Here’s an odd bit of advice coming from me…get offline!
Every week, my in-box is jammed with people offering:
- Webcasts, webinars, teleseminars, simulcasts,
- Tweet chats, facebook events, video seminars,
- Mini-courses, ebooks, podcasts, internet radio, Blog Talk Radio,
- Blog posts, vlog posts, ezines, lifestreams, pipe-dreams, premiums, freemiums, uStreams, iStreams, we all stream for ice-creams,
- Electronic, exotic, erotic, exogenous, extraterrestrial, interactive, proactive, radioactive, radio-controlled, hyper-kinetic, self-actualizing, hybrid on/offline intergalactic symposia…
All in an effort to sell small business owners, private practice owners and solopreneurs some kind of product or service that’ll teach them how to market their businesses online. And, I agree, there are few, if any, businesses that won’t benefit from getting online. But, there’s a big problem…
Everyone’s trying to sell to these people using the very technologies that terrify them!
HELLLOOOOO!!! Beuhler? Beuhler?
Yes, I get the power of the online world as a source for community building and marketing. I preach that message non-stop. But, one of the reasons I wanted to write Career Renegade, “the book” is that…
The folks who’ll benefit most from getting online very often source their solutions offline.
They don’t know blogs, webcasts, social media, streaming video or PPC exist. Or, they may know these things exist, but they have no idea what they are, how they work or why they matter.
And, they’re terrified of the prospect of having to learn them!
Asking them to attend a webinar about marketing with webinars is like asking a hermit to attend a conference about getting over his fear of crowds.
I know this because I’ve not only worked with so many small business owners, but I’VE been a small business owner! I’ve launched, grown and marketed my own brick and mortar (yes, they still exist) businesses for the last dozen years. And, I’m half geek and half marketer by birth, but it still took me a long time to really understand, then tap the power of the web as a marketing tool for my neighborhood business in NYC.
So, if you’re looking to build a new renegade career that serves the needs of small business online, you need to understand this critical fact—many are massively uncomfortable with the ways of online marketing, social media and communicating any way other than face-to-face, phone and, if needed, e-mail.
Your job is to find these folks and reveal the money-getting, business-building, community growing power of your online ways.
But, you need to do this not using the medium you’re most comfortable with…but the medium they’re most comfortable with.
And, that means, more often than not, getting your hands dirty, going local, getting out from behind the keyboard, running neighborhood events instead of webinars, talking to people face to face. It means running workshops at the library, the community center, Town Hall. Or, good heavens, even the high school gym.
It means using language and examples “those people” understand. And, accepting the challenge of not only selling, but educating. Invest in them.
Bring the revolution to them, on their turf…on their terms.
Show them what’s possible, then become their faithful guide as you bridge the gap to the online world together.
Do this…and watch the magic unfold.
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