When I ask him to proof one of my articles, he gets this deer-caught-in-the-headlights look in his eyes. Even though I've begged him to be brutally honest, I know he's thinking, "What can I say? I don't even understand what she's writing about!"

I think I've finally come to understand that what we do on Internet is very specialized. Never mind that there are thousands of us doing it. Those of us who spend hours each day on Internet advertising, reading and learning, give so much of ourselves to this endeavor. When we're not online, we're brainstorming headlines, ad copy and articles. Internet marketing is in every fiber of our being. Keep us away from computer too long and we go into severe withdrawal.

I don't know about you, but marketing is both a challenge and an outlet for me. The challenge is to learn as much as I can absorb and use what I've learned effectively. The outlet is tapping into that part of my brain that is creative.

I have come to understand that to some extent I have to keep my life online and my life offline separate. I tell my friends just enough and then shut up (hopefully before they are frantically looking around for a means of escape). Nothing is worse than to have someone rattling on and on about something you have absolutely no interest in.

But that's okay. There are plenty of people like you who DO understand what I'm talking about. And I don't have to explain to you what an ezine is.

"There are as many ways to live and grow as there are people. Our own ways are only ways that should matter to us." Evelyn Mandel

3) WHENEVER POSSIBLE, MAKE YOUR MESSAGE INTERACTIVE

If you can compel people to actively engage your marketing message rather than passively hear or view it, you'll dramatically increase probability that they're going to absorb it, remember it, and repeat it.

One of best ways to make your marketing message interactive is through VIRAL MARKETING. To read a previous Marketing Tips article that explains exactly what you can do to make your marketing message viral, visit... http://www.marketingtips.com/newsletter/issue33/page1.html

4 ) BE CONSISTENT IN VOICE, FORMAT, AND DELIVERY

In order to engrave your brand in minds of your target market, you need to consistently repeat your message to them...

* DESIGN A SIGNATURE FILE that contains your message and attach it to end of every e-mail you send. It costs you nothing and it's an easy, effective way to repeat your message to those people you have direct contact with -- your best potential and repeat customers!

* Your web site design, logos, and graphics should, if possible, VISUALLY EMPHASIZE AND REINFORCE your message. Check out McDonald's web site at http://www.mcdonalds.com Does that yellow and red look familiar? Think about how you can similarly use your web site design to further impress your brand in memory of your visitors.

* Your NEWSLETTER CONTENT AND YOUR WEB SITE CONTENT should all ultimately contribute to your marketing message. There is no room for distractions like articles or links that don't move you towards your main goal (to sell your product, remember?).

5) NURTURE EXISTING RELATIONSHIPS WITH CUSTOMERS AND SUBSCRIBERS

If they already know you, if they're already familiar with who you are and what you do, if they've already bought something from you, then you should be building on these existing relationships.

MAINTAIN REGULAR CONTACT VIA E-MAIL (it's free!), and consistently remind them who you are, what you do, and most importantly, how they stand to benefit from continuing to do business with you.

If you play your cards right, not only will you PROFIT FROM THEIR REPEAT BUSINESS, you may also persuade them to "spread good word" to others with similar interests.

6) BE VISIBLE TO YOUR BEST POTENTIAL CUSTOMERS

A big part of branding is obviously about getting your name in front of your best potential customers, so that when time comes for them to buy, THEY'LL CHOOSE YOU OVER THE COMPETITION!

Here are a few powerful ways that you can do this...

* WRITE ARTICLES that contain information that will be of interest to your target market and then offer them to industry newsletters and web sites free of charge. Web masters and editors will appreciate free, quality content, and you'll get your name and URL in front of your target market.

* PARTICIPATE IN NEWSGROUPS AND DISCUSSION FORUMS where your target market hangs out. This is an easy, no-cost way to develop your reputation as an industry expert. Simply make yourself available to answer questions and provide participants with information that they will value.

* SUBMIT YOUR WEB SITE TO THE SEARCH ENGINES AND DIRECTORIES. Also be sure to search for directories that are geared towards your industry and request a listing.

* REQUEST LINKS FROM SITES WHERE YOUR TARGET MARKET MEETS. This is not only a great way to increase your visibility, it's also an extremely powerful way to attract large volumes of highly targeted traffic -- yet it's frequently dismissed or overlooked!

* USE BANNER ADVERTISING - IN MODERATION! With well- designed banners and a targeted ad campaign, you CAN make money with banner advertising. Just be sure to educate yourself on latest, most cutting-edge banner techniques before getting started.

To read an article on designing effective banners that really work, visit... http://www.marketingtips.com/newsletter/issue35/page1.html

* START YOUR OWN AFFILIATE PROGRAM. With your own Affiliate Program, you can enlist an army of affiliates who will spread your name and your marketing message across web -- and you don't pay them a cent until they make a sale.

To read an article on how you can start and profit from your very own Affiliate Program, visit... http://www.marketingtips.com/newsletter/issue19/index.html

DON'T LOSE SIGHT OF YOUR ULTIMATE GOAL:

With branding being hyped as one of *the* marketing strategies to pursue right now, I worry that some of you may be steered off-track.

While it's a good idea to be aware of and actively direct how your e-business is being branded, remember that there is a key difference between creating awareness and actually closing sales.

Given innumerable marketing strategies that you can use to simultaneously create brand awareness AND draw targeted traffic to your web site, there is no reason for you to be spending your limited advertising dollars on branding techniques that don't return a significant profit.

Avoid being sucked in by myth that entire web needs to know who you are. Focus on your target market and realize that most forms of traffic generation ultimately enhance awareness of your brand.

You are spelling out your brand message, directly and indirectly, with everything that you do, say, and sell.