Marketing an exclusive message that caters only to a specific group, such as IT managers or engineers. Remember that decision maker may not be a technical expert.

Along those same lines however, there are many small software developers who market primarily to internet home based market when they could significantly increase revenue by targeting traditional small business owners who can't afford large CRM (customer relationship management) applications offered by software giants.

Promoting technical innovation instead of its value to potential customers. This actually ties in with number two because avoiding this "faux pas" is another function of your value proposition.

Introduce new products and technical development with articles in professionally prepared press releases that inform public of its value and benefits to their bottom line. Focus on increasing a business' profits and you're definitely on right track.

Those articles and press releases form basis of stronger sales material and direct mail campaigns. Build on this publicity by employing focused placement advertising in publications and events that will enhance credibility your product.

Use clearly understandable language rather than industry jargon to communicate value and context for application. Of course that is not to say you should not attempt to educate your prospects, it is a matter of how it is presented.

Rather than alienating audiences with insiders terminology, explain any terms that may be unfamiliar. In fact, taking an educational approach can work effectively as part of a marketing/sales strategy, but as many of failed dot-com(s) taught us business model must be designed to drive sales, not just demand or interest.

Trendy creative advertising often fails to reach target audience though it may make people pause and look. Maximum ROI (return on investment) demands that promotions focus on user benefits and how your product will drive sales for their company, directly or indirectly. Increasingly it appears that a greater number of companies are looking to technology to help drive sales, rather through product expansion or increasing internal efficiency. Success depends on approaching advertising as a component in your relationship marketing strategy. Each promotion effort should further or establish your rapport with customers. This in turn requires understanding their evolving needs. The advice offered here and a simple plan for your strategic marketing endeavors will help drive not only your revenue, but increased profits.

(c)2004 Enhancement Consulting

- Re-selling E-books- E-books seem like a great idea. However, most of sites that sell them offer seller right to resell book to others. Therefore, market has become saturated with books that are often available for free from some sites. And why would someone want to buy an e-book from you that they can get for free elsewhere?

- Safelist Advertising- Like e-books, this is theoretically a good idea. Safelists are groups of members who have opted to receive ads from fellow safelist members. This form of marketing loses its effectiveness due to fact that most members just mass-delete their bulk emails without reading them. Everyone wants others to read their ads, yet no one will stop to read other people’s ads.

- ‘Free For All’ pages- FFAs will post your ad in one of seven categories on their page. Like safelist advertising, idea is that thousands of others that post ads will see your ad and click to your website. Again though, everyone goes to FFAs to post, and not to access ads. On top of this waste of time and Internet space, your email account will get flooded with massive amounts of spam if you sign up with one of these sites.

Jessica Klein is a member of the 'Mount Real Research Team', whose aim is to seek out and distribute business information to the virtual public. She is a freelance writer based in Montreal, Canada who loves writing about anything from accounting to zebras.