How to get your first customers

Who should my first customers be?

Pick one specific group before you market to anyone. The SBA's marketing plan starts with the target market: its size, demographics, unique traits and trends. "Busy parents within ten miles who want weeknight dinners" gives you places to look and words to use; "everyone who eats" gives you neither.

Then write one sentence on your competitive advantage, which the SBA describes as what makes your product or service better for those buyers: a better product, a lower price or a better experience. That sentence goes on your flyer, your profile and the top of your website.

Where do first customers usually come from?

• People who already know you. Tell friends, family, former coworkers and neighbors what you do and who it is for, and ask who they know who fits.
• Local places and events. Farmers markets, craft fairs, community boards, schools, gyms, places of worship and neighborhood groups put you in front of nearby buyers, which matters most for services and food.
• Online communities where your buyers gather. Join and contribute to the groups, forums and social accounts they already follow, and share your work there within each group's rules.
• Partners with the same customers. A dog groomer and a dog walker, a florist and a wedding planner: swap referrals with businesses that serve your buyer but don't compete with you.
• Your own listing. A simple website and free business profiles on maps and directories help people who hear about you find and check you.

How do I turn early customers into more customers?

1. Deliver more than they expect. A handwritten note, a fast reply or a small extra makes first customers talk about you.
2. Ask what nearly stopped them buying. Their answer tells you what to fix on your page, price or offer.
3. Ask for an honest review. Ask every customer, not only the ones you think are happy.
4. Ask for a referral. Make it specific: "Do you know one other person who would want this?"
5. Follow up. With permission, keep in touch so they come back and buy again.

Early on, conversations and referrals often cost less than ads. Once you know which message and audience convert, paid ads can scale what already works.

What rules apply to reviews, referrals and influencers?

The FTC's guidance on endorsements is the one to know. It permits asking every customer for an honest review, even with an incentive, as long as the reward does not depend on the review being positive and reviewers say they got something. It is deceptive to ask only the customers you expect to be happy if that distorts the picture.

When you give a creator free product or pay them, they should clearly disclose that connection in the post itself. The same goes for friends, relatives and staff who promote you: the FTC says the ad is misleading unless the relationship is made clear.

What are the rules for marketing emails?

Commercial email is covered by the CAN-SPAM Act, which the FTC enforces. Every marketing email you send must:

• Use accurate header information and a subject line that reflects the content
• Clearly disclose that the message is an advertisement
• Include your valid physical postal address, which can be a registered P.O. box or private mailbox
• Explain clearly how to opt out of future marketing email
• Honor opt-out requests within 10 business days, without charging a fee or asking for more than an email address

The FTC notes each separate email that violates the law can bring a penalty of up to $53,088. Build your list from people who asked to hear from you, such as customers and sign-ups, and make leaving easy.