I’d venture to say that a large percentage of local & small businesses have tried online marketing in one way or another at this point. Whether it be through a phone book company, search engine company, newspaper or social network most small businesses have tried SOMETHING online to get them more business. Unfortunately for them, most have failed and they’ve decided that the internet doesn’t work for their type of business. Why do so many fail? It’s because they always buy the sizzle and never buy the steak.
I’ve dealt with a lot of local businesses and the people running the show typically have a few traits in common:
- Ignorant: They are typically ignorant to technology and to learning anything new. They know all.
- Super Type A: Don’t want to listen, just want to bark orders and think you should listen to them.
- Cheap: Think they should get an original Picasso at Dollar Store prices.
- Unreasonable: Have completely unreasonable expectations.
Having these traits leads to them buying into the biggest loads of crap that salespeople come in selling to them. In their minds a fast talking, ass kissing, wheeler dealer salesperson who is promising the world, MUST be selling a superior product. “Hey these guys are from the local newspaper they must know what their doing.” “Wow these guys came from the phone book company, they must know the internet.” “These guys are telling me they have a special relationship with the top 750 search engines that gets them clicks at half the price, it’s a no lose situation.”
Local businesses don’t want to be educated, they don’t want to see the results….they want to be lied to!