I hear this far too often: “I just want more customers.”

And I completely get it. More customers means more revenue, more security, more growth. It’s the most obvious thing to want when you’re running a business.

But here’s what I’ve learned after 20+ years: “I want more customers” isn’t actually a starting point. It’s a destination.

And if you start there, you’ll end up running in circles, throwing money at tactics that don’t work, and getting frustrated when nothing seems to stick.

The Problem with Starting at the End

Imagine trying to give someone directions to your house, but you don’t actually know your own address.

That’s what happens when you jump straight to “getting more customers” without figuring out the basics first.

You might run some Facebook ads (but to who, exactly?). You might start posting more on social media (but saying what, and who are you targeting?). You might try networking events (but how will you explain what you do when someone asks?).

All of this activity. All of this effort. But without a clear foundation, it’s like throwing darts in the dark and hoping something hits.

What Actually Needs to Come First

Before you can get more customers, you need to be crystal clear on some pretty fundamental questions. And I mean properly clear – not sort-of-clear or mostly-clear.

What are you actually selling?

Not the obvious service or product, but the real problem you solve and outcome you deliver. Most people think they know this, but when I ask them to explain it clearly, they realise it’s a bit… vague.

Who specifically needs what you’re selling?

Not “small businesses” or “busy mums” or “anyone who wants X.” Actual people with specific situations who have a problem you can solve. The more specific you can be, the easier everything else becomes.

Why should they choose you over everyone else?

What makes you different? What’s your approach? What can they expect from working with you that they won’t get elsewhere? This isn’t about being the cheapest or the best – it’s about being the right fit for the right people.

Where do these people actually hang out?

Online? Offline? Which platforms? Which events? Which groups? You can’t reach people if you don’t know where they are.

What do they need to hear to think “yes, that’s exactly what I need”?

How do they think about their problem? What language do they use? What concerns do they have? What would make your solution feel like the obvious choice?

If you can’t answer these questions clearly, then “getting more customers” becomes a guessing game. You’re hoping the right people will somehow find you and magically understand why they should choose you.

Why People Skip the Groundwork

Because it’s not exciting.

Figuring out your positioning feels like homework. Understanding your ideal customer feels like overthinking. Working out your messaging feels like star-gazing.

But running Facebook ads? That feels like action. Posting on LinkedIn every day? That feels like doing something. Going to networking events? That feels like proper marketing.

The problem is, all that activity without the foundation is just expensive busy work.

What Happens When You Start at the Beginning

When you get the foundations right first, everything else becomes so much easier.

Your website copy writes itself because you know exactly what to say and who you’re saying it to.

Your social media content has direction and purpose instead of just hoping something will resonate.

Your networking conversations are confident and clear because you can explain what you do in a way that makes sense.

Your marketing budget goes further because you’re targeting the right people with the right message instead of spraying and praying.

And here’s the really good bit – you start attracting the right customers. Not just any customers, but people who actually need what you offer and are willing to pay properly for it.

The Real Starting Point

So if “I want more customers” isn’t where to start, where is?

Start with clarity.

Get absolutely crystal clear on what you’re selling, who needs it, and why they should choose you. Not approximately clear. Not mostly clear. Crystal clear.

This might feel like it’s slowing you down when what you really want is to get out there and start marketing. But I promise you, every hour you spend getting this right will save you weeks of (often pointless) effort later.

How to Know If You’re Really Clear

Test it on someone who doesn’t know your business. Explain what you do, who you help, and why someone should choose you.

If they get it immediately – if they can repeat it back to you and maybe even suggest someone who might need your help – then you’re clear.

If they look confused, ask lots of questions, or say something like “oh, so you do everything?” then you’ve got more work to do.

This isn’t their fault. It’s not because they’re not smart enough. It’s because your message isn’t clear enough yet.

The Compound Effect of Starting Right

Here’s what I see happen when people do the groundwork first:

Their marketing becomes more effective because they know exactly who they’re talking to and what to say.

They waste less money on tactics that don’t fit their business because they have criteria for making decisions.

They attract better customers because their message resonates with the right people.

They feel more confident in sales conversations because they can clearly explain their value.

They stand out from competitors who are all saying similar, vague things.

And yes, they get more customers. But they’re the right customers – people who value what they do and are happy to pay properly for it.

What This Actually Looks Like

Let me give you an example. Say you’re a graphic designer.

Unclear starting point: “I want more customers who need design work.”

Clear starting point: “I help small coaching businesses who are tired of looking unprofessional create brand identities that make them feel confident and help their ideal clients immediately understand what they do. I work with coaches who are making at least £3k a month but feel held back by amateur-looking branding.”

See the difference? The second version tells you exactly who this person helps, what problem they solve, and what outcome they deliver. It would be so much easier to create marketing around that clarity.

Your Next Step

Before you spend another penny on getting more customers, get clear on the fundamentals.

What are you really selling? Who specifically needs it? Why should they choose you? Where can you reach them? What do they need to hear?

I know it feels like you’re slowing down when you want to speed up. But think of it as taking time to aim properly before you shoot, rather than firing randomly and hoping to hit something.

The Good News

You don’t have to figure this out completely on your own. And you don’t have to get it perfect before you start – you just need to get it clear enough that your marketing has direction and purpose.

Once you’ve got that foundation, then we can talk about getting more customers. And when we do, you’ll know exactly who you’re trying to reach and how to reach them.

That’s when marketing stops being a guessing game and starts being a system that actually works for your business.

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Not sure if your foundations are as solid as they should be? A Marketing MOT looks at everything – your positioning, your ideal customers, your messaging – and tells you exactly what needs your attention first. Because before you can get more of the right customers, you need to know who they are and why they should choose you. Let’s figure out where you really stand.