TCM #027: The Power of Personal Touch – How I Got My First 1000 Customers Without Spending on Ads
Read time: 4 minutes
Happy Saturday to our growing community of 1,221 motivated & curious entrepreneurs. 👋
A lot of you have likely read Alex Hormozi's most recent book "$100M Leads" and if you have, you might be left wondering how you apply the principles to ecommerce.
So this week, wonder no more.
Enjoy and please hit reply if I can help in any way.
Sponsor Spotlight: Fractional Head of Ecommerce Service
Elevate your Direct-to-Consumer business with our Head of Ecommerce On-Demand service.
Tailored ecommerce support, on-demand. From task-based support to advanced platform audits, it's the game-changer your ecommerce operations need. (1 of 5 spots remaining.)
Grab a cold brew (England is cooking right now), and let's dive in. 🧉
When I launched my first DTC brand back in 2014, I was in a position many of you might find familiar: more time than money. The world of Direct-to-Consumer was burgeoning, and the allure of paid media was tempting.
But before I ever spent a pound on advertising, I had already secured my first 1000 customers.
How?
Through the power of personal engagement and warm reach outs.
The DTC Landscape and the Personal Touch
In the DTC world, the competition is fierce. Every brand is vying for the attention of consumers, and the big players are pouring vast sums into advertising.
But here's the thing: while ads can generate clicks, personal connections create loyal customers.
In the early days of my supplement brand, I realised that if I could personally connect with potential customers, I could build trust, gather feedback, and create a community around my brand.
My Strategy: Warm Reach Outs
Instead of diving headfirst into the world of Facebook ads, I decided to leverage the most valuable asset I had: my network. I reached out personally to friends, family, acquaintances, and even people I'd only briefly interacted with on social media.
Each message was tailored, genuine, and focused on providing value.
I wasn't just selling a product; I was offering a solution to a genuine need.
Why Every DTC Merchant Should Consider This Approach
1. Trust Building: In an age of skepticism towards ads, a personal message stands out. It shows potential customers that there's a real person behind the brand, someone who cares about their needs and is willing to engage directly.
2. Immediate Feedback: Engaging 1:1 allowed me to gather feedback instantly. I could understand my customers' needs, address their concerns, and iterate on my product based on real insights.
3. Cost-Effective: Before you have the budget for large-scale advertising campaigns, warm reach outs are virtually free. All it requires is your time and effort.
Pouring Gas on the Fire
After securing my initial customer base, I had a foundation of loyal customers who not only bought my product but also became brand advocates.
They shared their positive experiences, referred friends, and provided invaluable word-of-mouth marketing.
It was only then that I decided to amplify my efforts with paid media, specifically Facebook ads.
With a solid base and proven product-market fit, my advertising efforts were far more effective and efficient.
The Warm Reach Out Strategy in Detail
1. Identify Your Audience:
Start with your personal contacts. These are people who already know and trust you.
2. Choose Your Platform:
Whether it's email, text, or social media, pick a platform where you can engage most effectively.
3. Craft a Genuine Message:
Template:
"Hey [Name]! Saw you just [personal activity/achievement, e.g. 'hiked mountain xyz'] – how did it go?!"
4. Reach Out Consistently:
Dedicate time each day to send out these personalised messages. I used to do this for 3-4 hours per day.
Yes, really.
If you fancy it go back and listen to this podcast from 2018 with Kurt Elster where I talked about doing this.
5. Engage in Genuine Conversations:
As Alex says – be a human being.
Template:
"Woah, [Acknowledge & Restate] that sounds like such an adventure, [Name]! Climbing [mountain xyz or other activity they mentioned] must have been exhilarating!
[Compliment] It shows a ton of determination and passion.
[Ask another question]: By the way, how do you usually recover afterwards?"
6. Listen Actively:
Pay attention to their needs and interests. This will guide you on when and how (or even if) to introduce your product.
7. Transition to Your Offer (When It Feels Right):
Template:
"Speaking of hiking, do you by chance know anyone who's been struggling with [describe their struggles, e.g., 'recovering after intense physical activities like hiking'] and hopes to [dream outcome, e.g., 'bounce back faster and feel more energised for their next adventure'] in the next [time delay, e.g., 'few weeks']?
I'm looking for a few individuals to try our latest supplement blend for free [or for a discount of x% off]. The aim is simply to gather genuine feedback and testimonials. Our blend is designed to help them [dream outcome, e.g., 'recover quicker and maintain consistent energy levels'] without the usual [effort and sacrifice, e.g., 'aches or fatigue that can follow after a long trek'].
8. Provide Value:
Whether it's a discount, exclusive content, or early access, offer something that adds value to their experience with your brand.
9. Ask for Feedback:
Use their insights to refine your product and approach.
10. Stay Engaged:
Keep the conversation going.
A loyal customer today can be a brand ambassador tomorrow. It certainly was the case for me and continues to be to this day.
I wanted to share this strategy because it's often overlooked in the rush to scale.
In the world of ecommerce, it's not always about the loudest voice or the biggest budget. Sometimes, it's the genuine, personal touch that leaves the most lasting impression – it's something I'm glad to see Alex Hormozi pushing a ton of late; getting back to being a human being and connecting on a human level.
Keep it real, be a human being, keep it personal, and watch your brand grow in ways you never imagined.
Until next time, stay curious and keep pushing the boundaries.
Cheers,
Tom
Have a topic you'd like me to cover in the next newsletter? Let me know. I'm all ears. 📬
Ready for more? Here's 3 ways I can help you level up your ecommerce game:
- The Ecommerce OS: This is my go-to system for skyrocketing from $0 to $1M in revenue (while staying profitable).
- Team up 1:1: Together, we'll outline your goals, craft a knockout strategy, and create a tactical action plan to supercharge your Shopify store. (Join 230+ clients who have already upped their ecommerce game.)
- Head of Ecommerce On-Demand: Elevate your Direct-To-Consumer business with tailored ecommerce support, on-demand. From task-based support to advanced platform audits, it's the game-change your ecommerce operation may just need.
No longer feeling this newsletter? No worries. Feel free to hit that reply button and tell me your honest feedback, or you can hit that unsubscribe button below. I promise, no hard feelings.
On the flip side, if this newsletter brings you value, I'd be over the moon if you'd spread the love online with a sweet shoutout or forward this to a friend.
Catch you next week or over on Twitter.
