Hot Dope #1) The more that your potential customers see your name in front of them, more likely they are to call your number (and not someone else’s) when they need services you offer.

Many marketing efforts go unrewarded, not because they were off target but simply because they weren’t given enough of an opportunity to work. Showing your TV commercial one time, running an ad in newspaper once, or doing one mailing of postcards may not be enough to grab and keep audience’s attention.

Get your name out there, do it on a regular basis and people will remember you when they need someone in your line of business. Actually, this particular “Hot Dope” cannot be stressed enough – and failure to adhere to it is #1 reason new businesses fail.

You should also know that taking time to really see which pieces will generate response you want will pay off. Don’t just totally give up when a response is low – persistence is vital.

Hot dope # 2) Measure your Return On Investment (ROI) in terms of actual MONEY not response rate. An advertising vehicle is working when MONEY that it brings in has more value than MONEY and time that is spent on marketing.

You can't put up a beautiful (or any) web site and hope that people will just arrive. You have to let them know, IN EVERY POSSIBLE WAY, that your web site is there. This HAS to be part of any Internet marketing strategy you develop. This is actually a basic marketing principle. Customers are not going to look for you, you have to look for them.

Promoting your web site on-line and building traffic is subject of thousands of web sites, e-zines, books, courses and seminars. Using web to promote your site, however, assumes that your customers are surfers. But there is a large percentage of our population that is not as savvy with internet as we would like them to be.

So, what about large percentages of population who are not? They will only find out about you through traditional marketing and public relations media. This is particularly true if you serve a fairly local market. Fortunately these are easiest and cheapest prospects for you to reach off-line.

Key Off-Line Internet Marketing Strategies

Here are some of ways to make your web site known (this list was taken directly from Traffic Building Volume of Ken Evoy's brilliant book, Make Your Site Sell! 2002:

• TV, print and other advertising

• Stationary and business cards

• Catalogs, fliers, billboards, blimps, etc.

• Direct mail (prominently on every document)

• Telemarketing (make it part of script)

• News releases to targeted media.