How to get your first customers (even with ZERO audience)
12/16/24 • 50 min
2 Listeners
Join me as I chat with Jonathan Courtney, Co-Founder and CEO of AJ&Smart, as we dive deep into various lead generation strategies. Jonathan shares his strategies and frameworks for building a client pipeline without having a large online following.
00:00 - Intro
03:13 - The Dream 100 Strategy
11:01 - The Canvas Strategy (for reaching out)
18:12 - Go Where Your Audience Lives
27:21 - The Power of Strategic Gifting
36:33 - Content Creation (if you choose to)
40:47 - Key Mindset Shift around Content Creation
1) The Dream 100 Strategy:
• Make a list of 100 people/orgs who already talk to your target audience
• Research their platforms, reach, content
• Focus on building relationships with them
• Can start with just 10-20 names
Example: Web design agency targeting founders? Start with podcast hosts, community leaders
2) The Canvas Strategy (for reaching out):
• Don't just ask for favors
• Focus on providing extreme value first
• Make thoughtful, detailed pitches
• Show you've done your homework
• Be patient and play the long game
3) Go Where Your Audience Lives:
• Join paid communities ($149/mo is nothing if you land 1 client)
• Lurk in Reddit threads
• Answer Quora questions in detail
• Participate in Discord servers
• Be the MOST valuable member
No promotion, just pure value.
4) The Power of Strategic Gifting:
• Doesn't need to be expensive ($5-50 can work)
• Make it personal and meaningful
• Think long-term relationship building
• One mentor landed a huge deal with a $50k guitar gift
• Small gestures = big memories
5) Content Creation (if you choose to):
• Focus on MASSIVE value over production quality
• Create 5+ hour detailed tutorials
• Answer common questions exhaustively
• "Low quality, high effort" is the new formula
• Example: mastering . com's 11-hour tutorials
6) Key Mindset Shift:
Stop obsessing over:
• Social media metrics
• Personal branding
• Complex marketing funnels
Start focusing on:
• High-leverage relationships
• Direct value creation
• Being present where your audience is
7) The ROI is INSANE:
• Single partnerships can generate millions
• One webinar can outperform months of ads
• Relationship-based leads convert better
• More sustainable than viral marketing
• Less stressful than being an "influencer"
Pro Tip: Review your Dream 100 list every quarter. Most businesses forget this and focus on low-leverage tasks instead.
Links Mentioned:
The Dream 100 Google Sheet: https://docs.google.com/spreadsheets/d/1a7d1GSZoJq_pT2Ptbvc9HsZWPxNsQDhRcUvT6d1V2Jw/edit?gid=0#gid=0
The Canvas Strategy Ep: https://youtu.be/fr5xG_bTV44
Want more free ideas? I collect the best ideas from the pod and give them to you for free in a database. Most of them cost $0 to start (my fav)
Get access: https://www.gregisenberg.com/30startupideas
LCA helps Fortune 500s and fast-growing startups build their future - from Warner Music to Fortnite to Dropbox. We turn 'what if' into reality with AI, apps, and next-gen products https://latecheckout.agency/
BoringAds — ads agency that will build you profitable ad campaigns http://boringads.com/
BoringMarketing — SEO agency and tools to get your organic customers http://boringmarketing.com/
Startup Empire - a membership for builders who want to build cash-flowing businesses https://www.startupempire.co
FIND ME ON SOCIAL
X/Twitter: https://twitter.com/gregisenberg
Instagram: https://instagram.com/gregisenberg/
LinkedIn: https://www.linkedin.com/in/gisenberg/
FIND JONATHAN ON SOCIAL
X/Twitter: https://twitter.com/Jicecream
LinkedIn: https://www.linkedin.com/in/jonathan-courtney-4510644b/
AJ&Smart: https://ajsmart.com/
Join me as I chat with Jonathan Courtney, Co-Founder and CEO of AJ&Smart, as we dive deep into various lead generation strategies. Jonathan shares his strategies and frameworks for building a client pipeline without having a large online following.
00:00 - Intro
03:13 - The Dream 100 Strategy
11:01 - The Canvas Strategy (for reaching out)
18:12 - Go Where Your Audience Lives
27:21 - The Power of Strategic Gifting
36:33 - Content Creation (if you choose to)
40:47 - Key Mindset Shift around Content Creation
1) The Dream 100 Strategy:
• Make a list of 100 people/orgs who already talk to your target audience
• Research their platforms, reach, content
• Focus on building relationships with them
• Can start with just 10-20 names
Example: Web design agency targeting founders? Start with podcast hosts, community leaders
2) The Canvas Strategy (for reaching out):
• Don't just ask for favors
• Focus on providing extreme value first
• Make thoughtful, detailed pitches
• Show you've done your homework
• Be patient and play the long game
3) Go Where Your Audience Lives:
• Join paid communities ($149/mo is nothing if you land 1 client)
• Lurk in Reddit threads
• Answer Quora questions in detail
• Participate in Discord servers
• Be the MOST valuable member
No promotion, just pure value.
