Alex Hormozi breaks down customer acquisition into four core modalities: known vs unknown, one-to-one vs one-to-many. He outlines six methods using customers or affiliates, then explains why he chose organic acquisition for Acquisition.com.
I can't even ask for numbers because it's hard to calculate this, but how much easier do you think it'd been for you? I would say at least 318%, maybe 325% in terms of percentage easier than it was before. So big picture, when I started Acquisition.com, I was like, okay, got to get customers, got to sell them shit, right? That's fundamentally what it is. We need the thing to sell and we got to have the people to sell to, right? And so I look at what are the acquisition strategies am I going to use? So I can talk to people I know one-on-one, I can talk to people I know one-to-many, I can talk to people I don't know one-on-one, I can talk to people I don't know one-to-many. Those are the 4 core things you can to advertise anything. And then below that, I can get customers to do those 4 things, or I can get affiliates to do those 4 things. So there's 6 methods you can do to get customers. It's like, how can I sell in a vacuum in a market of one, which is people coming to you rather than you going to them? I wanted that to be the way that we acquired companies, and so that's why we started organic as the primary method.
