THE FIRST PILLAR
How to
Get More Customers
Without a Bigger Budget
(The Small Business Way)
Attract your Exact Right Customers. Learn the proven strategy that turns clarity and personality into sustainable growth.
You're Attracting the Wrong Customers
(or not enough of the right ones).
You're doing everything you're supposed to do according to all the marketing "best practices" out there. And yet... silence. Or worse, the wrong kind of customers who drain your energy, nitpick your pricing, and ghost you.
The real problem isn't your effort. It's that old marketing playbook that doesn't teach you how to attract your Exact Right Customers. They're out there, and they need you. You just need to be visible to THEM and position yourself as exactly what they need.
Why Your Ideal Customers Can't Find You
Your Exact Right Customers are out there. They're actively looking for what you offer. But they can't find you because you're either invisible or you sound like everyone else.
Visibility without clarity is noise. Visibility without personality is forgettable. You need both.
You're not getting found when:
- You try to appeal to everyone (so you appeal to no one)
- Your message doesn't speak directly to the people you actually want
- You don't know WHERE your ideal customers are looking
- You're not showing up where they hang out (online or offline)
- They don't know if you're for them because your message is too generic
The good news is that small businesses have a massive advantage. You can be hyper-specific. You can show up authentically. You can build real community instead of chasing vanity metrics.
Your Exact Right Customers (TM) are waiting for someone like you. They just need to find you.
Five Ways You're Staying Invisible to Your Ideal Customers
You're not reaching your Exact Right Customers because of these five mistakes. The good news is that they're all fixable.
Five Customer Acquisition Strategies That Actually Work
How to attract customers who actually fit
"We serve small businesses" is too vague. Your ideal customer has a name, a budget, a specific problem, and a preferred way of buying. Get specific about who they are and your message will automatically filter for the right ones.
How to find customers without spending more
Your ideal customers hang out somewhere — LinkedIn, Facebook groups, podcasts, industry events, local networks. You need to show up where THEY are, not where everyone else is. Relationships, not ads, are your most cost-effective acquisition channel.
How to build visibility so customers find you
Generic marketing gets ignored. You need to speak directly to their specific problem, using their language, addressing their fears and desires. Specific, consistent visibility is the engine of organic customer acquisition.
How to show up where your customers are looking
Your best customers are built on relationships with people who grow to like and trust you because you're real and human. Show up in the spaces where your Exact Right Customers spend their time — and show up as yourself.
How to stop wasting time on the wrong people
One-off efforts and chasing everyone don't work. Consistency builds familiarity. Familiarity builds trust. Trust gets customers — the right ones who value what you do and don't haggle on price.
You're Only Running Ads
Customers that buy solely from ads likely aren't your Exact Right Customers. They're price shoppers and likely loyal only to the latest deal, unlike the companies in those glossy perfect ads.
The Shift That Brings Customers
Start showing up authentically for your Exact Right Customers.
Start sharing why you do what you do—your customers want to buy from HUMANS.
Start showing up consistently, even if it's imperfect. Especially if it's imperfect.
âš”ï¸ Stop chasing trends.
Start building real, lasting relationships with your people.
That's how you get found.
That's how you grow.
Your Customers Are Out There. Right Now.
The customers you WANT to work with are actively looking for someone like you. They're frustrated with their current solution (or lack thereof). They're tired of dealing with companies that don't get them.
They don't need more options. They need to find YOU.
That only happens when you're willing to be specific, vulnerable, and consistent. When you show up as a real person solving a real problem.
Your job isn't to convince people to buy. It's to make sure the RIGHT people can find you when they're ready.
Resources to Help You Get More Customers
Master attracting your Exact Right Customers with Shawna's vault products, podcast episodes, and articles. Pick a resource, start today.
Vault Resources
Worksheets, templates, and guides to attract and convert your Exact Right Customers.
Podcast Episodes
Listen to real conversations about attracting customers who actually fit.
