Last fall I just spent three days traveling throughout the Midwest teaching marketing seminars for groups of HVAC contractors.  In each market I met business owners running profitable companies which do not have a web presence and  do not check their email regularly.  Talking to them about social media as a marketing strategy was like speaking a foreign language.

As I get ready for another round of seminars, including one on Saturday, May 21 in French Lick, how do I get them to take a second look and seriously consider the benefits of social media?

My approach is to create a comparison of a marketing budget based on mass advertising vs referrals and word of mouth.  These are concepts they will relate to as I use them to form the foundation of my argument for expanding into social media.

Will they all sign up for twitter on Monday, probably not, but a few, more progressive will give it a try opening up new pathways to connect with clients.