We asked industry experts to share one mistake they made early on in trying to find customers and what they learned from it. Here are their critical customer acquisition missteps and clear strategies to help you avoid the same pitfalls.
- Combine Digital and In-Person Marketing
- Segment and Target Email Campaigns
- Build Trust with Relatable Outreach
- Showcase Real-World Examples and Results
- Focus on Niche-Driven Marketing
- Qualify Leads Early and Rigorously
- Listen to Customers Before Building
- Engage Deeply with Community Needs
- Connect Emotionally with Pet Owners
- Convert Social Media Engagement to Bookings
- Emphasize Value Over Discounts
- Leverage Your Existing Network
- Understand and Address Customer Needs
- Simplify Customer Choices
- Build Organic Presence Before Paid Ads
Combine Digital and In-Person Marketing
Early on, I made the mistake of focusing solely on online marketing without considering the power of partnerships and local events. For example, we missed out on partnering with a local bridal expo that could have directly connected us with our target demographic. This was a valuable lesson as in-person experiences can significantly amplify brand presence and trust.
I learned that forming strategic partnerships and being present at local events can provide direct access to potential customers. After adjusting our strategy, we started participating in local events like the Columbus Wedding Show, which helped boost our bookings by 15% in the wedding segment. Engaging with potential clients face-to-face allowed us to build solid relationships and gather real-time feedback.
To avoid this pitfall, combine both digital and in-person marketing efforts. Attend local trade shows, collaborate with event organizers, and network extensively within your community. Building genuine connections can create lasting impressions that go beyond what online marketing alone can achieve.
Allison Andrews
Director of Sales & Marketing, Limitless Limo
Segment and Target Email Campaigns
One early mistake I made in trying to find customers was launching email marketing campaigns that were too general and not sufficiently targeted. Initially, I believed that casting a wide net would reach more potential customers, but this approach resulted in low engagement rates and poor conversion. The emails lacked personalization and relevance, which made them less effective in resonating with the specific needs and interests of our target audience.
From this experience, I learned the importance of segmentation and targeted messaging in email campaigns. By analyzing customer data to understand different segments’ preferences and behaviors, we were able to craft more personalized and relevant content that addressed the specific challenges and needs of each group. This strategy significantly improved our open and click-through rates, as well as overall customer engagement and conversion.
To avoid this pitfall, I advise other entrepreneurs to invest time in understanding their audience deeply. Use data analytics to segment your audience and tailor your marketing messages accordingly. Start small with specific groups to test and refine your approach before scaling up. Remember, a personalized and targeted campaign not only enhances engagement but also builds stronger relationships with your customers, leading to higher retention and loyalty.
Ari Lew
CEO, Asymm
Build Trust with Relatable Outreach
One of the biggest mistakes I made early on while trying to find customers was being far too passive. I relied heavily on cold emailing because I was afraid of hang-ups and rejection. I was convinced that if I just personalized my message enough, mentioned their recent blog, or pointed out some issues with their website, they would see the effort and respond. They didn’t. Most of those emails either ended up in spam or got buried under the daily flood of other sales pitches from mass-mailing vendors.
The reality is, it doesn’t matter how clever or well-researched your cold email is. If they don’t trust you, they won’t engage. The inbox is noisy, and being “personalized” has become everyone’s default. What cuts through now isn’t effort, it’s relevance, and even better, familiarity.
One day, instead of over-polishing an email, I casually mentioned a friend of mine who lived in the same town as the potential client I was reaching out to. It was in the first sentence of the copy. That one line? That’s the email that got opened. They even followed up with the mutual connection before replying back to me to make sure I was legitimate. That was the moment I learned: people don’t respond to personalization, they respond to trust.
Finding customers is about warming the relationship. Email can still be a great tool, but only if you lead with something relatable and real. Better yet, follow up that soft digital touch with something tangible. Pick up the phone. Show up to an event. Drop in respectfully if they’re local. The more human you are, the harder you are to ignore.
So yes, be thoughtful and do your homework, but don’t assume the inbox is where relationships are built. It’s where they might start, and after that, it’s up to you to bring the conversation to life.
Kyle Senger
Founder & Lead Strategist, Unalike Marketing
Showcase Real-World Examples and Results
A significant mistake was assuming that every company would immediately understand the value of AI-driven M&A integration. My initial pitch focused too heavily on the technical capabilities and not enough on translating these into tangible business outcomes. It wasn’t until we demonstrated a 30% reduction in integration time for a client by using a custom AI-driven integration plan that we started seeing a shift.
I learned to focus on showcasing real-world examples and providing prospective clients with case studies. By illustrating how we could identify cost synergies or streamline IT integration using AI, we turned skepticism into understanding and interest. For others, I suggest emphasizing outcomes rather than just features and using proven success stories to convey value.
