Playbook / Lessons / First buyers

Gather an audience before the offer

Brunson says most people build the product and funnel first and then wonder where buyers will come from. He suggests collecting people first and shaping the offer around what they already ask for. For a bootstrapper with little money this means working your way into existing audiences instead of buying ads.

“Step one is gathering people, step two is creating an offer.”— Russell Brunson, The Publishing Playbook: How to Win Before You Launch, May 2025

Do this

List five communities or creators where your buyers already gather and spend this week helping people there before you pitch anything.

More in this pack

• Go out and recruit users by hand
• Three paying customers in 48 hours
• There are no facts inside your building
• Find real people with a problem first

Get your plan

All steps · Trust · Pricing