Are You Creating Opportunities for Your Audience to Discover Your Business?

Author : , Date : September 8, 2015



Every business wants and needs more customers and yet it seems more and more are challenged by the changing tide of marketing.

For generations we relied upon mass marketing… direct mail, newspaper and magazine ads, radio, television, door hangers, local sponsorship’s… you name it.

But over the last five years marketing has experienced a massive shift as people trust advertising less and less and move away from disruptive forms of communication to searching online for what they need or want when it’s convenient for them.

In the last number of years I’ve witnessed an explosive number of new websites, social media accounts, blogs, videos and podcasts.

Of the hundreds upon hundreds of business owners I’ve had the opportunity to either talk with or service over the last ten years I can share the one common  theme I hear over-and-over again is that they spend all this money and little comes back when it comes to digital marketing.


Because they see it as a mass marketing vehicle akin to a newspaper advertisement; just create a website, blog and watch them come.

Not so much, right?

In a recent LinkedIn thread I had an engagement that all I will say about it is; interesting.

I shared that marketing is different than advertising and one very confused person left a comment about passive income. I wasn’t talking about passive income I was talking about this very subject that I’m writing about today (Check out the video below I posted and the LinkedIn conversation).



Each business is different and there are many different industries and the reality is that we need both short-term and long-term opportunities. That’s the difference between advertising and content marketing.

Neither is right or wrong; but there should be strategies for both.

Unfortunately, too many businesses focus on the short-term; many times unintentionally. But that creates its own set of problems that keep them in chase and flight mode instead of attraction and opportunity mode.

All businesses have one thing in common; they meet the demands and needs of their customers who are able, willing and ready to buy from them.

That is if your prospects know you exist and why they should buy from you over your competition.

So I ask; how will the people who NEED YOU find you when they are ready?

Are you creating the opportunities to deliver your message?

Do you have a cohesive, consistent, relevant, inspiring and compelling message?

The online world is filled with noise and people who think they know what they are talking about but don’t have a clue.




How do you Mr. or Ms. Businessperson cut through the noise so that your audience who is able, willing and ready to buy from you finds you, receives you and buys from you because your competent, authentic and worth buying from?

As I said, it’s no longer enough to just create a website or blog and hope they will come. Every year millions upon millions of new websites and blogs show-up online with the hopes of getting new customers.

And yet only 20% of all businesses are even creating new content via blogging according to a infographich by IgniteSpot.

Here are a few other interesting stats:


  • 90% of consumers find customer content useful
  • 60% of consumers feel a company’s positivity after reading the site
  • 70% of consumers learn about a company through articles rather than ads
  • 81% of U.S. consumers trust advice and information from blogs
  • Small businesses with blogs generate 126% more leads


Does knowing this information change your perspective?

It ought to… however just creating content alone will not suffice. You have to create the opportunities that will draw your audience to you.


How Do I Create Opportunities Daily?


Opportunities are everywhere, if you’re looking for them; but you have to choose to take the time to intentional about it.

I know, some will say; “Don, who has the time for that?”

To those I say if you don’t start making the time you may have plenty of it in the future if you’re not attracting an audience who you can convert into paying customers.

Unfortunately, there is no quick “get rich” way of doing this. It’s not easy and it’s not for the faint of heart. It’s becoming harder and harder to “buy customers” via advertising and it’s becoming more and more expensive to do.

But it’s also becoming harder as I said earlier to cut through the noise online and attract your buying audience.

So let me ask you a question?

Would you prefer to rely on a third party business like a newspaper to drive your sales? How about Google or Facebook? Would you prefer to rely upon them?

Not me!

I will work hard for a few years to gain a raving set of fans that will help me and I believe in them so much as well that I will help them.

I may use those tools, but I rely upon the established relationships that create credibility and validation instead of just posting “stuff” that I hope people will see and click.

Opportunities to grow your business in the new marketing model I have bought into rely upon friends, referral partners, strategic partners and JV partners.

It’s all a form of networking that’s really not so new. How do you think successful business owners or large corporations do it? They don’t rely just on advertising or posting “stuff”… in fact when is the last time you saw a Southwest Airlines TV commercial? How about Coke?

