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I agree, you have to take a hands on approach.

Some business owners will search and be sold on the web approach, but to be honest, you have to market this as a problem/solution and the only way to do this is through one on one contact. Especially as bricks and mortar owners are dealing on a face to face with every customer. You have to help them with the mind shift to online – less so with the print side.

There is so much competition out there.

Plus if you cannot get a natural search result high enough to compete with adwords, then the SEO aspect of the software might need improvement (assuming you use the product for your website ;) )

So yes, good old cold calling, working one niche market at a time is the way I would be promoting it. You may be able to sell it over the phone, maybe with a talk-through with them on the phone and online….