Some offline business owners don't care about rankings, a clever sales funnel, etc. And they tend to be like donkeys - don't want to learn simple stuff, new facts. The time you waste with them is VITAL time (and resources) you should be applying somewhere else, with someone else. In the end you'll waste time, money and your brain with people that doesn't get it.
This year had 2 perfect examples:
One, a guy that ignores the internet, mid 30's. Lives really far away from us, like 300km south. Owns a company with his dad. Now he's taking control. Asked us to help him make sales online. He read some reports about Adwords and SEO success.
Two, a guy that ignores the internet, also mid 30's. Owns a company with his brother. Asked us to help them make sales online. Someone told him "it's was easy". This guy lives in the same city as we do.
Keep in mind I met these 2 guys at the beginning of the year.
Client One got a high end quote for a proper website, 50-75 articles with 1500-2000 words each, everything REALLY optimized inside that site (ain't talking about seo plugins), a unique design, and specific sales funnel to bring him more customers or at least the contact of these potential customers, among other stuff. We created a plan for him to be a WINNER in his niche:
Site. Content. Sales Funnels (Yes, 3 of them). Pitch approach. Customer retention. One year of strategy included with all the obligatory items. And everything else you can think of.
Client Two got also the exact same thing - although in a different market, and with slightly differences.
Keep in mind these were HIGH end quotes. Not the usual "poison" of 500$ websites and "it's so cool!!"
Now, here we are, December 2011. Guess what?
Client One, got informed about MY company, about SEO, about MARKETING, and finally decided to move on. He drove 600km to meet us personally in my hometown, to sign the contract and spend the whole day with us. Now he's the proud owner of a Top 3 website for his keywords - and although the financial crisis is hitting everyone, he still makes thousands per month, thanks to that powerful site, and objective sales funnels. In fact, he's one of our best customers now.
Client Two, well, had more then 5 PAID meetings with them, and they simply don't get it. It's not even about the money - I am paid to speak with them. It's their attitude. "Oh why orange?" - Cause you sell a low cost product and it's THE perfect color for low cost products. "Oh and what about the menus? Can't we make them bigger?" - Yes we can BUT that way you'll lose your sales funnel, people will ONLY see a menu - not the products or benefits.
And so on.
Get my point? Even if client Two gets a contract with us, it will be a pain. They'll never understand what we do and WHY we do it THAT way. It will be like a bad marriage.
If you're starting your Offline ventures this is one advice I want to give you:
ONLY deal with people that, at the very least, is open to listen to you, and to understand you know what you're doing. Otherwise you'll be wasting time, money and your focus.
Have a great 2012 - Online and Offline!