You don’t…

See, they’ve embraced partnerships and they’ve embraced the web.  Just check out Southwest Airlines blog; it’s phenomenal how they create opportunities through their employees, partners and customers online.




My Own Opportunistic Journey


As I said earlier, opportunities are everywhere.

Last week I wrote about networking online and shared a number of my good online friends. Without them I would not be where I’m at.




I have a fast growing website, new clients weekly, and an award winning blog. Not bad for just a little more than a year’s work.

In addition, I created an opportunity through a local Interstate Battery franchise owner who helped me with an issue with my batter and in turn I blogged about the experience. That ended with me being featured on the blog of Interstate Batteries. Check out the article here



Pretty cool opportunity isn’t it.

I have been featured on’s blog, podcast and on two webinars. I’m working on the next article for them right now.




That led me connect with an NFL player (I’ll leave unnamed for now) who I may work with after the season is over.

Today I am recording two training videos with

In addition, Ana Hoffman included me in her Weekly Skinny at

Just today I was featured in two blogs. One was on Brent Jones site where he interviewed me on a video titled “Find Targeted Readers with Don Purdum” and the other was on Tor Refsland’s blog titled “117 Tips On How To Set Goals From Successful Entrepreneurs”.




This week I will be speaking in Washington D.C. in front of successful business owners who are ready to take their business to the next level and this weekend I’m leading a blogging seminar in Frederick, MD.

In June I was featured as a guest contributor on Adrienne Smith’s blog in an article I wrote titled “Your Coming Dilemma in Online Marketing”.

I had the unique opportunity to coach Adrienne and she is amazing as a business owner and leading blog expert. She has shared me across the web with her audience and I’m so grateful for her. It’s pretty safe to say she is a raving fan!

Opportunities are there and I’m going to continue building momentum and capitalize on them.

Here is the key… start small, build momentum and grow.


Content is Not Enough!


The truth is you need inspiring, relevant, compelling and consistent content. But as important and often neglected is what you do to capitalize on that content?

It’s all about networking online and creating the opportunities for that content to be found.

The internet works different today that it did even eighteen months ago. Here is a video that you can also find on my “Begin Here” page that covers it in greater detail. I hope you will take a few moments to watch it.


Your audience is not going to find you by osmosis.

Like I said earlier, I’m not going to depend on Google or Facebook to deliver my message. Why should I do that when if I work hard, create the right partners and make the right friends they will help do it for me?

When you create the right opportunities it’s amazing how more opportunities are creating through a search engine or social media site.

I’ve been featured or linked to thousands of times over the last year.  My audience comes because they discover me in all kinds of places online and my message resonates with what they need. Just like I shared above the opportunities are there if you’re willing to learn, work, build new habits and build your business for the long term.


Are You Stuck in Chase and Flight Mode Instead of Attraction and Opportunity Mode?


If so, you don’t have to stay there. There are two dominate reasons businesses are not successful in digital marketing or even marketing and sales in general:


  1. They don’t have a message. According to the 2015 B2B Web Usability Report, nearly 50% of respondents said the #1 reason they left a website immediately was because of a lack of a message. Do you know what business you are “Really” in?
  2. They don’t create the right strategies that are informed by their message and therefore end up trying to talk to everyone and end up reaching no one.


Do you want to learn more? Are you ready to discover the opportunities that are out there that you are missing?

If so, I want to offer you an opportunity to spend up to one hour with me for free on a call. There is no obligation or commitment and I guarantee that you will learn at least one thing that can help your business today.


Click here to access my calendar and schedule your free time with me


If you want some proof, check out what others are saying about the difference I made for them. You can also learn more about how the internet works for your business by visiting my “Begin Here” page.




Do you have a question, comment or idea you would like to share? Please, engage with me in the comments below and talk about it!!! 


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Don Purdum

Don Purdum

Don works with businesses to help them discover who their customers are and what business they are "really" in. He is an award-winning blogger and branding / marketing consultant.
Don Purdum
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31 thoughts on “Are You Creating Opportunities for Your Audience to Discover Your Business?

  1. Hey Don,

    Great information here and thanks for sharing the difference between marketing and advertising. I think Kim summed up the difference between the two the best in his answer on LinkedIn.

