• Do your homework. Research the habits of your target customers and place ads in media that will reach them.

• Post well-targeted, one-time-only messages. Choose a small number of carefully selected and relevant newsgroups and/or mailing lists. Get explicit permission from the group leadership or list owner to post your message. Remember that you will get much better results if you have already formed a relationship with the group involved (see "Pay attention to local customs" above). Invest time and energy to learn the group's interests and attitudes, and craft your message to be as unobtrusive as possible. Blasting your message loudly to a bunch of strangers is a waste of everyone's time. A good place to start your search for relevant groups is http://www.Liszt.com, which allows you to search newsgroup descriptions using specific keywords.

• Create your own mailing list by asking your customers if they would like to be added. Make sure you have an "unsubscribe" system in place, and include this information in all emails you send to your customer list.

• Advertise on your own "property." You can place advertisements on anything you own yourself - your own webcenter, any mailing lists you maintain (as long as people sign up voluntarily), and any newsgroups you belong to (check their rules first).

• Use an "opt-in" mailing list service. These services provide names of people who have voluntarily signed up for mailing lists and agreed to receive messages from other interested parties. Opt-in mailing services are a great way to drive targeted traffic toward your site. Opt-in email promotions are:

• Inexpensive. Averaging just $.20 per delivered name (except for certain high-value populations which may be more expensive)

• Scaleable. The costs of opt-in programs are generally on a per-name basis, which means you can economically mail to small lists.

• Quick. Once you've set your strategy, crafted your message, and prepared your website, opt-in programs can be ordered, delivered, and running in a matter of hours.

• Informative. Opt-in programs provide complete feedback information to help you determine what's working and what's not. The result is smart and effective marketing.

• Participate in Internet newsgroups. Also known as Usenet groups, discussion groups, or discussion forums, these groups offer an easy way for people to listen in or actively participate in online discussions on virtually any topic. There are literally thousands of newsgroups already existing covering topics of interest to individuals and businesses. According to some sources, more than 24 million people worldwide participate in Usenet newsgroups. Savvy business marketers have learned to tap into the power of newsgroups as a marketing strategy.

• Place classified ads. There are thousands of free classified ad sites on the Internet. Advertising in email newsletters is also an inexpensive way to reach thousands of prospects. And don't limit your advertising to the Internet! You may advertise in newspapers, magazines, using bumper stickers, etc. Just be sure to follow The Companis policies and procedures regarding advertising.