Those very same business owners have a healthy skepticism of marketers, social media and even computers. Think of it from their perspective: they have had to pay money so they can turn over control of part of their business to an outsider. They have had to do this for several decades now. When computers first hit low enough price points that small businesses could afford them... small business owners' dilemmas began in a whole new way.
They had to buy new computers almost yearly to keep up with the latest, fastest equipment... and speed was everything in the 80s and 90s. But computers were different than buying advertising from the local newspaper or from the yellow pages. You had to trust that the person you were buying from would provide service when something went wrong. The business owner couldn't afford to have his or her computer down for a few weeks while an outside technician played with it.
I mention this background history as a way of making the small business owner's skepticism a little more tangible. So now when you interact with your offline clients, and as you gather more new offline clients, think of them as scared by past experiences... and therefore skeptical. If they haven't had this type of an experience, it still won't hurt you to treat them as if they had.
So how do you treat a skeptical small business owner? You deliver new high-quality, cash-paying customers as rapidly as you can and that disarms their skepticism. This means your offline strategy should be to deliver value right out of the chute. You can quickly turn skepticism into trust and admiration. You can become that business owner's “exception to the rule.” All you have to do is apply a strategy that works every time, delivers new cash-paying customers and works quickly.
Among dozens of methods to chose from, I'm sure you can win if you choose to first work with paid search, or mobile texting, or video marketing. They are on a short list of maybe two dozen techniques that work quickly. The trick is to match up the most successful method with each particular client, and it may be different depending upon the business involved. The three I just mentioned work well.
What is your favorite first tactic?