    You’re absolutely 100% correct as opportunities are everywhere, but they are only there because you’re creating them by attracting people to you or providing immense value. Even though we are in the digital age many successful businesses are still built through word of mouth marketing, which is the simplest most effective way of marketing in my opinion.

    I recently wrote a blog post about how to do this online. No matter what your goals are you need others to help you which is why you need to build relationships.

    Thanks for sharing Don. I will make sure to share this around as others need to read this.


    1. Hi Kurt,

      I have to check out Kim’s comment on LinkedIn in just a bit… however I went into a lot more detail today on the differences between these two entities in my article, although it’s the real point of the article it’s all there…

      I think I saw your article but if not, I’ll be sure to find it and engage with your there around your ideas.

      I appreciate all your shares and engagement Kurt.

      Have a great week ahead!

      ~ Don

  2. Hey Don,

    In the field of blogging or any other online business marketers plays a crucial role. Most of people get confused between marketing and advertisement. Customers try to find new opportunities. I agree with you that content isn’t enough to grow any website. Expanding the human connection with your customers matters a lot.
    Thanks a lot for this great article.
    Have a nice week ahead.

    1. Hi Ravi,

      Absolutely, it’s the human connections that count. Without them what is the purpose and how do we achieve our own means and ends?

      I so appreciate your comment.

      Have a great week!

      ~ Don

  3. Excellent Don. Your note of the word “intentional” sure works for me. I am on the prowl for opps by sharing content on many platforms. Through blogging, eBooks, audio books, paperbacks and podcasts, as well as videos, I am creating opportunities to spread the word. I work these platforms by promoting people frequently, by using email to strengthen bonds and through good old blog commenting too. No shortage of opps exist for the intentional person.

    Thanks for sharing!

    1. Hi Ryan,

      “Intentional” is one of my favorite words. What should we be if not intentional?

      I’m watching what you are doing and it’s a lesson to be taken for sure. You are doing a phenomenal job and worthy of all the rewards you get my friend.

      Keep up the great work and keep taking advantage of those opportunities!

      ~ Don

  4. Hi Don,

    Indeed, you’ve done a fantastic job with your business and blog.

    Content is super important and without it, there’s nothing, but even if you created the best content ever and stayed in your little corner, there would be not much to go on.

    I agree, opportunities are everywhere, and we just need to look for them.

    In my post on Monday I’ll be talking about a very easy one that every one can use, yet I think that besides me, you’re the only blogger using it among all the group of bloggers I know. If I’m not wrong only one good connection of mine uses this extensively, but she doesn’t really have a blog anymore.

    So, bottom line, actions take time and energy and if we’re not willing to go there, we are missing out.

    I hope you had a fantastic week and looking forward to your webinar next Thursday. I hope I’l received another reminder.

    Take care,

    1. Hi Sylviane,

      Thank you so much for your kind and generous words. I cannot express how much I value your thoughts and friendship!

      I love opportunities and we have to be ready for them when they come or we will miss our moment that could have been the one that tips the scale and propels us forward.

      I’m so looking forward to reading your post in just a little bit and on the webinar later this week Sylviane!!!

      Have a fantastic week!

      ~ Don

  5. Hi Don,

    Today tons of customers are ignoring the outbound marketing techniques, which were used so effectively in the past to engage with them and capture their imagination, resulting in sales.

    The cost of customer acquisition, using tried and tested techniques, like newspaper / magazine Ads, TV / Radio Ads, hoardings and so on are becoming prohibitively high.

    While the costs remain roughly the same the number of customers being acquired have dropped drastically, hence pushing up the individual customer acquisition costs.

    Today the consumer is looking for social proof of just how great a product or service really is from among their peers on various social media streams.

    Digital Marketing is been knocked around by SME’s all over the world it seems. DM is definitely looked at in a very funny way here in India. What I keep hearing on various SME forums is that SMEs only lose money spent on implementing a DM strategy.

    There really is a note of desperation that has crept in among SMEs. Traditional out bound marketing techniques are – not delivering paying customers – as they should. DM is not working, heck where are the SMEs to
    turn to next? Prayer?

    I think this is exactly because the SMEs are treating Digital Marketing processes as though they were identical to the traditional out bound marketing techniques they’ve always used. Which is so very wrong.

    SMEs are losing perfect opportunities to engage with consumers as never before. Social media marketing
    and advertising being one such awesome opportunity.

