Earlier quoted context omitted.
"is that most Americans do not know how to market themselves during job searches" Along the same lines I had an office a few years ago in an office park about 1 mile from a Walmart. In all the years I was there nobody ever knocked on our door looking for work or dropping off a resume. At the Walmart though I'm almost certain that they had a steady stream of job seekers showing up and filling out employment forms. I'v…
Your anecdote doesn't really seem feasible for most people. Do you think it's reasonable that someone who has been out of work for 6 months would take on the risk and cost of flying to a tradeshow?
Are you a web developer? I live in a rural area and there are a half dozen shops within a 30 minute drive. Show up during business hours, ask for the GM or owner and tell them why you're there. Sure, you'll have the people who are put off by you just showing up, but it's just as likely you'll hit someone with a need just a few days (or hours) before they were about to place a listing.
So no, he's not saying to "take on the risk and cost of flying to a trade show," he's saying to be proactive and act like you actually want to have that job, not just a job.