The Hardest Investment for Founders to Make

Early-stage founders will invest in product, branding, and even software they won’t need for months.

But when it comes time to spend on customer acquisition?

They freeze.

I’ve had calls with pre-revenue teams who’ve built solid prototypes, outlined their roadmap, and even validated the problem.

But they still hesitate to invest in what actually moves the needle: getting real customers.

The Hesitation That Hurts Growth

It usually shows up like this:

“What if we spend and get no leads?”

That’s a fair fear. Especially when every dollar feels like it needs to stretch 10 miles. No founder wants to burn cash on marketing that flops.

But here’s the truth I share on those calls:

The cost of not trying is often bigger than the cost of failing once.

If you never go to market, you never learn. And if you don’t learn, you can’t grow.

That’s why the real risk isn’t spending money and getting no leads.

It’s not doing anything and staying stuck at zero.

What I Tell Founders Who Want First Customers

When a founder asks how to go from zero to first customers, here’s the framework I walk them through:

Step 1: Pick an entry-level offer.

Don’t overthink it. Your first offer should be simple, focused, and easy to say yes to. Think low-effort, high-outcome.

Step 2: Build sharp messaging around it.

If your message isn’t clear to a stranger in 5 seconds, it’s not clear enough. Cut the fluff. Lead with the problem and outcome.

Step 3: Stack proof.

Use whatever credibility you’ve got. Case studies, testimonials, audits, frameworks. You don’t need a big track record—you need believable value.

Step 4: Launch and learn.

Don’t wait for perfect. Ship it. Learn. Improve. Most traction comes from iteration, not inspiration.

Step 5: Rinse and repeat.

Double down on what works. Drop what doesn’t. Make decisions based on data, not ego.

That’s it. Five steps to move from hesitation to momentum.

Why This Matters More Than You Think

Most early-stage founders don’t fail from lack of talent or effort.

They fail because they never actually enter the arena.

They try to optimize a funnel they’ve never tested. Or polish a pitch they’ve never delivered. They research every platform except the one their buyers are actually on.

But customers don’t come from perfect plans.

They come from imperfect action that gets real-world feedback.

So if you’re stuck, don’t wait for clarity to strike.

Go create it.

Don’t Let a Weak Profile Kill a Strong Offer

Even with great outreach, there’s one common bottleneck I see:

Their LinkedIn profile.

The message hits. The prospect clicks. But the profile doesn’t back it up.

It feels generic. It lacks clarity. It reads more like a digital résumé than a sales call engine.

And just like that, the opportunity disappears.

That’s why I created the Sales Call Engine Setup (LinkedIn Profile Edition)—a mini-guide designed to help you turn profile lurkers into booked calls.

Inside, I walk you through:

→ The 5 key profile sections that drive real conversions

→ How to frame your expertise around your buyer’s pain

→ What to showcase in your Featured section for instant credibility

→ How to make every line feel relevant to your ICP

→ The exact structure we use with founders who want to close inbound calls faster

Your LinkedIn profile isn’t just a placeholder. It’s your landing page. And if you're already doing cold or warm outreach, it’s the first place people check before saying yes to a call.

Click here to read the post, connect with me, and comment if you want access to the full setup.

This is the resource I wish every founder had before hitting send on their first campaign.

Let it do some heavy lifting for you—so your message gets the reply it deserves.

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Evangeline Gersich
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