    Creating in-bound content, i.e. content that adds value to the consumer and draws them in. Delivering this consistently on carefully chosen social streams where their target consumers hang out, are opportunities that (I
    think) being completely overlooked or abused.

    This is resulting in multiple opportunities for revenue generation being completely lost forever.

    I loved how you grabbed the opportunities to make yourself (and your services) know Don. Your approach is perfect. The results are visible, it’s working for you.

    Whether it’s being featured on the Interstate Batteries Blog site or being featured multiple times and in various formats on SEMRush all of this works perfectly for you.

    You get noticed and your consumer engages perfectly with you, because of this.

    Now if only SMEs can learn exactly what you are writing about, it could that their breath away, laughing all the way their banks.

    Another terrific Blog post Don. It was an awesome read for me. Thanks for sharing this on Kingged

    1. Hi Ivan,

      In my article today I shared a link to a Harvard Business School PDF that is showing both the challenge of reaching a mass audience as well as the aquistion cost increase.

      It’s really phenomenal to compare and contrast the offline vs online cost and how the really don’t measure up.

      Fantast comment Ivan, thanks so much for the contribution and incredible value!

      ~ Don

  6. Hi Don,

    I like your way of putting it, my personal definitions we’re a little different.

    To me advertising is something that only runs if you put money into it. It can still be highly targeted and focused on one person, but every interaction costs money.

    Marketing is everything. Your branding, every single interaction with leads, customers etc. Your marketing is ALWAYS on.

    You do not interrupt someone if you target them with something they are utterly interested in and that’s why i’m not really against pop-ups. What matters a lot more to me is what happens after they’ll get subscribed. As long as your objective is to build a strong relationship with your list.

    There definitely is a shift happening, but some markets are absolutely different than others.

    I’m on an e-mail list of a copywriter called Ben Settle who e-mails EVERY day and sells in EACH email. You know what? Those are my favorite e-mails to read because they always contain copywriting lessons. Last week he sold a $297 product of Eugene Schwartz for $20 and he must have sent out 25 e-mails over a weekend. And I believe him when he says he gets less than a handful of unsubscribes.

    You definitely have some AMAZING things going on for you at the moment Don, and I just look at your accomplishments and i’m happy for you and inspired 🙂

    Well, this turned out to be a long comment. Whoops..I hope you are having an excellent week so far and I loved your interview with Brent as well!

    – Jasper.

    1. Hi Jasper,

      Thanks for leaving such a great comment and for sharing your thoughts and opinions. That’s just awesome and what it’s all about!!!

      I get your point and I agree, our marketing should always be on!

      I think as these terms have evolved I’ve come to the position that advertising is a one way street where we pay for access to promote.

      On the other hand, marketing is becoming more of a two way street where the audience actually holds the power and has an influence over our marketing. In a sense they can make us or break us thanks to the internet.

      Marketing now is about gaining influence and engagement.

      Each audience is different and I have seen some very good email marketers who send an email not just once a day but several times.

      I have my own opinions but that’s really all they are; more based around my own impressions and experiences without any real data to support it.

      However, I did experience a new way of using email thanks to David and Donna Merrill. I recorded a podcast with them last winter and they blew my mind about to use email for marketing and it was the most superior ideas I’ve heard in a long time on the subject.

      If you’re interested here is the link to the podcast:

      I’m really looking forward to starting them back up soon and doing some interviews.

      Thanks again for your comment Jasper!

      ~ Don Purdum

  7. Hey Don,

    Thanks for clearing that up on the difference between marketing and advertising. I actually looked at both of the as the same. Now I see advertising as a part of the marketing process.

    But it’s show true on the power of networking. I’ve notice lately that I’m attracting more opportunities to me than the past years I’ve been blogging.

    It’s not enough to only publish content and put yourself out there. You can write the most valuable content and still not come close to where you want to be.

    But if you network and build relationships oin the long run, you build social proof. With social proof your audience will see how competent you are. With that said this shows a great reason why they should get to know and trust you.

    Thanks for sharing Don! Have a great day!

    1. Hi Sherman,

      Advertising is an aspect of marketing according to some but in my opinion they have evolved into different entities with the evolution of the web.

