Daniel Fazio explains why the first client is hardest to land: you have zero evidence. Buyers are driven by loss aversion, and proof like testimonials and case studies account for about 80% of their decision to pay.
First client is the single hardest client to get. It's very easy to understand why this is, and it is because you have zero evidence. When you're trying to get money from another human, what they are more interested in is de risking because it hurts to lose $100 more than it feels good to gain $100. So when you're trying to sell people something, they are more interested in making sure they don't lose money than they are interested in making sure they make a lot of money. When you have zero clients, you've never done this before. Ever. You have zero case studies, zero testimonials, zero people. For you, it is this. Getting your first client in this situation is the hardest single client you will ever have to get in your entire life. Because there's no evidence in evidence. Testimonials, case studies are 80% of the equation of getting somebody to actually pay.
