I wish there was a delete button for all of the hype making its way around the internet. Yes, the wizards telling you to “take one sip of this magical Internet potion for guaranteed success” are lying. Successful business online or off still requires the same time, money and countless hours of bloody knuckled trial and error.

So there are negatives to doing business online? Yes. Here are just a few:

• The internet provides awesome marketing avenues, but has also brought your competitor elbow to elbow and to cut-throat levels. No longer is the competition in another city or across town. They are just a few clicks away in the search results at the major search engine. Success requires more creativity and harder work than ever before.
• Your target prospects are continuously pounded by marketing blab. They are tired of being “sold”. They want to fast forward through the commercials in every corner of their lives.
• The online “community” has created a customer base peppered with absolute monsters. They erupt at any time for any reason. With their new-found anonymity they flame and defame on forums and email lists without any consequence or response by you.

Now that we have some of the negatives out of the way, let's take a look at a few positives.

• The Internet has leveled the playing field allowing small companies to compete with corporate Goliaths.
• Most businesses are already actively using websites and email. Now small businesses owners can afford to take advantage of the audio and video medium as well.
• Your market reach has just expanded worldwide. In fact, sometimes it is more difficult to target just a local market than a global market. Go figure!
• Typical cold calling and mass mail advertising blankets an audience that may or may not be interested in you or your services. Search engine marketing allows you to strike while the iron is hot. Get in front of your prospects while they're actively looking for and thinking of you!

Bottom line – keep things in perspective. The internet should be seriously considered as an unavoidable marketing channel. Work hard for the benefits. Don't fall for the hype. And remember the same principles apply. “You get what you pay for” and “you reap what you sow”.