      In previous years people advertised on popular sites with banners and many still do with pay-per-click advertising. You’ll notice it’s even referenced as “advertising” as opposed to marketing. Perhaps that’s just a nuance?

      Regardless, like you said we can’t just create, publish and push anymore. I’m not even sure how comfortable I am with the terms “promote” anymore. I like the idea of networking over promoting. One serves me and my interest exclusively while the other benefits us both as a goal.

      There is one of my favorite words… “competent” – thanks so much for bringing that up. I was just talking with Adrienne Smith earlier today and she brought up in our conversation how hard it is becoming to find really good content of late. Shame, they are not showing or demonstrating themselves as very competent.

      So it goes to show that for those of us who strive to be competent we have a real competitive long-term advantage.

      Thanks for commenting Sherman! I hope you have a great second half to your week.

      ~ Don

  8. Hi Don,

    wow, what an amazing post you’ve got here.

    I like the attraction and opportunity mode and that’s where most Marketers miss it, they want fast results and think blasting ads on Social Media and stuffs will give them that.

    Don, over the period, I’ve found that even though you may make a few and quick buck when you leverage third party sites but you never build a community and influence that way.

    I believe the right way just as you have mentioned is building and nurturing relationships with the right people (those going where you want to go or those already where you want to be)

    Your post was insightful Don and thanks for that.

    Keep it rocking bro.


    1. Hi Dan,

      Thank you for the affirmation and for your kind words!

      Yes, marketers and business owners are missing it. Many are thinking too short-term and not enough about the long-term that can make their life easier.

      When you do sprints you tire easy and can only run so far. The marathon is what ultimately sustains our businesses with short sprints in between. It’s a balance and not one at the expense of the other.

      Thanks again for your comment Dan!

      ~ Don

  9. Hey Don,
    We cannot ignore the place of networking when it comes to creating business opportunities. With the Internet many opportunities are opened to us and we just have to network to create and attract opportunities.

    This post is in-depth with valuable stats and details. I guess its time we start looking beyond content and concentrate more on the promotion of those contents to achieve success!

    This comment was left in as well

    1. Hi Sunday,

      Absolutely, the opportunities are there IF we are clear about our business and audience and are working to connect with them by being inspiring, relevant and compelling.

      When we do that, the opportunities are everywhere!

      I wouldn’t say you should start looking beyond content; I would say in addition to content concentrate on the opportunities of promotion through great networking. That means it’s not just about “me”.

      Thanks so much for your comment Sunday. I value your engagement!

      ~ Don

  10. Yay, this is an amazing post Don! And what a fabulous example you are setting for people like me. You’re setting a cracking pace and by showing us what can be done in such a short time (12 months!), many will be inspired and motivated into taking action.

    When you say ‘content is not enough’ you are dead right. I used to think that all you had to do is create lots of content and then miraculously people will come a running. Well they didn’t come a running, nor walking or crawling, and all the wishing and hoping in the world isn’t going to make them come either.

    Luckily I’ve discovered people like you, Adrienne Smith, Ryan Biddulph and others to set me straight!

    So the new paradigm is this: create valuable content, then promote it!

    Thanks again Don.

    1. Hi Kim,

      Thanks so much for your very kind words. Yes, it has happened fast but it is also to be honest because I follow my own process that I teach about clarity first and then focus and strategy.

      It’s been an amazing journey and I’ve made so many amazing friends along the way.

      I really cringe when I hear that content is king. Really? Those days are long gone. I even wrote an article last summer (2014) titled “If Content is King, Why Isn’t Anyone Reading My Blog (

      Content without context and without creating opportunities sounds more like a pauper to me than a king.

      I’m really delighted we have connected Kim! I look forward to learning from you and your expertise as well on your blog.

      Have a great second half to your week!

      ~ Don

  11. Hi Don,

    Very insightful message you have given here. We cannot depend on Google or Facebook when we are running a business. It takes many different parts of a “machine” to get our business out there. I always think of my business as little gears. Each one represents something I have to do each and every day.

    Yes, I blog and I’m sure glad you put that stat up that 81% of U.S. consumers trust advice and information from blogs. I do find that when I’m in the marketplace, people ALWAYS check my blog out for proof of the pudding.

    It amazes me when someone opts into an offer of mine and tells me that they love my blog. Although they didn’t comment…they read through it.