To avoid similar pitfalls, ensure your messaging deeply resonates with the target audience’s needs and proves your product’s worth with clear data points. Instead of leading with what’s innovative about your service, lead with how it solves their specific problems more effectively than traditional methods.
Ernie Lopez
Founder & CEO, MergerAI
Focus on Niche-Driven Marketing
Early on, I made the classic “Spray and Pray” mistake—trying to market to everyone, hoping that casting a wide net would bring in more customers. I spent hours crafting content, running ads, and reaching out to people who, in reality, had no real interest in what I was offering. The result? Low engagement, wasted budget, and frustration.
I’ll never forget one particular campaign where I promoted my service across multiple platforms without a clear target. The numbers looked great—tons of impressions, clicks, and website visits—but when it came to actual conversions? Crickets. That’s when I realized: More eyeballs don’t mean more sales. I was speaking to too many different people without truly connecting with the right ones.
The breakthrough came when I shifted to a niche-driven approach. I took the time to define my ideal customer profile—who they were, what specific problems they needed solving, and where they spent their time online. Instead of generic messaging, I started addressing their exact pain points. The change was immediate: higher engagement, better conversion rates, and a much more efficient use of my marketing budget.
If you’re a new entrepreneur, my advice is this: Clarity beats reach. Before launching a campaign, take the time to identify and deeply understand your ideal customer. Ask yourself:
- Who is the exact person I’m trying to help?
- What problem keeps them up at night?
- Where do they go for solutions?
Then, test small, targeted campaigns before scaling. It’s far better to have a smaller audience that truly connects with your brand than a massive, uninterested one. When you focus on the right people, with the right message, in the right places, your marketing efforts become exponentially more effective.
Murray Seaton
Founder and CEO of Hypervibe / Health & Fitness Entrepreneur, Hypervibe (Vibration Plates)
Qualify Leads Early and Rigorously
Initially, we made the mistake of chasing every lead that showed interest. If someone filled out a form or replied to an email, we immediately jumped into calls, proposals, and everything else. We thought being responsive meant there was a possibility of better business. We spent time on leads that were never serious or simply didn’t fit our criteria.
What changed things for us was becoming stricter about qualification and doing it upfront. We created a short internal checklist: Do they have a clear need? Is their budget realistic? Do they have a timeline? Are we speaking with someone who can make decisions? If any of these criteria were uncertain, we stopped pursuing the lead.
It felt risky at first, as if we were walking away from potential business. However, what happened is that we acquired better clients and encountered fewer dead ends.
My advice: Be selective early. Qualify leads more rigorously. It’s not about the volume of leads—it’s about finding the ones where both sides can succeed. This approach saves your team’s energy and builds stronger relationships in the long run.
Vikrant Bhalodia
Head of Marketing & People Ops, WeblineIndia
Listen to Customers Before Building
Early on, I made the mistake of assuming I knew exactly what my customers wanted without ever asking them directly. I poured my energy into my idea, believing it was perfect, but when I presented it to potential customers, their reactions were lukewarm.
I vividly remember an instance when I spent weeks refining a product detail that I thought was groundbreaking, only to have a prospective client say, “This isn’t what I need right now.” That moment hit hard.
It taught me the importance of listening first and building second. Instead of guessing, I started talking to potential customers, asking open-ended questions about their challenges, needs, and goals.
I learned that what I thought mattered wasn’t always what they valued. That shift in approach changed everything—more engaging conversations and better-tailored solutions that resonated.
Others can avoid this pitfall by making genuine connections and not rushing to conclusions. Listening deeply before acting helps uncover real needs, align your approach, and build trust—something guessing will never achieve.
Alan Chen
President & CEO, DataNumen, Inc.
Engage Deeply with Community Needs
One mistake I made early in seeking customers was not fully recognizing the importance of community-focused marketing. Initially, I concentrated on getting the word out without truly understanding the needs and values of the local Astoria community. This resulted in slower than expected customer engagement and growth.
An example of correction came when customer feedback highlighted a desire for educational cannabis experiences. I listened and adapted by implementing in-store informational sessions where our staff educated consumers on product use and effects. This approach not only increased our foot traffic but also solidified our reputation as a community-centric dispensary.
To avoid this pitfall, I’d advise others to deeply engage with the communities they serve. Understand their unique needs and values; use that understanding to craft your services and outreach. By aligning with the community’s desires, you attract loyal customers and foster genuine connections that lead to lasting success.
