How I Got My First Customer: I Marketed Myself, Not My Business 1

This story is part of Bplans’ “How I Did It” series—true stories of real businesses getting started, solving problems and finding success. Read the previous story here.

Cailen Ascher at CALM biz

CailenAscher“In the beginning, instead of focusing on sales, I focused on establishing myself as a niche expert—I created a free weekly newsletter, I hosted free webinars and I also wrote for industry publications (and all of these practices I continue with to this day). I knew that before people would buy from me, they would have to know, like and trust me, so I concentrated on adding value and showcasing my expertise.

“My first customer came to me thanks to the some free content I had posted on a LinkedIn group we were both part of. After realizing the quality of the information I was giving away, they purchased nearly $1,000 of one-on-one coaching!

CALMBiz Class Pic

“I think one of the most important things for any business that’s just starting out is to act like a professional, whether you’ve made any sales or not! That’s something I always emphasize with anyone I work with—if you want to be seen as an expert in your field, you have to act, think and speak like one. No one ‘anoints’ you as an expert—you earn that title by consistently showing up and providing valuable content to your audience. And when you consistently provide great content, people start to find you and ask if they can work with or buy from you!”

Cailen Ascher, founder of CALM biz, is a marketing expert and yoga teacher who shares empowering business practices with yoga teachers to help them transform their teaching “hobby” into a fun, fulfilling, and sustainable career.


Do you have a great story about how you did it?
Send it to us at or tweet us @Bplans #howididit



About the Author I firmly believe in three things: Creativity, dedication and adaptation. I work at the No.1 business planning company in the world. Follow Bailey on Google+ Read more »

RATE THIS ARTICLE 1 Star2 Stars3 Stars4 Stars5 Stars

How LivePlan makes your business more successful

LivePlan: Online Business Planning Software

If you're writing a business plan, you're in luck. Online business planning software makes it easier than ever before to put together a business plan for your business.

As you'll see in a moment, LivePlan is more than just business plan software, though. It's a knowledgable guide combined with a professional designer coupled with a financial wizard. It'll help you get over the three most common business hurdles with ease.

Let's take a look at those common hurdles, and see how producing a top-notch business plan sets your business up for success.

Click to continue
  • Steve Zbranek

    Its always good to read success story as you learn lots of things from their experience.. congrats to you.