4) The Power of Strategic Gifting:
• Doesn't need to be expensive ($5-50 can work)
• Make it personal and meaningful
• Think long-term relationship building
• One mentor landed a huge deal with a $50k guitar gift
• Small gestures = big memories
5) Content Creation (if you choose to):
• Focus on MASSIVE value over production quality
• Create 5+ hour detailed tutorials
• Answer common questions exhaustively
• "Low quality, high effort" is the new formula
• Example: mastering . com's 11-hour tutorials
6) Key Mindset Shift:
Stop obsessing over:
• Social media metrics
• Personal branding
• Complex marketing funnels
Start focusing on:
• High-leverage relationships
• Direct value creation
• Being present where your audience is
7) The ROI is INSANE:
• Single partnerships can generate millions
• One webinar can outperform months of ads
• Relationship-based leads convert better
• More sustainable than viral marketing
• Less stressful than being an "influencer"
Pro Tip: Review your Dream 100 list every quarter. Most businesses forget this and focus on low-leverage tasks instead.
Links Mentioned:
The Dream 100 Google Sheet: https://docs.google.com/spreadsheets/d/1a7d1GSZoJq_pT2Ptbvc9HsZWPxNsQDhRcUvT6d1V2Jw/edit?gid=0#gid=0
The Canvas Strategy Ep: https://youtu.be/fr5xG_bTV44
Want more free ideas? I collect the best ideas from the pod and give them to you for free in a database. Most of them cost $0 to start (my fav)
Get access: https://www.gregisenberg.com/30startupideas
LCA helps Fortune 500s and fast-growing startups build their future - from Warner Music to Fortnite to Dropbox. We turn 'what if' into reality with AI, apps, and next-gen products https://latecheckout.agency/
BoringAds — ads agency that will build you profitable ad campaigns http://boringads.com/
BoringMarketing — SEO agency and tools to get your organic customers http://boringmarketing.com/
Startup Empire - a membership for builders who want to build cash-flowing businesses https://www.startupempire.co
FIND ME ON SOCIAL
X/Twitter: https://twitter.com/gregisenberg
Instagram: https://instagram.com/gregisenberg/
LinkedIn: https://www.linkedin.com/in/gisenberg/
FIND JONATHAN ON SOCIAL
X/Twitter: https://twitter.com/Jicecream
LinkedIn: https://www.linkedin.com/in/jonathan-courtney-4510644b/
AJ&Smart: https://ajsmart.com/
Previous Episode
Inside the Brain of a 17-Year-Old $1M/Month AI Founder
Join me as I chat with Zach Yadegari, Co-Founder of Cal AI, as we discuss his frameworks and strategies for building and scaling viral AI Apps. Learn his step-by-step formula creating viral apps.
00:00 - Intro
01:40 - Concept Behind Dr. AI and App Feature Overview
05:37 - Designing the User Experience
08:42 - Inspiration and Primitives in App Design
11:10 - User Experience and Simplicity
16:05 - Gamification and User Engagement
17:26 - Shareability and Marketing Potential
20:07 - History Feature and User Retention
21:14 - Symptoms Quiz Design
23:58 - Incorporating Sources and References
24:39 - Chatbot Functionality
25:33 - Marketing Strategy and Influencer Outreach
28:34 - Prompting for AI Responses
33:15 - Go-to-Market Strategy Discussion
37:14 - Identifying Target Influencers
41:04 - Pricing Structure and Revenue Models
1) The Core App Features:
• Skin scan for diagnosis
• Symptoms quiz
• Medical chatbot
• History tracking
Key insight: Keep it SIMPLE. Basic features done well better than complex features done poorly.
2) UX Design Strategy:
Start with basic wireframes
• Copy "primitives" from successful apps
• Design for influencer marketing
• Put app name on key screens
• Make results instantly digestible
Pro tip: Design screens thinking about how influencers will showcase them in content.
3) Growth Strategy:
Target audience = concerned parents
Best channels:
• Mom influencers
• Family content creators
• Parenting communities
Look for creators with 250k+ views/video
Budget: $4-5k per 1M views
4)Monetization Structure:
Weekly pricing model works best:
• $4-7/week
• No free trial initially
• A/B test different prices
• Optimize for repeat users
Strategy: People will delete/resubscribe when needed
5) Technical Implementation:
Use ChatGPT API with custom prompts
• Bypass medical disclaimers creatively
• Build clear diagnosis displays
• Include danger levels (1-5)
• Add sources for credibility
6) Marketing Angles:
Target anxious parents
• Focus on peace of mind
• Show quick diagnosis stories
• Emphasize "should I see a doctor?" use case
• Leverage influencer storytelling
7) Key Success Factors:
• Heavy disclaimers
• Accurate diagnostics
• Simple UX
• Clear value prop
• Strong retention hooks
Want more free ideas? I collect the best ideas from the pod and give them to you for free in a database. Most of them cost $0 to start (my fav)
Get access: https://www.gregisenberg.com/30startupideas
LCA helps Fortune 500s and fast-growing startups build their future - from Warner Music to Fortnite to Dropbox. We turn 'what if' into reality with AI, apps, and next-gen products https://latecheckout.agency/
BoringAds — ads agency that will build you profitable ad campaigns http://boringads.com/
BoringMarketing — SEO agency and tools to get your organic customers http://boringmarketing.com/
Startup Empire - a membership for builders who want to build cash-flowing businesses https://www.startupempire.co
FIND ME ON SOCIAL
X/Twitter: https://twitter.com/gregisenberg
Instagram: https://instagram.com/gregisenberg/
LinkedIn: https://www.linkedin.com/in/gisenberg/
FIND ZACH ON SOCIAL
X/Twitter: https://x.com/zach_yadegari
Next Episode
The framework for building AI startups from a product design genius
Join me as I chat with Mike Hudack, CEO of Sling Money, as we deep dive into AI startup strategy by discussing frameworks for building AI companies, product development approaches, and go-to-market strategies. The conversation covers practical advice for entrepreneurs considering AI ventures, from choosing between B2B and B2C models to pricing strategies and competition analysis. Hudack shares insights from his experience at Facebook and current venture Sling Money.
