How to Find Your First 10 Customers Without Spending a Dime on Ads

February 5, 2026 8 min read Matthew Graves
Finding First Customer Image

Let me guess: You have a great product or service. You know it can help people. But there is one massive problem standing between you and success.

You don't know where to find your first customers.

Maybe you have been told you need to spend thousands on Facebook ads. Or hire an expensive marketing agency. Or master some complicated funnel software before you can make your first sale.

Here is the truth:

You don't need a big budget to get your first customers. You just need the right strategy and a willingness to trade your time for attention.

In this guide, I am going to show you exactly how to find and attract your first 10 customers using organic marketing strategies, no ad spend required. These are the same strategies I have used for 25+ years and taught to thousands of startup entrepreneurs.

Why Organic Marketing Works for New Businesses

When you are just starting out, you have more time than money. That is actually a huge advantage.

Organic marketing, also called trading time for attention, allows you to:

The best part? Once you nail your organic strategy, you will know exactly who to target when you do start running paid ads. But first, let us get those first 10 customers.

The Who-What-Where Framework: Your Foundation for Finding Customers

Before you can find your first customers, you need to answer three critical questions. I call this the Who-What-Where Framework.

This is the foundation of everything that follows. Get this right, and finding customers becomes infinitely easier.

1. WHO: Define Your Ideal Customer with Laser Precision

Here is the biggest mistake new entrepreneurs make: trying to serve everyone.

If you are trying to talk to everyone, you are going to get the attention of no one.

Think about it. When you scroll through your social media feed, what makes you stop? It is content that feels like it is talking directly to you. Content that makes you think: That is for me!

To create that reaction, you need to get specific. Use this simple template:

I help [WHO: your ideal prospect] to [HOW: the result you provide].

Examples:

See the difference? "I help soon-to-be brides to lose 10 pounds to look great in their wedding dress." is 1,000x more powerful than "I help people lose weight." It speaks to a specific person with a specific problem at a specific time in their life.

Don't worry about specializing ... you're just dating the niche, not marrying it. Pick one group, focus on them for 90 days, and see what happens. You can always adjust or choose a second group to target later. Each time you learn more about what works.

2. WHAT: Understand What Makes Them Stop Scrolling

Once you know who you are targeting, you need to understand what will capture their attention.

Your content needs to connect with three core motivators:

1. Their Problems

What keeps them up at 3 AM? What frustration is so real it makes them want to throw their laptop out the window?

For startup online entrepreneurs, it might be:

2. Their Goals

What do they secretly dream about achieving?

3. Their Shared Values

What core beliefs do you share? For online entrepreneurs, common values include:

When you demonstrate that you get their problems, their goals, and their values, they will want to hear what you have to say.

Now that you know what motivates them, make sure your content you post directly addresses those motivations.

You can start posts or videos with "dog whistle copy" which calls out exactly who you are looking for. For example, the headline could be "Looking for 10 Brides Who Want to Lose 10 Pounds Fast. If your target audience is brides who want to lose weight, then they will immediately pay attention and think "That's for me!".

3. WHERE: Go Where Your Customers Already Hang Out

This is the secret that separates successful entrepreneurs from those who struggle:

Don't try to build an audience from scratch. Go to where your ideal customers already gather.

Ask yourself:

For example, if your ideal customer is a Harley-Davidson rider, you would find them in Harley enthusiast Facebook groups, probably not on TikTok. If they are a young entrepreneur, they might be more likely to be on Instagram and TikTok than Facebook.

5 Proven Strategies to Find Your First 10 Customers (No Ads Required)

Now that you know your WHO, WHAT, and WHERE, let us get tactical. Here are five organic marketing strategies that actually work.

Strategy #1: Master the Art of Facebook Group Marketing

Facebook groups are gold mines for finding your first customers, if you do it right.

Here is What NOT to Do:

This will get you banned faster than you can say "buy my stuff."

Here is What DOES Work:

Real-Life Example:

During Russell Brunson's Your First Funnel Challenge, thousands of beginner funnel builders joined the official ClickFunnels Facebook group. One marketer saw an opportunity.

He posted a simple, text-based guide with a simple topic: If you are just getting started with ClickFunnels, here is what you should focus on first: building a lead capture funnel.

No sales pitch. No link to his products. Just pure value.

The result?

All from one helpful post. That is the power of adding value in the right place at the right time.

Your Action Step: Find 3-5 active Facebook groups where your ideal customers gather. Spend 15 minutes a day answering questions and sharing helpful content.

Strategy #2: Comment Your Way to Visibility on Influencer Pages

Your ideal customers are already following influencers in your niche. Why not meet them there?

How it works:

The key is consistency. You need to show up regularly, not just once or twice. When people see you adding value day after day, they begin to see you as an expert in your own right.

Your Action Step: Set aside 20 minutes each morning to comment on 3-5 influencer posts in your niche.

Strategy #3: Create Searchable "How-To" Content

This is a long-term play, but it is incredibly powerful: create content that answers the exact questions your ideal customers are searching for.

Examples:

When someone searches for a solution to their problem and finds your helpful content, they immediately see you as an authority. They are much more likely to become a customer.

