Tried and Tested Tips for Securing Your Earliest and Most Loyal Customers

Landing your earliest customers can feel like the toughest part of building a business—but they’re also some of the most important. These early wins validate your idea, shape your early offerings, set the foundation for long-term growth, and sometimes end up being your most loyal advocates.

To help you navigate this critical milestone, we asked 15 founders to share the real strategies that helped them secure their first customers. They’re revealing the real-world tactics they used, how they overcame early obstacles, and what they’d do differently if they could go back.

Whether you’re bootstrapping, refining your pitch, or wondering where to even start, this advice  is packed with tested strategies to help you build traction with confidence.

Anouck Gotlib 

CEO of Belgian Boys, creating whole ingredient breakfast options that allow families to prep less, smile more, and indulge better.

We built real relationships—one waffle, shelf, store, and buyer at a time. Without big budgets or a data team, we hustled a product we believed in and a story that resonated. Getting buyers to take a chance on a new brand was tough, so we focused on strong margins, turnkey execution, solid promotions, in-store demos, and a commitment to partnership.

Don’t think of it as selling your brand—think of it as solving a problem for the person across the table. That shift changes everything.

Amanda Hofman 

Chief Swag Officer & Co-Founder of Go To Market - Anti-Boring Branded Merchandise and Swag, changing the way the world handles swag and designing sustainable branded merchandise shops that reflect our clients’ brand values. 

In the early days, we went out of our way to prove our value—designing swag and sketching out strategies before client meetings. Lacking experience, we showed our eagerness and commitment to their success.

Don’t be afraid to show ambition. Excitement is contagious, and your newness can be an advantage. Apathy, on the other hand, is a turn-off.

Kalyn Romaine 

Founder & CEO of Forward Collective Group, a global management consulting firm partnering with entrepreneurs and business leaders to build companies people love to work for and buy from.

Through sharing my story, goals, and value-add in witty LinkedIn posts, my earliest customers saw a worthy partner. I've continued to grow my business using the same technique.

Don't overplan it. Loosely identifying a buyer persona is smart business, but narrowing your focus to the exclusion of a surprise audience is not. Be open to the magic of lead magnetism; you truly won't always know who will fall in love with you!

Stephanie Skryzowski 

Founder & CEO of 100 Degrees Consulting, providing CFO and bookkeeping services to nonprofits around the world.

I started by getting super clear on my ideal client: nonprofits of a certain size, doing work I cared about, who didn’t yet have a CFO. I searched databases for matching organizations and sent personalized emails inviting them to connect.

Getting replies was the biggest challenge, but once I got that first “yes,” I realized it was a numbers game. That kept me motivated to keep going.

Maria Coello 

CEO of For Arts Sake Cosmetics, a beauty brand dedicated to empowering bold self-expression, transforming everyday makeup into a creative canvas, and donating part of the proceeds to support the arts.

Our strategy centered on a mission-driven model that fused creativity with social impact. By sharing our philanthropic commitment—donating a portion of proceeds to the arts—customers felt a deeper connection to our brand. This purpose resonated with early adopters and helped us stand out. Authentic storytelling on social media also showed the real impact of our products and how purchases supported the creative community.

Lead with authenticity from day one. Let your mission shine through. When people see real impact, they become loyal advocates who drive early growth.

Farida Raafat

Founder & CEO of DALYA, a female-founded custom clothing brand based in NYC, specializing in high-quality, tailored pieces that empower women through personalized style. 

I focused on building a strong community through in-person events, word-of-mouth referrals, and partnerships with like-minded brands. Bespoke fashion can feel intimidating, so I prioritized educating customers and creating a seamless, personalized experience that built trust.

Build genuine relationships and create value before selling. People invest in brands they trust. Leverage your network, collaborate with aligned communities, and make the experience seamless so early supporters become your biggest advocates.

Catalina Parker 

Co-Founder of Relatable Nonprofit, helping nonprofit professionals launch consulting careers with freedom and purpose.

We launched our latest offer through a paid sponsorship with a partner organization, promoting it to their audience to test interest before building the full product. About 10 paying members joined, and we co-created the offer based on their feedback. That lean approach helped us validate the concept, build trust, and ensure product-market fit.