Jeremy Rivera
CEO, Terp Bros
Connect Emotionally with Pet Owners
Early on, I made the mistake of focusing too much on the logistics of dog walking, such as walk times and pricing, and not enough on connecting with pet parents emotionally. I quickly learned that people want a dog walker who understands their pet’s needs and their busy lives. For example, one of our clients, Sarah, appreciated how we adjusted our walks to help her dog with storm anxiety. By truly understanding her needs, we built trust and loyalty. Focus on building relationships, not just offering a service. Show your customers you care about their pets and their lives, and you’ll earn their trust for the long run.
George Kunatz
Owner, George’s Floofing Friends
Convert Social Media Engagement to Bookings
Initially, I assumed that posting beautiful hair transformations on social media would automatically bring in clients. I was consistent, my feed looked great, and I was getting likes, but likes don’t equal bookings. I made the mistake of relying solely on social media without a clear strategy to convert engagement into actual appointments.
The turning point came when I changed my approach. Instead of just showcasing my work, I started adding clear calls-to-action like, “DM us ‘BOOK’ to grab a spot this week” or linking directly to my booking page. I also used Instagram Stories to create urgency, showing last-minute openings and limited slots. Once I implemented these changes, I saw a huge increase in actual bookings, not just followers.
Social media is a great tool, but it’s not enough to just be visible; you need to guide people on what to do next. Always add a direct, easy-to-follow CTA that turns engagement into real business.
Tiffany Decaux
Founder, IRIS – HOUSE OF HAIR
Emphasize Value Over Discounts
In the beginning, I thought the best way to bring in new clients was through discounts and promotions. I ran “first-time client” specials and gave out deals left and right, hoping it would build my clientele. While it did bring in bookings, I quickly realized that many of those clients weren’t loyal; they came for the discount, not the experience, and often never returned unless another deal was offered.
I knew I had to shift my strategy. Instead of lowering prices, I focused on educating clients about the value of my services, the expertise, the premium products, and the personalized experience they couldn’t get elsewhere. I started positioning my salon as a luxury service rather than a discounted one. The result? I attracted clients who valued quality over price and were willing to invest in their hair long-term.
Don’t rely on discounts to grow your business. Instead, focus on value. Clients who book because of your expertise and service will stay; those who come for a deal will leave for the next one.
Michael Kelly
Founder & Creative Director, Salon HER
Leverage Your Existing Network
I made the mistake of overlooking my own network and spent too much time chasing cold leads. Instead of reaching out to people who already knew and trusted me, I focused on complete strangers who had no reason to engage. I quickly realized that warm connections convert faster and lead to valuable referrals. Reconnecting with past colleagues, friends, and industry contacts made a noticeable difference in engagement and sales. Building relationships first made finding customers feel more natural and sustainable.
Adrian Iorga
Founder, 617 Boston Movers
Understand and Address Customer Needs
Focusing too much on selling rather than understanding what customers actually needed was a big mistake early on. It’s easy to assume you know what people want, but without listening properly, marketing efforts can miss the mark. The best way to avoid this is to ask more questions, gather feedback, and shape your messaging around real customer concerns. When people feel heard and understood, they’re more likely to trust your business and become long-term customers.
Karl Rowntree
Founder and Director, RotoSpa
Simplify Customer Choices
Having too many options for potential customers is one mistake I wish I had avoided earlier in my career. When I first started my job, I’d eagerly showcase our full catalog—15 faucet finishes and a dozen bathtub styles—hoping to impress customers with variety. Instead, it backfired. I remember a client who walked away from a $10,000 kitchen upgrade because he felt overwhelmed by the choices. That was a hard lesson for me. If you flood people with information, you only create confusion. Studies have shown conversion rates can drop by as much as 20% due to decision fatigue.
Here’s what I learned and my advice to others: keep it simple. Now, I guide customers by providing them with two or three options that fit their price range and design style—a sleek $2,500 soaking tub versus a $4,000 jetted tub, for example. This approach respects their time and positions us as their trusted advisors. After implementing this strategy, our sales closure rate jumped by 12%. Don’t overwhelm your customers with choices—provide solutions that make their choices feel effortless and smart.
Sofia Wang
Sr. Marketing Specialist, Luxury Appliances Division, EMPAVA
Build Organic Presence Before Paid Ads
I spent too much money on paid ads before establishing a strong organic presence, thinking it would bring instant results. Without a solid brand foundation, the ads didn’t convert well, and I quickly realized I was paying for traffic that wasn’t sticking around. I learned that paid ads work best when supported by valuable content, brand trust, and a loyal audience.
Focusing on organic growth through content marketing, partnerships, and referrals created a stronger customer base that made paid campaigns far more effective later on. Building a trustworthy and interesting presence should come before significantly depending on sponsored advertisements if one wants to avoid making this error.
Lev Peker
CEO, CARiD
