The Santa Barbara Web Design and Marketing Blog

In the world of marketing, there’s an often-repeated legend—a story that’s passed between entrepreneurs and marketing professionals like a piece of sacred wisdom. It goes a little something like this: when asked, “If you had to get 72 new customers, what’s one way you’d do it?” a seasoned business marketer replied, “I don’t know one way to get 72 customers, but I know 72 ways to get one customer.”

Behind this pithy phrase is an important truth about business growth and the path to success, one that too many business owners overlook as they search for that mystical “magic bullet” strategy. Today, let’s dive deep into why this approach isn’t just clever—it’s essential, especially for those of us building traffic and customers from the ground up.

The Real Lesson Behind “72 Ways to Get One Customer”

What sounds like a roundabout answer is actually a practical, hard-won insight. Entrepreneurs are often seduced by the idea that there must be a single, most-effective action for generating business: that “one weird trick” the internet always promises. Yet the reality is different. For most, especially at the beginning, business growth doesn’t come from one blockbuster channel or a runaway viral hit. It comes from trying a lot of things—sometimes dozens, even 72!—until you identify what works both individually and in combination.

The “72 ways” mindset is the opposite of putting all your eggs in one basket. Instead, it encourages business owners and marketers to adopt a diversified, experimental approach. Here’s why this matters:

1. You Don’t Know What Will Work Until You Try It

Every business is unique. Even two competitors in the same industry, serving the same area, may find that different marketing tactics work better for each. Demographics, timing, messaging, design, and unquantifiable luck: all contribute to what channels actually deliver results.

Early in your business, before you have a “growth engine” humming along, the truth is you just don’t know which technique, partnership, social channel, or campaign might connect you with your next (or first!) customer. Clever SEO? Networking? Cold calling? Collaborating with another small business? Posting in the right Facebook group at the right moment? Each of these “one ways” might bring in that crucial customer.

2. Marketing Is an Ecosystem—Not a Silver Bullet

Most sustainable business growth is cumulative and systemic. Think of it as the slow development of a garden, not the firing of a single magic arrow. When you experiment with many approaches, you develop an interconnected network of touchpoints—referrals from satisfied customers, an email that prompts a purchase, an Instagram post that catches the eye of a journalist, a Google result that generates trust.

No single piece may be responsible for all your results, but together, they create an ecosystem. The more seeds you plant, the more likely your business is to blossom.

72 Actions: What Might They Be?

To make this advice actionable, let’s brainstorm what “72 ways to get one customer” could look like for a business owner—especially a marketer, web designer, or consultant like SB Web Guy.

