Most new entrepreneurs struggle to get their first customers.

They spend months spinning their wheels, trying every tactic they’ve read about online. They create elaborate marketing plans, spend hours perfecting their website, and obsess over their social media presence. But despite all this effort, they’re still at zero customers.

The problem? They’re overcomplicating things.

In my experience, simplicity is the key to early success.

“That’s been one of my mantras — focus and simplicity. Simple can be harder than complex. You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains” — Steve Jobs

When I started my business, I fell into the same trap. I spent 5 months trying to land my first customer, using complex strategies that left me frustrated and discouraged.

But then I discovered a simple, four-step framework that changed everything.

This framework isn’t about fancy marketing techniques or cutting-edge technology. It’s about focusing on what really matters: connecting with potential customers, providing value, and then charging them money.

In this article, I will share this framework with you, so you can avoid the mistakes I made and get your business off the ground faster.

Ready to transform your business? Let’s dive in.

Step 1: Get 15–20 High-Quality Leads

Quality beats quantity every single time.

Most new entrepreneurs think that casting a wide net is the best strategy for landing customers. They believe that if they reach out to enough people, eventually someone will buy. However, this approach is inefficient and often leads to burnout.

Instead, I recommend a more targeted approach.

Start by creating a list of only 15–20 potential customers.

But not just any customers — focus on those who are most likely to have the problem you solve and are ready and able to pay for a solution. This might seem like a small number, but remember, we’re aiming for quality over quantity.

To create this list, research your target market thoroughly.

Look for businesses or individuals who have publicly expressed frustration with the problem you solve. Check industry forums, social media groups, and LinkedIn posts. Look for people who are actively seeking solutions.

Your business should start with this carefully curated list.

Step 2: Initiate Connections With Them

The right approach can open doors you never knew existed.

Now that you have your list of high-potential prospects, it’s time to reach out. But here’s where many people go wrong — they immediately launch into a sales pitch. This is a surefire way to get ignored or rejected. Instead, we’re going to use a more subtle and effective approach:

Alex Hormozi’s ACA Framework.

Here’s how it works:

Acknowledge: Show that you’re aware of who they are and what they do.
Compliment: Offer a genuine compliment about their work or achievements.
Ask: Pose a few questions to have some conversation going.

Here’s an example:

“Hey Richard, I noticed you’re doing great work in the sales industry (Acknowledge). The recent article you wrote about B2B sales was truly impressive (Compliment). I’m curious, how did you get into this industry? (Ask)”

This approach works because it shows you’ve done your homework and are genuinely interested in their business. It opens a dialogue without being pushy. Most importantly, it positions you as a potential problem-solver rather than just another salesperson.

Remember, your goal at this stage is simply to start a conversation.

Step 3: Sell Them Your Service For Free

Sometimes, the best way to make money is to work for free.

I know what you’re thinking: “Work for free? That’s crazy!”.

But hear me out.

When you’re just starting, you lack three crucial things: case studies, testimonials, and confidence in your ability to deliver results. Offering your services for free to a select few clients can help you gain all three.

Here’s how to do it:

Tell your prospects that you’re onboarding 1–3 clients for free to get initial case studies. Make it clear that this is a limited-time offer, which creates a sense of urgency.

When you present it this way, you’re not begging for work — you’re offering them a valuable opportunity. Now, here’s the crucial part: when you get these free clients, you need to absolutely knock it out of the park.

Provide the best work you can. Go above and beyond.

Treat them better than you would a paying client. Why? Because the results of this free work will set the stage for your future success.

There are only three possible outcomes, and they’re all positive:

They’re so impressed that they convert into a paying customer (Win!)
They tell their connections about your amazing work (Win!)
They don’t convert, but you get a powerful case study (Win!)

It’s a win-win situation.

In my case, I onboarded one client for free. Not only did they become a paying customer, but they also referred me to three more potential clients who turned into sales.

So from one free client, I ended up with four paying customers.

Free work, when done strategically, can be your fastest path to paid work.

Step 4: Repeat And Scale

Success leaves clues — follow them.

At this point, you’ve landed your first customer and possibly a few more.

Now it’s time to build on that momentum. Here’s how:

Ask For Referrals. Don’t be shy about this. If your free clients are happy with your work, they’ll likely be glad to refer you to others. Make it easy for them by providing a simple email template they can use.
Use Your Case Study. That free work you did? It’s now a powerful marketing tool. Create a detailed case study showcasing the problems you solved and the results you achieved. Share this on your website, social media, and in your outreach to new prospects.
Refine Your Approach. Look at what worked well in your initial outreach and free work. Double down on these aspects as you reach out to new prospects.
Gradually Increase Your Prices. As you gain more experience and have results to show, start charging for your services. You can still offer a discount to new clients, but it’s time to start getting paid for your valuable work.
Keep Building Relationships. Business is all about relationships. Keep nurturing the connections you’ve made, even if they haven’t turned into customers yet. Share useful information, check in occasionally, and always be ready to help.

Remember, referrals compound. One happy client can lead to multiple new clients, who can then refer even more.

This is how you start to scale your business rapidly.

Why This Framework Works

Simplicity is the ultimate sophistication.

This framework is effective for several reasons:

It’s Simple. There are no complex strategies to learn or expensive tools to buy. Anyone can implement this, regardless of their experience level.
It’s Focused. By targeting a small number of high-potential prospects, you’re making the most efficient use of your time and energy.
It’s Low-Risk for Potential Clients. By offering your services for free initially, you’re removing the biggest barrier to trying a new service provider.
It Builds Your Portfolio Quickly. In a short time, you can go from having no experience to having case studies and testimonials.
It Uses The Power of Referrals. Word-of-mouth is still the most powerful form of marketing, and this framework puts it at the center of your growth strategy.
It’s Adaptable. While I’ve focused on service-based businesses, this framework can be adapted for product-based businesses too. Instead of free services, you might offer free trials or samples.

The beauty of this framework lies in its simplicity and effectiveness.

The Transformation

Imagine going from zero to hero in your business.

Picture this: In just a few weeks, you go from having no customers to having five paying clients. You have a portfolio of work to showcase, glowing testimonials to share, and a growing network of business connections.

Your confidence has skyrocketed because you’ve proven to yourself that you can deliver value and that people are willing to pay for your services. You’re no longer just dreaming about being an entrepreneur — you are one, with real clients and real income.

This isn’t just a fantasy.

It’s the reality that this framework can create for you.

I’ve seen it happen. The best part? This is just the beginning. These first five customers are the foundation upon which you can build a thriving, scalable business.

Your Next Steps

The journey of a thousand miles begins with a single step.

Make your list of 10–20 potential customers. Focus only on high-potential prospects.
Craft your outreach message using the ACA framework. Personalize each message.
Prepare your offer. Define exactly what you’ll offer and how you’ll over-deliver.
Take action today. Reach out to your first prospect within the next 24 hours.
Use a CRM. Keep track of your outreach and customer engagement.
Stay consistent. If it doesn’t work out for your first list, then do it again.

Remember, success loves speed.

Don’t wait for the perfect moment — it will never come.

Start implementing this framework now. Right now.

Want more tips on building and growing your creative business? Follow me on LinkedIn and here on Medium. I share actionable advice like this regularly. Let’s grow together.

Your first five customers are waiting. Go get them.

My 4-Step Framework To Get Your First 5 Customers

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