Timestamps:
00:00 - Intro
02:12 - AI agent framework and startup ideas
08:19 - Discussion of successful AI companies
16:20 - B2B vs B2C strategy
19:28 - Product development philosophy
25:20 - How to think about Competitors
28:40 - Go-to-market strategies
33:46 - Pricing and monetization discussion
39:16 - Mark Zuckerberg's Perspective on AI
Key Points:
• Framework for AI agents: single clear action, instant feedback, bounded decisions, zero friction
• Three promising AI companies discussed: Greenlight (fin-crime), Granola (note-taking), Gradient Labs (customer service)
• B2C vs B2B strategy: B2C has higher potential but higher risk, B2B offers more predictable outcomes
• Product development approach: focus on solving genuine pain points and building with meaning
1) On picking AI startup ideas:
Look for repetitive, time-consuming tasks that:
• Have clear actions
• Provide instant feedback
• Make bounded decisions
• Create zero friction
Examples: Flight booking, restaurant reservations, scheduling
2) The most promising AI companies right now:
• Green Lite - Automating financial compliance
• Granola - AI-powered collaborative note-taking
• GradientLabs - Next-gen customer service
• Domu - AI debt collection with empathy
All solving specific, manual problems with tight feedback loops.
3) Framework for choosing what to build:
Run a "regret minimization" exercise:
• Imagine yourself 5-10 years in the future
• Consider all possible outcomes
• Pick something meaningful you'd be proud to work on
• Must be excited to wake up for it every day
4) On B2B vs B2C products:
B2B:
• Easier to validate
• Clear path to revenue
• Lower failure rate
• Smaller outcomes
B2C:
• Bigger potential upside
• Harder to get right
• Need to catch lightning
• More glory (if it works)
5) On pricing AI products:
Formula:
(Human labor cost saved + Emotional damage prevented) × (20-50% discount) = Your price
Pro tip: You CAN raise prices later if you build something people truly love.
6) Go-to-market strategy for AI products:
• Build in public
• Create early waitlists
• Find your core believers
• Let them help shape the product
• Focus on native content for your audience's platform
7) On competition:
Don't be afraid to copy primitives (basic features everyone needs)
BUT:
• Stay true to your vision
• Keep a mental tab on competitors
• Don't get sucked into being reactive
• Maintain consistent narrative
Most important lesson: Build something YOU deeply care about. The most successful products come from genuine passion, not just market opportunity.
Notable Quotes:
"We don't make services to make money, we make money to make better services." - Mike Hudack (citing Walt Disney/Facebook)
"If you build a thing which is beautiful and people love and has a place in their lives, you can charge more for it later." - Mike Hudack
Want more free ideas? I collect the best ideas from the pod and give them to you for free in a database. Most of them cost $0 to start (my fav)
Get access: https://www.gregisenberg.com/30startupideas
LCA helps Fortune 500s and fast-growing startups build their future - from Warner Music to Fortnite to Dropbox. We turn 'what if' into reality with AI, apps, and next-gen products https://latecheckout.agency/
BoringAds — ads agency that will build you profitable ad campaigns http://boringads.com/
BoringMarketing — SEO agency and tools to get your organic customers http://boringmarketing.com/
Startup Empire - a membership for builders who want to build cash-flowing businesses https://www.startupempire.co/
FIND ME ON SOCIAL
X/Twitter: https://twitter.com/gregisenberg
Instagram: https://instagram.com/gregisenberg/
LinkedIn: https://www.linkedin.com/in/gisenberg/
FIND MIKE ON SOCIAL
Mike’s Website: https://hudack.com/
X/Twitter: https://x.com/mhudack
LinkedIn: https://www.linkedin.com/in/mhudack/
Sling Money: https://sling.money/
If you like this episode you’ll love
Episode Comments
Generate a badge
Get a badge for your website that links back to this episode
<a href="https://goodpods.com/podcasts/the-startup-ideas-podcast-192788/how-to-get-your-first-customers-even-with-zero-audience-80168150"> <img src="https://storage.googleapis.com/goodpods-images-bucket/badges/generic-badge-1.svg" alt="listen to how to get your first customers (even with zero audience) on goodpods" style="width: 225px" /> </a>
Copy