Education can overcome misconceptions and digital bias

You name the objection and we've heard it.
"Online doesn't work."
"We don't need to be online."
"Our customers are too old for online."
Seriously?
There really isn't a business anywhere that couldn't benefit from reaching additional potential customers. And, really, isn't that what digital marketing is all about?
Who cares about the medium? Aren't you trying to help businesses grow their business?
Then why in the world wouldn't you help them get their advertising message in front of more people?
It seems to me that we - and that includes businesses, digital marketers, sales reps, etc. - have got way too distracted about things that really don't matter.
Just this week I had a business owner tell me that his own internet usage pattern didn't include a certain high profile website. So just because he didn't visit the site, he didn't want to advertise there. It didn't matter that his potential customers were going there - he was blinded by his own routine.
Another example is the technology. Some business owners don't understand the technology and let that dissuade them from marketing online. Again, this means they are missing our on a golden opportunity reach potential customers because of their own bias.
It doesn't make any sense.
Digital marketers and people that sell digital products need to learn as much about as many products as possible. This is the group that must display expertise and savvy in the digital world. This is the only way to allay the fears or irrational objections that some clients will throw out.
Digital marketing is the same as any other marketing - getting an advertiser's message in front of as many people as possible.
Don't let misconceptions get in the way of that goal.