Your Action Step: Write one blog post or create one video each week that answers a question your ideal customers are asking.

Strategy #4: Build Strategic Partnerships

You don't need to do this alone. Find others who serve the same audience (but are not direct competitors) and work together.

Examples:

You can:

Your Action Step: Identify 3 potential partners and reach out with a specific collaboration idea.

Strategy #5: Share the Three Types of Content Consistently

No matter which platforms or strategies you use, your content should fall into one of three categories:

1. Connection Content

Share content that demonstrates your shared values. For example:

This builds trust and attracts people who think like you.

2. How-To Content

Help your audience solve a specific problem:

When you help people before they pay you, they start to see you as a trusted guide.

3. Offer Content

Invite people to take the next step with you:

Mix these three types of content throughout the week. Don't just share offers, build connection and provide value first.

How to Turn Attention into Actual Leads

Getting attention is great. But attention without action is worthless.

You need to convert that attention into leads, people you can actually communicate with.

Here are five types of leads you can generate:

Your #1 priority? Build your email list.

Why? Because social media platforms can shut you down at any moment. An algorithm change can kill your reach overnight. But nobody can take your email list away from you.

Create a simple lead magnet (free guide, checklist, video training) and offer it in exchange for an email address. Then nurture that list with valuable content.

Making Your First Sales (Without Being Pushy)

Here is a mindset shift that changed everything for me:

Making an offer is not selfish, it is an act of service.

Think of yourself as a guide helping someone climb Mount Everest. If you know they need an oxygen tank to reach the summit, but you don't offer it because you're afraid of being "too salesy," you are doing them a disservice.

If you genuinely believe your product or service can help someone solve their problem or achieve their goal, you owe it to them to make the offer.

Every offer should have four parts:

Don't be afraid to make offers. Just make sure you have added value first, so people already trust you when you ask.

Why Most People Fail to Get Their First 10 Customers (And How to Avoid It)

The biggest mistakes I see new entrepreneurs make:

If you avoid these mistakes and implement the strategies in this guide, you will find your first 10 customers.

Your 30-Day Action Plan to Get Your First 10 Customers

Here is what to do, starting today:

Week 1: Define and Research

Week 2: Start Adding Value

Week 3: Build Your Lead Magnet

Week 4: Make Offers and Follow Up

Do this consistently and you will get customers.

The Bottom Line: Focus on People, Not Platforms

I have been doing this for 25+ years, and here is what I know for sure:

Technology changes. Tools come and go. But human psychology stays the same.

People still want to:

You don't need a massive ad budget to start. You just need to:

Do this consistently, and your first 10 customers are closer than you think.

Now get out there and start adding value. Your future customers are waiting for you.

Frequently Asked Questions

Q: How long will it take to get my first 10 customers using these strategies?

A: It depends on how consistently you implement these strategies. If you spend 1-2 hours per day adding value in the right places, you could see your first customers within a couple of weeks. The key is consistency, don't give up after a few days.

Q: What if I am in a niche where people don't use Facebook groups?

A: The principles work on any platform. If your audience is on LinkedIn, go there. If they are on YouTube, create content there. The framework (Who-What-Where) stays the same, only the platform changes.

Q: Won't I be limiting myself by focusing on just one niche?

A: Not at all. Remember, you are dating the niche, not marrying it. Start with one specific group for 90 days. Once you get traction, you can always expand into other specific niches. Trying to serve everyone from the start will keep your messaging so generic that it will just make you invisible.

Q: How do I know if I am adding enough value or being too salesy?

A: A good rule of thumb: for every 1 piece of offer content you share, you should share 3-4 pieces of connection or how-to content. Build trust first, then make offers. As you get better at it, you can combine helpful content with offers like a pro!

Q: What if people ask me questions but nobody buys?

A: This is normal, especially at first. Only 6% of people are ready to buy right away. The other 94% need more time, more trust-building, and more follow-up. Keep adding value and stay in touch. Build your email list so you can nurture those relationships over time.

Q: Should I create a Facebook business page or just use my personal profile?

A: When you are just starting out, your personal profile is more powerful for building relationships. Once you have some momentum, create a business page as well. You need a business page to run ads. The latest algorithm updates on the social media platforms mean that the best content wins, regardless of where you post it.

Q: How often should I email my list?

A: This varies widely based on what market you are in. If you are in online marketing, then email your list at least 3-5 times per week. I email my list daily. The problem for online marketers usually isn't that they are emailing too much, it's that they are probably emailing too little. Most people only see 10-20% of your emails anyway, so frequency is important. However, if you run a traditional local business, then you probably don't want to email more than once a week. Ask your clients.

Q: What if I don't have a product to sell yet?

A: Start by offering your services directly. If you help people build sales funnels, offer to build one for someone. If you teach weight loss, offer 1-on-1 coaching. You can create a product later once you understand exactly what your customers need. You can also look for affiliate products you can promote where you earn a sales commission.

Q: Is it really possible to build a business without spending money on ads?

A: Absolutely. I have helped thousands of entrepreneurs get their first customers using only organic strategies. Paid ads can accelerate growth later, but they are not required to get started. In fact, mastering organic marketing first will make your paid ads much more effective when you are ready to scale.

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