How to Get Your First 10 Customers Without Spending a Dime

The best way I’ve found to get early customers without ads? Start with the people you already know — friends, family, neighbors, co-workers. It’s free, fast, and surprisingly effective — even if your business idea is still a little half-baked.

Your first 10 customers are probably already in your phone.

Start with your personal network! Here’s why it works:

• Your friends and family are the most likely to support you — even if your idea’s not fully formed.
• You already have their contact info — it’s a free, built-in email list.
• Even if they’re not a fit, they might know someone who is (and can forward your message).
• It’s a safe place to test your pitch and ask for feedback — 3 honest replies will make your next pitch 10× sharper.

Here’s an sample email for initial customer acquisition:

Subject: New Side Hustle – Pre-Party Yard Cleanup

Dear Uncle Ted,

I’ve started a new little business and wanted to let you know about it.

It’s a lawn care service that helps people get their yard cleaned up before a party or get-together.

I got the idea after hearing from a few folks who couldn’t get their regular lawn crew to come on a specific day. Turns out, most mowers stick to a rigid weekly schedule — not ideal when you’ve got 20 guests showing up for a BBQ.

So I’m offering a one-time pre-party cleanup: mowing, weedeating, pulling weeds, trimming up the beds — the works.

If you’re hosting this summer and want everything looking tip-top, I’d love to help. And if you know someone else who could use this, feel free to pass my info along.

Much love,
Your favorite nephew

If you have a good reputation with your network, they’ll be glad to hear what you’re up to — and they’ll know you’re someone who shows up and does great work.

Here’s how to get started:

1. Go through your contacts and highlight people who might be potential customers — or who might know someone who is.
2. Reach out with a quick email, text, handwritten card, or phone call. Let them know what you’re up to and how they can help.
3. Keep track of who becomes a customer — and thank them.
4. If someone refers you, thank them too.
5. Stay in touch with your growing customer list. Let them know when you’re running specials or launching something new.

What does followup look like? Here's an example: 

“Hey Uncle Ted — since you liked the pre-party yard service, I’m now offering power washing for patios and driveways too. Thought of you!”

I know what you might be thinking: “This feels a little awkward. What if they say no?” Totally normal. That fear of rejection? It’s universal. But this is your inner critic talking — the part of you that would rather play it safe than take a risk.

Here’s the thing: your people want to see you win. If they don’t, … maybe they don’t belong on your list.

So go ahead — open up your contacts and send that first message. Your first 10 customers are probably already in your phone.