These four fundamental ways to advertise will transform how you approach lead generation and customer engagement.

By understanding the Core Four, you'll gain clarity on how to effectively communicate your offerings and solve the problem of not getting enough leads.

Understanding the Core Four

There are only four ways one person can tell others about anything. This stems from two types of audiences and two types of communication, creating a 2x2 matrix that I call the Core Four. Let’s dive into this:

  1. Types of Audiences:
    • Warm Audiences: People who know you and have given you permission to contact them (friends, family, followers, current/past customers).
    • Cold Audiences: People who don’t know you, usually reached through other people's platforms (strangers).
  2. Types of Communication:
    • One-to-One Communication: Private communication, such as emails, texts, or direct messages.
    • One-to-Many Communication: Public communication, like posts, ads, or broadcasts.

Combining these, we get the Core Four methods of advertising:

  1. Warm Outreach (One-to-One with Warm Audiences)
  2. Cold Outreach (One-to-One with Cold Audiences)
  3. Content Posting (One-to-Many with Warm Audiences)
  4. Paid Ads (One-to-Many with Cold Audiences)

In this next four posts, we'll cover the each of the core methods.