Articles
Deep dives on finding your exact right Customers (TM) and building visibility.
Common Questions About Getting More Customers
Real questions small business owners ask, answered directly.
How do I get my ideal customers to find me?
First, know exactly who they are. Then show up where they hang out—whether that's LinkedIn, Facebook groups, podcasts, industry events, or local networks. Don't spread yourself thin. Pick 2-3 places and show up consistently with genuine value. Your ideal customers are looking for you. You just need to be visible.
What's the fastest way to attract more customers?
There's no shortcut, but consistency is faster than you think. If you show up authentically every week for 60-90 days in the right places with the right message, you'll see traction. Most businesses quit before that or spread themselves too thin. Stay focused and consistent, and the customers come.
Should I run ads to get more customers?
Ads can work, but only if your message is clear and you're targeting the right people. The problem is most small businesses run ads to reach everyone, so they reach no one. Start with visibility in the places your ideal customers already hang out. Build relationships. Then, if you want to scale, ads can amplify what's already working.
How do I know if someone is actually my ideal customer?
Your ideal customer gets excited about what you offer, doesn't nitpick your pricing, and is easy to work with. They understand your value because you were clear about who you serve. If you're constantly explaining why they should care, or defending your price, they're probably not your ideal customer. Trust your gut and focus on the ones who are genuinely excited to work with you.
How do I find new customers fast?
"Fast" is relative, but consistency is the actual accelerator. Show up in the right places with the right message every single week — not just when you feel inspired. The businesses that find customers quickly aren't doing something magical; they're being consistent where their ideal customers already are. Pick 2-3 places your Exact Right Customers hang out, show up there authentically, and give it 60-90 days of real effort.
What's the cheapest way to get more customers?
Relationships. Seriously. The most cost-effective customer acquisition strategy is being genuinely helpful, specific, and human in places where your ideal customers already spend time. Skip the ad spend. Instead, be real on social media, get active in relevant groups or communities, ask for referrals, and tell your real story. Specificity is free. Authenticity is free. And both of those convert better than generic ads ever will.
How do I know if I'm looking in the right places?
Ask your best current customers where they hang out online and offline. Where do they get their industry news? Which communities are they part of? Which events do they attend? The answer is where you should be. If you've been showing up consistently somewhere for 90 days and seeing zero engagement from people who fit your ideal, that's a signal to adjust your platform — not your consistency.
What if I don't have a marketing budget at all?
You're actually in a better position than you think. Zero budget forces you to build relationships instead of buying attention — and relationships convert better long-term anyway. Start with what's free: your story, your expertise, your genuine personality. Show up in communities, comment thoughtfully, share useful insights, ask for referrals, send personal notes to past customers. Relationship-based customer acquisition doesn't cost money. It costs consistency and authenticity. Both of which you already have.
Explore the Other Pillars
These pillar pages work together to help you build your Customer Brandships framework:
Go Deeper: Related Articles
Explore these articles to master each principle:
- Why Your Marketing is Everywhere and Getting You Nowhere
- Five Marketing Myths That Are Quietly Costing Small Businesses
- Marketing Myths I Used to Believe (And Boy, Was I Wrong)
- Stop Trying to Say Everything. Start Saying Something Memorable
- Stop Trying to Be Perfect. Your Customers Are Over It.
- DIY Marketing for Small Business: What Actually Works Without a Big Budget
- Marketing Strategies for Small Business 2026: Ditch the Playbook Everyone Else Is Using
- Stop Trying to Attract Everyone
- The One Word That's Costing Your Business Customers
- One Guy With a Phone Is Reminding the World Why Small Businesses Matter
- You're Not Too Busy to Market. You're Marketing the Wrong Things.
- The One Marketing Question Worth Asking Before the New Year
Ready to Get Found by Your Ideal Customers?
Shawna works with small business owners who are ready to stop chasing and start being found. Whether through speaking engagements or consulting, she helps you attract customers who actually want what you offer.
Work With Shawna