They have nightmares about this stuff.

Things like talking to a prospect on the phone. It’s salesy! It’s live! It requires coming out from behind the keyboard!

Things like simple, manual tools. Non-automated emails! Hand-writing letters! Picking up the phone!

Yet things that bring us closer to our audience are precisely what marketers need to get excited about. It’s from that closeness that the best learning happens – actually connecting with people.

We can’t get closer to our audience if we’re afraid of them.