Invest in early visibility through aligned partnerships, and build your offer alongside real users.

Khushali Shah 

CEO & Owner of Canopy Families, a one-stop shop to help you manage your household support needs.

Before launching Canopy Families, I told everyone I knew about the company. I shared on personal social media, engaged in Facebook moms groups, and asked friends to spread the word. It took courage to put myself out there—but it made all the difference.

Start teasing your launch early, and be as consistent as possible in your messaging. It builds familiarity and momentum.

Charlotte Lilley 

Founder of The Ski Retreat, a women-led adventure business that curates seasonal retreats designed to inspire adventure, confidence, and connection.

It’s tough launching a business no one’s heard of. For my first retreat, I invited friends and family to join at cost to test the concept and work out any kinks. I also asked them to spread the word—emailing their networks and sharing what I was building.

Put yourself out there in every way you can. Tapping your personal network might feel awkward, but most people are happy to help—just like you would be if the roles were reversed.

Grace Nguyen 

Founder & CEO of LOUPN, an inclusive jewelry brand intended to encourage positivity, confidence, and love. 

We focused on organic traffic to secure early customers. While I initially followed female fashion creators, I began reaching out to male creators whose style resonated with me. Their feedback helped shape our products. Now five years later, many of those early relationships are still key brand partners.

Get customer feedback as early as possible. Use it to refine your offering and make sure you’re serving your audience the way they want to be served.

Allison Ullo 

Founder of Leaves of Leisure Tea, a luxury herbal and low-caffeine tea brand created to help people cut back on caffeine without sacrificing flavor or ritual. 

I focused on in-person popups and events to connect directly with potential customers and share the story behind the tea. I also leaned into organic social, brand collaborations, and female-founded networking groups. Being bootstrapped meant getting creative.

If you’re bootstrapping, don’t rush into ads. Test your product and messaging first. You don’t need to be everywhere; consistency and genuine connection will take you much further than trying to do it all.

Deirdre Purdy 

Co-Founder of Purdy Marketing Co., a modern marketing firm helping tech-enabled brands turn complex ideas into clear, compelling campaigns that resonate with both technical and non-technical audiences.

We prioritized showing up as true partners and not just outsourced service providers. By genuinely caring about our clients’ success and being ready to help however we could, we built trust and created relationships that felt collaborative, not transactional.

Listen more than you pitch. It’s easy to focus on selling your value, but slowing down to really understand what your client needs makes everything—especially closing the deal—so much easier.

Marianna Sachse 

Founder & CEO of Jackalo, America’s first circular children’s clothing brand, built for eco-conscious families who care about the planet and their kids’ comfort. 

I started talking about my business well before it officially launched. With no budget for PR or promotions, it came down to legwork—sharing the idea, building interest, and practicing how to talk about what I had to offer.

If you’re product-based, consider using an affiliate platform. Many publications require affiliate links to feature you. Research the keywords people might use to find your product, then pitch every blog on the first two pages of Google to include you.

Sydney de Arenas Sherman 

CEO & Founder of The Hive, the team behind your growth - empowering founders and elevating Businesses.

Remind people you exist constantly. How you do that depends on your industry: digital marketing, traditional sales, or something else. But you must be where your customers are and clearly communicate how you can solve their problems in a way that resonates.

In The Hive’s early days, that meant tapping into my network, asking for introductions, and joining groups where I knew my ideal clients were. From there, it was all about delivering a high-quality product to build trust and credibility.

Evelyn Sprigg 

Co-Founder & CEO of JustUs Skincare, the climate-proof skincare that blends global botanicals with modern actives to care for peri- and post-menopausal skin concerns.

We began with in-person events like farmer’s markets and health fairs. While not scalable, they brought in early revenue and invaluable customer insights: what they liked, what they asked, and who they really are. Those learnings shaped our brand strategy and informed our digital campaigns. 

One of the hardest things early on is understanding who your customer is and the problem you’re solving. The better you understand, the easier your decisions become—even as you accept that some early efforts won’t yield returns.

^{All individuals featured in this article are members of Dreamers & Doers, a curated community that amplifies extraordinary women entrepreneurs and leaders by securing PR, forging authentic connections, and curating high-impact resources.}

^{Header image photo credit: Yauheniya Pirahova}