    It is so good to know everything you are doing and things that are coming up for you…well deserved my friend. I have to say I was always amazed at the rate of your growth. Your blog went wild in a short time, your services are fantastic. You are getting out there and growing like light speed. BRAVO!


    1. Hi Donna,

      I’m so glad someone agrees with me about the whole Google / Facebook dependency issue. I just know that if a business owner / blogger does this a slightly different way as I mentioned they can gain massive exposure faster and at the same time build themselves up for Google and social media.

      It’s all about networking and engagement and if someone isn’t willing to go there then it’s going to potentially be a lot harder process as we both know.

      As you shared from my article, the opportunities are endless!!!! We just have to make the opportunities to continue to create them.

      You’ve shared your amazement before Donna and I’m so grateful. But there is something to say for longevity as well. If there is no longevity then what good is the short burst? Right?

      Have a great week Donna and thanks again so much!

      ~ Don

  12. Hey Don,

    Another great message and example of how people should be building their presence online.

    You hit the ground running, connecting with the right people and nurturing those relationships. Because of that we slowly build up that trust in each other and when I like you as a person plus your content is something I KNOW my audience would want to know about I’m going to share it.

    Let’s also not forget that I believe in what you do so much that we ended up working together. I knew I wasn’t going in the right direction but I needed your expertise to help guide be back on the right track. I can’t say enough about your coaching and you as a person. I only wish that more people would realize what connections can do for them. I know so many are finally getting that now.

    I’m thrilled for you actually. You deserve every wonderful thing you have happening in your life right now. I hope I’ll always be around to support you Don because I know so many others who aren’t quite getting this message.

    Bravo my friend and congratulations for everything you have coming up. I’m not surprised in the least!

    Have a wonderful week and hope your three day weekend was fabulous.


    1. Hi Adrienne,

      You know, you’re my hero! Honest to goodness you really are!

      You are such a raving fan and I am always delighted and excited when I see you’ve stopped by and left a comment.

      It’s so true what you are sharing… these things don’t happen instantaneously! They take time, effort, energy and consistency.

      It’s something our “give me know McWorld” can’t seem to grasp any more. We all want results but few are willing to make the time and/or financial investment to get the results.

      Thank you as always for your kind words. I’m honored and blessed and thank you again for your friendship!

      Have a great week Adrienne. I know that although mine will be very busy it’s going to be VERY good!

      Chat soon.

      ~ Don

      1. That’s so sweet of you to say Don but I actually look at you in the same way. You’re MY hero! I’m happy that you get so excited when I stop by. I hope I’ll never disappoint you with my comments.

        I think what most people aren’t getting is that these things take time. I had a guy email me over the weekend who quit his job and is blogging full-time now spending up to 14 hours a day yet not getting any results. He just started, hasn’t been doing this for one month but all he’s doing is posting his content to all the social media sites and expecting to get instant overnight results. Bless his heart, another one steered in the wrong direction.

        You’re right, this takes time, effort, energy and most of all consistency. We might live in a McWorld today but if you’re building a business online you better start learning what will bring you the best results over time.

        Always my pleasure Don to support you, I’ll always be here for you too.

        Have a great week and don’t wear yourself out! LOL!!!


        1. Well, I am sincerely honored and so grateful. Your comments can never disappoint me. You are such a natural engager and you make it look so easy.

          Time is just one of those things that people put themselves into pressure cookers on. I get it; I’ve been there and had to make my business work fast. But, things have a way of working out if you just yourself and God. He’s never let me down or steered me wrong; even when I was the one headed in the wrong direction.

          I’m so sorry to hear about your call… I’ll definitely keep this person in my thoughts and I hope it all works out for him!

          I’m here for you as well my friend!

          ~ Don

  13. Thanks for linking to our interview Don! Great stuff. I appreciate that. It’s also great to see you gaining so much meaningful exposure — your message can help many, so glad to see you getting the recognition you deserve.

    Thanks again for being a guest on my show.

    1. Hi Brent,

      It was awesome to have done the video with you. I appreciate your kind words. It has been a blast growing this business over the last 15 months and I can’t wait to see where the future takes us all!!!!

      It’s good to be in this with you and so many others!

      ~ Don

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