How THIS 'Messy' Strategy Landed Me 100 Customers

The Jordan P. Anderson Show

September 30, 2024

I want to talk to you about a concept that might be holding you back from getting your first 100 customers.

The #1 reason why startup founders fail to launch, fail to get new customers - is that they are too fancy…

Their fanciness and polish when it comes to every part of their marketing is what is holding a lot of startup founders back. It's what held me back for quite a few years before I got my first 100 customers, before I got my first 1,000 customers.

I read this a long time ago in one of Dan Kennedy's books. He talks about Suits vs. Work Boots.

"Suits" are those who prioritize appearance and polish over substance and action, while "Work Boots" are those who roll up their sleeves, get their hands dirty, and focus on getting things done.

💪 Principle #1: Focus on Immediate, Tangible Problems

I believe in solving real problems. Today's problems. If it doesn't matter to the customer right now, it doesn't matter at all.

Be your customer's paramedic - not their physical therapist.

What's the pain point?

What's broken? Let's fix that.

I trust problems I can see.

If I can't touch it, I'm not worrying about it. Fix what's in front of you, then move on to the next.

🗣️ Principle #2: Speak Your Customer's Language, Avoid Jargon at All Costs

I have zero interest in impressing anyone. Especially with fancy language or insider terms. If my customer can't understand me, then how are they going to buy from me?

Jargon is a way of hiding. It's a smokescreen.

I don't need to sound smart—I need to be understood.

If you can't explain what you're doing in plain words, you're either overcomplicating it or don't actually understand it. People like simplicity because it's honest. It cuts through the noise.

My customers are people, not industry experts. I talk like a person. Like them.

🔧 Principle #3: Embrace the "In the Trenches" Mentality

I'm in the trenches.

I'm not above the work, and I don't pretend I am. If you're running a startup, you're in the dirt with me.

You have to get your hands dirty.

You have to know your product inside and out. You have to know your customers inside and out.

And trying to be above it all - that's a suit's mentality.

🚀 Principle #4: Launch Fast, Use Hype to Your Advantage

I don't wait for perfect. Launching something new has been the easiest way I've found to build an audience.

Every time I go to launch a new product, a new video, a new anything - I have an excuse to shamelessly put myself in front of my clients.

Momentum is everything. It feels like something is moving. Something is changing. It's the difference between watching a river and watching a swamp.

Every launch teaches you something.

I learn faster by doing than by perfecting. Suits want everything polished first. Work boots know rough around the edges is where the action happens.

🛠️ Principle #5: Master Tools Before Outsourcing

I don't outsource what I don't understand.

If I don't know how the tools work, I can't manage the people using them.

I like to be in the trenches as much as possible but when I do outsource - I first have to know the process.

Know the tools. Because this is the easiest way that I've scammed myself.

Knowing how to edit videos or how to edit a website - I can then speak to the freelancer with some level of confidence instead of being a helpless person floating on a raft.

I know when you're BS-ing. I know when you're overinflating the process.

🌟 Principle #6: Take a Stand—Show the Mud and Scratches

I don't hide behind fancy designs. If there's mud on my boots, I let you see it. Suits hide. They gloss over flaws, inflate the truth, and sell you the shine, not the substance.

I want to tell the truth about my product.

And every time that I've done this, I've gained a higher level of respect from my clients.

Is this delayed?

Is this new thing coming soon?

Is this thing broken and I knew about it?

Yes.

And I'm upfront about it. I'm working on it and I'm going to tell you personally when it's up and running.

Your customers know when you're patting their pretty little head. They can smell it.

So ditch the suit and tie.

Roll up your sleeves.

Get messy.

That's how you'll connect with your customers and win their business.

These principles helped me land my first 100 customers, and I know they can do the same for you.

Cheers,

Jordan P. Anderson

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