Start close by: your own network
Your immediate network is often the most accessible entry point. People who already know you need less convincing than strangers. They know who you are, have worked with you or heard about your qualities. That makes it easier to get your first assignments.
Make your offer specific: “I help [target audience] with [problem] through [service or result].” Hypothetical example: “I take product photos for small webshops so that their range is presented clearly and consistently.” Also determine a viable hourly rate.
Inform relevant contacts about your start-up. Not with a general appeal, but via targeted, personal messages. A short and clear message is often enough. Think of former colleagues, peers or business acquaintances.
Effective next steps:
- Send a clear message with what you do and for whom
- Briefly highlight the problem you solve or the value you deliver
- If necessary, include a case or concrete example as an appendix or link
Example for an existing business contact: “Hi [name], during our conversation you mentioned [concrete need]. I've started with [service] for [target audience]. Shall I send you an example to see if that fits?” Only use a reason that is genuinely accurate and respect it if someone does not want contact.
Get your first customer via this route? Then ask for a review or introduction. A recommendation from a trusted source opens doors faster than an advertisement or cold call.
Provide a visible base
You can explain it so well to acquaintances, but without an online presence, you are missing out on opportunities. A simple, clear website is the minimum basis. No long stories, but clarity. Visitors need to understand within seconds:
- What you offer
- Who you work for
- How they contact you
Write in plain language. Avoid buzzwords like ‘unburden’ or ‘tailored solutions’. Show what you do, why it matters and what is in it for someone. Add real references with permission. If you do not have a client case yet, show your own demonstration project and clearly state that it is an example. Do not invent a client, review or achieved result.
Whether you receive clients at a suitable business location or visit them, check whether you are eligible for a Google Business Profile. Online-only businesses are not eligible for this. A suitable and correctly set-up profile can help with local visibility; a visible position is not guaranteed. Ask your first customers for a review. A single good rating can make all the difference.
Choose your channels wisely
You don't have to be active on every platform. Rather, choose one or two channels that suit your target audience as well as yourself. LinkedIn makes sense for business services, while Instagram works better for visual or creative professions.
What you share doesn't have to be big. Consider:
- A question you solved for a client
- A brief insight from your field
- A brief experience from your working week
It's about recognisability and repetition. Visibility comes not from one perfect post, but from the consistent image people build of you.
Networking with attention
Networking is often misunderstood. It is not about selling or pushing yourself, but about conversations that deliver something, now or later. Meetings, events or industry get-togethers are good opportunities to show your face.
Tell briefly what you do and for whom, but above all, listen. Often, the real opportunity is only in the follow-up. Send a message afterwards to keep in touch, for instance via LinkedIn.
You can also do valuable networking online. In communities, LinkedIn groups or professional forums, you get to know people without having to make an immediate offer. By sharing knowledge or helping others further, you build a trustworthy profile.
Work in a structured way with the right tools
Log the following per contact: date, name or company, discussed need, next action, agreed follow-up date and quotation status. Only record an order as confirmed when there is actual agreement. A simple spreadsheet or suitable CRM is sufficient; the follow-up is more important than the amount of software.
Practical plan for your first week:
- Day 1: choose one target audience and describe one concrete offer.
- Day 2: make a real working example or clearly marked demonstration project.
- Day 3: determine which existing contacts are appropriate and can be approached in a permitted way.
- Day 4: discuss the need with interested parties and check whether your offer aligns.
- Day 5: draw up a suitable quotation including results, price, schedule and an agreed next step.
This is a work schedule, not a promise that you will have clients within a week. Adapt your offer based on what you learn from conversations.
Common pitfalls
A number of mistakes come back to haunt many start-ups. Not out of unwillingness, but because practice is unruly.
Common bottlenecks:
- Not choosing a clear target audience, leaving your message too general
- Wanting to do everything at once and therefore not excelling at anything
- Expecting customers to come naturally, without investing in visibility
- Giving up too soon for lack of immediate response
Besides, it is a missed opportunity to only send. Good customer acquisition starts with listening. Only when you know what someone is up against can you really show how you add value.
Persevere and repeat
Marketing is not a sprint, but a series of iterations. You build a recognisable profile, confidence in your approach and a network that knows what you do. This takes time. Reserve regular weekly moments for visibility, contact and follow-up, even if you are busy with ongoing assignments.
Results often occur with a delay. An introduction may later lead to a commission, but that does not always happen. See which conversations lead to quotes and confirmed orders, and adjust a no-response approach in good time.
Conclusion
Start with a recognisable offer, appropriate contacts and demonstrable work. Keep track of what you agree on and follow up on interested contacts with genuine interest. Measure the step from conversation to quotation and commission, so that you can make targeted improvements. Also look at the step-by-step guide to becoming a sole trader. As the first orders come in, make sure that invoicing and administration are aligned. Read what an accountant can do for sole traders.
