you don’t know. Posting things that get people to contact you. Paying platforms to show your message to strangers. 2. The Lead Magnet "Rule of 10"
"You don't have a lead problem. You have an 'offer they can't refuse' problem, a 'show up' problem, or a 'follow up' problem. Fix those three, and you will have more leads than you can handle." money)
This article breaks down the core frameworks, advertising strategies, and lead-generation setups detailed in the book to help you scale your business. The Core Philosophy: What is a Lead?
Who should read it
Hormozi doesn’t want you to post on Instagram. He wants you to go where the fish are already biting. Find the 100 sources where your customers already hang out (newsletters, podcasts, competitors) and get in front of them. Stop trying to build an audience from zero.