Gillingham chairman Paul Scally has urged the club's fans to throw their full support behind the team.
Optimism was rife in Kent at the end of last season after the Gills stormed to the League Two title, returning the club to England's third tier for the first time since 2010.
But some supporters were left deflated by what they perceived as a lack of investment over the summer, and that has been followed by a disappointing start to League One life on the pitch which has seen the Gills fail to win any of their opening seven matches and also exit two cup competitions at the first hurdle.
In an open letter to fans, Scally - who defended the amount of money spent over the summer - wrote: "Without wishing to state the obvious, our start to the season has not been quite as planned and with just the three points from our first seven games to show I fully understand your concerns, worries and frustrations.
"And given we all share those same feelings, I thought I would write to you to assure you on how hard everyone at the club is working in an effort to turn things round and get that first vital win.
"It is a fact that when things don't go so well during a period - and there have been many occasions when life has been tricky over the years at this football club, as well as some great occasions of course - the general mood changes and many negatives creep into our manner, our rhetoric and often our behaviour and we tend to take our frustrations out on the people who in fact are trying the most to get things right, and who need our total support the most."
Scally added: "We all know there can be upwards and downward spirals in football, we've experienced both over the years, but I would urge you each to a man to come to Priestfield on Saturday, bring your friends and bring your positive voices, sing your hearts out for the team, create an electric atmosphere, banish your nerves and tensions and really focus on what's needed, and what part you can all play to help the team achieve our joint goal.
"I can't promise it will guarantee a win, but I can tell you that if ever there's a time for you all to play the 13th man, it's now, and we have a better chance of a win on that basis than if the alternative occurs."
Gillingham return to action at home against fellow promoted side Bradford this weekend.