A word of caution, however, don't make "structure" your end-product. Consider structure only as a means to get results you desire. This does not have to be a painful exercise--my plan and various lists usually fill only one or two pages. What's important is that there's always something to do . . . and that something always gets done.

You'll also want to maintain an element of flexibility in all that you put on paper or commit to your computer screen. Create your plans and follow them knowing that from week-to-week and month-to-month your objectives can--and most likely will--change.

4. MAKE TIME

Allot time each week to pursue your marketing goals. Pull out your calendar right now and schedule an appointment with yourself. It could be an hour, two hours or three--whatever you need to keep moving forward. It could be same day each week, it could be different days. Whatever you choose, honor this commitment of time. Make it sacred.

MAKE MARKETING MORE AUTOMATIC Remember, marketing doesn't happen in a vacuum, nor is it automatic. You have to tell people why they should want to buy your product or service--and then tell them again.

Only once you've adopted a marketing mindset and are willing to commit time and energy necessary to sustain your marketing efforts--only then will your marketing become more automatic, more natural . . . and more successful.

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Copyright (c) 2004 by Matt McGovern--All rights reserved.

6. USE EMAIL AUTO-RESPONDERS. If your Web host offers auto-responders (many do) set up 2 or 3 that contain articles you've written, a "Top 10" list, etc. Place a link on your site or in your email signature that readers can click to get an article for free. Everyone likes to get something for free (see #3 above)! Make sure your article is content-heavy and that you include your copyright, byline, and a brief 75-word or less bio with a link to your site. A plain text format is best to ensure compatibility with all email programs.

7. ASK FOR RECIPROCAL LINKS on Web sites of colleagues, clients, associates. The more links "from" your site and "to" your site, better your search engine ranking, and greater likelihood of increased traffic through cross-referencing.

Undoubtedly there are many more low-cost, no-cost ideas you can devise and implement. The only limit is creativity and time! The key is to remember that marketing doesn't have to be expensive to be effective.

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Copyright (c) 2004 by Matt McGovern--All rights reserved.