1. Launch a new Google Ads campaign targeting your local area.

2. Write an in-depth blog post answering a top question from your target audience.

3. Post daily stories on Instagram sharing behind-the-scenes work.

4. Send a “thank you” email sequence to your past clients, asking for referrals.

5. Host a free local workshop to educate businesses about a common challenge.

6. Record a YouTube tutorial about a tool your clients use.

7. Optimize your LinkedIn profile and post weekly on trends in your industry.

8. Share a client testimonial on Facebook and tag them.

9. Cold email five potential local partners proposing collaboration.

10. Attend a Chamber of Commerce networking event.

11. Create a “cheat sheet” PDF and promote it as a download on your website.

12. Run a contest for a free consultation.

13. Sponsor a local nonprofit event for exposure.

14. Optimize your Google My Business listing with new photos.

15. Guest post on a well-known industry blog.

16. Share helpful tips daily in a relevant LinkedIn group.

17. Reach out to satisfied clients for Google and Yelp reviews.

18. Start a monthly newsletter with business tips and spotlights.

19. Offer a discount for new customers who book this week.

20. Post a case study showing before/after results for a client.

21. Interview an expert and cross-promote.

22. Run a Facebook ad with a testimonial video.

23. Share daily tips on Twitter using popular hashtags.

24. Schedule “office hours” on Zoom for Q&A with prospects.

25. Join local business forums and answer questions.

26. Collaborate with a local podcast for an interview.

27. Run a retargeting campaign for previous website visitors.

28. Create a website audit tool and share it in newsletters.

29. Offer a free mini-course delivered via email.

30. Follow up with all previous inquiries who didn’t buy.

31. Partner with a printer for cross-promotion.

32. Present at an industry association meeting.

33. Join a relevant Slack or Discord community.

34. Share your favorite business app round-up on LinkedIn.

35. Write an op-ed for your local newspaper.

36. Host a free lunch-and-learn.

37. Create a TikTok about web design myths.

38. Distribute flyers at a local coffee shop.

39. Present a guest workshop at a coworking space.

40. Co-author an ebook with a local influencer.

41. Host a free site critique livestream on YouTube.

42. Build a referral partnership with another service provider.

43. Reach out to colleges for student project collaborations.

44. Send handwritten letters to past clients thanking them.

45. Create a “tools and resources” roundup post for Santa Barbara businesses.

46. Join a mastermind group for local entrepreneurs.

47. Feature local businesses on your blog.

48. Start a challenge or countdown (Build Your Website in 5 Days).

49. Record a podcast with business growth tips.

50. Share “before and after” images on Instagram and Pinterest.

51. Donate services for local charity raffle.

52. Hold a Facebook Live Q&A weekly.

53. Offer exclusive content in a private Facebook group.

54. Analyze competitors and share findings with your audience.

55. Offer a “website checkup” for local businesses.

56. Share testimonials as Instagram Reels.

57. Attend networking breakfasts.

58. Provide a tip column for a local magazine.

59. Launch a community board on your website.

60. Create a funny meme about website fails and share on socials.

61. Partner with a photographer for bundled services.

62. Write an “Ultimate Guide” to web design for your area.

63. Send out mailers to targeted neighborhoods.

64. Conduct a free business audit for new leads.

65. Donate time to teach at a local school.

66. Acquire speaking gigs at trade shows.

67. Collaborate on webinars about AI and automation.

68. Host a virtual summit featuring industry speakers.

69. Write LinkedIn articles about website mistakes.

70. Create explainer videos for common tools.

71. Offer a membership community for ongoing support.

72. Share client success stories with local press.

Not all of these will work, but most will result in some response: a new follower, an inquiry, a referral, or, yes, a customer. The beauty is you don’t have to hit a home run—consistent singles win the game.

The Importance of Consistency and Measurement

Now, acting on 72 different channels or tactics can feel overwhelming. But that’s not the point—the goal is to set up a recurring rhythm of activity and measurement.

Key Principles:

- Do Something Every Day: Even one small action daily can move you closer to a breakthrough.

- Don’t Wait for Perfection: Early efforts don’t have to be perfect to be effective—they just have to be seen.

- Measure What Matters: Not every tactic will deliver measurable results immediately. But you need a system to track what’s working. This is where key performance indicators (KPIs) come in. Track clicks, calls, emails, website visits, conversions, and other metrics to spot trends over time.

- Iterate and Double Down: Once you identify what’s generating results, focus more effort there—while continuing to experiment with new tactics.

Find & Build Your “Growth Engine”

There’s a second, less-often-discussed part of the wise marketer’s advice: once you’ve figured out your “flywheel” or growth engine, you can begin to work more efficiently.

What’s a Growth Engine?

A growth engine is a repeatable set of systems and processes that reliably attract and convert customers without requiring constant improvisation. Think of it like a faucet that, when turned on, pours customers into your business at a steady, predictable rate.

- For some, it may be paid advertising: Once you dial in your Google Ads and landing pages, you put in $1 and (over time) predictably get out $3 in sales.

- For others, it’s partnerships: Strategic referrals from allied businesses supply a steady stream of leads.

- For others, it’s content and SEO: The business’s blog posts and organic search rankings bring daily traffic that converts into customers.

Finding your growth engine is the prize—but you rarely know what it is on Day 1. That’s why you hustle, experiment, and measure. Once you find what works, build processes and systems to keep that engine running with less daily struggle and more focused, productive energy.

Don’t Neglect the Competitive Landscape

Some entrepreneurs become so focused on their own tactics that they forget to keep an eye on the competition. What are they doing that you aren’t? What’s working? Where are the gaps you can fill?

Competitor research isn’t about copying—it’s about learning what resonates in your market, what trends are emerging, and where there is unserved demand you can fill. Track your competitors’ marketing campaigns, their engagement on social, the reviews they get, and their unique offers. Use this data to inspire fresh experiments of your own.

Stack the Odds by Being Prolific

The modern digital landscape rewards prolific creators and consistent marketers. You don’t need to go viral to build a healthy small business, but you do need to persist, adapt, and compound the effects of your activity.

The great news is that in today’s world—with automation tools, AI, templates, and digital distribution—it’s easier than ever to try many things at once. Tools like chatGPT can help you generate content ideas, draft emails, and repurpose content across channels. Scheduling tools allow you to spread your message to multiple platforms. Analytics packages help you measure what’s working.

The real difference is in your willingness to try, to fail, to keep going, and to measure relentlessly.

You Need a Method, Not Just Magic

Anyone who promises you “one way” to get all the customers you’ll ever want is probably overselling their own product or strategy. In reality, it’s many little efforts, combined with focused follow-up and steady optimization, that get results.

When you see a business that looks like an overnight success, you’re likely witnessing the outcome of sustained action—72 experiments, maybe more, layered together until a few successful approaches become a flywheel.

From Tactics to System: The SB Web Guy Approach

For those just starting out, the best advice is this: start. Do 72 things, if not 100 or 200. Don’t worry if none seem to “work” at first. Remember that small results compound, and even “failed” tactics teach you about your market.

As your system evolves:

- Automate what you can. Use scheduling, templates, AI tools, and follow-up systems to streamline.

- Optimize based on results. Regularly allocate more effort to the highest-yield tactics.

- Nurture your ecosystem. Thank your supporters, repeat your best initiatives, and constantly build new relationships.

- Keep learning. Marketing is never a finished project; what works changes with markets, trends, technology, and culture.

Final Thoughts: There’s No Substitute for Taking Action

If your phone isn’t ringing, if your inbox is empty, the answer isn’t to wait for the perfect idea—it’s to get moving. Do 72 things. Write, post, call, share, analyze, and try again. Sometimes, the very act of motion creates the opportunities and insights needed to finally break through. And then, with time, all those efforts add up—not just to one customer, but to dozens, hundreds, or more.

That is the true “engine” of growth: a relentless commitment to action, measurement, and improvement. From that, stability comes. So get out there, get creative, keep experimenting, and remember—the next customer could come from any one of those 72 ways… or something brand new you discover tomorrow.