One of the biggest surprises (and disappointments) new business owners face is realizing that friends and family aren’t always their ideal customers. And that’s okay!
Your loved ones may not need your product or service, but that doesn’t mean they can’t support you in meaningful ways.
If you’ve ever felt discouraged when someone close to you didn’t buy, remember: there are many ways people can stand behind your business without spending a dime.
Here’s how you can help them help you.
1. Share and Spread the Word
The simplest (and often most powerful) form of support is word of mouth. Without being salesy, let your friends and family know what your business does, and how it helps people. Click here for wording you can use to let them know how they can support you.
If you have a website, you can make sure they have a link to your sign up (opt in) page or about page that shows what you do and the transformation/improvement your business helps people with.
Friends and family can:
- Join your list and give you feedback
- Follow your business pages on social media
- Share your posts on social media.
- Tell their own networks about your business.
- Mention you or send someone to your website or shop when someone they know is looking for what you offer.
Even if they aren’t your ideal customer, they might know someone who is.
2. Leave a Review or Testimonial
One of the best ways to test out your product is to run it by friends and family for free in exchange for feedback before launching it to the public. It's important to give them an easy way to send feedback.
For example create a free Google Form, or if you have a site, install a form plugin (WordPress) or an app (Shopify). Make your feedback form short and sweet, with checkboxes and multiple choice questions.
Make sure to get their permission before using their testimonials on your site.
If you're using Thrive Suite, you can use Thrive Ovation to create a testimonial system that makes it super simple to receive testimonials that can be posted on your WordPress site.
If your friends or family have tried your product or service—even once—they can:
- Write a thoughtful review online.
- Post a photo using your product.
- Give you feedback you can turn into a testimonial.
When someone has tried your product it gives them first hand information on how to use it, how it helps, and you can also get feedback on anything you may have overlooked. It's a great way to make improvements before you roll it out to the masses.
Reviews and testimonials build trust and credibility for future customers.
How Your Friends and Family Can Support Your Business Without Buying
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3. Engage With Your Content
Every like, comment, and share boosts visibility. Ask them to:
- Follow your business pages
- Comment on your Instagram posts.
- Save your Pinterest pin.
- Like and subscribe to your YouTube channel.
Engagement tells algorithms your content is worth showing to more people.
When it comes to friends and family, it's best to view their willingness to buy something as a nice to have versus a requirement for your success.
4. Connect You With Opportunities
Your network’s network is powerful. Friends and family can:
- Introduce you to people in your industry.
- Tag you in posts where someone is looking for your product/service.
- Invite you to community events where you can showcase your work.
Sometimes the right introduction is worth more than a purchase.
5. Offer Skills or Time
Not all support has to be promotional. Loved ones might:
- Proofread your website.
- Help you set up at an event.
- Brainstorm ideas with you.
These small acts of service can save you time and energy as you grow.
6. Cheer You On
Building a business can be tough, and emotional support is priceless. Friends and family can:
- Celebrate your wins (big and small).
- Check in during stressful times.
- Remind you why you started when things feel overwhelming.
Encouragement matters just as much as sales.
A Gentle Way to Share Your Business With Loved Ones
When you launch your business or you let your friends and family know about your new venture, you can say something like:
“My business does __________ and it helps _________ by helping them improve/solve challenges with __________.
I know my business may not be something you personally need, but if you’d like to support me, here are a few simple ways that make a big difference — _________________ (list the ways you would like for them to help).
For example, trying your product out for free and giving you a testimonial, engaging with your social posts, watching your videos, or even just cheering you on.”
This approach is professional, kind, and helps them understand exactly how they can contribute.
Wrapping It Up
Not everyone you know will buy from you—and that’s perfectly normal. By giving your loved ones clear ways to support you, you’ll create a circle of encouragement and advocacy that helps your business grow.
