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The Journal
Finding customers

Where your first ten customers will come from

Not from ads. From people who already know you, and the people they tell.

21 October 2026 · 6 min read

The first ten customers are the hardest, and almost never come from ads.

Start close

Friends, neighbours, old colleagues. Tell them plainly what you sell and what it costs.

Ask who else

After each sale, ask who else might want it. One good introduction beats a week of posts.

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