How to Get Your First 100 Customers (Even If You’re Starting From Scratch)

Landing your first 100 customers can feel like climbing a mountain, but it’s actually more about strategy than size. You don’t need a huge audience or a big budget—you just need the right steps.

Whether you’re selling a product or a service, those first 100 customers are the foundation of your business. They’re the ones who will give you feedback, spread the word, and help you grow. They’re proof that what you’re offering solves a real problem and has real value.

In this post, I’m sharing six proven strategies to help you land your first 100 customers—and one of them is the secret sauce most small business owners overlook.

Step 1: Nail Your Branding (This Is Your Foundation)

Before you can attract customers, you need to make sure your brand is clear, cohesive, and speaks directly to your ideal client. Without this foundation, your marketing efforts will feel scattered and inconsistent—and potential customers won’t understand what makes you different.

Why branding matters for customer acquisition:

Clarity builds trust. When your branding is consistent across your website, social media, and marketing materials, people assume you’re professional and established—even if you just launched.

Cohesion creates recognition. The more consistent your visuals and messaging, the easier it is for people to remember you and refer you to others.

Strategy attracts the right people. When your brand clearly communicates who you serve and what problem you solve, your ideal customers self-select and reach out.

How to get your branding right:

Define your brand personality: What do you want people to feel when they interact with your business? Professional and trustworthy? Fun and approachable? Bold and innovative?

Choose a cohesive color palette, fonts, and visuals that reflect your vibe and stick to them religiously.

Create a simple brand book to document everything so you’re never starting from scratch or second-guessing your choices.

If you’re not sure where to start, The Small Biz Brand Glow/Up mini-course will teach you how to create a standout brand in just one hour. It’s perfect for small business owners who want to look professional without the overwhelm—and it gives you the foundation you need to attract those first 100 customers with confidence.

Step 2: Start With Your Inner Circle

Your first customers are often people you already know—friends, family, colleagues, or acquaintances. This isn’t about guilt-tripping people into buying from you. It’s about tapping into warm connections who are genuinely interested in supporting you or who might actually need what you’re offering.

How to reach out to your inner circle:

Be personal and specific. Reach out via email, DMs, or phone with a clear message about what you’re offering and how it can help them.

Example: “Hey! I just launched [product/service], and I thought of you because I know you’ve been dealing with [specific problem]. I’d love to help—here’s how it works.”

Make it easy for them to say yes. Include a direct link, a special discount, or a simple next step.

Ask for referrals even if they’re not your ideal customer. “If you know anyone who might benefit from this, I’d so appreciate you passing it along!”

Don’t underestimate the power of your network. These early supporters often become your biggest cheerleaders.

Step 3: Leverage Social Media to Build Awareness

You don’t need a massive following to make sales—you just need to show up consistently and connect with the right people.

How to use social media strategically:

Share your story. Why did you start your business? What problem are you solving? People connect with authenticity, and your origin story helps them understand your mission.

Use Stories, Reels, or TikToks to showcase your offer in action. Show behind-the-scenes, customer results, or quick tips related to your product or service.

Engage authentically through comments, DMs, and polls. Don’t just broadcast—have conversations.

Pro tip: Focus on one or two platforms where your ideal clients are most active. Spreading yourself too thin dilutes your impact.

Step 4: Offer an Irresistible Incentive

People are more likely to buy when there’s a clear reason to act now. Creating urgency or adding extra value can be the nudge your audience needs to become paying customers.

Ideas for irresistible incentives:

Offer a limited-time discount or bonus for your first 10-20 customers. “Be one of my first 20 clients and get 25% off!”

Create a referral program. “Refer a friend and you both get $10 off your next purchase.”

Bundle your product or service with something extra. “Buy now and get a free [bonus item or resource] valued at $50.”

Pro tip: Make sure your incentive aligns with your brand and feels valuable to your audience. A cheap gimmick will backfire—a thoughtful bonus builds goodwill.

Step 5: Build Social Proof Early

People trust other people. The more you can show that others love your product or service, the easier it will be to attract new customers.

Even if you’re brand new, you can start building social proof right away.

How to generate social proof from day one:

Offer your product or service to a few people for free or at a steep discount in exchange for honest testimonials or case studies.

Share screenshots of positive feedback or results on your social media and website.

Highlight milestones like your first sale, a glowing review, or a customer win. People love being part of a success story.

Pro tip: Create a highlight reel on Instagram or a dedicated testimonials page on your website. Make social proof easy to find and impossible to ignore.

Step 6: Tap Into Local or Niche Communities

Sometimes, the best way to find your first customers is to meet them where they already are—whether that’s online communities, local networking groups, or niche forums.

How to leverage communities strategically:

Join Facebook groups, LinkedIn communities, Slack channels, or local meetups related to your niche.

Offer value first by answering questions, sharing helpful tips, or providing genuine support. Build relationships before you pitch.

Share your offer when it feels natural and relevant. If someone asks a question your product or service answers, mention it in a helpful, non-salesy way.

Pro tip: Always follow the group’s rules about self-promotion. Being helpful and authentic will get you further than dropping links everywhere.

Ready to Land Your First 100 Customers?

Getting your first 100 customers might feel daunting, but it’s absolutely doable when you focus on the right steps. These aren’t theoretical strategies—they’re proven methods that work for small business owners every single day.

Start with strong branding, tap into your network, show up consistently, and make it easy for people to say yes. That’s the formula.

Want to build a brand that attracts your dream clients and makes selling easier?

👉 Check out The Small Biz Brand Glow/Up—it’s designed to help small business owners like you create a standout brand in just one hour, so you can confidently go after those first 100 customers.

👉 Download The Glow + Go AI-Powered Content Planner and plan a full week’s worth of posts and Stories in minutes—so you can stay visible and keep attracting new customers.