Sometimes when we approach something new and different, we can shy away from it; fearing to do too much too soon. The same came be true for people starting their first online business. They fear to put themselves out there in case they dilute their message or face crictism.
The Internet can be a daunting place, even for the most tech savvy of business people. There's a lot to learn about running a business online and it's a topic that you can never stop learning about. But still many small businesses shy away from engaging online with their customers or from promoting their latest product. They slip back into the 'If I build it they will come' mentality. Frankly, nothing could be worse.
You need to be brave online. Don't be afraid to put yourself out there, give things away for free, be controversial, do things differently or simply be open and honest online. The braver you are, the more your customers will respect you.