The Core 4

There are so many new marketing strategies out there that it becomes easy to get overwhelmed and overthink the process. At the same time, you need to consistently generate leads to keep your business going. 

We’re here to tell you it’s all about the KISS principle – keep it simple stupid. It’s easy to get caught up in the smaller details, forgetting that the biggest success can lie in the simplest actions. 

That’s where Alex Hormozi’s Core Four comes in. Hormozi, author of $100M Offers: How to Make Offers So Good People Feel Stupid Saying No, outlines a framework that strips lead generation down to its essentials. And the best part? It’s all about execution.

Why Alex Hormozi?

Alex Hormozi is a no-nonsense entrepreneur, investor, and author who’s made a name (and a fortune) by scaling businesses and sharing what he’s learned along the way. Known for his sharp insights, unapologetic honesty, and signature tank tops, Alex doesn’t just talk the talk—he’s walked it, lifting struggling companies into multimillion-dollar machines.

Alex Hormozi didn’t stumble onto the Core Four—it’s the result of years in the business trenches. While scaling his gym franchise, he tested every lead-gen strategy under the sun. What worked? Four simple, no-BS methods: warm outreach, cold outreach, content marketing, and paid ads.

The Core Four

The Core Four is a simple approach to generating more leads and converting them into paying customers. Simply said, it consists of four outreach strategies:

1. Warm Outreach – Reaching out to people who already know you.
2. Cold Outreach – Reaching out to strangers.
3. Post Free Content – Sharing valuable content with your network.
4. Paid Ads – Reaching a wider audience through advertising. (This one comes with a caveat, which we’ll discuss later.)

Each of these principles plays a key role in creating a balanced and effective marketing strategy. Let’s look into what makes each one work.

Warm Outreach: Your Fastest Path to Qualified Leads

Think of this as your golden ticket! Warm outreach is all about reaching out to people who already know, like, and trust you. It’s the quickest way to land qualified leads because the groundwork is already done. Think about it, asking a friend for a favour is always easier than asking a stranger for one. 

Whether it’s a friendly email, a quick WhatsApp message, or a DM on social media, warm outreach adds a personal touch that keeps you top of mind

Pro Tip: Try to schedule coffee chats or casual check-ins with your warm leads. Even if they don’t buy right now, they might just send someone your way who will.

Cold Outreach via Email and LinkedIn: The Numbers Game

Cold outreach might feel a bit shady to some, but it remains one of the best ways to build a pipeline of potential clients. The thing is that it’s a numbers game. The more emails, LinkedIn messages, or even calls you make, the more chances you have to land a lead.

It definitely takes persistence, but when done right, it works wonders. Case in point: one of our team members sold their entire business purely through cold email outreach. 

Pro Tip: Stay consistent and don’t take the silence personally. Cast your net wide and see what you can catch. 

Content Marketing: The Power of Free Content

Everyone talks about how free content can be the one true answer to drawing in more leads. There’s just one snag to this approach though; pushing out repetitive fluff is going to get you nowhere. 

Rather than trying to rank on Google or another search engine, you need to focus on creating content that will actually be valuable to your audience. Then think about how you can use that content in the right way. Can you offer a gated downloadable? Or can you create an industry report people would like to read and reshare?

Pro Tip: Pick the platform your audience uses most. Do you have a professional crowd? Go all in on LinkedIn. Targeting a visual-first demographic? Instagram or TikTok might be your best bet. Show up with substance, not just noise.

Paid Ads: Proceed with Caution

Paid ads can be the trickiest to approach—some businesses spend thousands on them, while others (like us) have found them a tough nut to crack. They can deliver big results, but there is no guarantee. If you are keen to take this approach, the secret is to test, tweak, and see what works for your industry before committing all your marketing funds.

If you’re just starting out, focus on the other Core Four strategies first. Build a solid foundation with warm outreach, cold outreach, and content marketing. Once you’ve nailed those, you’ll have the insights and confidence to know what will have a bigger impact when it comes to paid ads. 

Pro Tip: Start small. Test campaigns with clear goals and a tight budget to minimise risk while learning what clicks (literally).

5 Common Lead Generation Mistakes (and How to Avoid Them)

Even with a solid framework like the Core Four, it’s easy to fall into traps that can slow your progress. We see some or all of the below mistakes in many of our clients’ businesses. Check that you aren’t making them too!

1. Focusing on Quantity Over Quality
   Sending out hundreds of emails or running countless ads might seem like the fastest way to generate leads, but without targeting the right audience, it’s just noise. Do your homework. Understand who your ideal customer is and tailor your messaging to their needs. Quality leads are always better than a flooded inbox of uninterested prospects.
2. Ignoring Follow-Up
   A single touchpoint rarely seals the deal. Neglecting to follow up with leads is like shredding a winning lotto ticket. Build a follow-up system. Whether it’s an email sequence or a quick call, staying on your lead’s radar is key to conversion.
3. Not Tracking or Measuring Results
   If you’re not tracking performance, you’re flying blind. It’s hard to know what’s working (or isn’t) without data. Set measurable goals and regularly review your results. Use tools like CRM software or analytics platforms to keep tabs on your progress and make data-driven decisions.
4. Being Too Salesy Too Soon
   Nobody likes being hit with a hard sell right off the bat. This approach can turn potential leads off before you’ve had a chance to build trust. Focus on building relationships first. Provide value, answer questions, and show genuine interest in helping your leads before going for the pitch.
5. Inconsistent Effort
   Lead generation isn’t a “set it and forget it” game. Inconsistency leads to dry spells and missed opportunities. Commit to regular outreach and content creation. Make lead generation part of your daily or weekly routine to keep your pipeline full.

Putting the Core Four into Action

At Growth Experts, we’ve taken a step back to simplify how we approach lead generation. Now, we just ask ourselves three straightforward questions:

• Are we actually using all the Core Four tactics?
• Do we have a process for each, or are we winging it?
• Are we tweaking and improving as we go, or just hoping for the best?

Surprise, surprise—this shift has made a big difference. The Core Four isn’t some fancy new invention, but laying it out so clearly has breathed new life into how we do outreach. Sometimes, keeping it simple is the smartest move.

If you’re drowning in overcomplicated strategies, why not go back to basics? The Core Four helps you focus on what really matters: connecting with people, offering value, and, yep, closing those deals.

What steps can you take today to implement the Core Four in your business? Let us know – we’d love to hear your thoughts!

Jason Bagley Founder, Growth Experts

I'm a business builder, the founder of Growth Experts, sometimes public speaker, and a member of the Entrepreneurs’ Organization. Mostly though, I’m just a dad to Eva & Cruz and a husband to Karina.